Find out why every CEO of a company that wants to become a reference in CX should consider implementing satisfaction surveys in their organizations.

Inside the so-called Consumers New Era, understanding the customer and guaranteeing unique and satisfactory experiences to improve CX (Customer Experience) is essential for companies that wish to become a reference in the subject.

Understanding the importance of focusing on the customer to have a competitive advantage and guarantee business survival in a scenario where the customer is increasingly demanding, more and more executive leaders and CEOs are considering implementing satisfaction surveys as part of their CX strategies.

But what is the importance of satisfaction surveys and how to guarantee that they are correctly implemented?

Satisfaction surveys: What are they?

Before we go deeply into the importance of satisfaction surveys, we have to clarify your concept.

A satisfaction survey is nothing more than a questionnaire that can have qualitative or quantitative questions, always looking to understand the customer’s perception about the quality of products, services or other aspects of a company. It can be applied in different moments of the customer journey.

It is about a proactive strategy for companies, where its function is to transform the customer’s feedback into powerful insights for optimizations and to help CEOs to make assertive decisions. All this according to the needs and tastes of consumers.

The importance of satisfaction surveys for companies

Know the customer

The satisfaction survey is a very useful tool to get to know your target public and understand their needs.

Through it, a company can understand the difficulties and aspirations of their customers and map what is most important to these people or companies (in the case of B2B companies).

Based on the collected data, it is possible to define strategies that meet the needs of your audience.

Understand how the customer feels about your business

Investing on satisfaction surveys is also fundamental to understanding how the customer feels about your company.

From the received feedbacks, customer service can be continuously optimized across all touchpoints.

This is determinant to ensure an excellent experience and that actually meets the needs of each customer.

Identifying failures and finding opportunities for improvements

Another advantage that highlights the importance of satisfaction surveys is the possibility of, from customers feedback, understanding more clearly positive and negative points of a business to, from there, devise more assertive strategies to remedy its failures.

Your product work properly? Fulfills the promised function? Your company offer the necessary support? These and other questions can be resolved with the satisfaction survey.

It is worth remembering that, from the moment companies have access to customers’ opinions, it can be transformed into improvements. In face of that, we have to make clear that customer collaboration in the satisfaction survey is not just an opinion: When properly used by the company, it can be the starting point for new product or service ideas and problem solving.

Avoiding damages to the company’s image

When making a satisfaction survey, a company needs to be prepared to listen to opinions that are not always positive and transform them into opportunities.

Companies that know to listen to customers’ complaints and identify which mistakes can be preventing their growth to quickly solve these problems, will certainly have an advantage over their competitors, not to mention that they will also avoid damage to their image.

Analyze the health and profitability of the organization

Once that satisfaction survey allows us to know how a customer feels about your business, they also help to analyze the health and profitability of the organization.

According to the “Customer Experience Trends Report 2021”, 75% of consumers are willing to spend more in order to have a good experience. On the other hand, the study has concluded that 50% of the respondents would change to a competing company after a single bad experience. The number jumps to 80% if the unpleasant situation is repeated.

From the data presented above, we can see, once again, that constantly investing on satisfaction surveys is an activity that can not be neglected and should be part of companies’ strategies to optimize the provided service and ensure that consumers build an increasingly positive image about the brand.

Attract, retain and make customers loyal

There is nothing worse than a dissatisfied customer. This customer’s word of mouth is fierce and resonates faster than the opinions of a happy consumer. That’s why it’s so important to listen to your consumer constantly.

Which customer doesn’t like to feel heard by the companies that he consumes? The sooner a company listens to its consumer’s opinion and finds out where your failure is, the cheaper it will be to get this customer back.

Besides that, satisfaction surveys can also contribute to retaining customers and bring the company closer to its public. This is especially true if the suggestions are put into practice. Customers that feel that they are being heard have more chances to continue consuming from a company because they know that their problems will be solved and that their opinion is taken seriously.

Understand the concurrence

Your company know how the concurrency is acting? What is the competitive differential that you offer to your consumer?

It is not always easy to identify what the concurrency has more than you. In these situations, satisfaction surveys really help to identify bottlenecks.

Many times, your company and the concurrence offer the same product or service with the same quality. But, if we stop to think, a differentiated service can be the key to customer loyalty. Identifying this quickly is the recipe for success.


Nowadays, innovation is pointed as one of the main topics for investors and stakeholders within a company. But for it to be encouraged, it is essential to be open to receive feedback – not always positive ones – about what they offer and always wanting to give their best.

It is this incentive to want to provide something innovative, and even different, but essential, that fuels the development and competition of markets.

Therefore, CEOs and executive leaders should understand that the data obtained from the satisfaction surveys are powerful inputs to innovation. These can reduce scenario uncertainties about products and services that are under test or urgently need improvements and modifications.

Types of satisfaction surveys

There are many examples of satisfaction surveys. Among the main ones, the following stand out: NPS, CSAT and CES.


NPS or Net Promoter Score is a methodology that allows to identify the promoters (those who recommend the brand) and detractors (those who have a negative opinion) of a brand.

When a service is done effectively, the greater the chances that customers will promote the company to acquaintances. The NPS is used in order to identify who these consumers are, since the index shows how much a consumer is willing to indicate a company, product or service to other customers.

To calculate the NPS, just subtract the percentage of promoters from the percentage of detractors (NPS = %promoters – %detractors).

In a satisfaction survey, it is common that the question to know the promoters and detractors of a brand follow this structure: “From 0 to 10, what is the probability of you recommending the company/service to a relative/friend?”.

The answers will fit in one of these three groups:

  •         Detractors: grades from 0 to 6, dissatisfied customers
  •         Neutrals: grades between 7 and 8, no formed opinion
  •         Promoters: grades between 9 and 10, highly satisfied customers

Then, following along, the CEO will have at hand important information about what is the perception of customers in relation to the brand and identify which are the sensible points that should be optimized to improve the experience and, consequently, win more promoting customers.


CSAT is the acronym for Customer Satisfaction Score.

The methodology allows to measure how satisfied are the customers with different aspects throughout their journeys with the company.

For example, it is possible to analyze the service, the product or a solution, because usually the questions for the satisfaction survey refer to a specific situation:

  •         “How do you evaluate the product bought?”
  •         “The service has solved your problem?”
  •         “What is your satisfaction level with the solution offered?”

To be able to properly measure the given answers, it is necessary to limit responses, for example:

  •         Grade from 1 to 5 or from 1 to 10
  •         Yes or No
  •         Totally dissatisfied scale, little satisfied, indifferent, satisfied and totally satisfied.

Thus, it will be easier to consolidate all information received and make an assertive analysis of what is the level of satisfaction of your customers with different aspects in relation to your company.


CES, Customer Effort Score or Customer Effort Level is the methodology used to measure how much the consumer needs to effort to achieve what he needs throughout their purchasing journey with the brand.

The process of carrying out the research is similar to the CSAT, but in this case the questions are more focused in the process to gain information and to have access to the company’s research. For example:

  •         “What was your effort level to get in touch with our customer service?”
  •         “It was easy to perform the purchase on our website?”
  •         “How do you classify the app usability?”

This information is important because they show possible improvements and opportunities to make the experience simpler for the customer.

Guidelines that all CEOs should follow to have success with satisfaction surveys

Now that you already know the importance of the satisfaction survey and got to know some examples, check some tips that can make this process even more beneficial for your business.

1. Know when to perform satisfaction surveys

Before applying a customer satisfaction questionnaire, it is essential to know which is the best moment to do that.

Experts revealed that one of these moments is the post-sales, the stage that has as an objective contacting the consumer after the conclusion of a purchase, thus contributing to the continuity of the relationship with the client.

In this contact, it is interesting to ask some questions to understand how the consumers’ experiences were during all his journey. To do that, different channels such as telephone, email, messages and social media can be used.

2. Invest in humanized service

Through a humanized and personalized service, it is possible to establish an empathic and unique communication with each customer and, consequently, carry out a more targeted satisfaction survey that may generate better results.

This doesn’t necessarily mean to receive more positive feedback. However, when the customers notice that they are valued as individuals and not only as numbers, this characterizes a good service and they tend to trust more in the company.

Soon, the presented answers have more chances to be precise, because they really are willing to help.

3. Train your team to deal with the feedback gained from the satisfaction surveys

Knowing how to listen and accept customers’ opinions is an activity that requires training. In addition to knowing how to use the received information, it is also fundamental to deal with these consumers with empathy and education.

Because of that, it is really important that CEOs and executive leaders offer training so the agents know how to receive the feedback and extract as many insights as possible to improve the service provided. That’s because the vision of your most critical customers is precisely the one that will show the most urgent aspects that need to be resolved.

4. Invest in customer support tools

To be able to conduct satisfaction surveys and optimize the organization of all obtained answers, it is valuable to invest in smart and humanized customer support software. Some examples are: IVR, virtual assistants, speech analytics and chatbots.

Each presented tool offers information and mechanisms to satisfy customer needs — as well as making the operation more efficient. And when they are all integrated, the results are potentialized.

However, it is good making clear that in addition to integration, the choice of solutions must be compatible with the business model and the services offered, because, thus, the functionalities of all can be used fully and in favor of the customer experience and, from the business side, managers will have much more information and insights to achieve the goals set by the company.

DNK is number one in solutions focused in CX and customer support for call centers and contact centers

Aligned with the market trends and needs, DNK offers the best solutions for Call Center and Contact Center, being specialized in the development of high-performance products, solutions and services for companies in the area.

The use of last generation technologies together with a team of experienced professionals, took DNK to constantly innovate to transform the experience of customers and partners with their consumers.

 DNK cherishes excellence in customer service, providing their partners with tools and platforms with innovative and customizable functions in order to guarantee a satisfactory and unforgettable Customer Experience.

 DNK’s solutions are smart and provide performance reports in real-time, which helps leaders and operators to analyze KPIs and identify possible optimizations in customer service.

Besides that, DNK constantly conducts satisfaction surveys to increasingly improve its service, based on the opinion of its customers.

With DNK’s products and services, customer service is made through an integrated omnichannel platform, which connects all service channels (WhatsApp, voice, web, chat, among others) with fast customer’s data and information recovery, in order to provide a complete and satisfactory management of customer journey with differentiated results, maximum security and in compliance with the standards required by the LGPD.

The company is recognized by the market and awarded by its solutions and successful cases. Winner of the “Best Self-service Solution” category in the XXI Modern Customer Award and champion of the silver trophy at the 2020 Cliente SA Award, in the “Leader in Innovation Strategy” category, in partnership with a customer, DNK understands that a well-served consumer is the secret to successful service.

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