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Glossary of Marketing Terms

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What is a customer review survey?  

Customer review surveys can be seen as a broad term that captures both general customer satisfaction surveys and customer service satisfaction surveys. They look at overall customer sentiment towards a product, service, or interaction with a company.

Why is a customer review survey important?  

Customer review surveys are important for several reasons, regardless of whether they focus on general customer satisfaction or customer service interactions. Here's a breakdown of their key benefits:

  • Voice of the customer: These surveys provide a direct line into how customers perceive your business. They can highlight areas that are exceeding expectations and areas that need improvement.
  • Improved products and services: By understanding customer needs and wants, you can use the feedback to improve your offerings. This could involve anything from developing new features to refining existing ones.
  • Stronger customer relationships: The act of asking for feedback shows customers you value their opinion. This can strengthen the relationship and build trust, leading to increased customer loyalty.
  • Data-driven decisions: Customer reviews provide concrete data to support business decisions. Instead of relying on assumptions, you have customer insights to guide product development, marketing strategies, and overall business direction.
  • Identify areas for improvement: Both positive and negative feedback are valuable. Positive reviews highlight what you're doing well, while negative reviews pinpoint areas where you can improve.
  • Addressing customer concerns: You can use surveys to proactively address customer concerns before they escalate into bigger problems.
  • Credibility and trust: Positive customer reviews shared publicly can build trust and credibility for your business, influencing the decisions of potential customers.
  • Benchmarking performance: Customer review metrics can be used to track your performance over time and benchmark yourself against competitors.
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What are the customer review survey questions?  

Customer review survey questions can vary depending on what you're trying to learn, but here are some general categories and examples you can use:

Overall satisfaction

  • These questions gauge general customer sentiment about your product, service, or customer service interaction.
  • On a scale of 1 to 5 (or 10), how satisfied are you with [product/service/customer service experience]?
  • How likely are you to recommend us to a friend or colleague (Net Promoter Score)?

Specific to products or services

  • If your survey focuses on general customer satisfaction, you can ask questions about specific aspects of what you offer.
  • For products: What did you like most about [product]? What did you like least about [product]?
  • For services: How well did our service meet your expectations? How easy was it to use our service?

Customer service interaction

  • If your survey focuses on customer service satisfaction, target questions on the interaction itself.
  • How well did the customer service representative resolve your issue?
  • Were they courteous and professional during the interaction?
  • How easy was it to get in touch with customer service and get help?

Open ended questions

  • Include open ended questions to allow for more detailed feedback in the customer's own words.
  • Is there anything we could have done to improve your experience today?
  • Do you have any suggestions for how we can make [product/service] better?
  • What are your overall thoughts on [product/service] or your recent customer service interaction?

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