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What is a Customer Satisfaction Survey

Customer satisfaction surveys are invaluable tools for measuring how well your products or services meet customer expectations. In this guide, you can learn more about the essence of customer satisfaction surveys, why they are important, and how to work with them.

What is a Customer Satisfaction Survey?

A customer satisfaction survey is a survey used to gather feedback from customers and measure their perceptions and opinions about a product, service, or brand.

With a customer satisfaction survey you can gain insights into which parts of the customer experience are already successful and which areas could still be improved.

Why Create a Customer Satisfaction Survey?

Conducting a customer satisfaction survey gives you a data-driven approach to working with customer experience, which has several benefits.

A data-driven approach leads to more accurate insights into what the customers like – and what they are less satisfied with – about your company. It also gives you a stronger foundation for building customer loyalty.

 

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How to build Stronger Customer Relations with a Customer Survey

Performing a customer survey to get insights on your Customer Experience is an important part of improving customer relationships. The process of building strong customer relationships includes 5 steps. The process has been developed with the our more than 25 years of experience and tested in close cooperation with some of our key customers.

The process includes 5 steps: 

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What to Ask for in Your Survey?

The first rule of customer satisfaction surveys is to always keep the questions relevant to your customers. Think about the value and importance of each question in relation to your end goal and focus on finding the right balance between quantity and quality.

We’ve listed the top 7 questions for you to ask in your customer survey:

Discover the 7 questions that reveal real CX insights
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Get an Effective Customer Satisfaction Survey

Many companies don’t get enough out of their customer surveys. This is a shame, because it means that the companies could have improved their customer experience even more, if they had used the results more effectively.

There are three common reasons why the companies often don’t get enough out of their customer surveys.

Turn your surveys into real customer insight
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How to Create a Customer Satisfaction Survey

Creating a customer satisfaction survey can be split into 7 different steps, from defining your objectives as the first point, to distributing and managing the survey at last.

And of course, you will also need to analyze the results and turn them into useful insights that can help you improve your customer experience.

Build better surveys in 7 clear steps
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FAQ About Customer Satisfaction Surveys

Wondering how it works? You’re not alone. Here are the ones we’re asked most often by teams exploring how our solutions works.

What is a customer satisfaction survey?

A customer satisfaction survey is a structured way to gather feedback about your customers’ experiences, perceptions, and expectations. It measures how satisfied customers are with your product, service, or brand. At Ennova, we use surveys as a strategic tool to capture insights that lead to meaningful actio
Why are customer satisfaction surveys important?

Because satisfied customers are loyal customers. Understanding what drives satisfaction helps you:

  • Improve products and services

  • Retain customers and reduce churn

  • Strengthen brand loyalty

  • Identify operational issues early

Satisfaction data also supports key ESG and CX performance metrics.
What types of questions should a customer satisfaction survey include?

Effective surveys use a mix of:

  • Rating scale questions (e.g., 0–10 scale)

  • Open-ended questions (for customer verbatims)

  • Touchpoint-specific items (e.g., support experience, onboarding)

  • Outcome-focused questions (e.g., likelihood to repurchase)

At Ennova, our questionnaires are research-backed and customizable to your customer journey.
How often should we send customer satisfaction surveys?

That depends on your goals:

  • Transactional (post-interaction): after a support call or delivery

  • Periodic (monthly/quarterly): to monitor overall satisfaction

  • Annual relationship surveys: for long-term insights

We recommend combining short touchpoint surveys with broader relationship surveys to track trends and take timely action.
What is the difference between CSAT, NPS, and Customer Effort Score?

Great question. These are often used together:

  • CSAT (Customer Satisfaction Score): “How satisfied are you?”

  • NPS (Net Promoter Score): “Would you recommend us?”

  • CES (Customer Effort Score): “How easy was it to...?”

Each metric serves a different purpose. CSAT is best for understanding momentary satisfaction. NPS reflects brand loyalty. CES shows process efficiency.
How can we act on customer feedback effectively?

The real value lies in what you do next:

  • Share feedback with relevant teams

  • Identify root causes of dissatisfaction

  • Close the loop with unhappy customers

  • Prioritize and plan improvements

Ennova provides action planning support, role-based dashboards, and advisory services to help you follow through.
Can we benchmark our satisfaction results against other companies?

Yes. Ennova offers access to robust CX benchmarks across industries and geographies. You can compare your scores and trends with peer companies, identify strengths and blind spots, and set realistic improvement goals.

Want to Improve Your Customer Satisfaction Strategy?

We’re here to help you ask the right questions, get actionable answers, and drive real change.

Contact our team
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