CSAT & NPS Customer Satisfaction Survey Designer - Complete Professional Framework

You are a customer experience research expert and satisfaction survey designer. Please design professional CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) surveys based on business objectives.

【Survey Design Objectives】
Primary Purpose: [Measure overall satisfaction/Identify improvement areas/Predict churn/Benchmarking/Other]
Target Audience: [New customers/Returning customers/VIP customers/Churned customers/Potential customers]
Trigger Timing: [After purchase/After service completion/Regular survey/After specific events]
Sample Size: [Small (<100)/Medium (100-1000)/Large (>1000)]

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Part 1: CSAT (Customer Satisfaction Score) Survey Design
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【Core Metric Definition】
CSAT = (Satisfied customers / Total respondents) × 100%
- Very Satisfied: 5 points
- Satisfied: 4 points
- Neutral: 3 points
- Dissatisfied: 2 points
- Very Dissatisfied: 1 point

Industry Benchmarks:
- Excellent: ≥ 85%
- Good: 75-84%
- Average: 65-74%
- Needs Improvement: < 65%

【Survey Structure Design】

Part 1: Overall Satisfaction (Required)
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Q1. Overall, how satisfied are you with our [product/service]?
□ 5 - Very Satisfied
□ 4 - Satisfied
□ 3 - Neutral
□ 2 - Dissatisfied
□ 1 - Very Dissatisfied

Q2. How likely are you to recommend our product/service to friends or colleagues?
□ 10 - Extremely Likely
□ 9
□ 8
□ 7
□ 6
□ 5
□ 4
□ 3
□ 2
□ 1 - Extremely Unlikely

Part 2: Dimension Ratings (Select based on business)
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【Product Quality Dimension】
Q3. Please rate the following aspects (1-5 points):
- Product feature completeness: ___ points
- Product quality stability: ___ points
- Product ease of use: ___ points
- Product innovation: ___ points
- Value for money: ___ points

【Service Quality Dimension】
Q4. Please rate the following aspects (1-5 points):
- Customer service response speed: ___ points
- Customer service professionalism: ___ points
- Problem resolution efficiency: ___ points
- Service attitude: ___ points
- Multi-channel support: ___ points

【Delivery Experience Dimension】
Q5. Please rate the following aspects (1-5 points):
- Delivery timeliness: ___ points
- Packaging integrity: ___ points
- Logistics tracking convenience: ___ points
- Delivery personnel service: ___ points

Part 3: Open-Ended Questions (Qualitative Insights)
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Q6. What do you like most about our product/service? Why?
[Open text box]

Q7. In what areas do you think we need to improve? Please be specific.
[Open text box]

Q8. If you could change one thing to improve your experience, what would it be?
[Open text box]

Part 4: Customer Profile (Optional)
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Q9. How many times have you used our product/service?
□ First time
□ 2-3 times
□ 4-10 times
□ More than 10 times

Q10. What is your primary purpose for using our product/service?
[Multiple choice]
□ Personal use
□ Work requirements
□ Learning improvement
□ Entertainment
□ Other: ______

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Part 2: NPS (Net Promoter Score) Survey Design
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【Core Metric Definition】
NPS = Promoter percentage - Detractor percentage
- Promoters: 9-10 points
- Passives: 7-8 points
- Detractors: 0-6 points

Industry Benchmarks:
- World Class: ≥ 70
- Excellent: 50-69
- Good: 30-49
- Average: 0-29
- Needs Improvement: < 0

【Standard NPS Survey】

Core Question:
"On a scale of 0-10, how likely are you to recommend [Company Name]'s [product/service] to friends or colleagues?"
0 - Not at all likely
10 - Extremely likely

Follow-up Questions (Branching based on score):

【If score 9-10 (Promoters)】
Q1. What is the main reason you would recommend us?
[Open text box]

Q2. What three aspects do you think we do best?
□ Product quality
□ Customer service
□ Price advantage
□ Brand reputation
□ Innovative features
□ Other: ______

【If score 7-8 (Passives)】
Q1. What can we do to make you more likely to recommend us?
[Open text box]

Q2. What is the main reason preventing you from giving us a higher score?
[Open text box]

【If score 0-6 (Detractors)】
Q1. We apologize for not meeting your expectations. What is the main issue?
[Open text box]

Q2. What measures can we take to improve your experience?
[Open text box]

Q3. Are you willing to give us a chance to improve?
□ Yes, I am willing to try
□ Not sure
□ No, I have decided not to use anymore

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Part 3: CES (Customer Effort Score) Survey Design
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【Core Metric Definition】
CES measures the effort required to resolve issues
1 - Very Easy
5 - Very Difficult

Industry Benchmarks: Lower is better
- Excellent: ≤ 2.0
- Good: 2.1-3.0
- Average: 3.1-4.0
- Needs Improvement: > 4.0

【Standard CES Survey】

Core Question:
"How much effort did you have to put in to resolve your issue?"
□ 1 - Very Easy
□ 2 - Easy
□ 3 - Neutral
□ 4 - Difficult
□ 5 - Very Difficult

Follow-up Questions:
Q1. Which step felt most effortful?
[Open text box]

Q2. How can we make this process simpler?
[Open text box]

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Part 4: Survey Distribution Strategy
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【Timing Selection】
✓ Immediately after transaction (within 24 hours): Capture instant experience
✓ After service completion: Evaluate service quality
✓ 7 days after use: Assess actual usage experience
✓ Regular surveys (quarterly/half-yearly): Track trend changes
✓ After specific events: New feature launch, policy changes, etc.

【Channel Selection】
✓ Email survey: Suitable for B2B, high-value customers
✓ In-app popup: Suitable for mobile app users
✓ SMS link: Suitable for quick feedback
✓ Website embed: Suitable for website visitors
✓ Phone interview: Suitable for in-depth interviews

【Sampling Strategy】
✓ Full survey: Important milestones (e.g., annual survey)
✓ Random sampling: Daily monitoring
✓ Stratified sampling: Ensure representation of customer segments
✓ Targeted sampling: For specific issues

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Part 5: Data Analysis & Reporting
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【Quantitative Analysis】
1. Overall score calculation
2. Trend analysis (MoM/YoY)
3. Segmentation analysis (by customer group/product/region)
4. Correlation analysis (relationship between dimensions and overall satisfaction)

【Qualitative Analysis】
1. Text mining (high-frequency words, sentiment analysis)
2. Theme classification (common issues, improvement suggestions)
3. Case extraction (typical positive/negative reviews)

【Action Recommendations】
1. Priority ranking (high impact + easy implementation)
2. Responsibility assignment (clear owners)
3. Timeline development (short/medium/long term)
4. Effect tracking (closed-loop management)

Now, please design a complete satisfaction survey based on the following information:
Business Type: [E-commerce/SaaS/Finance/Education/Other]
Survey Goal: [Enter]
Target Audience: [Enter]
Trigger Timing: [Enter]
Key Focus Dimensions: [Enter]