If you own a business, whether online or brick and mortar, you know how important it is to ensure the satisfaction of the customers. If you want to measure the satisfaction levels of the customers, something that would prove to be very useful is a rating chart. Using a rating chart for measuring customer satisfaction will allow businesses to better understand their customers, improve customer relationships and lower negative word-of-mouth. It will also help businesses in determining areas of improvement so that better practices can be implemented. If you are looking for rating scales to add to your website, we have you covered. In this article, we will provide you with some great rating chart templates which can be downloaded for free. We will also explore how you can use the rating scales to your advantage. Let’s dive in.

What are Rating Scales?

Rating scales or charts are among the most common types of questionnaires used in both offline and online surveys. They usually consist of several close-ended questions, along with a set of options for the respondents. A rating chart can be very useful for gaining information about the quantitative and qualitative attributes of anything. Rating charts and scales are popularly used in market research for obtaining information related to a product of certain aspects of it. The rating charts are used for the purpose of gaining feedback or evaluating the product. They also prove useful in providing insights on the performance of the customer service, the product’s performance, and also the satisfaction levels of the employees.

Here are two rating chart templates that can be used to measure the performance of products and services.

Example Template #1

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Example Template #2

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When are Rating Charts used?

Rating Charts are used to gather data on a variety of topics. They can be used for gathering –

  • Satisfaction levels of the customers with a delivery service.
  • Reviews of the customer about the product or service.
  • Whether they will recommend the product or service to a friend or family.
  • The preference of the customer in terms of brands.

If you are planning to start a business, a rating chart will help you under the current demand in the market. With the information you gather from the rating charts, you will be able to strategize better.

Categories of Rating Scales

Rating scales are usually divided into two broad categories – Interval scale and Ordinal scale. While some data is measured at the interval level, other is measured at the ordinal level.

Interval Scale: In this scale, the data is measured after keeping an equal distance between two attributes that are adjacent to each other.

Ordinal Scale: In this scale, the data is gathered by putting it in rank order, however, no degree of difference is noted.

Popular Rating Scales for Conducting Customer Satisfaction Surveys

There are basically four types of rating scales/charts that can be used for conducting customer satisfaction surveys. These are –

  • Graphic rating charts
  • Numerical rating charts
  • Descriptive rating charts
  • Comparative rating charts

Let us take a comprehensive look at each of these rating charts.

1. Graphic Rating Charts

The Graphic Rating Charts are usually found in the form of a matrix or a table. The respondent of the survey has the option to select a worded response (Very Satisfied to Very Unsatisfied) or a number (from 1 to 3/5) to certain questions. The Likert scale is a good example of a Graphic Rating Chart. Here are some rating chart templates based on the Likert scale. You can set your own criteria for three of these templates, while the last one comes with predefined questions for a product. With each question in these templates, the responder has 5 options for their response.

Example Template #3

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Example Template #4

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Example Template #5

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Example Template #6

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2. Numerical Rating Charts

In these rating charts, numbers are used instead of words to obtain the responses to certain questions. The numerical rating charts are the most common and also the simplest rating charts. Here are some rating chart templates based on the process of numerical rating, with some variations. You can use these to obtain responses to your customer service or product satisfaction.

Example Template #7

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Example Template #8

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Example Template #9

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3. Descriptive Rating Chart

In this chart, instead of numbers, the respondents are given an option to answer questions by making a choice from a set of phrases or adjectives. Their response determines the performance rating of that product/service. For instance, if they are asked – how happy they are with a product? – They can answer that they are Happy, Neutral, or Unhappy. Here are some rating chart templates which illustrate this rating chart type very well.

Example Template #10

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Example Template #11

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Example Template #12

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4. Comparative Rating Chart

In this rating chart, the researcher conducts a comparison of a product or service with something else (usually a rival product). For instance, a company can ask people to rate the burger from McDonald’s in comparison to one from Burger King. The respondents have the option to select Excellent, Very Good, Good, Neutral, Poor, and Very Poor in the form of answers. A comparative rating chart can be used to interpret the data obtained for something in comparison to something else.

Some Additional Rating Chart Templates

Here are some more options for rating chart templates that you can use to conduct customer satisfaction surveys –

Example Template #13

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Example Template #14

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Example Template #15

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Example Template #16

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Example Template #17

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How to use rating charts for measuring customer experience?

1. Net Promoter Score

The NPS or the Net Promoter Score is used to represent the loyalty of a customer towards a product, service, or business. This score is used to determine brand loyalty by finding the total percentage of customers who are more likely to engage with or promote a business. The best thing about the NPS is that it just uses a single question to determine the preference of a customer. This question is –

How likely are you to recommend X Company to your family, friends, and co-workers?

Thereafter, the customers can be given options to give a score to this question between 0 to 10. If they score between 0 to 6, they are detractors, while the promoters will score between 9 to 10. People who score 7 to 8 are most likely neutrals. The NPS is then calculated by subtracting the percentage of detractors from the promoters.

2. Customer Satisfaction Score

The Customer Satisfaction Score (CSAT) is a simple method of finding out customer satisfaction. It is a measure of happiness that a customer has with a product, service, or experience. It uses a simple direct question like –

How happy are you with our product/service?

They can then respond to the question on a scale of 1 to 10 or 1 to 5.

3. Customer Effort Score

The Customer Effort Score or CES is used for evaluating the effort a customer usually puts in for engaging with a business. The engagement can be in the form of purchase, returns, resolution of disputes, and questions or requests. For determining the Customer Effort Score, you can use a scale of ‘very easy’ to ‘very difficult’.

4. 5-star review

Most people are familiar with 5-star reviews or ratings, because of its common use on a variety of platforms. In this, the respondents can be asked to rate a product, service, or business by giving it anywhere between 1 to 5 stars. A 1-star rating is considered the worst, while a 5star rating considered is the best. You can also add a comment box along with a star rating review to get feedback that is more open-ended.

How to get the most out of rating charts?

All of the different methods stated above come with their own advantages. Since the rating charts are so simple to use, they can help in getting a higher volume of customer responses. However, the quality of the feedback is also quite important. This is why it is important to include a comments box with a rating chart so that you can obtain an open-ended response to a question. This will help you in finding out the real opinion the customers would have of you.

Benefits of Using a Rating Chart

A rating chart is not only an easy tool for the person conducting the research, but also for the respondent. Besides, a rating chart can prove to be very valuable for the analysis of data when it comes to marketing surveys. It can help businesses in improving their marketing strategy. The only downside is that a rating scale cannot get the reason behind the audience’s perception. This is where a comment box would come in useful.

Conclusion

Rating chart is the simplest, most straightforward, and quickest way to get customers to participate in a survey. The best part about rating charts is that they are intuitive and also easy to navigate. You can get a vast amount of data about the performance of your product, service, or business with a simple rating chart. Rating charts unleash a world of customer feedback, which can then be used to power improvement, change, and growth. The rating chart templates provided in the article will help you achieve the same.