7 Common mistakes to avoid in your customer satisfaction surveys

Jul 06, 2022 7 min read
7 Common mistakes to avoid in your customer satisfaction surveys

Sophia Young

Customer satisfaction surveys are an important tool for businesses to gauge how they are doing and identify areas for improvement. These surveys are completed by customers, and this makes them great indicators of whether you're providing a useful service. They allow you to gather real-time responses and feedback from your audience in a non-invasive way and can give you deeper insights into the way you operate your business.

Whether you're sending out your customer satisfaction survey for the first time, or doing a quarterly review, it's important to keep in mind the best practices when it comes to conducting these surveys. However, surveys can also be tricky to design and administer. In this blog post, we'll explore seven common mistakes businesses make when administering customer satisfaction surveys, and how to avoid them. 

Customer satisfaction survey quality

Customer satisfaction surveys are a useful tool to solicit feedback from customers. However, the quality of these surveys can vary greatly. In order to get the most accurate and useful results, there are a few things you can do to improve the quality of your customer satisfaction surveys.

Avoiding customer satisfaction survey mistakes

One of the best ways to improve the survey quality and get more useful feedback is to avoid making mistakes in their design. By avoiding some of the most common mistakes, you can improve your outlook on customer feedback and boost the success of your marketing campaigns.

Here are seven common mistakes to avoid when designing a customer satisfaction survey:

1  - Not defining your goals

The first mistake businesses make is not defining their goals for the survey. What do you want to learn from your customers? What areas do you want to improve? Without a clear goal, it will be difficult to design an effective survey.

What are the defined goals in customer satisfaction surveys?

In order for customer satisfaction surveys to be effective, businesses need to have clear goals for what they want to learn. Without a clear goal, businesses may end up with survey results that are difficult to interpret or use. 

Be sure to set definite survey goals. By defining your goals before you create your customer satisfaction survey, you can ensure that you get the information you need to improve your business.

2  - Asking the wrong questions

When you're trying to gather information about your business, it's important to ask the right questions. This is the case because only by asking the correct questions, you can get correct and useful answers. 

  • Avoid asking too general questions: Questions that are too broad won't give you the specific information you need to grow your business. 
  • Avoid double-barreled questions: Be sure to avoid questions that can be interpreted in multiple ways. 

Instead, ask identified or clearly defined survey questions that will give you the best possible responses and information you need to make the necessary changes. To ensure reliability and accuracy in your survey responses and data, it is important to ask the right questions and take measures in protecting the quality of your survey data

By implementing some data quality protection, you can be confident that the results of your survey are accurate and reliable. This entails everything from designing questions that are clear and concise to taking measures to safeguard the data from error and bias.

3  - Not reaching a representative sample 

If you do not reach a representative sample, it can lead to inaccuracies in your survey results. This is just one of the potential issues you may face. If your survey only includes a small number of people, it's not going to be representative of the whole population. This means that your results could be skewed, which isn't helpful if you're trying to make decisions based on those results.

Reach the right customer demographic

If you're only sending your survey to a small group of people, you're not going to get as many responses as you would if you sent it to a larger group. This means that your results may not be as reliable as they could be. 

Customer demographic affects the quality of your survey data. If you don't reach the right customer demographic, you could end up with inaccurate, biased, or low response rates. Keep this in mind when designing your survey and make sure that you're reaching the right people.

4  - Neglecting survey data analysis

One of the most important ways to measure customer satisfaction is through surveys. However, it is not enough to simply collect this data - it is also essential to analyze it and use it to improve your business. 

Analyzing survey data helps you extract vital information. If you do not take the time to analyze your customer satisfaction data, you will miss out on important insights that could help you make your business more successful. There are several reasons why analyzing customer satisfaction data is so important. Here is a couple of them:

  • Helps identify areas for improvement: First, it can help you identify areas where your business needs improvement. Maybe customers are unhappy with your product quality, or maybe they are dissatisfied with your customer service. By analyzing survey data, you can pinpoint the areas of your business that need the most attention.
  • Helps track progress: Second, analyzing customer satisfaction data can help you track your progress over time. You can use this data to see if your efforts to improve customer satisfaction are actually working. Are your customers becoming more satisfied with your business? Or are they still unhappy? By tracking your progress, you can adjust your strategy and make sure that you are actually making progress towards your goals.

5  - Making your survey too long

If the customer satisfaction surveys are too long, customers may become frustrated and less likely to complete them. There are a few reasons why long surveys can be problematic. Long surveys are time-consuming; so, customers may not have the time or patience to complete a lengthy survey. Also, long surveys can be repetitive and boring, which may lead customers to provide less accurate information. Finally, this leads to a small sample size, which reduces the quality of your data.

How long should a customer satisfaction survey take?

When designing a customer satisfaction survey, it is important to balance the length of the survey with the amount of information you want to collect. They should be long enough to get meaningful data, but not so long that they become a nuisance for customers. So, 3 to 5 minutes is optimal for most surveys.

6  - Not acting on the results

Customer satisfaction surveys are an important tool for businesses to measure their level of performance. It is crucial to take action based on the survey results. Conducting surveys and ignoring the results can lead to negative consequences.

  • It shows that you value your customers’ opinions: Acting on these results shows customers that you care about their experience and are willing to make changes to improve it. If you do not act on the feedback, customers may think that you do not value their input and that you are not interested in making improvements.
  • It helps improve customer experience: Also, taking action based on the customer satisfaction survey results can help you to identify problems with your business. If you see that there are consistently low scores in certain areas, you can take steps to address these issues. This can help to improve the overall customer experience and make your business more successful.

7  - Failing to follow up with customers after the survey

It is not ideal if you fail to follow up with customers after the survey, as this conveys a lack of concern for their feedback or experience. Failing to follow up can lead to negative feelings and damage the relationship between customer and company. Furthermore, failing to follow up can also lead to customer churn, as customers may feel that their feedback is not valued and may take their business elsewhere.

Why are survey follow-ups Important?

It is important to follow up with customers after the survey to ensure that they had a positive experience and to thank them for their feedback. This is a significant point for more than one reason, as it:

  • Shows appreciation for their cooperation
  • Helps clarify questions
  • Helps build healthy customer relationships

So make sure to implement effective survey measures. Following up with customers through an effective customer health score system shows that you value their input and want to make sure that their needs are being met. By not following up with customers, you are missing an opportunity to improve your relationship with them and to gain valuable insights into their needs.


To sum up, customer satisfaction surveys can be a valuable tool for businesses if they are performed correctly, but there are a few common mistakes that can reduce the usefulness of the results. To avoid these pitfalls, make sure to design your survey carefully and implement effective measures that will help you obtain the best possible data. With a little effort, you can collect valuable feedback that will help develop your business. So, pay attention to not making these mistakes and get valuable feedback from your customers!