The Five Main Survey Methods

Before you can decide which survey method to use, it's crucial to know what your options are. Here are the five main methods for measuring customer satisfaction :

Telephone Survey

Telephone surveys have been used for decades for customer satisfaction studies. A qualified and trained interviewer uses software to record client responses. Although they are more costly than other survey methods, telephone surveys have some of the best response rates and are the most representative.

Online Survey

Online surveys have been available since the early 2000s. A URL link is emailed to clients, giving them access to the questionnaire. Nowadays, it is of utmost importance that the survey platform allow customers to respond on their mobile device. The online survey method is affordable and easy to use; however, response rates may be lower.

SMS/Text Message Survey

Given the ever-growing popularity of smart phones, this is becoming a common survey method. Customer satisfaction can be measured via text message in two ways:

  • By sending a text message invitation containing a link to the survey;
  • By administering the survey directly via text message, with the client answering questions by sending one or more texts.

This method works well for very short surveys with younger client groups.

Face-to-Face Survey

In a face–to-face survey, the respondent is interviewed on site and in person. This method is most frequently used during public events (fairs, festivals, trade shows, etc.), where you can obtain an individual's contact information. Customer experience and satisfaction levels are recorded on paper or using an electronic tablet.

Paper/Postal Survey

With this method, respondents receive the questionnaire by mail, fill it in, and then send it back to the survey administrator in a postage-paid envelope. Although the popularity of this method has decreased with the advent of the internet, it remains a useful way to gauge the satisfaction levels of certain customer groups, particularly older individuals who are less comfortable with technology.