How to successfully measure customer satisfaction (+ customer satisfaction survey template)

Customer satisfaction is a term that seems to crop up everywhere these days. It’s not just a buzzword either – it’s an essential business metric that can h

Customer satisfaction is a term that seems to crop up everywhere these days. It’s not just a buzzword either – it’s an essential business metric that can help you improve your brand, identify areas for improvement and drive forward from any challenges. So how can you measure customer satisfaction? What steps can you take to improve the level of satisfaction of your customers? Here are 5 tips for success:

Set measurable goals before you measure satisfaction

If obtaining customer satisfaction is your goal, then you have to set measurable goals before you measure the satisfaction of your customers. 

Getting qualitative data first will help you get a better idea of what might be important to your customers and what they think matters to you as a business. You can then try to incorporate some of these insights into your own metrics. By setting measurable goals, you can ensure your satisfaction score is on track to increase. 

It’s also important to know that you don’t need to achieve 100% satisfaction, because let’s face it, that’s almost impossible to achieve!

Involve your customers in the process

Customer satisfaction is not something you can do “on your own” – you want to involve your customers in the process to get the best data possible. There are a few ways to go about this. You could set up a customer satisfaction survey. 

You could also set up an online forum where customers can share feedback with the brand and join a chatbot or survey program where they can interact with you directly. There are numerous ways of going about this, but what’s important is that you engage your customers and get them to share their thoughts on their experience with your brand. This can be done through a variety of channels – email, in-app surveys, surveys on your website and social media.

Only measure what matters

It’s important to note that customer satisfaction is not a single metric that can be measured on its own. Each of the components of customer satisfaction comes together to form a picture of overall satisfaction. The measurement of each component provides context to the picture and helps you decide where to focus your efforts and resources. So what are these components? 

  • Ease of Use: How easy is it for customers to use your product/service? Is it intuitive and simple enough for them to get the most out of it?
  • Efficiency: How easy is it for customers to perform their everyday tasks? Are they able to get things done without any difficulty?
  • Intuitiveness: How easy is it for customers to get the most out of your product/service? Does it make sense to them? Is it intuitive and straightforward enough? 
  • Reliability: How dependable is your product/service? Is it reliable enough to allow customers to trust it?

Don’t be afraid to change things up

It’s important to remember that, like any marketing metric, the satisfaction of your customers will be subject to change. Customers will have different needs and expectations of your brand. New products, features and marketing efforts can alter the way customers feel about your brand. 

It’s important to remember that you don’t need to stick with one type of measurement for a long time. If you want to measure customer satisfaction and you find it’s not working, don’t be afraid to change things up!

Customer satisfaction survey template

There are lots of different aspects of satisfaction you may want to assess, but here are some examples of common questions that make up a great customer satisfaction survey that you can incorporate into your next survey:

Product specific

  1. How long have you been using the product?
  2. Which alternatives did you consider before purchasing the product?
  3. How often do you use the product?
  4. Does the product help you achieve your goals?
  5. What is your favourite feature of the product?
  6. What would you improve if you could?
  7. Which product feature do you use most often in your day-to-day?
  8. If there was one new feature you could suggest, what would it be and why?


  1. Considering your complete experience with our company, how likely would you be to recommend us to a friend or colleague?
  2. How was your experience with our customer service team?
  3. How can we improve your experience with the company?
  4. What can our employees do better?
  5. How can we improve your experience with the website or the in-store location?
  6. Rate your satisfaction with our team in resolving your issue.
  7. Did you feel that our team answered your inquiry promptly?
  8. Do you agree or disagree that your issue was effectively resolved?
  9. How likely are you to purchase again from us?
  10. Do you have any additional comments or feedback for us?

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