Client Satisfaction Questionnaires: The Guide

It’s no mystery that customer feedback is an important element to long-term business growth.
But before diving into your first client satisfaction questionnaire, it’s important to consider these three things:

1. Question choice

If you want to ask many questions, consider spacing them out or alternating between different surveys. Generally speaking, the fewer fields a visitor has to fill out, the less overwhelmed they will be.
That being said, here are a few questions a SaaS company might include in their survey:

  1. Did you find what you were looking for?
  2. How could your experience be improved?
  3. What feature do you find most useful?

Of course, questions will vary depending on the type of feedback you’re looking for. You can even alternate between questions to see which ones get the best results.

2. User-friendly design

Once somebody finds your survey and decides to give feedback, you want to make sure they finish it and click the submit button, right?
After all, you definitely wouldn’t want someone to abandon their survey halfway through.
The best way to ensure the process is a smooth one is by keeping design in mind.
Here is a screenshot example of a simple customer questionnaire built using FormAssembly’s drag-and-drop Form Builder:
client questionnaire survey
A few takeaways:

  • The design is sleek and aesthetically pleasing — not at all distracting.
  • There aren’t too many questions, which keeps the form minimalist and simple. People will notice right away that this questionnaire isn’t time-consuming, and will thus be more likely to answer. You can use conditional questions to eliminate unnecessary fields. In the example above, that would mean the second question wouldn’t appear at all unless the user answered “No.”

The key here is to choose a design that your visitors will love. For example, a tech company may choose a modern, minimalist design in grayscale, whereas an environmental organization might use more earthy tones.
It all comes down to knowing your audience and choosing a design that suits them.

3. Promotion

Blog post embed

Many companies also choose to create blog posts specifically for customer feedback. A blog post is a great way to let your customers know that you are really, genuinely interested in what they think.
But oftentimes, these posts for feedback end up redirecting visitors to a separate contact page with further instructions. Then it quickly turns into a long, drawn-out process and the customer realizes she doesn’t have the time to fill out a questionnaire.
Would you go through that whole process yourself? I know I wouldn’t — not unless I had a major problem on my hands.
And since you want feedback that is both urgent AND non-urgent, it’s important to make things as simple as possible.
So, why not eliminate an extra step by embedding a survey into the blog post itself? That way, users can easily share their thoughts and ideas without the hassle.
You can do this easily by installing a form embed plugin for WordPress.

Social media share

Social media is another awesome way to promote your customer satisfaction surveys. I don’t know about you, but whenever I follow a helpful product or service on social media, I’m much more likely to give them my feedback and support if they ask.
You can link to surveys on Twitter, Facebook, and LinkedIn and use your company hashtag to spread the word. Rather than tweet a generic message, say something personable so that people recognize you aren’t a robot (and that you value their feedback).

Newsletter plug

Whether your mailing list is large or you’re still working on it, it’s always a good idea to add a link to your survey in a newsletter. Your power users will open up those emails and likely be happy to give you their feedback.
Just make sure there is a bold, noticeable button that readers can click on to find the survey.
And the more direct you are, the better. A study by MailChimp revealed that straightforward subject lines tend to perform far better than cryptic ones. So, if you’re emailing customers with a link to your survey, let it be known in the subject line by saying you’re looking for feedback.
Have you created a customer questionnaire and have some great tips to share? Feel free to tweet us @FormAssembly or start a discussion in the comments below — we’d love to hear from you!

Try the simple drag-and-drop form builder
Try it free

Don’t just collect data — leverage it.