Maximizing Customer Satisfaction: Lecture 3

What does the perfect CSAT survey look like?

We’ve built customer satisfaction surveys for tons of our customers here at Enchant. We’ve figured out the formula for the perfect email survey that gets the most results with the least effort.

It starts with a simple question via email: How was my response today?

The customer chooses one of the following responses: Good, Okay, Not Good.

When the customer selects their answer, we ask for additional comments in an open ended field (make sure this is optional so we can still get feedback even if they don’t want to provide details).

The simple one-click question gives you hard data you can use in reports, and alerts your team to potential problems. The open ended comments give your customers a place to talk to you.

Is one question really enough?

You might be thinking that you don’t want to just offer a simple qeustions! You have a bunch of things you need to know, like:

  • How was our response time?
  • Was the issue resolved?
  • Was it resolved quickly enough?
  • Did the agent understand the problem?
  • .. and so on

I get it. I really do. You want details. But trust me, it’s a bad idea. As the number of questions goes up, the quality of responses goes down. Why? Because people have busy lives and they don’t care to fill out a long survey. If they answer at all, they’ll rush through and skip over the questions.

You’ll end up with a bunch of bad data.

One question is simple and elegant. Your customers know exactly what they’re getting into.

Look, you have a few seconds of their attention. Use that time wisely by asking one question, giving them space to elaborate, and no more. Keeping it short respects their time.

Single question surveys are embeddable, too. You don’t have to provide a link out to the survey. Your customer can answer the question right there in their email.

Add all this together and what do you get? More responses.

Continue to Lecture 4 →