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Customer Feedback: 2 Surveys That Will Give You Actionable Data

Last updated on August 5, 2022
5 minute read
Key Takeaways

  • Surveys can give you more specific customer feedback.
  • Scored surveys are a simple way to get measurable, valuable data.
  • Discover two surveys you can send and how to calculate their scores.

Skill Level

Beginner, Intermediate

Collecting customer feedback is a great way to improve your business. The individuals that have already experienced your tour or activity are able to give you real answers and suggestions about the aspects they enjoyed or what they believe could be improved. 

Customer feedback is a valuable source of information that can guide your company’s growth. But how do you collect it? This guide will cover two scored surveys you can send and how to calculate their scores. 

What is a scored survey?

A scored survey is a type of survey where you assign points to the answers which will produce a score. This type of survey is great if you are looking to get measurable, easy-to-understand data about your customers’ experience. It can be hard to mark a review or feedback as “good” or “bad,” but a scored survey offers more clarity. 

Now let’s get into two useful scored survey types.

Customer satisfaction score

The customer satisfaction score (CSAT) asks the question “how would you rate your overall satisfaction of [insert your tour or activity]?” and the possible answers are a choice of the numbers one through five. This sliding scale represents:

1: very unsatisfied

2: unsatisfied

3: neutral

4: satisfied

5: very satisfied

Note that the CSAT tends to attract guests who have had a very positive or very negative experience. 

How to calculate the score

  1. Take the number of satisfied customers (those who chose 4 or 5) and divide that by the total number of survey responses.
  2. Multiply that number by 100.
  3. Your answer equals the percentage of satisfied customers.

Net promoter score

The net promoter score (NPS) identifies whether a customer would recommend or promote your business to their social network (friends, family, other travelers, etc). More specifically it asks “How likely are you to recommend the [insert your tour or activity] to a friend or family member?”. The possible answers are a sliding scale of zero to 10 which represent:

9 or 10: promoters – enthusiastic about your business and will talk about it

7 or 8: passives – neutral about your business, may or may not share with others

0 through 6: detractors – unwilling to refer your business and may leave a negative review

The NPS is great if you want to target locals and find yourself not getting too many repeat customers. You can use the results to measure customer retention and word-of-mouth marketing. 

Note that this survey is not too specific. You can add a follow-up question asking why they chose their score to get more detailed feedback. 

How to calculate the score

  1. Take the number of promoters (those who chose 9 or 10) and divide that by the number of total survey responses to get your promoter percentage. 
  2. Take the number of detractors (those who chose 0 through 6) and divide that by the total survey responses to get your detractor percentage. 
  3. Subtract your detractor percentage from your promoter percentage to find out your NPS score. 

These surveys and their responses will help you make informed decisions about your business. You can use the customer feedback to not only enhance parts of your business, but also for future marketing materials. When customers say something great about your company, you should share it!

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