Satisfied customers are the lifeline of an organization.
But how do you figure out what they really want? And how do you know if your current efforts are enough?
Customer satisfaction (CSAT) surveys are a great way to gain a better perspective on your customer’s thoughts and experiences with your organization. They can inform you about customer happiness and help you analyze the overall customer experience, while simultaneously gauging customer churn and retention.
Every organization knows satisfied customers are a vital part of success and growth. But ensuring your customers are happy is easier said than done. And at the end of the day, how do you really know if your customers are satisfied?
Understanding customer satisfaction is crucial to shaping the customer lifecycle and provides you with a higher chance of delighting and retaining them.
So Voice of the Customer is paramount, but why aren’t companies deploying VoC surveys as they should?
Simply because they don’t know-how.
Customer satisfaction surveys are straightforward. They can easily help you understand if the customers are satisfied or dissatisfied, what products they want, what features to work on, and more. All you have to do is ask the right questions, in the right way.
In this blog, we’ll dig deep into some of the best and the most impactful customer satisfaction survey questions to guide you on the most effective customer satisfaction journey.
So sit back and keep reading.
What Are Customer Satisfaction Survey Questions?
As the name suggests, customer satisfaction survey questions are specifically designed to gauge your target audience’s level of satisfaction.
This is done by evaluating customer sentiments at both micro and macro levels to better understand the overall satisfaction level.
These questions are designed to ask customers about their opinions and experience using specific products or services.
Customer satisfaction or customer feedback surveys have three popular metrics that help you understand how happy your customers are and how loyal they may be to your organization. Let’s take a look at these metrics in detail.
1. Customer Satisfaction Score (CSAT)
Customer Satisfaction Score is a simple metric that helps you understand the general level of satisfaction. Here, the customers can rate their satisfaction either through a binary response (yes/no or happy/sad face) or a Likert scale that ranges from ‘Very Dissatisfied‘ to ‘Very Satisfied.’
You can also use CSAT metrics to build customer service survey questions to gauge the effectiveness of services provided to the customers.
You can even calculate the percentage of satisfied customers. A drop in the percentage can reveal problem areas that may need your attention.
Watch: How to Measure Customer Satisfaction
2. Net Promoter Score (NPS)
Net Promoter Score (NPS) is an extremely popular customer satisfaction survey metric that determines how likely customers are to recommend the product/service to their friends and colleagues.
It works on a scale that ranges from 0 to 10, and the classification is as follows:
- Promoters- Customers scoring between 9-10
- Passives- Customers scoring between 7-8
- Detractors- Customers scoring between 0-6
Analyzing NPS scores is quite simple as well. The more promoters you have, the better. Always work toward minimizing your detractors and turning your passives into promoters as well.
Related Read: 18 Best Net Promoter Score Survey (NPS) Tools & Software
3. Customer Effort Score (CES)
Customer Effort Score (CES) is a metric that determines the level of effort it takes for the customers to use your product or receive help from your customer support team.
Customer Effort Score normally includes questions like “How easy was it to use our product” or “How easy was it to get support from our team.” Higher scores indicate ease of usability and a higher level of customer satisfaction.
Now that we have a solid understanding of customer satisfaction surveys, let’s move ahead and look at some tips for writing great customer feedback survey questions.
Related Read– To get into more detail about customer satisfaction metrics, take a look at Customer Satisfaction Metrics to Monitor
7 Tips for Writing Great Customer Satisfaction Survey Questions
Creating customer satisfaction surveys is not that difficult, but you should approach the task with some key recommendations in mind to make the most of your efforts.
Let’s look at seven quick tips for designing amazing customer satisfaction surveys:
1. Keep Surveys Short and Crisp
Customer satisfaction surveys should aim to gather information and not interrogate. Stay mindful of your customer’s time by creating customer feedback surveys that are short yet meaningful.
For instance: How would you rate our service?
- Loved it
- Hated it
Keep your questions simple and to the point. When phrasing a question, you need to make sure the recipients don’t have a lot to unpack so that they can give more honest and genuine feedback.
An easier way to do this is by using built-in survey templates from a survey feedback tool like Qualaroo. This will give you all the right questions to help you get started.
Webinar: Templates by Qualaroo
That also brings us to answer an important question:
How many questions should I include in a customer feedback survey?
The ideal number of questions in a customer feedback survey should be around 10 or less. It shouldn’t take your customers more than 5 minutes to complete the survey. You don’t want to bore your audience or lose them halfway through, right?
The number of customer feedback survey questions will also depend on the type of questions being asked and their complexity.
2. Avoid Double-Barreled Questions
A common mistake that survey creators make is that they ask double-barreled questions, which confuse the audience.
Start with pinpointing the objective of your customer feedback surveys and then build your customer satisfaction questionnaire around that objective. Always remember that one question should only fulfill one objective.
For instance: Poorly framed question
- Did you like our service, and would you consider coming back?
Properly framed question
- Did our service meet your expectations?
You can break your double-barreled questions into two separate questions. This will allow you to fulfill multiple objectives without confusing the audience.
Steps to building effective surverys
3. Let Customers Speak Their Mind
Customers’ opinions matter. But you can’t get an honest opinion if you offer close-ended or restricted questions. A great way of getting insights on your products/services is by letting your customers share their thoughts and opinions through open-ended questions.
Your open-ended questions can be framed like this:
- “Tell us more about how….”
- “What more would you like to….”
- “How can we improve our….”
The good thing is that these questions will let you in on tons of insights from engaged customers who would love to share their feedback to see further improvements.
We recommend using one open-ended question per survey and always at the end so the audience can close with a personalized message.
4. Keep Your Customer Satisfaction Survey Questions Neutral
One thing you should avoid at all costs when building your survey questions is to add an opinion.
By opinionating your customer satisfaction survey questions, you are influencing your audience and potentially leading them to answer your surveys in a way that doesn’t reflect how they truly think.
Opinions can sabotage your surveys by giving you false information from your customers.
For instance: Leading Question
- We think our customer support is awesome! What are your thoughts?
- How would you rate our customer support?
If you are really looking to gather honest feedback on your customer support, your questions should not convey your personal thoughts.
Instead, let your customers tell you what they honestly think by building objective questions that have no hidden meanings.
Related Read– You can also get some more help for writing effective survey questions from How to Write Good Customer Survey Questions
5. Keep a Balanced Set of Answer Types
Have you ever had someone ask you the same type of question repeatedly? You probably got annoyed, right?
This is exactly how respondents feel when they are faced with questions that are of the same nature and have the same answer choices.
This is why you should make your surveys diverse enough so that your audience can stay engaged till the end. Posing different types of questions not only keeps your audience tuned in, it also ensures you receive a wide range of insights.
For instance: you can use the built-in question types of your online survey tool like Qualaroo, which offers professionally built survey templates of 12+ question types to help you always ask the right questions to the right person. These questions can include:
- Essay type
- Multiple choice
- Single answer selection
- Matrix, etc.
Related Read– If you want to explore some more customer feedback tools in the market, have a look at the Best Customer Feedback Tools
6. Get Help From a Question Library
Another effective survey resource is a question library.
Question libraries are extremely popular in the survey building community because they save you the time of writing the entire customer satisfaction questionnaire from scratch and ensure that your customer feedback survey questions are nearly perfect for every scenario.
Also, you can just simply import questions from a question library into your surveys and make the process even more seamless.
7. Do a Test Run
There is nothing worse than discovering mistakes in a survey when it’s too late. Some mistakes can even be so critical that you might have to discard the entire survey, so it’s always better to test them before you go live.
You can share your surveys in advance with your friends and colleagues to see what they think. Another very effective way of putting your surveys to the test is by sending them to a focus group and getting their input on the overall quality of the survey.
Having a fresh set of eyes is always beneficial in pointing out flaws you may have missed previously.
Now that you have some tips in your tool belt we can move ahead and look at 30 of the best customer satisfaction survey questions.
30 Best Customer Satisfaction Survey Questions & Examples
There are tons of customer satisfaction survey questions out there. So which ones work best to gauge your customer’s satisfaction level?
Here is a list of 30 questions we recommend. To make it easier for you to find relevant questions, we’ve categorized them by common use cases:
Customer Service Experience Questions
- 1. How would you like to rate the support you received?
- 2. Was the support representative able to resolve the issue?
- 3. How happy are you with the support?
- 4. Was your problem resolved in a satisfactory way?
- 5. Please rate the quality of support provided.
- 6. Are you happy with the time taken to resolve the issue?
- 7. How easy was it to get your query resolved?
- 8. How easy did we make it to get your problem resolved?
- 9. How would you like us to improve our support?
- 10. Please rate the overall support experience.
Customer Loyalty Questions
- 11. How likely are you to recommend our product/service to your friends and colleagues?
- 12. Would you use our product/service again?
- 13. To what extent did our product satisfy your needs?
- 14. Would you switch to a cheaper alternative if available?
- 15. To what extent did our product meet your expectations?
- 16. What would you rate the quality of our products/services?
- 17. To what extent is our product better than the available alternatives?
- 18. How would you feel if you had to stop using our product?
- 19. Is there anything we can do to improve our product/service?
- 20. What features would you like to see in the future?
Website/User Experience Questions
- 21. What would you rate the quality of our products/services?
- 22. Was our website easy to navigate?
- 23. How easy was it to find the information you needed on our website?
- 24. Was the website visually pleasing to you?
- 25. Please rate your satisfaction with the selection of products available on the website.
- 26. Was the website quick to load?
- 27. To what extent are you satisfied with the content of the website?
- 28. Would you consider visiting our website again?
- 29. What more can we do to improve our website?
- 30. Is there anything you would like to see on the website?
Related Read– What Survey Questions Should I Ask?
Customer Satisfaction Survey Examples From Real Brands
There are tons of companies out there implementing ingenious solutions to conduct customer satisfaction surveys on a daily basis. Let’s go through some of the best examples:
Airbnb is a travel company that allows its users to book accommodation and experiences overnight in any part of the world. Airbnb has a strict policy of relying on customer satisfaction surveys to make changes and improvements to their services.
Airbnb’s surveys all have a personal touch. They always address the recipient by their first name and politely ask for their feedback after the service.
Another great thing to note is that Airbnb always keeps its surveys simple by relying heavily on the NPS scale to measure customer experience at different touchpoints and gauge overall customer satisfaction.
They even have an eye-catching button, which makes people more inclined to take the survey.
Skype is a popular video conferencing platform and another great example of how customer satisfaction surveys should be conducted. Skype believes in solving customer problems instantly, which they do by asking for customer feedback right after every call.
Customer service survey questions offered by Skype are really brief, and they focus on the most important aspects of the service they provide. Every survey will have a question about the overall quality of the call and other specific technical areas that could be improved.
These surveys are extremely specific, and they get to the point right off the bat.
The mix of rating, multiple-choice, and open-ended questions make Skype’s customer satisfaction surveys a great example of how to keep your customers engaged while getting valuable feedback.
McDonald’s is one of the biggest fast-food chains in the world with a strong strategy based around customer satisfaction surveys.
McDonald’s survey strategy uses receipts all customers get after a purchase. A survey code printed on the receipt allows customers to answer a series of survey questions unique to their experience. This way, McDonald’s can prevent spamming from non-customers and receive genuine feedback to provide better products and services.
There are tons of different elements that McDonald’s focuses on in their customer satisfaction surveys, including their menu items, friendliness of the staff, customer support, and more.
All of this is done to get ahead of the competition by offering a better experience and value to their customers.
McDonald’s even incentivizes its customers to take its surveys with offers and freebies if the customer leaves feedback.
You can do so too, using exit intent survey software like Picreel that lets you incentivize exit intent popups and surveys to reduce cart abandonment, increase sales, get leads & nurture them while giving you insights into why visitors leave your website.
Watch: How to Create a Customer Satisfaction (CSAT) Survey
Always Ask the Right Questions
Knowing your customer’s satisfaction level is instrumental to your business growth. Customer satisfaction surveys can help you create positive and lasting changes in your company.
Not to forget, a good online survey tool like Qualaroo will make this process even more seamless. It offers a range of built-in survey templates with over 12 different question types to help you create surveys instantly.
Also, with a wide range of advanced targeting options and multi-channel surveys, you can find your customers where they are and gather feedback seamlessly.
With the best survey questions and a good online survey tool at your disposal, you can power up your customer satisfaction surveys and make them impactful.
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