Grow Subscriptions By Sending a Customer Satisfaction Survey

Don’t make customer satisfaction surveys too long

Have you ever abandoned a customer satisfaction survey midway through? If so, you are among the staggering 80% who said they have done the same thing. Furthermore, 52% said they would not spend more than three minutes answering survey questions.

Don’t lose sight of one of the biggest advantages to monthly memberships – they save time. Your customers are busy people, and asking for even 10 minutes could be a stretch.

You must get straight to the point when it comes to customer satisfaction surveys. Be precise, and figure out which inquiries will benefit you the most. If you are not sure where to begin, the following eight survey questions are a great place to start.

Age, gender, ethnicity, employment type, salary, education, and marital status are all categories that have helped businesses target customers and fine-tune marketing efforts. Getting a snapshot of who your survey-takers are can be helpful in some cases.

For example, if you find that most of your customers are female and you want to reach more male buyers, it is essential to know which gender is answering the customer satisfaction survey. Again, it is important to zero in on which demographic information is necessary for your cause. Only including what is needed helps avoid making the survey too lengthy.

Using a 1 to 10 scale (where one is the worst and 10 is the best) has been a successful method for gauging how happy your customer base is. While this information can be telling on its own, don’t miss the opportunity to follow it up with an open-ended survey question.

If someone rates your business at a three, an actionable strategy can not emerge unless you know why. For those who answer with anything less than 10, ask, “What could we do to bring the rating of your monthly membership to a 10?”

Enhancing the lives of customers is the goal of any business. When a customer details the value a monthly membership brings to their life, it is a true gift. In addition to reinforcing what you are doing right, you can also harness the information for testimonial opportunities.

Some people are not big on giving details. Either they just aren’t big talkers, or they do not want to take the time to elaborate. Providing a pre-made checklist of adjectives for them to describe your brand makes their job easier while still providing value to you. You may use words like “valuable, friendly, and helpful.”

While the hope is that they will not be checked, be sure to include negative words like “very poor” as well.

Keep the entire list brief with no more than 10 options to choose from.

Are your business offerings priced right? While everyone hopes to save money, it may be a red flag if you get consistent feedback that the perceived value of your monthly membership is less than what you are charging.

Could you sell more monthly memberships if the cost were a little lower? The trade-off could be worth it if your profits are projected to be higher over time.

This is one of the customer satisfaction survey questions you should not omit. In our previous blog post, we gave stats about how customer service impacts customer loyalty. Here’s a recap:

• 65% of consumers said quality customer service is a factor when deciding where to make their purchases;
• 67% of consumers said good customer service encourages them to stay longer and/or spend more money;
• 57% of people would pay more for an item or service if they know they will receive good customer service;
• 73% of consumers said receiving good customer service from a retailer increases the likelihood they will spend more money than they had planned.

This is another question where an open-ended follow-up is worth including. Try to get specific details about the reasons behind your customers’ answers. The worst-case scenario is that they will leave the answer blank.

Finally, give survey-takers the final chance to elaborate. Whether they need to vent or offer additional words of praise, the answers will bring value.

In addition to choosing customer satisfaction survey questions wisely, try thinking outside the box when it comes to feedback programs. Gamification is one way to put an interactive twist on surveys. When done right, it makes the experience of answering survey questions more enjoyable while triggering a sense of accomplishment for the user.

Asking the right survey questions is a practical way to help grow your monthly membership base. Fill out the form below for a complimentary evaluation on the best way to implement a survey into your business model.