Monday, October 16, 2017
How to choose your attitude scale for your customer satisfaction survey?
The choice of the attitude scale for your customer satisfaction survey is a crucial point. Indeed, it is a question of understanding more precisely the evolutions in the duration, to communicate with the teams or to compare yourself to your competitors.
First, the first rule is 1 QUESTIONNAIRE = 1 SCALE always in the same direction. Indeed, in order not to mislead your respondent, it is necessary to propose only one scale in the same order, throughout your questionnaire.
Then, the choice of the modalities of a measurement scale, must be done with the following optics:
For respondents:
- Understandable, simple, with an unambiguous meaning
- Adapted to different types of collection: telephone, face-to-face, self-administered in writing or by e-mail
- Possibly adapted to an international collection
For analysis:
- Be sensitive enough to measure changes over time
- Facilitate statistical processing (calculations, groupings)
For the communication of results :
- Easy to explain and translate into action plan
Below you will find a list of the scales commonly used with their advantages and limitations:
Our tips for your online customer satisfaction surveys:
1. Do not hesitate to use double or even triple indications (numeric, semantic, icons, colors) for example:
2. The highest number on your scale should always be associated with the highest category in terms of satisfaction.
3. Use an even numbered scale to force your respondent to take a position, while allowing him/her to not respond by providing a Not Concerned box (this can be the case for after-sales service or complaints).
