How would you design customer satisfaction surveys for Gold Star consumers and for franchisee (who…

How would you design customer satisfaction surveys for Gold Star consumers and for franchisee (who are customers of the corporation)? What types of questions would you ask?
Design principles
Keep surveys short and focused (5–12 minutes for consumers; up to 15–20 minutes for franchisees if business-focused).
Use a mix of closed-ended (Likert scales, multiple choice, NPS) and targeted open-ended questions.
Segment questions by audience: Gold Star consumers vs. franchisees (each has distinct goals and decision-use needs).
Ensure anonymity/confidentiality options where appropriate to encourage honest feedback.
Include demographic and profile questions to enable meaningful segmentation and analysis.
Test and iterate (pilot with a small sample, revise wording, check completion/drop-off rates).
Gold Star consumer survey — structure and sample question types
Goal: measure satisfaction with products/services, identify improvement areas, track loyalty and likelihood to recommend.
Core metrics
Overall satisfaction (e.g., “How satisfied are you with your recent experience?” 1–5 scale)
Net Promoter Score (NPS): “How likely are you to recommend our brand to a friend or colleague?” 0–10 scale)
Purchase/usage frequency and recency (e.g., “When did you last purchase/use our product?”)
Experience and product/service specific questions
Quality: “How would you rate the quality of the product/service?” (1–5)
Value for money: “How would you rate the value for money?” (1–5)
Ease of purchase/use: “How easy was it to find and buy/use what you needed?” (1–5)
Customer service: “How satisfied are you with the support you received?” (1–5)
Behavioral and demographic filters
Customer type (e.g., Gold Star membership level, first-time vs. repeat)
Channel used (in-store, online, app)
Purchase category or product line
Open-ended probes
“What did you like most about your experience?”
“What could we do to improve?”
“If you rated us below 8, what was the primary reason?”
Final and logistic items
Permission for follow-up (e.g., contact for more details or to address issues)
Optional demographics (age group, location) if needed for segmentation
Franchisee survey — structure and sample question types
Goal: assess franchisee satisfaction with corporate support, operations, profitability influences, training, and communication to improve relationships and system performance.
Core relationship and satisfaction metrics
Overall franchise relationship satisfaction (1–7 or 1–5 scale)
Likelihood to renew or expand (e.g., “How likely are you to renew your franchise agreement?” 0–10)
Likelihood to recommend franchising this brand to other investors
Operational support and resources
Training effectiveness: “How effective was the initial and ongoing training?” (1–5)
Marketing and brand support: “How satisfied are you with corporate marketing support and materials?” (1–5)
Supply chain and product availability: “How reliable are product deliveries and supply chain support?” (1–5)
Technology and systems: “How usable and reliable are the corporate systems (POS, reporting, ordering)?” (1–5)
Financial and business performance
Clarity of fees and royalties: “Are fees and royalty structures clear and fair?” (Yes/no + comments)
Support for local sales and growth: “How effective is corporate support in driving sales at your location?” (1–5)
Access to performance benchmarking and actionable insights
Governance, communication, and relationship management
Quality/timeliness of communication from corporate
Responsiveness of field support/area managers
Perception of corporate strategy and alignment with franchisee goals
Open-ended and action-oriented questions
“What are the top three improvements you would like corporate to prioritize?”
“Please describe any operational challenges that hinder your performance.”
“What support or tools would help you grow sales and profitability?”
Final items
Permission for a confidential follow-up meeting
Optional: business profile fields (store size, years in system, average monthly sales band)
Question design best practices (both audiences)
Use clear, neutral wording; avoid leading questions.
Prefer consistent scales across questions (e.g., 1–5 or 0–10) and label scale endpoints.
Include conditional routing (skip logic) to keep questions relevant to each respondent.
Collect identifiers only when necessary; separate anonymous feedback from tracked responses.
Provide an incentive or communicate the value of participation to improve response rates.
Define success metrics and action plans before running the survey so results drive change.