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Example To what extent do you agree with the following statement: Product names onboarding process was simple, straightforward, and painless. 1 - Strongly disagree 2 - Somewhat disagree 3 - Neither agree nor disagree 4 - Somewhat agree 5 - Strongly agree.

Theyre what transforms your growth from a funnel into a flywheel.

You can create happy customers, but to do it you have to truly understand them and how they think about you.

So how do you know what theyre thinking You have to ask My name is Michael Redbord, and I helped build HubSpots support and service teams, working with customers for over eight years.

Today, Im the General Manager of HubSpots newest product line, Service Hub, which helps our customers grow through exceptional service.

At HubSpot, we use feedback to understand our customers and what the market demands.

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This approach has driven dramatic changes over the yearstaking us from a small marketing app to the more complete front-office software suite we are today.

Today, Im sharing the most important things Ive learned about customer satisfaction surveys, so you can take some of my learnings and use them to adopt a practice of customer feedback at your business and grow better by mastering your market.

Customer satisfaction surveys allow companies to improve products strategically, optimize user experience, and deliver exactly what the market demands.

At HubSpot, we use customer satisfaction surveys to understand the micro-level experiences of individual users and address their concerns, but we always return to macro-level questions like Where is the market going, How is our product on the cutting edge, and Where do we need to improve as well.

Here are four of the most effective surveys you can use to understand your customers.

They ask things like Did our product do what you wanted it to do These scores are usually high (in the 98 range), so a sudden spike in negative scores tells you theres an issue that needs immediate attention.

At HubSpot, we send a CES survey after we close each support ticket.

A CES question will ask How easy was it to solve your problem, and customers are typically given a 5-point scale with options like very difficult, somewhat difficult, about as easy as I expected, somewhat easy, very easy.

A milestone can either be time-based (e.g., sending a survey 60-days after signup) or experience-based (e.g., sending after onboarding is complete).

The results are easy to tabulate, and youre more likely to get a response from a user because these kinds of questions require less effort to answer than open-ended ones (where users need to type in their answers).

Multiple-choice questions include rating scale questions, binary scale questions, nominal questions, Likert scale questions, and semantic differential questions, which are all explained below.

Example How likely are you to recommend product name to a friend or colleague (0-10).

They work well to limit the ambiguity that comes with subjective responses to rating scale questions (because one persons 4-star experience is another persons 5-star experience).

Example Did customer support help you find the solution you were looking for today (yesno).

The answers dont overlap (unless you include an all of the above option), and you cant apply a numerical value to them.

Example Which of the following bests describes you I am A current customer of Company Name Not a customer, but considering becoming one Not a customer and dont plan to become one anytime soon.

The bottom number (always a 1) represents one extreme view, while the highest number (e.g., a 5 on a 5-point scale) represents the opposite extreme view.

The middle number (e.g., a 3 on a 5-point scale) indicates a more moderate view.

Example To what extent do you agree with the following statement: Product names onboarding process was simple, straightforward, and painless.

Strongly disagree 2 - Somewhat disagree 3 - Neither agree nor disagree 4 - Somewhat agree 5 - Strongly agree.