Cannabis, it appears, is one of the very few industries that will come out of the pandemic stronger rather than weaker. The lockdowns, coupled with the legalization of cannabis have given way to increased demand and resulted in a booming market that has only one way to go: up.
With the competition rising, it’s time you focus on the critical aspect of your growth and conduct a cannabis customer satisfaction survey to help inform your marketing efforts and stand out from the competition.
The goal of this article is to help you create your survey by providing a general guide and some sample questions you could use to measure your customers’ satisfaction with your brand. Let’s dive in!
Cannabis Customer Satisfaction Survey
Your cannabis survey questions should include closed-ended and open-ended questions that allow you to assess customers’ thoughts on a local or community level.
The following are the basic metrics you can use to gather data relating to your customers’ general contentment with your product, their experiences with your customer service, their loyalty to your company, and more.
Customer Satisfaction Score (CSAT)
A customer satisfaction score (CSAT score) is a one-question survey that measures customer satisfaction. Here, you can ask your customers to score their overall satisfaction with your products. They will rate their level of satisfaction on a scale of “extremely satisfied” to “extremely dissatisfied.”
To know the CSAT score, divide the number of satisfied customers by the total number of respondents. Then multiply the value by 100 to get the final result. You’ll wind up with a percentage, and the greater the number, the happier your consumers are.
Customer Effort Score (CES)
The Customer Effort Score (CES) assesses your quality of service. Customers are asked to rate how easy it is to use your products on a scale of “strongly agree” to “strongly disagree.”
Net Promoter Score (NPS)
A Net Promoter Score (NPS) determines the chance of your customers recommending your business to their friends and family. It is a predictor of consumer satisfaction, brand loyalty, and customer experience.
In an NPS question, the respondent would choose a number from 0 to 10 on a scale of least to most likely.
Customers are classified into one of three categories based on their scores.
Customers who give you a 9 or 10 and are pleased with your company and are very likely to recommend your products to others.
Customers who give you a 7 or 8 on a scale of 1 to 10 are happy with your services, but if given the chance, they might switch to one of your competitors. They take a neutral stand and won’t promote nor spread negative reviews about you.
Customers who give you a rating of less than six are dissatisfied with your products and will tell others about their unpleasant experiences, causing the company’s image to suffer.
The following formula can be used to determine your Net Promoter Score:
NPS = Net Promoter Score − Net Detractor Score
Keep your questionnaire as short as possible and be careful not to include leading questions. You shouldn’t also forget the goal of your survey, which is to listen to what your customers have to say, analyze their responses, and act on the feedback.
Keeping your customers happy is critical to scaling your business and in a highly competitive landscape such as cannabis, you have your work cut out for you.
A lot rides on providing your customers with not just a first-rate product, but also a great buying experience. So plan your cannabis customer satisfaction survey well. You can turn it into an online survey or if you have a marketing list, you can also email the survey to your customers.
If you need help conducting the survey, or if you’re looking for other cannabis market research to improve your business, get in touch with ISA Group. They offer cannabis research and analytics to help businesses like yours make informed decisions about their marketing and their business. Contact them today.