A Guide to Asking Customer Satisfaction Survey Questions

   August 8, 2023  Migs Bassig  4 minutes

Asking the right set of customer satisfaction survey questions can drive the success of your survey campaigns and provide valuable insights into your customers’ experiences and opinions. 

Often, the companies that take the time to carefully craft their customer satisfaction surveys are the ones that see better response rates, can more easily measure satisfaction and loyalty, get richer, more actionable insights, and achieve a more accurate and complete understanding of their customers. 

Why Is It Important to Ask the Right Customer Satisfaction Survey Questions?

Asking the right questions in your surveys is crucial because:

You get more accurate feedback. Your survey questions will determine the quality of the customer feedback you receive. By having more accurate feedback that reflects your customers’ experiences and opinions, your organization can make more informed decisions that lead to better business results.

You can minimize survey bias. Poorly phrased or leading questions can introduce bias into survey responses. Asking unbiased questions helps prevent respondents from feeling pressured to provide a specific response or from misinterpreting the question.

You get better response rates. Wrong, irrelevant, or time-consuming questions can frustrate customers and lead to survey abandonment. Asking the right questions ensures that your survey is engaging and relevant to participants, leading to better response rates and more honest feedback.

You get actionable insights. The purpose of a customer satisfaction survey is to gather insights that can foster or accelerate improvements in your products, services, or customer support. Asking the right customer satisfaction survey questions helps you identify specific areas that require attention, while also supporting your customer experience management strategy and letting you know how to address issues and deliver better customer experiences. 

Examples of Customer Satisfaction Survey Questions You Can Ask

A good set of customer satisfaction survey questions can drive the success of your survey campaigns. By asking the right questions, your company can gain valuable insights essential to improving the overall customer experience. 

Let’s check out some examples you can use in your next survey or campaign. 

Overall Satisfaction

“How satisfied are you with our product/service?”

“On a scale of 1 to 10, how would you rate your overall experience with us?”

Specific Product / Service Feedback

“What do you like or dislike the most about our product/service?”

“What improvements would you suggest?”

“Were our product/service features/functions easy to understand and use?”

Net Promoter Score

“On a scale of 0 to 10, how likely is it that you would recommend us to a friend or colleague?”

Follow-up questions: “What is the primary reason for your score/rating?” and “What would you tell your friends or colleagues about us?”

Source / Channel

“Where did you find or hear about us?”

“What made you decide to try our business?”

“Were you able to find the information you were looking for on our website or page?”

“Did we meet your expectations?”

Customer Support

“How would you rate the quality of our customer support?”

“Were our staff able to satisfactorily answer your questions or concerns?”

Competitive Comparison

“How does our product/service compare to similar offerings from competitors?

“What could we do to make our product/service stand out from the competition?”

Open-Ended Questions

“Is there anything else you’d like to share about your experience with us?”

“Do you have any suggestions for improvements that haven’t been covered in the survey?”

“Is there anything you were expecting that you didn’t get?”

“What product or service features do you wish we had?”

In summary, asking the right customer satisfaction survey questions is essential for capturing actionable, relevant feedback that can help your organization drive improvements in your products, services, and overall customer experience.

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