What is a Customer Satisfaction Survey: Guide
Learn how to create a customer satisfaction survey and see the examples
A customer satisfaction survey is a marketing instrument used by businesses to find out customers’ level of satisfaction with their brand. This questionnaire helps identify dissatisfied clients, better understand their needs, optimize the product, and improve customer service.
Contents
In this article, we’ll explain why customer satisfaction surveys are so important, shed the light on their types, offer some tips to create them, and provide some examples.
Why is a customer satisfaction survey important?
It’s impossible to objectively evaluate a product without customer feedback. The first and most important question here is the following «Who is your product designed for?» The generic answer is «For people». Those people you identify as your target audience will be the source of the most valuable insights for your company.
You can’t launch a new product successfully if you don’t know for sure if your customers really need it. You can’t optimize and improve your current product if you haven’t identified your clients’ pain points. You can’t simply fire and hire new staff if people keep complaining about your service.
To reveal your weak points and understand how to optimize your product, you should know several types of satisfaction surveys.
Types of Satisfaction Surveys
A satisfaction survey is a general name of all surveys that help obtain valuable information about your brand and analyze clients’ feedback. Depending on the insights you want to get, use different types of surveys. Check them out below.
Now, that you know several types of satisfaction surveys, it’s time to learn how to create one. So, follow our tips below.
How to create a customer satisfaction survey?
In this section, we’ll share some tips that you can use for different types of surveys. They will help you create effective surveys.
Finally, we’ll provide several examples of customer satisfaction surveys for you to get inspired.
Examples of Customer Satisfaction Surveys
We’ll share different examples of customer surveys for you to choose the best one for your business. Look below.
G2 asks its subscribers to answer only one action and assess how likely they are to recommend it to their friends from 0 to 10.
After subscribers choose any point, they’re redirected to the survey where they’re asked to tell why they chose this point.
Then, the company wants to understand whether users are satisfied with the customer service.
The last question is open-ended. Customers are asked how G2 can improve the process of buying software.
Uber asks both drivers and passengers about their experience after each ride. They do this right in the app. Then drivers and passengers can see the rating of both before the next ride. Such a survey takes several seconds and is really effective.
Chubbies need their customers’ opinions before designing their new shorts.
Before the survey, users are encouraged to take it with a 20% discount.
So, there are a lot of types of surveys and questions you can use to interview your clients effectively. Let your audience take it via email with the help of SendPulse!
Last Updated: 06.08.2021
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How to create customer satisfaction survey questions to master your market [with examples]
Happy, successful customers are the lifeblood of any business. They’re what transforms your growth from a funnel into a flywheel. You can create happy customers, but to do it you have to truly understand them and how they think about you.
So how do you know what they’re thinking? You have to ask!
Last updated
My name is Michael Redbord, and I helped build HubSpot’s support and service teams, working with customers for over eight years. Today, I’m the General Manager of HubSpot’s newest product line, Service Hub, which helps our customers grow through exceptional service.
At HubSpot, we use feedback to understand our customers and what the market demands. This approach has driven dramatic changes over the years—taking us from a small marketing app to the more complete front-office software suite we are today.
Today, I’m sharing the most important things I’ve learned about customer satisfaction surveys, so you can take some of my learnings and use them to adopt a practice of customer feedback at your business and grow better by mastering your market. I cover:
What is a customer satisfaction survey?
A customer satisfaction survey is a questionnaire designed to help businesses understand what their customers think about their products or services, their brand, and their customer support. Customer satisfaction surveys allow companies to improve products strategically, optimize user experience, and deliver exactly what the market demands.
At HubSpot, we use customer satisfaction surveys to understand the micro-level experiences of individual users and address their concerns, but we always return to macro-level questions like “Where is the market going,” “How is our product on the cutting edge,” and “Where do we need to improve?” as well.
4 types of customer satisfaction surveys
There are several ways to understand if your customers are happy, loyal, and satisfied with your product or service, and each can help you learn something about your users’ experience. Here are four of the most effective surveys you can use to understand your customers.
1. Customer Satisfaction Score (CSAT)
Customer Satisfaction surveys usually contain a simple question with a binary response (e.g., yes/no, happy face/sad face). They ask things like “Did our product do what you wanted it to do?”
These scores are usually high (in the 98%+ range), so a sudden spike in negative scores tells you there’s an issue that needs immediate attention.
2. Net Promoter Score (NPS®)
A Net Promoter Score survey asks customers to rate how likely they are to recommend your company/product to a friend or colleague on a scale of 0-10. You then compare your percentage of detractors (0-6 answers) to that of promoters (9-10 answers) to see where your company stands—the more promoters you have, the more you can infer people are satisfied with you.
We’ve done the hard work for you and pre-built a CSAT & NPS survey.
💡 An NPS software tool like Hotjar can help you learn more about your customers’ needs
3. Customer Effort Score (CES)
The Customer Effort Score measures how much effort it takes for customers to either use your product or fix a problem through customer support.
At HubSpot, we send a CES survey after we close each support ticket. A CES question will ask “How easy was it to solve your problem?,” and customers are typically given a 5-point scale with options like ‘very difficult’, ‘somewhat difficult’, ‘about as easy as I expected’, ‘somewhat easy’, ‘very easy’.
4. Milestone surveys
Milestone surveys are questionnaires sent out at key moments in the customer journey to help understand the user experience better. A milestone can either be time-based (e.g., sending a survey 60-days after signup) or experience-based (e.g., sending after onboarding is complete).
Creating your customer satisfaction survey: 6 types of question
There are different ways to ask customer satisfaction survey questions, and each has advantages and disadvantages. Here are six types of questions you can ask.
Multiple-choice questions
In multiple-choice questions, there is a limited number of answers a respondent can give. The results are easy to tabulate, and you’re more likely to get a response from a user because these kinds of questions require less effort to answer than open-ended ones (where users need to type in their answers).
Multiple-choice questions include rating scale questions, binary scale questions, nominal questions, Likert scale questions, and semantic differential questions, which are all explained below.
Rating scale questions (also called ordinal questions)
Rating scale questions offer a range of multiple-choice answers that map onto a numeric scale, such as rating customer support on a scale of 1-5 or stating the likelihood of recommending a product on a scale of 0 to 10 (NPS question).
How likely are you to recommend [product name] to a friend or colleague? (0-10)
Binary scale questions
Binary scale questions limit respondents to one of two possible answers, such as ‘yes/no’, or ‘thumbs up/thumbs down’. They work well to limit the ambiguity that comes with subjective responses to rating scale questions (because one person’s 4-star experience is another person’s 5-star experience).
Did customer support help you find the solution you were looking for today? (yes/no)
Nominal questions
Nominal questions identify different categories of answers. The answers don’t overlap (unless you include an ‘all of the above’ option), and you can’t apply a numerical value to them. Example
Which of the following bests describes you? “I am ______”
A current customer of [Company Name]
Not a customer, but considering becoming one
Not a customer and don’t plan to become one anytime soon
Likert scale questions
The Likert scale is a 5- or 7- point scale used to evaluate how customers feel about something. The bottom number (always a ‘1’) represents one extreme view, while the highest number (e.g., a ‘5’ on a 5-point scale) represents the opposite extreme view. The middle number (e.g., a ‘3’ on a 5-point scale) indicates a more moderate view.
To what extent do you agree with the following statement:
[Product name]’s onboarding process was simple, straightforward, and painless.
Semantic differential questions
Semantic differential questions are similar to Likert scale questions in that they both use a 5- or 7-point scale. What makes semantic differential scale questions unique is that they are more descriptive and ask the respondent to choose the option that best represents their opinion or attitude on a given subject instead of asking them to simply agree or disagree.
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Open-ended questions
An open-ended customer satisfaction survey question gives respondents the freedom to write whatever they’d like. These questions are great for gathering new ideas and identifying issues and opportunities you never knew existed. The data is a bit more challenging to process, but there are plenty of techniques to make analyzing open-ended questions easier.
‘Was there anything in your checkout process we could improve? If so, what?’
11 (specific) customer survey questions to ask
Question 1: How would you rate the support you received?
Question type: Customer Satisfaction (CSAT)
CSAT surveys usually ask respondents to pick from two options, and scores tend to be high (98%+) so a sudden drop can alert you to problems.
Question 2: How happy are you with [product name]? (1-5)
If they answer 1-3, ask ‘Sorry to hear that! How could we improve?’
If they answer 4-5, ask ‘What do you love about [product name]?’
Question type: milestone survey
Send out milestone surveys at key points in the customer lifecycle, such as mid-way through their onboarding, after several months as a customer, after one year as a customer, etc.
Question 3: How likely are you to recommend [product name] to a friend or colleague? (0-10)
How likely are you to recommend [product name] to a friend or colleague? (0-10)
Question type: NPS survey question
Net Promoter Score (NPS) surveys are best used after customers have had a chance to experience your brand and form an opinion. At HubSpot, we wait 90 days after onboarding to send our first NPS survey.
Question 4: How easy did we make it to solve your problem?
Question type: Customer Effort Score (CES)
At HubSpot, we ask a CES question every time we close a support ticket. It helps us understand not just the customer’s experience with the ticket itself, but with the whole support experience.
Questions 5 to 11: more customer satisfaction survey questions
Here are seven additional questions that work well for customer satisfaction surveys, taken from Hotjar’s list of survey questions for different industries.
How could we improve your experience with [Company Name]?
Do you have anything else to add? Please be 100% honest; we love feedback!
Please describe yourself in 1-2 sentences. For example, «I am a 35-year old data analyst who lives in San Mateo, California.”
What should we do to ‘WOW’ you?
How would you feel if you couldn’t use [Product Name] anymore?
What would persuade you to use [Product Name> more often?
What, if anything, almost stopped you from purchasing from us?
How to create and distribute a customer satisfaction survey
Getting started with customer satisfaction surveys can be hard, but here are some steps to make things a bit easier.
Step 1: start with our pre-built templates
Our in-house experts have created CSAT survey templates that’s all set up and ready to go. Get access here.
If you’re new to collecting feedback, you don’t need to set up all of these surveys at once. You can (and should) start small, testing out a few survey questions and seeing what kind of response they get. Over time, you will have opportunities to refine your technique.
Step 2: decide what to measure, how to measure, and who to survey
What to measure: refer back to the list of the different types of customer satisfaction surveys (NPS, CSAT, CES, etc.) and decide which of these metrics will be your focus.
How to measure: you have a number of options for sending surveys. You can…
Use an on-page survey
that pops up in a window at the bottom of the screen
with the survey attached
Install a feedback widget
where users can leave comments on any page
Who to survey: do you want to study new customers? Long-time customers? Renewals? Non-renewals? Those who recently completed a customer service call? The more intentional you can be about choosing your surveys audience(s), the better.
📝 Editor’s note: at HubSpot, the team built their own tools to collect customer feedback. You can either build your own like they did, or you can use online software like Hotjar’s Survey tool (for on-page surveys) or Incoming Feedback (Hotjar’s feedback widget that lets users comment on each page).
Step 3: pick an ideal time to distribute your survey
When it comes to sending online surveys to your customers, you will need to figure out what timing makes the most sense for your business.
For customer support surveys, we like sending them 20 minutes after every interaction. This helps us address any issues with the support itself, and the short delay gives customers a chance to figure out if the solution actually worked.
You can also send surveys at different stages of the customer lifecycle, such as:
midway through onboarding
when you lose a deal (to figure out why)
when a customer decides to cancel.
Again, make sure your timing is ideal. For example, sending an NPS survey too early could result in bad data since your customers haven’t had a chance to fully evaluate your product yet.
After a customer’s initial purchase
It’s great to learn what customers think of you just after they’ve made the decision to buy. As we pointed out in a different post, you can learn a great deal from those buyers who almost failed to convert.
Step 4: evaluate your data once you’ve got a large enough sample size
Use a sample size calculator to determine how many responses you need to have statistically significant data (i.e., a representative sample of your customer base).
Get inspired by these 7 customer satisfaction survey examples
Nothing beats real-world examples, so here are a few from Hotjar and HubSpot.
1. Point-of-conversion survey (Hotjar example)
When: within seconds of purchase
Where: on-page survey
Hotjar’s point-of-conversion survey appears seconds after a user signs up for the paid plan. Here’s what it looks like:
A point-of-conversion survey helps shed light on any negative experiences that could have prevented the customer from making their purchase. Ideally, you can use these responses to address possible pain points and improve the user experience for future users.
2. Customer effort survey for customer support (HubSpot example)
Who: customers who have requested support
When: 20 minutes after closing a support ticket
Where: HubSpot’s Support Inbox
At HubSpot, we send a Customer Effort Score (CES) survey 20 minutes after closing a support ticket. This delay gives customers a chance to figure out whether their problem was really solved.
You’ll notice that we give them the option to reopen the ticket, which addresses the micro-level experience of the individual user. Next, we ask them to rate the effectiveness of the customer support agent, and then we ask the user how much effort they had to apply to get their problem solved.
Asking these two questions side-by-side helps us distinguish between the customer’s evaluation of the support agent (which could point to a training issue) and their experience with the problem itself (which could point to a product issue).
3. Retention survey (Hotjar)
Who: customers who have chosen to downgrade
When: immediately before a customer downgrades
Where: Hotjar dashboard
Hotjar uses a retention survey to figure out why a customer downgraded from a paid plan.
These surveys are a great way to identify and address product or service issues that affect customer retention.
4. Retention survey (HubSpot)
Who: customers who have chosen to cancel
When: immediately after a customer cancels
Where: on-page survey
Here’s how we do our retention survey at HubSpot:
5. Mid-onboarding CSAT survey (HubSpot)
Who: customers in the middle of onboarding
When: half-way into the onboarding process
At HubSpot, we use a simple CSAT survey to make sure we’re handling the onboarding process well.
The red and yellow faces trigger contact from customer support (micro-level focus), and any issues that come up will be explored at a broader level (macro-level focus).
6. Customer effort survey for product use (Hotjar)
When: two weeks after signup, when the customer has started using key features
Where: on-page survey
You can use a CES survey to evaluate how difficult it is to use your product. Here’s how Hotjar does it:
Notice that both negative and positive responses lead to open-ended questions that help Hotjar improve the user experience.
7. Net Promoter Score (HubSpot)
Who: both new and repeat customers
When: once customers have had a chance to use the product and form an opinion
Where: on-page survey
NPS measures how likely your customers are to recommend you to a friend or colleague. Here’s how we do it at HubSpot:
The results are in: 6 follow-up steps for your customer satisfaction survey
Now that you have all the information from your surveys, what do you do with it?
Step 1: thank respondents
This is a critical step that helps ensure customers will continue to provide feedback. Customers are more likely to give feedback if they know you’re paying attention and value their efforts.
Step 2: close the feedback loop
Follow up with any customers who left negative responses. This is the start of the micro-level focus, where you start working to address individual concerns.
Step 3: read and analyze comments
This is the most important step, and it provides an opportunity to address customer satisfaction on an individual (micro-level) as well as on a larger scale (macro-level).
Step 4: address the micro-level issues
At HubSpot, we have a Slack channel called ‘NPS Alerts’, where we upload the results from every single NPS survey we receive (score + comments). More than half the company is on that channel, and when an issue is highlighted, we work together to solve it. Once it’s fixed, someone will reach out to the customer and CC anyone else who wants to join the conversation.
Step 5: put out any fires (i.e., pull the Andon Cord)
There’s a concept in Japanese car production (Lean Manufacturing) called the ‘Andon Cord‘. If things aren’t working correctly in a factory setting, people could get hurt. With that in mind, any employee working in one of those factories can pull this cord, called the Andon Cord, which stops the entire line of production.
Now, at a Software-as-a-Service (SaaS) company, no one is in any physical danger—but when our feedback shows that something is really wrong, we can ‘pull the Andon Cord’ to stop everything and try to figure out what’s going on.
Step 6: address the macro-level issues
When we look at data at HubSpot, we start by ruthlessly segmenting (i.e. dividing users into groups). Say we want to improve the experience for marketing executives on a given product. We start by only looking at their feedback and we go through an exercise to understand, itemize, and rank those comments in order. This allows us to really get into the heads of a particular segment of our users, and we believe it helps us get traction that we couldn’t get if we chose not to segment.
Final word of advice: by following these steps, you will be able to build a solid foundation for understanding your customers, addressing their needs and concerns on an individual or micro-level, and improving their overall experience on a larger scale. Of course, you might not see an immediate increase in your scores when you start making improvements, but if you collect solid data and trust in the process, your scores will improve over time—and your satisfied customers will ultimately drive your success.
Customer Satisfaction Survey: 100+ Sample Questions & Guide
Kate Zabriskie, a business author, once said that the customer’s perception is your reality.
If you want to learn what your business looks like through your customers’ eyes, there’s a way to do so.
It’s called a customer satisfaction survey.
And you’re about to learn how to make one in no time!
In this article, we’ll show you:
Looking for more general information on how to deal with your customers? Here’s a selection of our other articles you may want to check out:
What is a customer satisfaction survey? And why it’s vital for your business
Let’s start with the basics.
A customer satisfaction survey is a questionnaire that measures the customers’ level of satisfaction with a product or service. Satisfaction surveys capture the changes in customers’ perceptions over time and help businesses see what their customers need and what issues they struggle with.
In our modest opinion, every business should be interested in their customers’ challenges and the level of customer satisfaction.
And if you have doubts—
Know that 80% of consumers say they would switch to a competitor only after one bad interaction. As a business owner, you will want to know about the first bad experience and prevent the next one from happening.
At the same time, a whopping 94% of American customers will recommend a company whose service they rate as “very good.” And only delighted customers can become your promoters and attract new customers (and reduce your marketing expenses at the same time).
How do you know whether you have chances for that?
You survey your customers!
Three customer satisfaction survey types
Let’s have a closer look at the types of customer satisfaction surveys.
1. NPS survey®
Net Promoter Score (NPS) shows the level of customer satisfaction and brand loyalty, providing you with a somewhat private customer experience research.
NPS surveys consist of a single question that asks the customers how likely they are to recommend your product, service, or company to others. Respondents use a scale from 1 to 10.
Based on the score, you can group your customers into three categories:
2. CSAT survey
Customer Satisfaction (CSAT) measures the degree to which customers are satisfied with a service, product, or experience.
CSAT surveys usually contain one simple question to which visitors can respond with a set of responses (e.g., “Yes/No,” “Very/Neutral/Not at all,” or a numerical scale “0-5”).
They may contain open-ended questions where the customer provides more information or justifies their response.
CSAT is calculated by dividing all the positive responses by the total number of responses and multiplying by 100.
For example, if you have 24 positive responses and a total of 60 responses, your CSAT would be 24 / 60 x 100 = 40%.
3. Customer effort score (CES)
The Customer Effort Score is a single-question survey that measures how much effort it takes for customers to use your product features or resolve a problem through customer support.
CES surveys usually ask the respondents to rate their experience on a numerical or a visual scale that can include emoticons ranging from angry to happy faces.
A typical CES scale includes 1–5 (Very low effort–Very high effort), 1–7 (Extremely easy–Extremely difficult”), or Easy-Neutral-Difficult.
The answers are averaged to explain how much effort customers need to put into a particular process.
Five steps to making a meaningful customer satisfaction survey
A well-designed customer satisfaction survey will give you insights to benchmark your customers’ happiness.
Just remember that for each business, creating a customer satisfaction survey process will be different.
Step 1: Set the goals
Start with the basics:
Step 2: Choose the best medium
Luckily, you don’t need a fancy customer satisfaction survey software to collect feedback. There are six main communication channels you can choose from:
Easily measure customer satisfaction with Tidio chatbots
Set up chatbots that will collect customer feedback after each interaction
Step 3: Choose the right time
An airline company will have different survey timing than a SaaS business. At Tidio, we send a CSAT survey right after the conversation ends to have the feedback ASAP, but that might not be your objective at all.
The type of survey also plays an important role. It’s pointless to send an NPS survey when a new customer has just joined your company.
Usually, companies send surveys at crucial moments of the customer lifecycle, such as:
Suggested reading
Step 4: Choose the best questions
Now, it’s time to design good questions to measure your customers’ satisfaction levels—here are some of the best practices:
Customer satisfaction surveys generally have low response rates. To increase the chances for more answers, offer an incentive. For example: “Complete this survey and receive a small gift” or “Everyone who completes the survey will receive a 10% discount on our [product name].”
Step 5: Structure the survey in a respondent-friendly way
The survey structure will also determine whether your respondents will complete the survey or drop out somewhere halfway through.
Here’s how to structure your customer satisfaction survey form:
Questions types for customer satisfaction survey
Let’s now look at the types of questions you can ask and what purpose they serve.
1. Open-Ended Survey Questions
Open-ended questions allow your respondents to give answers in their own words. Also, unlike some other questions, they do not limit choices to a set of predetermined options.
When to use open-ended survey questions?
Open-ended questions uncover pain points and give you insights about a new customer segment you have recently started to target.
Disadvantages? Satisfied customers may want to share their feedback about your product/service, but few respondents feel like typing elaborated answers. Also, open-ended questions are notoriously hard to analyze.
Use text analysis tools to see patterns emerging from open-ended questions.
“What other products would you like to see us offer?”
“If you could change just one thing about our product, what would it be?”
“What features would make our online services more convenient for you?”
2. Rating scale survey questions
Rating scale questions, or ordinal questions (because the answers come in a specific order), are followed by a range of multiple-choice answers expressed on a numeric scale.
The scale can be a numeric slider, matrix table with radio buttons or checkboxes, emojis, or drop-down menus.
When to use rating scale survey questions?
This type of survey question works well whenever you want to assign a numerical value to your survey and/or visualize and compare trends for market research. Such questions are common in NPS and CSAT surveys.
“How likely are you to recommend [product or service] to your friend or family? (0–10)”
“How satisfied are you with the help you received from our Customer Service agent?” (1–5)
“Based on your most recent live chat support, how easy or difficult was it to interact with the [company] agent? (1–6)”
3. Likert scale questions
The Likert questions often use a 5- or 7-point scale. The scale captures a respondent’s level of agreement with certain statements or the intensity of their reaction toward something.
The scale develops symmetrically:
When to use Likert survey questions?
Likert-type questions are helpful when you already know a little what your customers think about your product or service. For example, suppose an open-ended question uncovered a complaint about the online payment process. In that case, you could use a Likert scale question to see how other customers feel about specific parts of that process.
“How strongly do you agree with the following statement: [your store] checkout process is easy to follow.”
1 – Strongly disagree
2 – Somewhat disagree
3 – Neither agree nor disagree
4 – Somewhat agree
5 – Strongly agree
Suggested source
4. Binary scale questions
Binary scale questions offer only two answer choices, such as “Yes/No”, “Thumbs up/Thumbs down,” “Sad face/Happy face,” and similar.
When to use binary survey questions?
These questions are an excellent way to segment your respondents and gather feedback about the user experience quickly. You can place a survey on a particular landing page (like the pricing page) and set up follow-up questions triggered by a specific answer.
– “Did our service representative meet your needs?” (Yes/No)
– “Are you satisfied with the answers about [issue] provided by our virtual assistant?” (Yes/No)
– “Were you able to find on our website what you were looking for?” (Yes/No)
100+ sample customer satisfaction questions
From practice, we know that one of the most painful stages of preparing a customer satisfaction survey is coming up with questions.
That’s why we compiled a master list of survey questions examples, so you’ll never run out of ideas.
You’re free to use the questions in your surveys verbatim or paraphrase them however you like. You can even put them in a text spinner like this one to come up with similar but different questions in no time.
In the last section, we’ve put together three handy customer satisfaction survey templates you can paste your questions into.
Demographic questions
Demographic questions in your customer satisfaction survey are good starters and help you get some context about your respondents. They are also handy for e-commerce segmentation.
| 1. What is your age? 2. What gender do you identify with? 3. What is your employment status? 4. Where do you live? 5. What is your marital status? 6. What is your income level? 7. Do you have children or other dependents? 8. What’s your education level? 9. What level of expertise do you have in ___? 10. Which field do you work in? |
Product or service questions
These are the perfect customer satisfaction survey questions to ask if you’re an e-commerce or a SaaS company.
Before purchase
| 1. What information would make your purchase decision easier? 2. What is your biggest fear or concern about ordering this item/ trying our services? 3. Did you find what you were looking for on our website/in our store today? 4. If you did not place an order today, what stopped you? 5. What problem do you expect our product/service to solve? 6. What products/services/features would you like to see in our offer? 7. Do you have any questions before starting your free trial? 8. Is there anything preventing you from upgrading/purchasing at this point? 9. What are your biggest challenges? 10. Which services did you take under consideration, apart from us? |
After purchase
| 1. Was there anything about the checkout process we could improve? 2. What was your biggest fear or concern about ordering from us? 3. What persuaded you to complete the purchase today? 4. If you no longer use [product/ service name], what’s the one thing you miss the most? 5. What’s the one thing that nearly stopped you from buying from us? 6. Are you happy with our shipping options? 7. What were the main things that persuaded you to create an account/to place an order today? 8. What other options did you consider before choosing our [product/service name]? 9. What was your biggest challenge, frustration, or problem finding the right [product/service]? 10. Please list the top three things that persuaded you to choose us rather than a competitor. |
Questions to ask customers who churned
| 1. What could we change to make you want to continue using our service/product? 2. What is the main reason you’re canceling your account? 3. If you could change one thing in [product name], what would it be? 4. What is the main reason you’re unsubscribing? 5. On a scale of __, how would you rate your customer experience with us? 6. On a scale of __, how much effort did you have to put forth to handle your request? 7. Compared to our competitors, is our product/service quality better, worse, or similar? 8. What is one feature of the competitor that convinced you to choose them over us? 9. What convinced you to pay for [service name]? 10. Is the price of our product/service higher than your competitors? |
Product or service satisfaction questions
The following questions are suitable for customers who have already been using your product or service.
| 1. Which of the following words would you use to describe our product/service? 2. How well does our product meet your needs? 3. Which features are the most valuable to you? 4. What features are you missing the most in our product/service? 5. How would you rate the value for money of the product? 6. On a scale of __, how happy are you with the product/service? 7. What is your favorite feature of the product/service? 8. How many [products/subscriptions] do you own? 9. Does our product/service help you achieve your goals? 10. How likely are you to recommend our product/service to a friend or colleague? |
Survey questions for customer service satisfaction
The following questions can help you assess your satisfaction with your customer service efforts.
| 1. Were you satisfied with the live chat/chatbot support you received today? 2. Are you satisfied with how our agent handled your inquiry? 3. Did our agent resolve your issue competently? 4. Was your solution/answer delivered promptly? 5. How many agents assisted you today? 6. Did our agent communicate clearly? 7. Did you feel confident that our agent is capable of helping you? 8. Did you feel that our agent was knowledgeable about the [company/product/services/policies]? 9. Was your agent professional and courteous? 10. Did our agent make you feel like a valued customer? |
Product shipping questions
The questions below are perfect when you’re testing a new product, a shipment option, or you simply need some general feedback.
| 1. Are you happy with our shipping options? 2. If you are not happy with the shipping, what type of shipping could we offer to enhance your shopping experience? 3. If you are happy with the shipping, is there anything we could do to improve it even more? 4. Did the product arrive on time? 5. Did you receive exactly the product you’ve ordered? 6. Did you receive email communication about the shipping process? 7. Once your shipping was delayed, did someone from our team contact you? 8. Did the product arrive in an optimal state? 9. Did the description/photograph of the product on our website accurately represent what you received? 10. How responsive have we been to your questions or concerns about shipping? |
Questions about customer loyalty
These questions will help you calculate the likelihood of your customers doing repeat business with you.
| 1. Would you recommend our products/services to a friend? 2. If you wouldn’t recommend us, why? 3. If you would recommend us, why? 4. Will you use our products/services to meet your needs in the future? 5. Will you buy more/similar products from our company? 6. Do you identify as a loyal customer of our store/brand? 7. Would you like to receive information regarding our new [feature releases/ sales]? 8. How would you describe/summarize our product/service in one sentence? 9. Which feature introduction convinced you to stay with us longer? 10. Which pricing plan was the best for you during your [time] spent with us? |
Questions about marketing and outreach
The following questions will help you understand what brings customers to your website or online store most effectively.
| 1. Where did you learn about our services/products? Would you consider that source to be a trusted and reliable resource? 2. How did you find us? 3. What did you search for on Google that brought you to us? 4. Would you consider speaking to one of our agents for __ minutes about improving our products/services? 5. Are you following us on social media? If so, which platforms do you use? 6. Are you a subscriber to our email newsletter? 7. Do you regularly read our blog? 8. Have you seen or heard about us anywhere else? 9. Have you seen our YouTube channel? 10. Do you remember which of our ads you clicked on? |
Questions about website usability
Even if your website or online store is fully functional, something may be preventing your visitors from navigating it comfortably. Any obstacles could confuse your potential customers and lead them to leave your website.
The following questions will help you determine whether there is anything on your website that needs improvements or your visitors particularly like.
| 1. Was the website/store easy to navigate? 2. How easy was it to navigate our website/store? 3. Were you able to find the support/information you needed easily? 4. Did the website load fast? 5. Were you able to locate [products/services/information] without assistance? 6. Do you view our website/store on your desktop or mobile device? 7. Did you find a chatbot helpful in locating the information/products you were looking for? 8. What’s the one thing we are missing in [blog /website/store navigation]? 9. How satisfied are you with the purchase process? 10. What can we do to improve your experience with us? |
Additional questions
By letting your visitors ask questions, you give yourself a chance to get a glimpse into how they think. Plus, you may find out that there are still areas to be explored in your surveys that you otherwise haven’t thought about.
| 1. Do you have any questions for us? 2. What else would you like us to know? 3. If needed, can we contact you to follow up on your responses? 4. If we were to update [product/service feature], could we reach out to talk about these changes? 5. In the future, would you be willing to retake this survey? If not, why? 6. Is our pricing transparent? If not, what would you change? 7. To what extent do you agree with the following statement: The company made it easy to handle my issue. 8. Did the product meet your expectations overall? 9. Based on your experience with the product/service so far, would you buy it again? 10. Would you positively rate your experience with our product/service? |
Customer satisfaction survey templates
Sometimes questions alone are not enough for you to imagine the structure of your customer satisfaction survey.
Below, you will find three simple customer satisfaction survey samples that showcase the most popular feedback types. Feel free to copy them and change the questions according to your needs!
Product or service feedback
This sample customer satisfaction survey focuses purely on customers’ feedback about your product or service and asks specific questions about their impressions.
| Considering your complete experience with our company, how likely are you to recommend us to a friend or colleague? 0 very unlikely / 10 very likely 1 2 3 4 5 6 7 8 9 10 |
| Rate our [product or service] for the following parameters: 0 very unsatisfied /10 very satisfied Quality: 1 2 3 4 5 6 7 8 9 10 |
| How well did our [product or service] meet your expectations? – Extremely well – Somewhat well – Neutral – Not so well – Not well at all |
| How was your experience in the following areas of our customer service: 0 very unsatisfactory / 10 very satisfactory Pre-purchase assistance: 1 2 3 4 5 6 7 8 9 10 |
| How often do you use [product/service]? – Daily – Weekly – Bi-weekly – Monthly – Less than once a month |
| Where do you see room for improvement? Do you have any suggestions for us? [open-ended question] |
Customer satisfaction
This customer satisfaction survey template measures the overall satisfaction of the customer who had an experience with your customer support department.
| Considering your overall experience with our company, how likely are you to recommend us to a friend or colleague? 0 very unlikely, 10 very likely 1 2 3 4 5 6 7 8 9 10 |
| Please rate the following aspects of your experience with our customer support agent: 1 very unsatisfied / 10 very satisfied Understanding the issue: 1 2 3 4 5 6 7 8 9 10 |
| Out of the following list, which attributes do you feel our operator demonstrated? Select all that apply: – Knowledge – Patience – Responsiveness – Friendliness – Enthusiasm |
| Which [product or service] did you purchase? Select all that apply: – [product 1] – [product 2] – [product 3] – [product 4] – [product 5] |
| What was the reason to purchase the [product(s)/service(s)]? – Personal – Business – Educational – As a gift – Other [short open-ended answer] |
| How would you describe your experience with our customer support in two sentences? [open-ended question] |
Product or service recommendation
This type of customer satisfaction survey form combines demographics questions with product satisfaction questions. It will show you which customers are more satisfied with your product or service and whether they would recommend you to a colleague.
1 2 3 4 5 6 7 8 9 10
[open-ended question]
Suggested source Need more templates? See all the SurveyMonkey templates for free and get inspired by their structure.
Key takeaway
Customer satisfaction surveys can uncover the strengths and weaknesses of your products. But above all, they can help you find out whether your customers are happy with different areas of your business.
Do you regularly measure your customers’ satisfaction with surveys? Or maybe you are new to the subject, and you would like to start? Installing a live chat or a chatbot that automatically collects customer feedback from your customers is a great starting point.
Easily measure customer satisfaction with Tidio live chat
Install live chat and collect customer feedback after each interaction
And if you have any additional questions, feel free to contact us—we will gladly help!
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As a Senior Content Writer by heart and trade, Gosia explores the subjects of digital experience and trend watching on Tidio’s blog.
