Customer Satisfaction Surveys (Including Example Questions)

By Indeed Editorial Team

Published 4 May 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Customer surveys can be an effective business tool for conducting market research. A customer survey can allow business managers or marketers to gain direct feedback from consumers, which they can use to improve the business's sales, products or levels of customer retention. Understanding what a customer feedback survey is and the type of questions it can include can help you create your own feedback questionnaire. In this article, we discuss what customer feedback surveys are, explain how to create a survey, discuss the questions they may include and provide some helpful tips to guide you.

What are customer satisfaction surveys?

Customer satisfaction surveys are a tool for gauging customers' perceived satisfaction with a business's product or service. Customer experience questionnaires usually comprise a list of questions specific to products, services or customer support. A customer typically receives a satisfaction survey after they purchase a product or service, though surveys can be useful at any stage of the customer lifecycle. Businesses commonly deliver their surveys online and sometimes over the phone.

In saturated markets, customer experience can be a business's major differentiator amongst its competition. Once completed, a survey can offer business managers and marketers valuable information for optimising the company's customer experience and elevating the brand. A customer survey can ultimately help a business determine if the solutions they offer meet the requirements of their customers.

Related: What Is Customer Success Management? (With Skills and Duties)

How to create a customer satisfaction survey

An effective survey for collecting customer feedback typically includes a user-friendly distribution method, well-thought-out questions and an efficient method for survey retrieval. Below, you can find a step-by-step guide to help you create a customer satisfaction questionnaire:

1. Define the aim of the survey

Before creating your survey questions, it can be helpful if there is a clear aim for the survey. With a strategic objective, you can include questions that can offer insightful and meaningful feedback. For example, depending on the purpose of the questionnaire, determining how customers discover the business may be important. In that case, you can know to include questions that can help you identify how customers are coming into contact with the business.

Having a survey strategy in place can also help you know if you need to segment the business's customer base. If you do, you can consider creating a survey for each segment with unique questions. Depending on what kind of feedback you require, it can sometimes be a viable option to provide a space for customers to express their own concerns.

Related: What Are Strategic Plans? Definition, Method and Examples

2. Construct relevant questions

For satisfaction surveys, it's generally a good idea to keep your questions short and direct. It can also be beneficial to ensure you use phrasing that is free of bias to generate the most valuable feedback for the business. When constructing the questions for your survey, try to keep the survey's length in mind. Shorter surveys often have a higher completion rate.

There are several ways to ask your customers questions, each with different benefits. The two main types of questions include multiple-choice and open-ended questions. With multiple-choice questions, customers can choose from a selection of responses. These questions can be as simple as having the customer choose between 'yes' or 'no'. Alternatively, you may ask customers to rate on a numbered scale or provide a list of answers for customers to consider. Open-ended questions can give customers more freedom to express how they feel. A beneficial strategy for open-ended questions can be to ask a multiple-choice question first, followed by an open-ended one, like ‘What makes you feel like this?'

3. Choose your distribution channel

There are several options for delivering your survey to customers, comprising both traditional and modern routes. Traditional customer surveying channels are those that rely on direct human relationships, whereas modern channels rely on technology. Modern methods are usually the more popular option, allowing for automation, reporting, easy accessibility and often clearer communications.

Modern routes may involve sending your customers a survey via email or having a questionnaire pop up in an online store after a customer makes a purchase. Traditional methods can include asking customers questions in person or posting them a paper questionnaire to fill out. To decide on the most appropriate method for your survey, it can be a good idea to consider the customer traffic the business generates and the route they prefer. It can also be beneficial to consider if time is a factor in sending the questionnaires and having the completed ones returned.

4. Consider the timing

Before delivering the feedback survey to customers, it can be a good idea to consider its timing. The timing that may be best for your survey can depend on your chosen distribution method and the behaviours of the particular customer segment. You can consider sending surveys straight after an interaction or purchase, quarterly or annually, for example.

It can also be helpful to think beyond the timing of the customer lifecycle when choosing when to deliver the survey. You could also think about the time of the week and even the time of the day that may be optimal for your customers to receive your questionnaire. There are various studies available online that can provide insightful feedback into when may be best for various target audiences.

Examples of customer satisfaction questions

There are many questions you can consider including in your survey. The questions you choose to include can depend on the company's reason for collecting customer feedback. Below, you can find a list of sample feedback questions:

Customer experience feedback questions

To determine how customers feel about their experience with the business, you may ask some of the following questions:

  • How do you rate your recent experience with us?

  • What can we do to ensure you have the best experience with us?

  • How do you rate your recent purchase with us?

  • How easy was it to find what you were looking for?

  • Did you find our website easy to navigate?

  • How do you rate your checkout experience with us?

  • Did you find the solution you were looking for?

  • How did our transaction process compare to that of other online stores?

  • Based on your most recent experience with us, would you recommend us to your friends and family?

  • How long did it take for one of our team members to greet you upon entering our store?

  • What did you like least about your experience with us?

  • What did you like most about your experience with us?

  • How likely are you to shop with us again?

Related: Skills Required for Good Customer Service

Product feedback questions

To discover how customers feel about the product or service the business offers, you can consider including some questions like:

  • How do you rate this product?

  • Would you recommend this product?

  • How did you find this product?

  • Was it easy to find this product?

  • Is the product you received as described?

  • Did anyone help you while you were making this purchase?

  • Would you consider purchasing more products from us?

  • Would you consider this product to be at a fair market price?

  • What features do you like most about this product?

  • What features do you think could make this product better?

  • Which of the following words do you think best describe our product?

  • How long have you been using this product?

  • What did you use before this product?

  • How would you rate your overall satisfaction with this product?

Related: How to Become a Product Manager (Full Guide With Steps)

Marketing feedback questions

To get helpful marketing insights, you can consider including some questions like:

  • How did you find us?

  • How did you hear about us?

  • How long have you been a customer?

  • What made you choose us?

  • Do you use your phone more than your laptop when browsing online?

  • Do you prefer a free trial or a discount?

  • What is your age?

  • What is your job title?

  • Which of the following words do you think best describes us?

  • How would you describe [business name] in one sentence?

Related: What Does a Marketing Consultant Do? (And How To Become One)

Customer feedback survey tips

Below, you can find some general tips to help you when creating a feedback questionnaire:

  • Use double questions sparingly. It can be easier for customers to answer your questions effectively when you ask one question at a time. For example, instead of asking 'How did our customer service make you feel and why did it make you feel this way?', consider 'How did our customer service make you feel?'.

  • Be consistent with rating scales. It's usually a good idea to keep rating scales consistent throughout your questionnaire to help customers answer correctly. For example, if you ask customers to choose between one and 10, where 10 represents the most agreeable answer, it can be beneficial for 10 to represent the most agreeable answer in future questions, too.

  • Include simple 'yes' or 'no' questions. Asking simple questions that require only a yes or no answer can be useful to include in your questionnaire in some capacity. Customers commonly find these types of questions easy to assess and answer.

  • Consider offering an incentive. Offering customers an incentive to complete your survey can often result in a higher completion rate. An incentive may be store credit, a discount voucher for future purchases or the opportunity to enter a draw to win a prize.

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