Customer relations: when to conduct a customer satisfaction survey?

In today’s highly competitive market, satisfying customers and maintaining good customer relations have become imperative for all businesses, regardless of whether they cater to professionals or individuals. To measure customer loyalty and understand their expectations, companies have no choice but to carry out satisfaction surveys. But when is the best time to do so? Find out with ProContact.

What are the benefits of a customer satisfaction survey?

Customer satisfaction surveys offer a multitude of benefits for companies seeking to strengthen their customer relationships and foster loyalty.

Measuring customer satisfaction

First and foremost, they allow you to measure satisfaction by collecting direct and honest customer feedback. This gives companies valuable insights into what is working well and areas that need improvement.

Improving customer service

By analysing survey results, a company can improve customer service and tailor its offers to meet the expressed expectations and needs of customers. For example, data collected through a customer questionnaire can reveal trends or recurring problems that, once resolved, help increase retention rates.

Strengthening trust

Satisfaction surveys are also an effective way to build trust with customers. By showing them that their opinions matter, a company can strengthen customer loyalty and, consequently, improve its brand reputation. Furthermore, by using online survey tools or satisfaction survey software, companies can make this process faster and more efficient, facilitating the analysis of results.

Customer retention

Satisfaction surveys play a crucial role in customer retention. By understanding customer needs and meeting their expectations, companies can not only retain existing customers but also attract new ones through a positive reputation.

When is the best time for a customer satisfaction survey?

Determining when to send a satisfaction survey is important to obtain relevant and actionable responses. Choosing the right time can maximise response rates and provide valuable information on customer satisfaction. Here are some key moments when it is ideal to conduct a satisfaction survey:

After a purchase or interaction

One of the most opportune times to send a satisfaction survey is immediately after a purchase or interaction with customer service. This allows you to collect customer feedback while the experience is still fresh in their minds. A post-purchase satisfaction survey can reveal whether the sales process went smoothly and if the customer’s expectations were met. Similarly, a survey following after-sales service can measure the quality of the support provided.

At the end of a project or service

For B2B companies, the completion of a project or service is a good time to conduct a satisfaction survey. This allows you to understand how the customer perceived the service and identify potential improvements for future projects. This type of survey also helps strengthen the relationship with the customer by demonstrating a commitment to improving customer service.

After an event or campaign

For companies that organise events or marketing campaigns, a post-event satisfaction survey can provide insights into the impact of these initiatives. Participant feedback can help adjust future strategies and improve the customer experience at future events. Similarly, after a marketing campaign, a survey can help assess the campaign’s effectiveness and the brand’s reputation among the target audience.

Regularly for satisfaction tracking

In addition to specific moments, it is also beneficial to conduct customer satisfaction surveys at regular intervals. This allows for continuous monitoring of the customer experience and detection of any changes in customer expectations or perceptions. For example, a satisfaction survey for a website or mobile app can be sent periodically to ensure that users are satisfied with new features or updates.

In summary, the best time to send a satisfaction survey depends on the context and the survey’s objective. By choosing the right timing, companies can collect useful customer feedback, improve customer relationships, and foster customer loyalty more effectively.

What is the best frequency for customer satisfaction surveys?

Here are a few approaches to determine the best frequency for satisfaction surveys:

• Post-transactional surveys: Sent after each significant interaction (purchase, delivery, support), they allow you to measure satisfaction immediately after the experience. They provide accurate and detailed feedback on recent events, helping to improve customer service.
• Quarterly or semi-annual surveys: Suitable for a global view of the customer experience, these surveys allow for regular data collection without overwhelming customers. They also allow time to analyse the results and implement corrective actions before the next survey, thus strengthening loyalty.
• Annual surveys: Ideal for companies with less frequent interactions, they offer an overall assessment of customer satisfaction. However, an annual frequency may miss opportunities to respond quickly to customer needs, necessitating the use of other feedback methods.
• On-demand surveys: Sent in response to specific events, such as product updates, these surveys allow for a quick response to changing customer needs. They help build trust by demonstrating responsiveness to customer feedback.

In conclusion, there is no single ideal frequency for all companies. The key is to find a balance that allows for regular collection of customer feedback while respecting customers’ time and attention.

After conducting a customer satisfaction survey, one might ask: “How to analyse a satisfaction survey” or “How to improve customer satisfaction” after the survey. To explore these topics, read our article on how to choose a service provider for customer satisfaction surveys.

Let ProContact manage your customer satisfaction surveys

Are you looking to better understand your customers and improve their experience? ProContact can help you! Thanks to our expertise in customer relations, we help you measure your customer satisfaction and identify areas for improvement. From questionnaire design to the implementation of corrective actions, we offer a complete solution to strengthen your customer relationship and build customer loyalty. Contact us to learn more.