The Best Customer Satisfaction Survey Questions to Ask in 2024

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In an era where consumer expectations are constantly evolving, understanding and meeting those expectations are imperative for businesses to thrive.

Customer satisfaction or customer experience surveys stand as the bedrock of this endeavor, offering a direct line of communication between businesses and their customers.

In this article, we’ll discuss why customer satisfaction surveys are important and take a look at some must-ask questions that you need to consider to stay ahead of the curve.

Let’s dive in!

What is a customer satisfaction survey?

A customer satisfaction survey is a tool used by businesses to gather customer feedback regarding customers’ overall satisfaction with a company’s product or service, or their experience.

These surveys help you understand customer perceptions, identify areas for improvement and measure customer satisfaction.

Why are customer satisfaction surveys important?

Customer satisfaction surveys are important because they provide valuable insights into customer preferences and experiences.

Beyond simply measuring satisfaction, these surveys help identify pain points and areas of dissatisfaction. You can also gain valuable insights into the features, functionalities, and attributes that matter most to your customers.

By consistently soliciting feedback and acting upon it, you can improve customer experience and get more satisfied customers.

Types of customer survey questions

Let’s explore the different types of questions that should be included in your customer satisfaction survey.

These questions, both quantitative and qualitative, are essential for capturing a comprehensive view of customer perceptions and identifying specific areas for improvement.

1. Quantitative questions

Quantitative questions are designed to collect numerical data that can be easily analyzed to identify trends and patterns.

These customer survey questions often use rating scales to measure the degree of customer satisfaction or other specific attributes.

Common types of quantitative questions include:

  • Likert scale: It’s a psychometric scale commonly used in surveys to gauge respondents’ attitudes or feelings towards a particular statement. In this case, respondents rate their level of agreement on a scale typically ranging from 1 (strongly disagree) to 5 or 7 (strongly agree).

Example: “On a scale of 1 to 5, how strongly do you agree with the statement: ‘Our product met your expectations.'”

  • Net promoter score (NPS): It’s a metric used to measure customer loyalty by asking how likely customers are to recommend a product or service to others. In this case, respondents rate their likelihood on a scale from 0 (not at all likely) to 10 (extremely likely).

Example: “On a scale of 0 to 10, how likely are you to recommend our service to a friend or colleague?”

2. Qualitative questions

Qualitative questions are open-ended and designed to gather detailed feedback in the respondents’ own words.

These questions provide richer, more nuanced insights into customer experiences, motivations, and suggestions.

  • Open-ended questions: These questions do not limit respondents’ answers to predefined options, allowing them to express their thoughts freely. It’s useful for capturing specific details, personal stories, and suggestions for improvement.

Example: “What do you like most about our service?”

  • Orobing questions: Follow-up questions that delve deeper into the initial responses provided by customers. It helps to clarify and expand on previous answers, providing more context and understanding.

Example: “Can you elaborate on what specifically impressed you about our customer service team?”

  • Descriptive questions: Questions that ask respondents to describe their experiences or perceptions in detail. They allow you to gather comprehensive narratives that reveal underlying issues or highlight exceptional service aspects.

Example: “Describe a recent experience you had with our product and how it met or did not meet your expectations.”

  • Improvement questions: Questions focused on soliciting suggestions for enhancements or changes. They help to identify actionable insights that can lead to product or service improvements.

Example: “What improvements would you suggest for our product to better meet your needs?”

How to combine quantitative and qualitative questions

Combining both types of questions in a survey allows businesses to quantify overall customer satisfaction score levels and gain detailed insights into the reasons behind those ratings.

Example survey structure:

  • Quantitative question: “On a scale of 1 to 10, how satisfied are you with our customer support?”
  • Qualitative follow-Up: “What specific aspects of our customer support do you find most valuable, and why?”

This comprehensive approach ensures that businesses not only understand the degree of customer satisfaction but also uncover the underlying factors contributing to it, leading to more targeted and effective improvements.

50 questions to ask in your customer satisfaction surveys

Now let’s take a look at 50 examples of customer satisfaction survey questions.

These survey questions can be tailored and combined to create comprehensive customer satisfaction surveys that provide valuable insights into various aspects of customer experience, helping businesses to continually improve and adapt to customer needs.

Overall satisfaction survey questions

  1. How satisfied are you with our product/service?
  2. On a scale of 1 to 10, how likely are you to recommend our product/service to a friend or colleague?
  3. How would you rate your overall experience with our company?
  4. How often do you use our product/service?
  5. How well does our product/service meet your needs?

Product/service quality survey questions

  1. How would you rate the quality of our product/service?
  2. How would you rate the value for money of our product/service?
  3. How satisfied are you with the reliability of our product/service?
  4. How satisfied are you with the durability of our product/service?
  5. How would you rate the effectiveness of our product/service?

Customer experience survey questions

  1. How easy was it to navigate our website/use our app?
  2. How satisfied are you with our customer support?
  3. How quickly was your issue resolved?
  4. How knowledgeable was the customer support representative?
  5. How friendly was the customer support representative?

Purchase process survey questions

  1. How easy was it to find what you were looking for?
  2. How would you rate the checkout process?
  3. How satisfied are you with the payment options available?
  4. How satisfied are you with the delivery time?
  5. How satisfied are you with the packaging of your product?

Communication survey questions

  1. How would you rate the clarity of information provided on our website?
  2. How satisfied are you with the frequency of our communications?
  3. How relevant are the updates and offers we send you?
  4. How satisfied are you with the tone of our communications?
  5. How easy was it to understand our product/service descriptions?

Loyalty and retention survey questions

  1. How likely are you to continue using our product/service?
  2. What makes you continue to use our product/service?
  3. What could we do to keep you as a customer for the long term?
  4. How satisfied are you with the loyalty rewards we offer?
  5. How likely are you to try our new products/services?

Brand perception survey questions

  1. How would you describe your perception of our brand?
  2. How well do you think we understand your needs?
  3. How do you feel about our company’s reputation?
  4. How well do our products/services align with your personal values?
  5. How satisfied are you with our company’s commitment to sustainability?

Competitor comparison survey questions

  1. How does our product/service compare to similar products/services from other companies?
  2. What do you think sets our product/service apart from our competitors?
  3. Have you considered switching to a competitor? Why or why not?
  4. How satisfied are you with our product/service compared to your previous provider?
  5. What improvements would make you choose our product/service over competitors?

Open-ended questions

  1. What do you like most about our product/service?
  2. What do you like least about our product/service?
  3. What suggestions do you have for improving our product/service?
  4. Describe a positive experience you’ve had with our company.
  5. Describe a negative experience you’ve had with our company.

Future expectations questions

  1. What new features or services would you like to see in the future?
  2. How do you see our product/service evolving to meet your needs?
  3. What trends do you think will impact our industry in the next few years?
  4. How prepared do you feel our company is to meet future challenges?
  5. What can we do to better anticipate your future needs?


What is a customer experience questionnaire?

Customer experience surveys are comprehensive surveys designed to gather detailed feedback on the various touchpoints and interactions a customer has with a company. This type of questionnaire aims to understand the customer’s entire customer journey, and overall experience, from initial contact to post-purchase support, helping businesses identify specific areas for improvement and enhance the overall customer experience.

How often should I conduct customer satisfaction surveys?

The frequency of customer satisfaction surveys depends on the nature of your business and your goals. Common intervals include after a significant customer interaction (e.g., purchase, customer service call), quarterly, bi-annually, or annually. Regularly scheduled surveys help track changes over time and ensure timely customer feedback throughout.

How can I improve survey response rates?

To improve survey response rates, consider the following strategies:

  • Keep surveys short and focused.
  • Offer incentives, such as discounts or entries into a prize draw.
  • Ensure the survey is easy to complete on multiple devices.
  • Send reminders to those who haven’t responded.
  • Clearly communicate the importance of their feedback.

What tools can I use to launch customer satisfaction surveys?

There are many tools available for creating and distributing customer satisfaction surveys, including:

  • SurveyMonkey: A popular tool for designing and analyzing surveys.
  • Google Forms: A free and easy-to-use option for creating surveys.
  • Typeform: Known for its user-friendly and visually appealing survey designs.
  • Qualtrics: A powerful tool for more advanced survey needs and data analysis.
  • Zoho Survey: Offers various templates and integration options.
  • OptiMonk: A popup tool that allows you to launch feedback popups right after purchase.

Wrapping up

Understanding and meeting customer expectations is paramount for success. Customer satisfaction surveys serve as invaluable tools for businesses seeking to gain insights into their customers’ experiences, preferences, and needs.

By asking the right questions, you can uncover valuable insights that drive meaningful improvements in products, services, and overall customer experiences.

The best customer satisfaction survey questions are those that go beyond surface-level inquiries and delve deep into the hearts and minds of customers. Combining quantitative metrics like NPS with qualitative feedback from open-ended questions allows you to paint a comprehensive picture of customer satisfaction and loyalty.

By leveraging the insights gained from these customer surveys well, you can build stronger connections with your customers and pave the way for long-term growth and prosperity.