Customer Satisfaction Surveys Generally Positive
A recent survey found that over one quarter of U.S. consumers have
completed a customer satisfaction survey in the last twelve months with about
half of the responses positive in nature. Over half say they fill out customer
satisfaction surveys to share a good experience (57 percent) or to improve
the company (50 percent).
The survey of over 1,400 U.S. consumers was conducted
by Chadwick Martin Bailey.
The custom market research firm said, unlike the common
perception that people respond to satisfaction surveys only because they are
upset with the experience, the research found that 81 percent respond equally
for positive and negative experiences. Just four percent said they respond
only when they have had a bad experience, whereas 13 percent say they typically
do it only when they have a very positive experience.
“Looking more deeply at the results, we see some unique segments of people
responding to these surveys,” said Jeff McKenna, senior consultant and
director of customer satisfaction solutions at Chadwick Martin Bailey, in a
indicates to me an opportunity for companies to tailor post-survey messaging
and interactions if companies choose to engage these people more fully.”
added, “Overall, they are showing devotion to a company and, at the
very least, companies should be thanking the customers who provide insightful
comments, whether they are problems or praises.”
The study also found that
men and women have different motivations. For instance, 60 percent of women
participate in customer satisfaction surveys to share a good experience versus
52 percent of men. Most men (53 percent) fill them out to improve the company
compared to 47 percent of women. The biggest gender differences are around
discounts: 50 percent of women participate to receive a discount compared to
40 percent of men.
- Study Finds Over Half of People Completing Satisfaction Surveys Seek to Share
a Positive Experience or Improve the Company – Chadwick Martin Bailey
Discussion Questions: What do you think of the value of customer satisfaction surveys for retailers or brands? Are there right and wrong ways to conduct customer satisfaction surveys?