Selecting the Right Scale for Customer Satisfaction Surveys
by Tom Sweeny, Director SSPA Research

Satisfaction Survey Scales
Satisfaction surveys use a wide range of scales ranging from a binary assessment of satisfied – dissatisfied to 10 point scales offering customers a high degree of granularity to express their opinion. The most commonly used scale is a 5 point scale.

Odd vs. Even Scales
According to the 2003 Support Industry Benchmark Study “odd” scales are used by two thirds of companies conducting format satisfaction processes. An odd numbered scale provides a clearly defined mid point. The disadvantage to using a scale with a “neutral” option is that customers do not commit to being either satisfied or dissatisfied. Although neutral is not a commitment to satisfaction or dissatisfaction it can still be interpreted as a warning indicator that there may be an issue with quality or timeliness of services. The advantage of an “even” scale is that it requires the customer to commit to a level of satisfaction or dissatisfaction.

Most Frequently Used Satisfaction Scale

Source: 2003 Support Industry Benchmark Study

The Bottom Line – Select the Right Scale
There is no right answer to which scale should be used, however, the scale you choose must be based on the information you want to collect from the customer. If you are interest in a high degree of granularity use a 10 point scale. If you want to simply know if someone is satisfied, consider a binary scale of satisfied / dissatisfied. Using an odd versus even scale depends upon your interest in having customer commit to a level of satisfaction (even scale) versus the option to remain neutral (odd scale).
Note: Additional detail about customer satisfaction topics, scoring methodologies, frequency, and response rates are provided in detail within the 2003 Support Industry Benchmark Study.

To Learn More
The 2003 Support Industry Benchmark Study has extensive data, analysis and recommendations to help you formulate an effective electronic support strategy to meet the needs of your business.

A free executive summary is available to provide details about the size and scope of the study including detailed demographics and a complete table of contents from the 248 page, full-color report.

As always if you have a question drop me a note at tsweeny@theSSPA.com.

Thank you! – Tom