How to create the best satisfaction survey

In every business, knowing your customers and knowing what they want is a fundamental part of business success. In the end, products and services are designed to meet needs and desires that make them essential. However, aren't you a little tired of going around the blind trying to figure out what your customers are really looking for? What makes them rebook their trips with your agency or, on the contrary, what keeps them away from the competition?

Don't despair, because nowadays we have it very easy thanks to online satisfaction surveys. This digital tool allows us to immediately gain a deep understanding of our customers, helping us to improve our work.

‍Why do I need a satisfaction survey?
‍If you are one of those who think that your commercial instinct is the best survey, we will tell you why it is so useful to use them and why they are so necessary today:

- Collecting qualified opinions directly from your customers helps you identify which areas are susceptible to improvement in your company. Remember that we can also learn a lot from less flattering comments! They help us to focus on the thorniest issues and where, probably, we have the most room for improvement and growth. We should not rule them out.

- It also allows you to better know your customers and their levels of satisfaction, being able to offer them personalized products and services that are fully in line with their needs, helping us to better segment. This way we capture their attention immediately, and we don't distract them with offers that aren't right for them and that they won't convert.

- A company that cares about collecting the opinion of its customers shows that it cares about the experience that each of them has had on one of their trips, and that it values their comments, whether positive or negative, with the aim of improving its services and continuing to grow. It improves the image of our agency.

‍What elements should a good survey include?
‍Surveys should be quick to read and fill out. Don't get caught up in superfluous questions: get to the point and find out what is really essential to you. Here are some ideas for you to prepare your next survey:

- Homeliness. Often you don't need to send a 20-question questionnaire, but it's more worthwhile to do simple surveys that provide you with clear answers. To do this, you can simply ask for specific reviews or opinions that the customer can respond to in a minute. You don't need more!

- Immediacy. Don't let several weeks pass after your trip ends and you send your questionnaire: it has been proven that the closer to the experience the questionnaire is received, the better response rates you will get. Take advantage of the fact that the memory is recent to get the information you need.

Concretion. If you are specific in the questions, you will be able to better measure the results, so don't go through the roof and ask for exactly the information you need: instead of asking in general how the accommodation is, you may be interested in asking directly about the hotel on the third night that you don't have many references for. It's your chance to get inside the customer's head and squeeze out all that valuable information about the trip: find out if your new transfer provider is as reliable as the previous one, or if that hotel you've been hiring for groups for years continues to maintain the same level of quality.

- Closed format for specific questions. We recommend that you use a closed scoring format, where they can rate from 1 to 10, or from Highly upgradable unto superb better than leaving it as an open answer: the customer will find it faster and easier to fill out and they will not abandon the survey halfway through. In addition, your answers will be more efficient when it comes to evaluating them objectively.

- Reviews. You can always leave a space at the end so that the customer can express their feelings and experiences of the trip in their own words. This section should be voluntary, so that anyone who wants to go a step further by telling you about their experiences, whether positive or negative, has the freedom to do so.

‍Tools for doing online surveys
‍When preparing our survey, forget about word or PDF files: technology provides us with a multitude of tools that help us not only with sending (via email or WhatsApp) and filling out (who doesn't have 4 minutes to fill out an online survey directly on their mobile?) , but with which we can also integrate the answers with our customer CRM to capture leads and download the answers to be able to analyze them.

We recommend these online form creation platforms:
‍JotForm
‍Typeform
‍Google Forms

‍MOGU Solutions
‍Remember that MOGU offers you on its platform and mobile app the possibility of sending assessment surveys to travelers that offer you simplicity, promptness and specificity: prepare reviews on different aspects of the trip and send as many as you need. The customer receives the surveys directly as notifications Push on your mobile phone and you can answer them immediately. In addition, you can program them to get immediate feedback on each aspect of the trip even while the customer is enjoying it. MOGU accompanies you before, during and after the trip!