The customer questionnaire: examples of successful companies

Creating a product that customers will like requires putting the customer himself at the centre of all the decisions you make.

Ask for their opinion: estimating customer satisfaction is essential. This will help you to understand exactly how to improve your products over time.

Based on the likes and dislikes of your loyal customers, you can prioritise your product developments, and then improve the experience of your existing and future customers.

Therefore, we will take examples of customer support teams using satisfaction questionnaires to understand customers’ needs. Then, we will analyze these data in order to be reactive, to make decisions and thus to have an impact.

8 examples of customer questionnaires from successful companies
How to effectively use customers’ feedbacks

8 examples of customer questionnaires from successful companies

These are examples of brands communicating with their customers to collect feedback:

Fnac and Gemo with Avis Vérifiés
SNCF
Youtube and BlueJeans from Verizon
Google search
Email meter
CDiscount for Creality, The Nines
Uber
Airbnb
Zapier

1. Fnac and Gemo with Avis Vérifiés

Fnac and Gemo encourage their customers to share their opinion on the product they have just bought, after each purchase. This very customer-oriented approach allows them to improve their shopping experience and product selection.

Thanks to a personalised email, the customer is invited to evaluate his or her product experience.

Feedback will appear on the site below this product.

For Fnac, comments are triaged. If they are not relevant, if they do not refer to the product, if they contain insults, they will not be published.

For a better return rate in confidence, Fnac and Gemo use the AvisVérifiés platform.

2. SNCF

After a train trip, the SNCF questions its customers with a fluid and complete questionnaire.

Thanks to an NPS (Net Promoter Score) measurement, the SNCF asks its users whether they recommend the train to their colleagues or friends.

Through evaluating NPS, a score out of 10, the SNCF evaluates not only customer satisfaction but also their brand loyalty. Customer satisfaction teams can thus determine the promoters and detractors.

3. Youtube and BlueJeans @ Verizon

Youtube asks its users to evaluate their satisfaction degree on the video they have just watched. This is a feedback loop that enables Youtube to adapt the proposed videos to each user very quickly and according to their tastes.

Asking the user to share their experience can get first-hand information. The company can leverage this experience by linking and comparing it with other measures such as viewing time, retention time.

4. Google

You may have already seen a question in the Google search “What do you think?”. This is an opportunity for you to give your opinion on the answer and therefore the information that Google has given you.

The Google team asks its users to rate the relevance of the answers and gives the opportunity to express themselves in more detail. This customer feedback helps Google to improve search algorithms by identifying which suggestions might confuse the user and which are accurate or relevant.

5. Email Meter

At EmailMeter, we believe that taking into account the voice of the customer or partner is essential to develop or improve our products. EmailMeter publishes regular online questionnaires to identify customers’ needs, trends, new uses and common problems customers are trying to solve.

Their platform enables them to triage suggestions from customers and partners. Then, the product team moves on and prioritises according to EmailMeter’ visions and business objectives.

6. CDiscount for Creality or The Nines

After each purchase, CDiscount asks for the customer’s opinion on their purchase, with a rating out of 5 stars, a comment and its heading and the possibility of adding photos. CDiscount thus publishes a maximum number of customers’ reviews on each product.

The Nines asks for help from its customers to get better. The title of the message is: [The Nines] Satisfied? We need your help to improve.

And the main part of the message is based on improving their product by taking feedback into account. The image is facing the message: “Don’t hide anything from us!”

7. Uber

After each ride, Uber asks for the passenger’s feedback to evaluate the driver’s performance in real time. After each trip, the passenger customer gives a 5-star rating. The highest rating, which is 5 stars, allows you to add compliments suggested by the application such as “good conversation”, “very good at navigation”. If a passenger-customer gives a rating of 4 stars or less, the application asks him or her to give an explanation. Based on this customer feedback, Uber rates its drivers. Those who received too many bad ratings are excluded. Customer feedback is essential for Uber which wants to provide the very best experience for its customers and to rectify incidents quickly.

Note that the Uber driver rates his customer in return. In this way, both sides know that they are controlling each other.

8. Airbnb

After each stay, Airbnb asks for the traveller’s opinion based on several criteria: the cleanliness of the accommodation, the accuracy of the description, the accuracy of the photos, the ease of access, as well as an overall rating and a desire to return.

The overall rating is used by Airbnb to rank rentals. If the rating is below 4.2, the rental is suspended for a period of time with a procedure by which the landlord can return to the rental online.

In parallel, Airbnb asks the host to rate the traveller. Thus, travellers who do not respect the accommodation or the rules of good conduct can be reported or even evicted from the platform.

9. Zapier

Zapier sends surveys to its users at every point in their customer experience. This way, the team knows the uses and reactions of their users and can improve. Zapier proposes a survey to people who subscribe to the newsletter, offering a weekly summary of best practices. The goal of the survey is to get to know the readers better and how they interact with the tool. Thus, Zapier can personalise the response and offer relevant content. Zapier encourages the user to respond by offering a chance to win a $500 Amazon voucher.

How to conduct a customer survey?

Asking for customer feedback at every step of purchase or use is key to the success of your product developments. But collecting feedback is just the first step! Then, you will need to analyze the date, identify trends and uses that will enable you to improve usage, hence your turnover. Moreover, transforming your customers’ vision and perception into action allows you to realign and adjust your business strategy.

Let’s say you have conducted a series of surveys and obtained (too many) qualitative and quantitative responses. Analysing the quantitative responses is relatively easy with Excel, Google sheets or your favorite survey tool. Creating an excel sheet is possible but requires expertise and knowledge of the business. The people in charge have often spent several years developing this internal analysis. The knowledge is lost when they leave.

Looking at qualitative responses, so called “unstructured” data such as one or two sentences, is a real challenge. This analysis can be very long. In addition, the data is often more or less well written text. In conclusion, these qualitative responses are very difficult to manage. Nevertheless, this is where value can be found. These texts contain relevant messages from your customers. They explain the reasons for the level of their rating.

Fortunately, AI now offers a fast and adjustable solution at any volume to analyze qualitative results from surveys, social media, email, messaging and more.

Phedone is a tool that helps you find relevant information in unstructured data through a powerful, easy-to-use analysis engine that produces stylish and simple reports for your decisions.

Take a moment to understand how you can make sense of all your customer feedback.

Sentimental analysis
Originality analysis
Involvement analysis
Trends extraction
Top 10 contributors extraction

The transition from the micro analysis of each contribution to the macro analysis is smooth.

You can even base your analysis on contributions in several languages and change your selection criteria.

How to effectively use customer feedback

Analysing your customers’ opinions is essential to improve your offer and as a direct consequence, to increase your turnover. When you take your customers’ opinions into account, you better understand their problems, their uses, the bugs in your tool and the points of interest. You will improve yourself!

To get the best out of your customer feedback in the shortest time possible so you can focus on making decisions, you need a tool like Phedone to quickly analyse qualitative responses.

Contact us for a demonstration.

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