Why customer service surveys matter

Did you know that 91% of customers are more likely to do business willingly with a company again if they have a positive customer service experience? Delivering exceptional customer service is no longer a luxury; it’s a necessity. A positive customer service experience is essential to their loyalty.


Contact centers are the frontline of customer interactions that are crucial in shaping these experiences.

But the question is: How do you truly understand what your customers feel about your services?

A helpful way to learn from customer expectations and improve customer service is to make surveys for them to fill out.

Customer service for contact centers survey can provide valuable insights into our customers’ sentiments, allowing you to identify improvement areas and bottlenecks. Moreover, a customer service survey ensures a high level of retention. It ensures satisfying customers and is ready to return to you anytime.

In this blog, we cover all the aspects of customer service survey.

What is a customer service survey?

Think of a customer survey as a two-way conversation. You talk to customers and ask, “How was your experience?” They give honest feedback about interacting with your contact center staff.

A customer service satisfaction survey for the contact center, or simply a customer service survey, is a questionnaire designed to measure customer satisfaction with their experience interacting with your contact center or customer service team.

After a customer interaction has been completed, this feedback can be collected through various channels, such as phone calls, emails, websites, or social media.

Typical aspects that a customer’s experience survey asks questions about

Customer effort score (CES)

Understanding how easy it is for customers to resolve their issues is vital for contact center efficiency. This includes factors like handle times, availability of different channels (Phone, chat, email), and self-service options.

Agent courtesy and professionalism

This factor evaluates the agent’s communication skills, empathy, and overall behavior during the interaction.

Resolution speed and effectiveness

This aspect assesses the agent’s ability to understand the customer’s issue, provide accurate information, and efficiently resolve the customer’s problems.

Overall satisfaction with the interaction

This measures overall customer service satisfaction with the outcome of customer interaction with the contact center.

Deploy contact center surveys now and unmask insightful key areas

The real question that could arise for a customer service manager or a professional HR is:

Why a customer service survey is essential?

This powerful tool offers valuable insights into the following five key areas:

1. Measure customer service satisfaction

  • CSAT scores (customer satisfaction score):

Customer satisfaction score CSAT is a metric that quantifies customer satisfaction with your customer service or contact center interactions.

Calculating this score helps you see how well you are doing in customer service or customer success.

Measure customer service satisfaction
  • NPS (Net promoter score):

As the name says, it measures net promoter score. You can assess both numerical assessment or qualitative response options (Extremely satisfied, not satisfied, etc,.)

2. Identify areas for improvement

  • Pinpoint issues:

Feedback helps improve your contact center by reducing wait times, training agents better, and making problem-solving faster.

  • Prioritize improvements:

After analyzing the feedback, you can prioritize areas for improving customer satisfaction and overall business goals.

3. Benchmark performance

  • Compare against industry standards:

Compare your contact center’s performance to industry standards using survey data to see where improvements are needed.

  • Track progress over time:

Tracking CSAT and NPS scores over time helps you see how well your efforts to improve customer service are working.

4. Enhance customer loyalty

  • Show them you care:

Proactively seek feedback and take actions based on customer input. Show your commitment to continuous improvement and demonstrate to customers that you hear their voices.

  • Proactive problem-solving:

Through surveys, identify customer concerns and address them. Surveys can help prevent future issues and build stronger customer relationships.

5. Empower your team

  • Provide valuable insights:

Share customer feedback with your contact center team. This will help them learn what customers think and how their actions affect customer happiness.

  • Motivate improvement:

Feedback can motivate agents to improve their skills and continuously strive to deliver exceptional service.

  • Remember that it always costs more to acquire customers than to retain them.

Customer satisfaction survey question you MUST ask

Here are your customer service survey’s most important areas and topics.

Accessibility and ease of contact

This helps identify if customers can easily reach and connect with a customer service representative on their preferred channel, reducing frustration and increasing accessibility.

Sample questions:

  • How easy was it to find the contact information you needed?
  • Did you need help reaching a representative?
  • Were you offered multiple contact options (phone, chat, email, self-service) that met your needs?

Efficiency and comfort

This topic explains how long customers are willing to wait and ways to make them more comfortable during the wait.

Sample questions:

  • Was the wait time acceptable?
  • Were you offered updates or options to avoid long waits?
  • Did you find the hold music pleasant or distracting?

Expertise and problem-solving

This area is related to the knowledge and helpfulness of customer service representatives. This assessment evaluates agent training, problem-solving skills, and ability to communicate effectively to ensure they resolve customer issues effectively.

Sample questions:

  • Did the representative seem knowledgeable about your issue?
  • Did they explain things clearly and in a way you understood?
  • Did they offer different solutions or options to resolve your problem?
  • Did they anticipate your needs and provide proactive suggestions?

Communication and attitude

This helps understand customer service representatives’ professionalism and courtesy. It evaluates how well the agent communicates, their social abilities, and their skill in connecting with customers to improve their experience.

Sample questions:

  • Was the representative courteous and respectful throughout the interaction?
  • Did they listen to your concerns patiently and actively?
  • Did they use positive language and avoid technical jargon?
  • Did they acknowledge your emotions and show empathy?

Outcome & follow-up

Measures resolution and customer satisfaction levels. This tool checks conversations and suggests ways to improve them for better communication in the future.

Sample questions:

  • Was your issue resolved to your satisfaction?
  • Did the representative provide clear next steps or instructions?
  • Were you confident the issue wouldn’t recur?
  • Was the overall experience efficient and hassle-free?

Specific feedback & preferences

Ensures we have all the additional information that is needed. It gathers qualitative feedback to understand customer preferences, identify specific areas for improvement, and personalize future interactions.

Sample questions:

  • What did you like most about your interaction with the representative?
  • What could have been improved?
  • Is there anything specific we can do to make your future experiences better?
  • Which contact methods do you prefer (phone, chat, email)?
  • What information would be helpful to have readily available on our website or self-service options?

Loyalty and advocacy

Let’s recall the net promoter score (NPS) here. NPS measures customer loyalty and brand advocacy and could be extremely helpful in the long term. Eventually, it helps identify promoters and detractors to understand their perspectives and improve overall customer satisfaction.

Sample questions:

  • On a scale of 0-10, how likely are you to recommend our company to a friend or colleague?
  • Why did you give that rating?
  • What else could we do to earn a higher score from you?

Tailored experience

This is where we understand each channel’s feedback. These survey questions help us understand each contact channel’s specific strengths and weaknesses. Relative insights can help us optimize the customer sentiment for different customer preferences.

Sample questions:

Adapt customer base questions regarding the interaction channel, e.g., for a chat:

  • Was the chat interface user-friendly?
  • Did the chat agent respond promptly?
  • Was the chat experience helpful and efficient?

Target improvement

It identifies improvement areas related to specific products or services. This feedback allows for targeted improvement efforts.

Sample questions:

Adapt questions based on the product/service:

  • Was the agent knowledgeable about the specific product/service you contacted about?
  • Did they provide you with relevant information and resources?
  • Was the resolution specific to your product/service issue?

Asking questions across various areas enables you to gain a complete 360-degree perspective on your customer service experience.

This enables managing teams to make data-driven decisions for improvement that eventually result in high customer satisfaction, more loyal existing customers, and business success.

7 Tips for your customer service surveys

When crafting the survey, remember to use these pro tips:

  • Keep it short and sweet; aim for 10-15 questions to avoid overwhelming respondents.
  • Variety is vision; Use a mix of questions regarding different areas to capture all the insights.
  • Mind the language, using a clear, concise, and universal language that anyone can understand.
  • A mobile-friendly design ensures your survey is accessible and easy to complete on any device.
  • The progress bar shows the respondent their progress through the survey to keep them engaged.
  • A/B test different versions with different question wording, order, and incentives to see what works best
  • Conduct these surveys regularly to gather feedback over time and track the progress.

Craft your own customer service survey with Formaloo

Ready to gather valuable customer feedback and improve your contact center effectiveness? Look no further because Formaloo is the right no-code survey tool you seek.

Use Formaloo to create and customize customer service surveys without any technical knowledge.

Here’s how:

Choose a survey template that is designed for customer service feedback, or start from scratch with a blank Formaloo from the dashboard.

Customize the questions from the suggested list, choose which field aligns with your goals, and don’t forget to include CSAT and NPS in your survey.

CSAT surveys are crucial for capturing customer’s sentiments.

Use variant fields in Formaloo, like Open-ended questions, email fields, NPS, CSAT, etc.

CSAT surveys for customer service

Design your survey, and let them see your brand aesthetics. Some engaging covers, photos, and vivid colors that match your brand will help them take your survey without double thinking.

Set for distribution, and choose how you want to share your survey. Embed it on your website, send it via email, or share it on social media.

Never miss a beat; turn on email notifications to receive an email every time a respondent answers your survey. Or take it another step forward and send it to your team members. You can also send a custom email template to your respondents.

Start your journey towards a better customer experience today with Formaloo’s powerful survey solutions! Sign up for free and follow us on our YouTube channel for more tips and tricks.

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Why customer service surveys matter