5-Star Surveys

In this article:

Introducing 5-star surveys

Delighted’s 5-star surveys provide a super lightweight, easy-to-understand, and flexible platform for measuring your customer satisfaction. 

5-star surveys can accommodate a wider range of questions than typical CSAT or NPS formats while maintaining the benefits of a frictionless, easy-to-answer survey experience.

New to Delighted's 5-star surveys?

Visit Delighted.com and give our 5-star surveys a test drive! Before you begin, view this short Getting Started video and give your first project a quick and effective start.

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What is the 5-star survey flow?

The 5-star rating system allows respondents to rank their feedback on a 5-point scale from 1 to 5. The more stars that are selected, the more positively your customer is responding to your question.

For example, if asking, “How friendly was your Delighted support representative?”, the 5-star scale would be interpreted as:

  • 5 stars: Very friendly
  • 4 stars: Friendly
  • 3 stars: Neither friendly nor unfriendly
  • 2 stars: Unfriendly
  • 1 star: Very unfriendly

After providing a score, customers answer an open-ended comment question to explain their responses. Then, they’ll respond to any Additional Questions you’ve configured before being presented with a customized Thank You page.

Sample 5-star question

Sample 5-star comment page

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How is the 5-star score calculated?

5-star calculations are a simple average— add all of your individual scores, divide by the number of individual responses, and there you have it—your average 5-star rating.

The 5-star score is rounded to the nearest tenth.

An example

Let's say we received the following responses:

  • 5 stars: 50 responses
  • 4 stars: 25 responses
  • 3 stars: 20 responses
  • 2 stars: 15 responses
  • 1 star: 10 responses

With 120 total responses, the calculation becomes:

Score total: 50(5) + 25(4) + 20(3) + 15(2) + 10(1) = 450

Response total: 50 + 25 + 20 + 15 + 10 = 120

5-star score: 450 / 120 = 3.75, which rounds to 3.8 (your 5-star score)

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Who are 5-star surveys for?

5-star ratings are ideal for businesses that are looking to get a clear picture regarding how customers like a particular product, service, or other aspect of their brands. 5-star surveys can provide the flexibility needed to ask those unique questions. 5-star surveys are also great for wide audiences that may speak multiple languages, since the idea of a 5-star rating is universal.

Interested in how clean a guest found their hotel room? The speed of service of a support representative? How about the video quality of a recent webinar? 5-star surveys can tackle all of these scenarios.

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When should I send 5-star surveys?

A key benefit of the 5-star system is its versatility. Whereas surveys like NPS, CES, and CSAT are more strictly focused on certain underlying outcomes, the 5-star survey can be deployed with wide-ranging customization and in a multitude of situations.

5-star surveys are often sent immediately following a specific customer touchpoint with your brand or product, such as a retail transaction, sales interaction, or delivery of a service, but can also be sent on a regular basis to measure overall brand or product satisfaction.

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What are some best practices for 5-star surveys?

5-star surveys are one of the most well-recognized and widely used methods for collecting customer feedback. However, there are some key considerations that are unique to 5-star surveys that you’ll want to keep in mind when customizing and deploying your surveys.

More stars indicate a higher rating

Always customize your survey such that 5 stars represents the positive upper limit, and 1 star represents the negative lower limit. The 1 (negative) to 5 (positive) scale is the most widely accepted and intuitive rating structure for the 5-star system, and will ensure your data is easy to interpret.

Here’s an example of a question structure you’d want to avoid:

Simplicity is key

Less is more when it comes to question customization. Combining a flexible ranking system and open-ended question customization, can quickly lead to overly complex surveys. Here are two key areas to avoid:

  • Don’t combine questions: If you’re using the word “and” in your question, your survey is likely measuring separate topics. Consider the question: “How was your service with our shipping and customer support?” What if the shipping was a 5, but the support was a 1? Your scores will be more accurate, and feedback more actionable, if you narrow the focus to one specific topic.
  • Keep it short and simple: Verbosity can quickly confound customers about why you’re reaching out. For example, take the question: “When considering your recent purchase experience, specifically regarding a purchase made between January 1 and August 1, how would you rate the quality of support received via our chat widget?” This question is overly detailed. "Chat widget" may add unnecessary jargon. Most folks will avoid trying to make sense of it and just delete your email. Keep your questions simple and sweet.

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