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Customer feedback surveys are important because they give you an insight into what your customers are thinking and feeling. This information can help you make decisions about your product, your customer service, and your overall business strategy. Customer satisfaction surveys (CSAT) are an important way to measure how your customers feel about their experience with your company.
Creating customer satisfaction surveys is reasonably straightforward, but you have to make sure you’re asking the right questions. If you ask too many questions, customers won’t fill out the whole survey. Ask the wrong questions, and they won’t tell you what’s really happening with your business.
To help you create a survey that will get you the high-quality customer feedback you need, we’ve put together a list of more than 20 customer satisfaction survey questions. We’ve also included some example CSAT survey templates you can use to measure customer satisfaction and get started today.
Why customer satisfaction surveys are important
Customer satisfaction surveys help you to understand your customer’s needs and wants. They also allow you to track customer satisfaction over time, so you can see if your company is making improvements. Additionally, customer satisfaction surveys can help you identify areas where your company needs to make changes.
This is important, because customer satisfaction data shows that satisfied customers are more likely to be repeat customers and continue doing business with you. They’re also more likely to refer new customers by telling their friends and family about your company. On the other hand, dissatisfied customers are more likely to take their business elsewhere.
We’ve written a “What Is CSAT?” guide that explains the customer satisfaction survey format in more detail.
What makes a good customer satisfaction survey question?
The questions you ask in your survey can make a big difference in the quality of the data you collect. There are a few things to keep in mind when you’re creating customer survey questions:
Make sure the questions are relevant to your business
You want to ask questions that will help you understand your customer’s experience and how you can improve it. For example, “How easy is it to find the customer service number on our website?” is a relevant question for a company that offers customer service.
Keep the questions short and simple
The survey should be quick and easy for customers to fill out. Customers are more likely to answer short, simple questions than long, complicated ones. So avoid long, complicated questions. For example, “How would you rate the customer service you received on a scale of 1 to 5, with 5 being the best?” is a simple question that can be easily answered.
Aim to make questions specific
Vague questions won’t give you the specific data you need to improve your customer’s experience. For example, “How was your customer service experience?” is too vague. A better question would be, “How satisfied are you with the customer service you received?”
Avoid asking leading questions
Leading questions are those that suggest a particular answer. For example, “Was our customer service friendly?” is a leading question because it suggests that the customer service was friendly. Leading questions can bias your results.
Make sure that questions are clear
Ambiguous questions can be confusing for customers and lead to inaccurate answers. For example, “How do you feel about our customer service?” is an ambiguous question. A better question would be, “How satisfied are you with the customer service you received?”
Now that you know what to keep in mind when creating your survey questions, let’s take a look at some customer feedback survey sample questions you can use to measure customer satisfaction.
20+ customer satisfaction survey questions to get better feedback
CSAT surveys can unlock valuable insights for companies that use them, but if you’re not asking the right questions, you won’t get the accurate data you need to make better decisions. Or, as we like to say, “The quality of the data is only as good as the quality of the questions.”
It’s important to remember that sharing good feedback is hard. Customers rarely enjoy filling out surveys, so it’s your job to make sure that questions are clear, concise, and relevant.
Writer’s block is common when it comes to customer satisfaction surveys, so we’ve compiled a list of consumer satisfaction survey questions that you can use as a starting point.
Questions to understand the experience
Understanding how people experience your product or service is key to understanding customer satisfaction. By asking these types of questions, you can identify areas where your customer experience could be improved. This can also help you better meet your customer’s needs.
- 1. How satisfied are you with the quality of the product/service?
- 2. Did our product/service meet your expectations?
- 3. How likely are you to recommend our product/service to a friend or family member?
- 4. How satisfied are you with the speed of our product/service?
- 5. How satisfied are you with the price of our product/service?
Questions about specific touchpoints
These questions can help you understand how your customer feels about specific touchpoints in their customer journey. By asking these types of questions, you can identify moments of delight, points of friction, and customer pain points.
- 1. How easy was it to find what you were looking for?
- 2. How easy was it to purchase the product/service you were looking for?
- 3. Did you experience any issues when using our product/service?
- 4. What was your overall impression of our product/service?
- 5. What was the most memorable part of your experience?
Questions about customer demographics
By understanding your customer’s demographics, you can tailor the customer experience to better meet their needs. These types of questions can also help you segment your customer base and target your marketing efforts.
- 1. What is your age?
- 2. What is your gender identity?
- 3. Where do you live?
- 4. What is your approximate annual income?
- 5. What is your employment status?
- 6. What is the highest level of education you have completed?
- 7. Do you have children under the age of 18?
- 8. What is your marital status?
- 9. What is your primary language?
Questions about personal preferences, behaviour and desires
While demographic data can help you understand your customer base, it’s also important to understand how they behave and what motivates them. Taking psychographic information into account, like personal beliefs and values, allows you to develop experiences that people will remember.
- 1. What is the most important thing to you in a product/service?
- 2. What type of product/service do you usually purchase?
- 3. What would motivate you to purchase our product/service again?
- 4. What is your favourite thing about (the industry related to your product/service)?
- 5. Is there anything you don’t like about (the industry related to your product/service)?
Customer satisfaction survey templates
Now that you know what customer satisfaction questions to ask, it’s time to put together your survey. To make things easier, we’ve created some customer satisfaction survey examples and templates that you can use as a starting point.
Basic CSAT survey template
This basic customer satisfaction survey template can be used to collect feedback about any type of product or service. Choose this customer satisfaction questionnaire template if you need a great starting point for creating your own customer satisfaction survey.
Retail survey template
This CSAT template is designed specifically for retail businesses. It covers all the key areas that are important to customers when they’re shopping, such as customer service, product selection, and value.
Restaurant survey template
This template is designed specifically for restaurants and the food service industry. It covers all the key areas that are important to customers when they’re dining out, such as food quality, service, and value.
Hotel survey template
This guest survey template is designed specifically for hotels. It covers all the key areas that are important to customers when they’re staying at a hotel, such as cleanliness, comfort, and value.
Banking survey template
This customer satisfaction survey is designed specifically for banks. It covers all the key areas that are important to customers when they’re banking, such as customer service, fees, and accessibility.
Event survey template
This CSAT template is designed specifically for events. It covers all the key areas that are important to customers when they’re attending an event, such as the venue, food, and entertainment.
Spa/Salon survey template
This CSAT survey template is designed specifically for spas and salons. It covers all the key areas that are important to customers when they’re getting a spa or salon treatment, such as customer service, cleanliness, and value.
Barbershop survey template
This customer satisfaction survey is designed specifically for barbershops. It covers all the key areas that are important to customers when they’re getting a haircut, such as customer service, quality of the haircut, and value.
Client satisfaction survey template
For client satisfaction survey examples specifically designed for businesses that work with clients, check out this template. It covers all the key areas that are important to clients, such as customer service, quality of work, and value.
IT help desk survey template
This questionnaire covers the essential IT help desk customer satisfaction survey questions. IT department customer satisfaction survey questions can be very specific, so it’s a great starting point for creating your own customer satisfaction survey for an IT help desk or support team.
We add new customer satisfaction survey samples every week. Sign up to get alerts whenever new a customer satisfaction survey form sample is added.
Remember, the survey is just the start. Once you’ve collected customer feedback, it’s important to take action on the results. Use customer satisfaction survey results to improve the customer experience, increase customer loyalty, and boost your bottom line.
How do you write a customer feedback survey?
Follow these four principles to write a good customer feedback survey.
- Keep it short: customer surveys should be short and to the point.
- Ask the right questions: make sure you’re asking questions that will actually give you useful insights into customer satisfaction.
- Make it easy to respond: make sure the survey is easy to complete, with clear instructions and obvious answers.
- Follow up: once you’ve collected customer feedback, make sure you take action on the results.
What are some good customer satisfaction survey questions?
The best customer satisfaction survey question is usually the most obvious - “How satisfied are you with our product/service?” - allow customers to answer this using a rating scale, then follow-up with additional questions that allow them to tell you greater details using their own words.
How effective are customer satisfaction surveys?
Customer satisfaction surveys are a powerful way to collect customer feedback. The insights that you gain from a good customer experience survey/questionnaire can help you improve customer satisfaction, increase customer loyalty, and boost your bottom line.
Why are surveys good for customer satisfaction?
Surveys alone aren’t going to magically improve customer satisfaction. But they are a powerful tool that, when used correctly, can give you valuable insights into your customer’s needs and wants.
Using surveys as part of your customer success and marketing strategy will enable you to make data-driven decisions that will improve customer satisfaction
How often should you send customer satisfaction surveys?
How often you should survey customers will depend on your business and customer needs. If you’re just starting out, you may want to send a survey after each customer interaction. As you get more data, you may want to send surveys less frequently.
A good rule of thumb is to send a customer satisfaction survey at least once a quarter, or after any major customer service interaction.
How do you create a customer satisfaction survey?
Creating a customer satisfaction survey is easy with a dedicated feedback platform, such as TRACX. The benefits of using an all-in-one tool are that it’s easy to create beautiful surveys that are optimised for customer engagement, and you can easily track and analyse customer feedback over time.
What are the types of survey questions?
Most survey questions will fall under one of three main categories:
- Open-ended questions - These are questions that allow the customer to answer in their own words. They’re great for understanding customer sentiment, but can be difficult to analyse.
- Closed questions - These are questions that can be answered with a yes/no or multiple choice answer. They’re easier to analyse, but may not give you as much detail as open-ended questions.
- Likert and Rating scale questions - These are questions that ask the customer to answer on a scale, such as “Very Satisfied” to “Very Unsatisfied”. They’re easy to analyse and a good way to segment customer feedback quickly.
Read more about the different types of survey questions.
Does customer satisfaction impact your Net Promoter Score?
Your Net Promoter Score (NPS) is a customer loyalty metric that measures how likely your customers are to recommend your product or service to others. It’s calculated using a special survey, called an NPS survey.
Customer satisfaction is just one of the factors that can impact your Net Promoter Score. Other factors can include customer engagement, customer effort, and customer retention.
Does customer effort impact your Customer Satisfaction Score?
Yes, your customer effort score can have a big impact on customer satisfaction. In fact, customer effort can be as good as NPS when it comes to predicting customer loyalty.
How do you improve customer satisfaction?
There are many ways to improve customer satisfaction. One of the easiest ways to start is simply by asking for feedback on a regular basis, and making sure that you act on it.
How do you guage customer satisfaction?
A good way to gauge customer satisfaction is through the use of CSAT surveys. To learn more about what CSAT means, we recommend starting with our “What is CSAT” guide.
Tom is the co-founder of TRACX, a no-code marketing platform that allows local business owners to collect customer feedback and create engaging marketing campaigns. With over 17 years of experience in entrepreneurship, product development, and marketing for businesses large and small, Tom is currently responsible for developing product and marketing strategies for TRACX.