A Guide to Customer Survey Questions (With 30 Examples)

By Indeed Editorial Team

Published 29 April 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 survey questions are fundamental to the delivery of good customer service. These questions can help you learn more about your customer demographic and how to adjust the business model to better cater to their consumer habits. Understanding the type of questions to ask your customers can help you construct a survey that yields useful results for a business. In this article, we explore what customer survey questions are, discuss the types of questions you may ask and provide some example questions.

What are customer survey questions?

Customer survey questions are the questions you can ask on a customer survey. The purpose of these questions is to get a better understanding of who a company's customer base is. Customers surveys often include questions about a customer's daily habits, interests and frequent shopping behaviour. They may also centre around a company's specific product. These surveys can vary in length and require different levels of effort to complete.

Businesses may distribute these surveys after a customer has invested in a product to gauge their response. Companies may also distribute these randomly through online channels, like email, to understand what customers want from the company. Marketing and sales teams then analyse results from the surveys, so they can make appropriate adjustments to their products or business models in response to the feedback.

Related: What Does a Sales and Marketing Manager Do? (Guide and Tips)

The importance of customer survey questions

Depending on the business and its individual development goals, the importance of customer surveys may vary. Overall, these surveys are important for businesses because they allow them to get to know their potential and current customers on a more personal level, so they can maximise their profits. Here are some reasons why conducting customer surveys is important:

  • They help solve issues early: Surveys are an excellent opportunity for customers to provide feedback on specific products and register any complaints or suggestions for improvement.

  • They keep products fresh: Marketing departments can change products and services according to the feedback they receive and the customer's evolving needs. This helps to keep their products fresh and exciting, which can have a positive impact on sales.

  • They provide positive feedback: Customers may provide positive feedback on products and services they enjoyed, which can give a company a sense of what they're doing right so they can continue to improve.

  • They help companies learn about their users' demographics: Demographics refer to the age range, regional location and identity of the audience a company attracts. This is important because it provides insight into what a customer thinks is interesting, their hobbies are and their consumer habits, which can shape a company's service.

  • They lead to a better understanding of consumer trends: Marketing and sales departments spend a lot of time researching and investigating consumer trends. This guides new projects and helps companies think of new products and services.

Related: 12 Good Customer Service Examples

Types of survey questions

Here's a guide to the types of survey questions you can ask your customers:

Open-ended

Open-ended questions give the customer more freedom over their answers. Instead of checking a box or selecting a pre-written answer, customers can answer questions freely and in full sentences. Open-ended questions are good options for companies who wish to gain a fuller understanding of the customer's experience with their products and companies who want to hear direct complaints or positive feedback.

Although open-ended surveys provide more comprehensive answers than other survey options, they require the customer to spend more time with the survey. This means that some customers may elect not to participate in the process. Customers may feel more motivated to provide full answers when surveys contain a mix of low effort and open-ended questions.

Closed-ended

Closed-ended survey questions are simpler and typically have one answer that requires little elaboration. The survey provides a list of answers the customer can choose from that best describes their initial response. This is a good option for companies that elect a quantitative approach instead of the qualitative process that includes open-ended questions. Quantitative approaches rely on numerical results, meaning that this type of survey makes it easier for companies to gather large quantities of data and process them for the final results.

Closed-ended survey questions may help companies who wish to gain feedback on the appearance of a specific item, like a piece of clothing based on its colour, shape and size. This helps companies better understand the type of product they can release move away from concepts that don't follow the data.

Ranking

Ranking surveys enable customers to arrange their answers in numerical order. For example, a ranking customer survey may ask customers to rank items of clothing from their favourite to least favourite. This gives marketing departments a clearer idea of the product types customers are likely to invest in. This can help guide a company's next project and speed up its project management process by helping them identify and focus on the trends customers enjoy the most.

Customers may rate items they feel neutral about or indifferent to somewhere in the middle, which doesn't always provide a conclusive answer. Despite this, ranking survey questions can highlight products or services customers feel particularly passionate about.

Rating scale

Rating scales are often appropriate for companies who want to better understand their total performance. For example, a rating scale question may ask customers to rate a specific product or a service a company provides, such as express shipping. This scale is usually helpful for companies that wish to look at their performance and identify areas where they rate the lowest. These ratings allow companies to target their improvements. This is another good option for companies wishing to take a quantitative approach as it allows professionals to generate detailed results using computer software.

Rating scales also translate easily into other data-presentation formats like graphs. These visuals can help marketing and sales departments to easily present this data in business meetings. This option also allows professionals to track any changes to their rating and identify any areas of their business where customers feel unsatisfied with products and services.

Yes or no options

Yes or no survey questions are an effective way to gauge answers to basic questions in a simple and accessible format. Customers can only answer in a yes or no format, meaning that it's easy to collect data. Customers may also appreciate the simplicity of a yes or no survey as this allows them to complete surveys quickly and without much effort. With this, customers may be more likely to finish a survey.

This survey type often helps collect initial information about customers, such as whether they frequently shop online.

Demographic

Demographic surveys aim to give companies a better understanding of the type of people that buy from their business. These questions ask customers about their age, identity, location and potentially other questions such as educational experience or previous employment. This can help companies easily identify the types of people that follow their business and learn about their interests based on age.

For example, if a company has a primarily young customer base, they can research trends that this group likes and make calculated business decisions about products using this information. This helps businesses engage more effectively with customers because it allows them to customise their plans to meet the needs of their audience.

Related: How to Become a Market Researcher

Example survey questions

Here are some examples of survey questions to use in your next customer survey:

Open-ended

Here are some examples of open-ended questions:

  1. Why did you enjoy using our product/service?

  2. What about our business excites you?

  3. If you could introduce another product for our business to consider, what would it be?

  4. What would you say we can improve on?

  5. What are your values?

Closed-ended

Below are some closed-ended questions to use:

  1. Where did you hear about us? Select one from the following:

  2. Which best describes your satisfaction with our product? Thrilled! | OK. | Room for improvement. | Unsatisfied.

  3. Which product do you think you would wear? Option A. | Option B. | Option C

  4. What statement do you think best describes you? Select one from statements A-C

  5. How often do you shop online? Rarely. | Two or three times a month. | Once or twice a week.

Ranking

Here are some ranking questions:

  1. Rank these products from 1 to 10, with 10 being the best.

  2. Rank the item in order of how important they are to you, with 10 being the most important.

  3. Rank the importance of our customer values from most important to least important.

  4. Rank the statements about style, with the top being the most relatable to your style.

  5. Rank these businesses by how likely you are to buy from them.

Rating scale

Below are some rating questions:

  1. How would you rate your experience with our shipping out of 5?

  2. Please rate your overall happiness with your product out of 5.

  3. How would you rate this t-shirt out of 5?

  4. Rate the in-person shopping experience out of 5.

  5. Rate this brand out of 5.

Yes or no

You can choose some of these yes or no questions:

  1. Have you ever shopped online?

  2. Would you ever partake in any sporting activities?

  3. Do you exercise often?

  4. Have you ever bought an item from our company?

  5. Would you recommend our services to a friend?

Demographic

Consider including these demographic questions:

  1. What is your gender?

  2. What is your birth year?

  3. Where are you from?

  4. Are you multilingual?

  5. Did you go to university?


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