Originally published by HDI SupportWorld. Read the full article.
Having a customer satisfaction survey doesn’t mean you have insight into what frustrates your customers. The score from your key performance indicator, whether it’s a Net Promoter Score, Customer Effort Score, or something else, is a nice barometer, but it doesn’t explain itself. To act on the score effectively, we need some context from the customer. Not all follow-up questions are created equal. If you’re not careful, asking the wrong follow-up questions can degrade the survey experience and the entire customer experience.
The traditional method of getting more specific details is to ask a series of rating scale questions, each evaluating a different attribute assumed to be important to the experience. For instance, transactional surveys in the fast-food industry might begin with an overall performance or satisfaction question and then ask “Please rate your satisfaction with the friendliness of the crew,” “Please rate your satisfaction with the accuracy of your order,” and so on. For each of these follow-up questions, respondents are presented with the same 5-point scale, which might range from “highly dissatisfied” to “highly satisfied.”