Customer Success Survey Software

The purpose of a customer satisfaction survey is to understand how many of your customers are satisfied with your product, services, support, or the overall experience of anything from your website to your newest update. Though most commonly used for the product itself, a CSAT survey can be equally useful for other aspects of your product or business - letting you understand the precise percentage of clients, or users, that have a positive view of your business.

First, you need to determine what the survey is about. What kind of satisfaction are you measuring - product, feature, customer service, customer experience, website experience? Pick the one that makes the most sense for your business and then figure out the question you need to pose to get the most relevant answer. Next, all you need to do is go into Custify, create your survey, and pose it to users manually or automatically through our playbooks.

A CSAT survey should include the main question, such as “How satisfied are you with the platform?” and the rating system, typically between 1 and 10. Additionally, determine what constitutes a positive response for you (typically, any number above 7), and the formula you’re going to use (more on this in our guide to CSAT surveys). Lastly, consider when in the customer journey to pose the question and what the trigger should be.

A good CSAT survey score will be above 70%, with more precise numbers depending on your industry. For example, recent benchmarks from the American Customer Satisfaction Index show CSAT scores for Social Media tools at 70%, while Software CSAT scores come in at 76%.

A good promoter score will give you confidence that your users love your product or services. They are willing to go so far as to recommend you to their friends and colleagues, which means high customer satisfaction, is a good sign of retention, and can translate to increased word of mouth marketing and expansion. Aiming to increase your promoter score can solve a cascade of issues and, over time, increase customer loyalty and business growth.

Promoter survey results come in the form of three numbers - detractors (0-6 rating), passives (7-8 rating), and promoters (9-10 rating). Your promoter score is calculated by subtracting the percentage of detractors from the percentage of promoters. Any promoter score that’s negative will be bad (because you have more detractors than promoters). Then, the higher up you go, the better your score can be interpreted.

What a good promoter score means for you will depend on your industry, the demographics of your user base, and the type of product or service you’re offering. Generally, however, a score above 0 is the bare minimum goal. Then, go for incremental increases - over 20 is good, over 50 is fantastic, then the higher you go, the better. However, look for industry benchmarks for your type of product to see where the average is and how high you should aim.

There are a few simple tactics to improve your promoter score. The most basic steps to take involve acting on user feedback, improving your product or service offering, and talking to your detractors to determine what kind of improvements they would like. You can also conduct a service gap analysis, if you want to be more strategic and scientific with your approach.