How to Use Post-Purchase Surveys to Improve Customer Satisfaction

Sherry Wu
September 28, 2023
  1. Determine the Survey Timing: Decide when to send the survey to customers. It's essential to strike a balance between giving customers enough time to experience the product/service and not waiting too long, as it may affect their recall accuracy. Consider sending the survey shortly after the purchase or after the customer has had a reasonable time to use the product/service.
  2. Choose the Right Survey Format: Select a survey format that is convenient for customers and encourages their participation. Options include email surveys, web-based forms, phone surveys, or even in-app surveys for digital products. Keep the survey concise and easy to understand to maximize response rates.
  3. Set Clear Objectives: Define the specific goals and objectives you want to achieve through the post-purchase survey. Are you looking to identify areas of improvement, measure customer satisfaction, or gather testimonials? Clarifying your objectives will help structure the survey questions accordingly.
  4. Design Effective Survey Questions: Craft well-structured and relevant questions to obtain actionable insights. Use a mix of closed-ended questions (such as multiple-choice, Likert scale, or rating scale) for quantitative analysis and open-ended questions to allow customers to provide detailed feedback. Keep the survey length reasonable to ensure higher completion rates.
  5. Personalize the Survey: Address the customer by name in the survey invitation or introduction to create a personalized experience. Tailor the questions based on the specific product or service the customer purchased to gather more targeted feedback. Customization shows that you value each customer's opinion.
  6. Measure Customer Satisfaction Metrics: Include questions that measure customer satisfaction, such as overall satisfaction with the purchase, likelihood to recommend the product/service, and satisfaction with specific aspects (e.g., quality, delivery, customer support). These metrics provide valuable insights into the overall customer experience.
  7. Encourage Honest Feedback: Create an environment where customers feel comfortable expressing their honest opinions. Assure them that their feedback is valuable and will be used to improve their experience. Anonymity can also help customers feel more at ease sharing their thoughts.
  8. Act on the Feedback: Regularly review the survey responses and identify common themes, concerns, and areas for improvement. Use this feedback to make changes or enhancements to your product/service, customer support processes, or any other relevant areas. Communicate with your customers about the actions you're taking based on their feedback.
  9. Follow Up with Customers: After implementing changes, consider reaching out to customers who provided feedback to let them know about the improvements you've made. This demonstrates your commitment to their satisfaction and can help foster long-term loyalty.
  10. Continuously Iterate: Customer satisfaction is an ongoing process. Regularly analyze the feedback received through post-purchase surveys, identify emerging trends, and adapt your strategies accordingly. This iterative approach ensures a customer-centric approach and continuous improvement.

Here are some sample questions you can ask in your post-purchase survey:

By following these tips, you can use post-purchase surveys to improve customer satisfaction and build stronger relationships with your customers.

Here are some additional tips for using post-purchase surveys:

By following these tips, you can get the most out of your post-purchase surveys and improve customer satisfaction.

If you are ready to create your survey, check out these 5 Tips for Writing Effective Post-Purchase Survey Questions.

Ready to launch your Shopify store post-purchase survey? Install the Gojiberry Survey & Feedback app here.

Install on Shopify