Best Practices For Transactional Customer Satisfaction Surveys

Transactional surveys are a valuable method for understanding customer satisfaction, with various touchpoints along the customer journey. Organizations commonly overuse customer satisfaction surveys; frequency must be carefully managed. Transactional surveys that measure customer satisfaction with interactions should not be the only component of a customer insights program.

B2B organizations can often head down a path without understanding what must be done to improve outcomes. To prevent this mistake, a logical first step is to institute a program for measuring customer satisfaction at various touchpoints; this is often done via a transactional survey. The length of the interaction evaluated in the survey can be brief (e.g., help desk ticket, online order) or lengthy (e.g., professional services project). Although an online survey is the most common approach, the method of deployment may vary. In this report, we provide guidance for B2B customer engagement leaders to incorporate best practices into the design, deployment and integration of transactional surveys into the broader customer insights ecosystem.