Report Analysis

Measuring Customer Satisfaction with the CleverReach® Survey Tool

Reading Time 5 min.

How satisfied are my customers? And how helpful is my content? Find out – with an online survey directly on your website. Answers to questions on customer satisfaction are fascinating to every website operator.  Satisfied customers don’t only happily return to your shop – in the best case, they become your brand ambassadors.

You have probably already seen it: At CleverReach®, we also want to hear what you think about our content to be able to respond better and better to your wishes and needs based on your answers. Our survey gave us valuable feedback mainly dealing with our email marketing tool. But not exclusively: one of your wishes was to use a survey on your own website as well!

No problem, we’ve developed our own survey tool to create and publish your own online survey. Conduct an NPS or Yes or No survey powered by CleverReach® and easily insert it on your website via code snippet. Simply view the evaluation conveniently in the report of your survey.


How Do I Conduct an Online Survey?

Keep it as simple as possible. The simpler it is to submit feedback, the more likely it is that your visitors take part in your survey. Answering your question should ideally be possible on the go: one click is enough, without having to give extra confirmations or explanations.

This means: one question is all you need! The response options should also be limited. That’s why two types of online surveys are particularly suitable for exploring customer satisfaction quickly and straightforwardly:

  • NPS Surveys
  • Yes or No Surveys

You can create both in a short time with the CleverReach® survey tool!

NPS Survey: The Net Promoter Score

The Net Promoter Score has been around since the 1990s. It has been introduced in the book “The Ultimate Question“, and exactly this “ultimate question” is there to find out the satisfaction and loyalty of your customers: “How likely are you to recommend this business to friends and colleagues?“ The response option is a scale from 0 to 10, where 0 represents the lowest probability and 10 represents the highest.

Depending on their answers, customers are divided into different groups: Promoters (fans), passives and detractors (critics). All those who have voted with a 9 or 10 are promoters and it is likely they would actively recommend your business as brand ambassadors. On the other hand would all those who only voted with 0 to 6 also probably publish their negative opinion.

To calculate the Net Promoter Score, the percentage of detractors is subtracted from the percentage of promoters. The difference gives the NPS. It therefore lies between plus 100 and minus 100. The more promoters compared to detractors a company has, the higher the NPS – and the more likely you are to benefit from customer referrals. The NPS can therefore also be referred to as the “loyalty score”.

Use your NPS to find out how you are resonating with your customers and how customer satisfaction is evolving over time.

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Yes or No Survey

The Yes or No survey also allows you to easily find out about customer satisfaction as well. As there are only two ways to answer the survey, it is even simpler and quicker to submit feedback. Simply ask a question that can only be answered with Yes or No. One example to ask for customer satisfaction could be: “Would you recommend our page/ service/ products?”

You will get unmistakable results, than can, however, also be polarizing. The passives become invisible in this type of survey. That’s why NPS surveys are generally more suitable for evaluating customer satisfaction via a recommendation ranking.
The Yes or No survey is perfect for specific issues, such as: “Was this page helpful?”, for example in the FAQ section of your website.

What to Avoid in Yes or No Surveys

It’s essential that you only cover one issue in your question, otherwise your customer won’t be able to answer it correctly as they will simply ignore one part of the question or answer it the wrong way. Let’s stick to the example of the post in your FAQ section: avoid combining two different topics in one question, e.g.: „Did you like this post and did we solve your problem?”

It seems that the two things are definitely related. But strictly speaking, a website visitor may like a post because it is well and clearly written, but their problem is still not solved because the content does not address their very specific issue. Consequently, they could answer your question with “Yes” and “No” – but they’d be more likely to answer with “No” as this part of the question is more relevant to them.

Keep it Short and Simple!

This is also important when developing your Yes or No question: Adapt your style of speech to your target group and do not use technical terms that your users may not be familiar with. Phrase your question unambiguously, so your customers definitely know how to answer your question. Especially negated questions can become really problematic: „You don’t have any further questions?“ If all topics have indeed been explained, a logically thinking person would confirm this with a “yes”. But in the reality of language, a “no” can also state that there are no further questions, because the “no” also serves as a confirmation of the denied question. So make sure to phrase your questions clearly.

The Benefits of NPS and Yes or No Online Surveys

NPS or Yes or No surveys let you know how your content, products or services are received by your users.

Simple: Especially the limitation to one question and the very simple answer options lead to more users participating in the survey. This way you get more feedback from your customers.

Straightforward: Our CleverReach® online survey tool makes it easy to include the “ultimate question” about customer satisfaction on websites. Since only one question is necessary, the satisfaction of your customers can be determined easily and quickly. You will find the evaluation in the survey report.

Comparable (NPS): The Net Promoter Score is a recognized metric for measuring and comparing customer satisfaction. On the one hand, you can track and evaluate the development of your own NPS, and on the other hand, you can assess how your business compares to the NPS of your industry or your competitors – provided that the NPS is collected and published for your industry or other companies. Since the NPS is standardized, the values can be easily compared.

You want to use our survey tool?

Go ahead!

Find out how to find out exactly about customer satisfaction on our feature page „NPS Survey Tool“.

Also browse our help center post „Creating Surveys in CleverReach (Beta Version)“ for more details.


 

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