+33 1 53 32 17 13 (Français) +33 1 89 16 61 34 (English) ft@symbial.fr

Satisfaction surveys

Customer satisfaction surveys
Understand why former clients no longer work with you
Staff surveys and QWL
With the general public and professional sectors
Market study
research panels

Listening to the customer is a tool for management and for quality improvements

The satisfaction survey, which is traditional but often forgotten, is conducted with the customer at the end of the service and is a powerful tool to progress and to keep a strong business link.

There is a need to put this into a working system

A dissatisfied customer who says so … becomes a positive ambassador if his supplier has handled his complaint well.

Who to interview?

People who have had recent contact with you:

  • A client at the end of a service
  • A visitor to a tourist park, a store, the user of your service
  • A website user, buyer or not
  • A company employee
  • A prospect who has received a commercial proposal


Customer surveys and studies

What questions to ask?

The questionnaire should follow the logic of the client’s point of view, and group questions by theme:/span>

    • Welcoming
    • Listening
    • Proposed solution
    • Quality of the service, product
    • Price
    • Service, after-sales service
    • Ideas for improvements


Precise sample targeting

Which tools and methods?

Depending on the type of contact, the number of respondents needed, the available information:

The simplest, the online questionnaire survey, on the Internet (but the least effective)

The telephone survey, improved by making an appointment (more expensive but rich in information)

Face-to-face interviews (especially on-site, when you don’t have any information about the customer, which is costly but brings up the reality without the filter of memory).

The plurality of customer survey methods makes it possible to choose the one that will be the most relevant to improve the response rate and the acceptability of the approach by the customer.



The NPS provides a universal summary of customer satisfaction.


The NPS provides a universal summary of customer satisfaction.

The basic question for its calculation should have a 4 or 5 level scale:

    • Very dissatisfied
    • Quite dissatisfied
    • Moderately satisfied
    • Satisfied
    • Very satisfied

The Net Promoter Score is calculated as follows:

Sum of the very satisfied minus the sum of the not very or not at all satisfied (5 – 3-2-1), we voluntarily ignore the (4), satisfied, because it is considered as not very committed.

satisfaction survey

Your survey provider must be agile in its approach to your clients

The client who will be approached directly by you or by your service provider will be very sensitive to the professionalism of the approach.

A questionnaire that is inappropriate, being too long for example or administered by an unprofessional interviewer or at the wrong time, will convey a negative image for your company.

The satisfaction survey is also part of the service!

This is why the chosen firm must master the methods and tools.

Some tips for a successful satisfaction survey

  • Define the target according to what needs to be evaluated: a recent customer, a lost or inactive customer, a prospect who is not yet a customer. Variations can be made with questions adapted to the targets concerned.
  • Choose a questionnaire adapted to the memorisation and the facts experienced by the recipient.
  • Don’t forget the open-ended question at the end, which allows you to hear what you don’t expect, so that the client can freely express their dissatisfaction and ideas.
  • Prefer continuous or periodic barometre measurements
  • Obviously respecting the GDPR and the respondent’s right to anonymity, and in any case to the exclusively statistical use of his answers, never with the objective of further personalised prospecting.

Ask a question or request:

1 + 7 =