A few years ago, prospects relied on price as the primary consideration when making a purchase or investment. Nowadays, things have changed. Client retention and revenue growth will be determined by customer service strategies and customer satisfaction.

What are the best ways to track customer satisfaction? Using email surveys and asking clients for feedback is an easy and effective way to get feedback. Let’s take a look at how to gather customer satisfaction data in this post. We will examine how to write a good copy that won’t annoy a recipient.

Customers Satisfaction – What Is It?

Customer satisfaction is defined as the degree to which a client is satisfied with a product or service. A concept that measures the value that your clients receive from your interaction or the company’s interaction. 

Measuring customer communication is difficult in an era of remote communication. You might find your clients holding their frustrations back then sharing them on social media. Spreading negativity about your brand within their networks later. 

Therefore business owners should go the extra mile to measure customers satisfaction. The following objectives are achieved by gathering customer feedback over time:

  • Finding ways to solve the objections and frustrations of unhappy clients. Keeping them coming back for service. 
  • The constant flow of feedback informs business owners of emerging market trends. It helps them stay one step ahead of the competition. 
  • Talking to clients about their expectations can help you identify expansion opportunities. 

Customer retention is one of the key objectives of customer satisfaction. 

Statistics show that keeping a client loyal to the company is 82% cheaper than acquiring a new one.

Why Is Customers Satisfaction Important?

If you want your business to be customer-centric, you have to care about customer success.

Customers satisfaction, yet, has more tangible benefits. Let’s go over a few of them.

1. Reliable and satisfied customers are the cornerstone of any business’ growth.

In every study, keeping your customers proves to be five to 25 times better than acquiring new ones. NPS creators Bain & Co have stated that a 5% improvement in customer retention leads to a 25% increase in profits.

Customers aren’t loyal if they’re not satisfied!

Have you ever wondered why banks and mobile service providers seem like they’re always ready to go the extra mile to keep you? They do so because they are aware of the cost of not doing so.

Make sure you keep your clients satisfied to prevent them from leaving. Make sure you follow up on their needs. Solve their problems and nurture their relationships. This doesn’t just affect your customer service also impacts your product, website, store, and anything else you offer.

As one of the brands that invest heavily to keep their customers happy, Apple is one such brand. According to American Customer Satisfaction Index data, Apple’s customers continue to be satisfied with the iPad and Mac lineup.

According to the Gartner Group, Apple ranks number one for satisfaction with personal computing, with rival Samsung ranking close behind. It is a category that includes computers, laptops, and tablets.

American Customer Satisfaction Index

Source: Apple

2. Unsatisfied customers churn in a flash

Your unhappy customers won’t hesitate to leave you for your competitors.

Many factors contribute to brand switching. Usually, the prize is the culprit-but poor customer service is on the rise. According to the Microsoft survey, 61% of respondents switched brands because of poor customer service.

A negative experience can only be compensated by 12 positive ones, and some clients will not be committed for so long.

Customers focus on ease over everything else. Because of this, avoiding friction is more important than seeking to delight your audience.

Having said that, mistakes happen; you have to correct them.

View an email from a local vintage shop that didn’t get a sold-out product off their store on time. It’s better to smooth things over with a customer than to lose them altogether. Even a small business with a limited capacity knows this. As a form of apology for missing item, email with coupon code.

Furthermore, this is also why brands, send you emails like “sorry to see you go, explain why.”. Then at least they’ll hear what else they can improve for future customers. 

Using email surveys is a very effective way to get feedback from your customers

3. Customers satisfaction drives product and business decisions

By prioritizing customer success, you will find it easier to organize tasks and goals. It doesn’t matter what area of business you are involved in. Whether it’s product development, a marketing campaign, customer service improvement, or any other. You need to ensure that your actions resonate with your customers before you chase market trends. 

If your customers keep complaining about a certain flaw in your product you should fix the problem. There is a chance your old clients will get impatient and leave. And your new clients will find the very same feature annoying. Also, loyal customers can provide you with new ideas for products and services based on their feedback.

Open-ended survey questions can help with customer retention

Customer service is not the only factor necessary to succeed in business. As with any product or service, you still need to be well suited to your market. According to Don Peppers, you need to be flexible.

You make a profit today due to your customers, and you will earn profit tomorrow thanks to your customers. Therefore your company’s profits and costs are related to its shareholder value because of the customer relationship.

4. Allows you to stand out from the crowd

It’s unlikely your product is the only one of its kind. So It’s likely to be imitated in the near future, even if it is so now. Customer service and satisfaction are the only ways to differentiate yourself.

According to PwC, 73% of people say the customer experience influences their purchase decisions. And this number is set to rise.

‍‍Starbucks set out to be a different kind of company from the get-go. The company celebrated not only coffee but also connections. As a staple of your daily routine, they are part of your neighborhood gathering place.

A Starbucks sign language store

Source: Starbucks 

Other companies in your niche are waiting for you to make the wrong move. It’s common to look at competitors’ negative reviews and solve their customers’ problems for them.

Be it customer service or the product itself, every crack in customer satisfaction is a chance for your competition to strike. Thus keep the happiness levels high to eliminate any uncertainty about your services.

5. Customers satisfaction leads to more sales

It is not just customer loyalty that contributes to a high CLV (Customer Lifetime Value). Besides being your company’s biggest brand ambassadors, they also attract new customers with recommendations.

You first need to be satisfied with a company’s service before you can recommend it.

Positive comments on social media and reviews are beneficial to your business. Nielsen found that 92% of consumers give more weight to recommendations. Over 70% view online opinions as trustworthy.

Your reviews can be turned into case studies, success stories, or social proof sections on your website. 

Mailvio homepage testimonial section

Customers Satisfaction: How to Measure It?

Marketing metrics are used to measure the majority of customer-brand interactions. A website visitor can predict the conversion rate of a blog post or ad campaign. Based on how much time it takes them to make an informed decision. 

We have no idea what are the best metrics or tools for measuring emotional response. Even your most loyal clients can be dissatisfied with the quality of service and consider alternatives. Because when customers find a suitable alternative, they disappear. That’s not a good way to retain customers.

Customers’ satisfaction is what to look for in customer interactions to recognize issues before they develop into bigger issues. Customers’ satisfaction can be monitored through surveys. This is widely accepted and widely used. 

These surveys help business owners collect raw and unbiased feedback from customers. The question should reflect what customers really think about the brand. Without leading respondents into the trap of canned responses. 

To consider a survey intelligently, we must provide management with the following insights:

  • What are a customer’s key needs and expectations from the interaction with a consultant?
  • Are there any market trends that emerge from interactions with customers? 
  • What are the company’s shortcomings?
  • What can companies do to improve customer interaction and customer experience?

The Best Strategies for Getting Feedback

As such, you are 100% committed to creating a customer survey and sharing it with your customers. The next step is to find creative ways to communicate with your customers without being intrusive. 

It is possible to integrate feedback surveys in multiple touchpoints across different customer journeys. Here are some options:

Push Notifications

First, a customer survey pop-up is a clever way to encourage users to take the time to reflect on the experience of using your app. An example of using in-app notifications skillfully is Asana, a project management application. 

Question about customer satisfaction with in-app notifications Source: Asana’s in-app surveys

You will see a pop-up that asks you “How likely are you to recommend Asana to your friends or co-workers?”. Users can answer the question quickly by selecting one of the numbers from 1 to 10. 

Benefits of in-app customer satisfaction surveys:

  • User-friendly interface that seamlessly integrates into a user’s experience. 
  • This won’t bother users or come across as spam. 
  • It has a high probability of reaching your audience (no external spam filters).
  • The following are some of the shortcomings of the in-app survey:
  • An app is necessary. You cannot use built-in pop-ups by brands without products.

Customer feedback surveys in an app are short. Users will not interrupt their interaction with the coach or education content to complete a short survey. therefore business managers should refine their questionnaires and include only the most important questions. 

Limited analytics are available. There are fewer ways to analyze an audience’s behavior through an in-app pop-up. Through customer satisfaction emails, you can link a variety of marketing tools.

Customers Satisfaction Survey

Second, using e-mails to collect feedback is also a great strategy. Several companies, including Amazon and Netflix, share their transactional emails with clients. This is to gauge the level of satisfaction with the brand. 

Customer satisfaction survey email example Note: Look for example in google 

Source: Shopify

Consulting business owners can take pointers and consider adding customer satisfaction survey emails to their market strategy. 

Customer satisfaction email benefits include:


One of the most important aspects of consulting is individual client contact. Customer satisfaction surveys can seem almost as customized as in-app pop-ups. Using a variety of customer names and session details consultants can create customized messages. Additionally, this fosters a deeper relationship between the brand and the customer. 


By using email to share customer surveys, business owners can take advantage of tools. Ranging from simple, plain-text layouts to visually rich HTML platforms. With a creative approach, business owners can keep clients engaged and focused for up to 10 minutes. 


A business owner who uses an ESP (Email Service Provider) to run and manage customer satisfaction campaigns, gets a holistic view of how the message interacts with subscribers. Using this data, you can learn which devices users use to interact with reviews. If they click on links often, and how long it takes them to complete an online survey. Businesses can use this information to improve the quality of questionnaires. This is by removing redundant questions or providing customers with an easier way to express their feedback. 

Distribute your questions over multiple emails. They don’t have to be all sent in one email. Sending long customer surveys in one email might seem overbearing, and it really is! You don’t have to overwhelm clients with large emails. A common practice for business owners is to spread feedback sessions out over a series of 8-10 emails. The message will contain just a couple of questions at most, and the questions will be straightforward. 

The Best Way to Write an Email for Customers Satisfaction Surveys

The purpose of writing a customer satisfaction survey email is to tell clients they will not have to spend a lot of time providing feedback. 

It is important to use the official company email address and not your company’s work email address when sending emails. You need to make the customer feel like their feedback is valuable to the entire organization and not just to a particular individual. Regardless of who handles each customer, business loyalty should remain strong. Although this step may seem modest, it will have a significant impact on customers.

How do you convey gratitude for a customer’s voice? Use these tried-and-true tips to better your survey (you can use survey templates as well). 

1. Have a personal touch

Make the first move and call your clients by name if you want customers to spend time-sharing feedback. As an alternative to “Dear Sir” or “Dear Client” say “Hello” in a way that is personally believable: 

2. Give context

A clever way to make a customer feel like he cannot back out of the survey is to include a paragraph explaining why you asked for his opinion on the brand. 

As many reasons as you can think of are at play. A long history of brand interactions, positive aftertaste from sessions that makes you feel like the client has a lot to say, etc. 

This is an example of how you can modify the email template for customer satisfaction surveys:

“Hi [First Name],

I enjoyed working with you for the last [period of time]. 

Since you brought up a lot of insightful ideas during our coaching sessions, I was wondering if you could share your impression on working together and suggest a few ideas that help [organization name] improve.”

3. Summarize the survey’s structure

It’s now time to guide a customer through the survey process. The reader is motivated to take a closer look at the survey and empowered to help your business. You should describe the questionnaire clearly and include a realistic (!) estimation of the time it will take. Here’s an example:

“The survey has [question number] [question type] questions you can answer by completing the questionnaire. Typically, it takes about [amount of time] minutes to fill in the full form”. 

Share the direct URL to the survey after explaining how to complete it. You can also hide it behind an attractive button. For several reasons, I recommend avoiding link shorteners:

Because ISPs aren’t fond of them, your email will likely be flagged as spam. 

Many people view bitly links as untrustworthy after seeing a lot of them on Facebook and Twitter. 

In addition to providing more information about the survey (e.g. what platform is used to collect feedback), a direct link eliminates any confusion to a customer.

5. Send a “Thank You” note to the client and sign off

Lastly, recognize the client’s generosity before the survey is completed. It is worth a thank you to spend a few minutes opening and reading a survey message from a customer. 

Here are some ways to express your appreciation in an email survey to a customer:

“I’d like to note that I’m really enjoying our collaboration and hope to keep working together. Let me know how I can improve and help you get the most out of our collaboration.” 


In spite of the fact that customer satisfaction is not a metric that is easy to measure, the impact of customer feedback on business growth is so staggering that business owners should invest time in measuring it. 

The purpose of customer satisfaction surveys is to get feedback from customers. 

Having hammered out the email structure, all that’s left are the design tweaks and the technical infrastructure. 

Neil Napier

Neil Napier is the co-founder of Mailvio. Neil started his entrepreneurial journey in 2012 out of necessity to keep his visa in the UK, when he failed to keep his visa he moved to Finland and started his career as a serial entrepreneur and super affiliate. With over $10 million USD in revenue generated, he is a sought-after expert entrepreneur, copywriter & product creator.


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