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10 examples of customer satisfaction survey questions

Last updated

18 March 2023

Reviewed by

Tim Scharks

If you want to get useful information from customers, a customer satisfaction survey is a reliable method. With little time and resources, you can amass a substantial data set. However, the effectiveness of your survey results will depend on the quality of your questions. The answers you get might be less than helpful if you ask poorly worded or wrong questions. In the worst-case scenario, you won’t receive a lot of replies, and those you do receive won’t help you grow your business.

Getting the most out of your customer satisfaction survey requires carefully selecting the right questions, and we'll show you how to do just that in this post.

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What is a customer satisfaction survey?

A customer satisfaction survey (CSAT) aims to gather information about a customer's opinion of a product or service via a questionnaire. Customer satisfaction is usually measured after an interaction with the company or brand. For example, a customer satisfaction survey can target both customers who purchase an item from the company website and those who contact customer service.

Your customer satisfaction survey can act as a live indicator of whether or not a dialogue has been settled or whether the customer still needs help. A brief follow-up with clients who have expressed dissatisfaction is often all it takes to turn them into pleased ones. Customer satisfaction surveys can also be used to understand how consumers feel about your business.

Customer satisfaction surveys are focused on customer satisfaction, and questions can be tailored or selected to focus on different aspects of the customer experience or relationship with the brand.

Foundational elements of a good customer satisfaction survey

Pay attention to these three guidelines when you create your customer satisfaction survey:

Be clear

It's essential that your questions are well-worded and focused on the customer’s actual experience with your firm. Avoid jargon, and define any special terms your customer may not be familiar with.

Stay focused

The focus of your survey should be on a specific aspect of the customer service experience. Consider the survey a check-in with your consumers to glean some helpful insight from their answers. The typical response should take about two minutes. Longer surveys will see fewer responses.

Avoid bias

It's your company, and it can be hard to remain objective. However, refrain from using questions that reflect your biases while surveying customers. You want clients to feel comfortable enough to offer you honest feedback, no matter how negative it may be.

Why is a customer satisfaction survey important?

Taking the time to conduct customer satisfaction surveys may shed light on the strengths and weaknesses of your organization, allowing you to address the weaknesses. By inviting client feedback, you can learn what they want and find out where else you might take your company.

Asking your clients about their satisfaction is crucial to maintaining a positive relationship with them. Keeping your current clientele happy is more cost-effective and less time-consuming than seeking new ones.

Conducting satisfaction surveys with your clientele is a great way to get to know them better. You can get your clients talking and show them you value them. If you take the time to address consumer comments, you may find that they become your most enthusiastic advocates. Promoting your business via word-of-mouth is one of the most cost-effective strategies.

Customers who have had a bad experience may not always voice their dissatisfaction but may never return. However, by conducting a customer satisfaction survey, you are encouraging conversation, and as a result, consumers are more inclined to disclose a complaint. It is your opportunity to win back the customer's trust and loyalty.

By providing a forum for feedback, customer satisfaction surveys help you better meet the requirements of your clientele. Because of this, you'll have a better chance of expanding your product or service offerings in response to your customer needs.

Customer satisfaction survey questions

Open-ended questions present a higher cognitive load to the respondent and therefore have lower response rates. They gain valuable, granular insights, but it's a lot of work to go through these responses if there are a lot of them. 

In contrast, quantitative data from Likert-type rating scales is much easier to respond to, resulting in higher response rates. It is also very easy to analyze quantitative responses by creating an average score per question, which has value in ease of interpretation and tracking trends over time.

It's crucial to clarify your objectives before producing your survey since there are many different sorts of surveys and questions you can ask to get a feel for your customer service. To gauge client satisfaction, consider the following 10 questions.

1. Why did you purchase this product?

To know your product's unique selling proposition, ask customers what made their purchase. You can find, for instance, whether people like your product because of its high quality, favorable reviews from past customers, or its reasonable pricing.

2. How did you find us?

By asking this, you'll give yourself the best possible shot at gaining new customers and enhancing your current market presence. Knowing if your marketing is reaching the correct people or if you're receiving business in other ways is quite helpful. By knowing which of your marketing channels is most successful at bringing in new clients, you can allocate your resources more wisely.

3. What additional products or new features are you interested in?

Asking your clients about additional features or products they like directly is an excellent way to understand what they want from your company. Not only might this result in happier customers, but it also could provide your marketing and creative teams with some fresh ideas. Think of it as sharing a productive brainstorming session with your customers.

4. How can we improve our services or products?

Your organization must find out where it can improve. Additional input like this might help organizations fix problems and grow over time. A customer could, for instance, complain that the help desk might do a better job of resolving issues. Companies can use this feedback to identify and improve on their areas of weakness.

5. How long have you been using our products or services?

Your company's success in customer retention can be gauged in part by looking at how long a customer has been with the brand. Loyal customers feel your company provides superior quality and service, which is why they stick with your brand.

6. Have you enjoyed your experience so far?

If you ask this question and provide users the choice to enter a detailed answer, you'll get helpful information that can be used to make the site more user-friendly. It is a great question to ask after a lead form is submitted, a purchase is made, or a support request is made.

It is crucial to customer retention and satisfaction to learn how challenging it was for clients to locate the service or information they sought. To do this, you can ask something as straightforward as, "In light of your recent experience with our website, how simple or complex did you find it to accomplish your goal?"

7. How would you describe our products and services?

You can learn a lot about how clients feel about your products and services if you let them describe them in their own words. Ask an open-ended question like this to better understand what your clients care about. In addition, their feedback can inform the selection of marketing keywords and the development of promotional content. Also, you can use the most insightful and favorable replies as testimonials in your marketing.

Is your product seen as a luxury splurge, or were they just okay with it? This question gives you valuable insight into your customers’ impressions of your offerings.

8. Would you recommend us to others?

More than 92% of customers, according to a study conducted by Nielsen, value recommendations from friends and family highly when making a purchasing decision. Thus, knowing whether your customers are recommending you—or not—is one of the most valuable insights you can gain from a customer satisfaction survey.

9. How would you rate the speed of response from customer service?

Questions like these can be used to evaluate the quality of individual customer service agents as well as the customer service/customer support system overall. Individual performance evaluations, targeted training, and staffing decisions can result from responses to this question. 

By recognizing and rewarding the efforts of your best workers, you can increase morale and encourage people to better adhere to procedures. Asking variations on "How polite was (Agent X)?" and "How informed was (Agent X)?" are good examples of targeted inquiries.

10. What other brands would you consider equivalent to, or better than, ours?

Asking customers for their ideas about your competitors is an excellent way to identify threats and opportunities in your market.

How to follow up on survey results

After you have completed and submitted your survey, you may get the most helpful feedback by following the procedures outlined below.

1. Don't ignore negative responses

 It is essential to respond to negative feedback from your clients. Connecting with your consumers more personally and addressing their needs may be accomplished here. Giving your company a personal touch like this is a smart move.

2. Show gratitude to respondents

Respondents will feel heard and appreciated by receiving a straightforward "thank you" message at the end of your survey. It will also increase the likelihood that customers will respond to future surveys.

3. Analyze each piece of feedback

You should review all comments. The process can become time-consuming at this point. However, open-ended responses provide deep insight, allowing you to identify competitive advantages and solve problems.

The bottom line

Building a solid client base can be as simple as asking the right questions through customer satisfaction surveys. You can use the results of this survey to meet your customers' demands better and provide a more satisfying customer experience.

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