How to Raise your Sales & Marketing IQ in 6 Easy Steps

Infusionsoft cornerstone spinner

Steps to building a customer satisfaction survey

This ebook takes you through the process of conducting market research and gathering customer feedback. Creating a customer satisfaction survey will give you insight into how well you operate your business and where you can improve. You’ll learn how to:

  • Set clear goals for a reliable and useful customer survey
  • Ask the right questions based on what you want to learn
  • Test and retest your survey over time to improve effectiveness
  • Create incentives and minimize friction to increase participation
  • Avoid analysis paralysis to interpret the results and take action

Asking the right questions

A customer satisfaction survey is great at gathering two types of data – objective facts and subjective states. If your goal is to identify your most profitable customers, you’ll want to gather objective demographic data (age, marital status, etc.) as well as subjective information (behaviors, interests and opinions, etc.)

But beware. The way you ask a question can have a big impact on the answers you receive. When measuring customer satisfaction, you could use a numerical scale (“How satisfied are you on a scale of 1 to 5?”), Net Promoter Score (“How likely are you to refer us to others?”), an open-ended question (“How would you describe the quality of our customer service?”) and more. The results and reports you get will vary greatly, depending upon your approach.

Knowing how to ask the right questions is more art than science. However, the table on the next page can help you identify the right types of questions to ask, based on the circumstances.

close button

Subscribe to our weekly newsletter!

5 Reasons to Subscribe:

1. Weekly tips to dominate sales and marketing

At our core, we're focused on helping you become a sales and marketing machine. We tap into the genius of the best salesfolks and marketers out there to give you daily tips to grow your leads, make more sales, and keep more customers.

2. Expert small business resources that cost you zero dollars

Want to go deep? We have you covered with free guides, webinars, and tools on a range of topics from marketing automation, CRM, and digital marketing to building sales and marketing strategies from the ground up. All for free. All for you.

3. We're focused 100 percent on small business success

We exist for one reason: helping small businesses succeed. We give you the ideas and insights you need to blow the competition out of the water. We serve business owners who are hungry to put in the hard work to grow their business and own the market.

4. We do the work for you

Running a small business is a 110 percent endeavor. You don't have time to surf Internet for the best small business insights and ideas out there. We'll do that for you with the best original content from our team and from industry experts and small business owners.

5. But wait, there's more!

Small business success means more than just sales and marketing, so we also hit on a range of topics to help your small business thrive, including personal and business growth, customer service, and business management.

6. Righteous GIFs

OK, we said five reasons, but we like to overdeliver...and GIFs. We really like GIFs. You're bound to see some righteous ones.

GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.