How to Do a Customer Satisfaction Survey

September 14, 2017 Rieva Lesonsky



As a business owner, you're not usually on the job with your field service technicians.  How can you know how well they're delivering the type of customer service you expect of your team? Conducting customer satisfaction surveys can give you answers.

To maintain a consistent level of service, you should send out a survey after every visit from a field service technician. Often, customers are reluctant to say anything either good or bad about the service they receive, which means you’ll never know about problems unless you ask. You can also send out annual surveys to customers who use your services regularly (such as a customer who gets quarterly pest control treatments) and use these to ask more in-depth questions.

The key to getting responses to your surveys is to keep them short and simple. These days, customers are inundated with surveys after just about every transaction, so if you want them to finish yours, you need to make it as easy as possible for them to participate.

Aim for five to 10 questions. This is enough to provide you with useful feedback, but short enough that customers can answer quickly.

Make sure it's mobile-friendly. Plenty of people will be responding to your email on their smartphones, so your survey needs to be easy to respond to with a few taps.

Use numerical rankings. A scale of 1 to 5, or 1 to 10, are the most common ways to rate services.

There are tools you can use to conduct field service surveys at the point of contact — that is, have your technicians survey the customers after the job is done. While this can streamline data collection, the obvious downside is that customers may not be completely honest when the technician is asking the questions.

Instead, email customers (making sure you have their permission to send them email, of course) after a service is performed to ask if they would help you by completing a quick survey. Include a link to an online survey (you can create one yourself with tools such as SurveyMonkey or Zoho). For customers who still receive their bills by mail, create printed survey cards and enclose them with the invoice, asking the customer to return it along with their payment.

What should you ask? Common post-visit questions include:

  • How professional was your technician?
  • Was the service performed to your satisfaction?
  • How well did the technician explain what he/she was doing?
  • Based on this visit, how likely are you to recommend our service to others?

If there's a particular area you're concerned about, you can drill down into that a little more. For instance, if you have rules requiring technicians to put down plastic before they enter a home, wear shoe covers and clean up after themselves, you could ask:

  • Did the technician put down floor covering before entering your home?
  • Did the technician wear shoe covers to protect your floors?
  • Did the technician clean up after the job was done?

In addition to multiple-choice questions and numerical rankings, allow customers to elaborate in their own words with a box that lets them type in any additional comments.

Finally, ask, “May we contact you to discuss your answers to this survey?" (Yes or No.)  If the customer agrees to be contacted, you can follow up on problems in more detail.

What if you find some customers are super-satisfied? If they’ve agreed to be contacted, ask them to write an online review or provide a testimonial you can share on your website and in your print marketing materials. Lighthouse Field Service lets you automatically request online reviews from your customers after a service is performed. All positive reviews are automatically displayed online on your website, your social media accounts and the review site RateABiz.



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