Discover the importance of customer satisfaction surveys to assess satisfaction, improve loyalty, and reduce churn. Learn best practices, smart targets, and effective questions to boost customer experience and business growth.
Customer satisfaction surveys are questionnaires designed to help businesses understand the level of satisfaction that their customers have with their products, services, personal experiences, brand image, or customer support. The general purpose of customer satisfaction surveys is to assess how satisfied or dissatisfied your customers are with different aspects of your products, services, or processes. These surveys help you determine your business’s average CSAT score.
Customer satisfaction surveys may include different types of questions, such as multiple-choice questions (rating scale questions, binary scale ‘yes/no’ questions, nominal questions, Likert scale questions, semantic differential questions) and open-ended questions or any combination of the questions mentioned above.
A dissatisfied customer will tell between 9-15 people about their negative experience with a business
It takes an average of 12 positive experiences to make up for one unresolved negative experience
Customers who give your business a 5-star rating on a scale from 1 to 5 are 6x more likely to buy from you again
What this means is that the stakes are high for businesses when it comes to customer satisfaction, and customer satisfaction surveys are one of the most effective ways to find out how your customers are feeling about your business. Surveys also help identify what works, what doesn’t, and what you need to improve so you can provide a better experience for your customers.
Best practices for customer satisfaction surveys
Keep it short – surveys with 1-3 questions have the highest average completion rate (83.34%)
Ask questions that have a well-defined purpose and a strong case for being included
Don’t ask double-barrel questions that touch upon more than one issue
Avoid using internal or industry jargon that might be confusing to respondents
Make use of yes/no questions, when asking a question that has a simple outcome
Allow for open text feedback – you might uncover new insights you didn’t expect
Make sure your survey is optimized for mobile devices
Decide on the best survey distribution methods for your business (emails, on-page pop-ups, feedback widgets, etc.)
Think of an ideal time to distribute your surveys at different stages of the customer lifecycle
Offer survey respondents a bonus (if it makes sense) – studies have shown that incentives can increase survey response rates by 5% to 20%
Thank customersfor their feedback, regardless of the nature of the feedback
Customer satisfaction survey questions
In order to obtain valuable feedback from your customers, you need to be asking them the right questions. Below are some of the most common customer satisfaction survey questions (both general and product-specific) that you can use when creating your own CSAT surveys.
General customer feedback survey questions
Overall, how satisfied are you with our products?
How satisfied are you with the diversity of our product/service line?
How often do you use the product/service?
What would persuade you to use [Product name] more often?
Does [Product name] help you achieve your goals?
How well does our product meet your needs?
How has our product/service made an impact on you/your business/your lifestyle?
How would you rate the quality of the product?
How would you compare the quality of our products to that of our competitors?
Compared to our competitors, is our product quality better, worse, or about the same?
Compared to our competitors, are our prices higher, lower, or about the same?
Are our products/services priced appropriately?
How would you feel if you couldn’t use [Product name] anymore?
How satisfied are you with the payment options we provide?
How easy was it to complete your purchase?
On a scale of 1 (not easy) to 10 (very easy), how easy was your checkout experience?
Did you encounter any problems during checkout?
Was there anything in your checkout process we could improve? If so, what?
What was the main concern or fear you had before purchasing?
What, if anything, almost stopped you from purchasing from us?
What was the main thing that persuaded you to purchase?
How satisfied are you with our product packaging?
How satisfied are you with the delivery of our products?
How would you rate the delivery time?
How satisfied are you with our return policy?
If we provided [rewards program/discounts/] would you use it?
SaaS product feedback survey questions
How did you hear about us?
Which of our competitors did you consider before choosing us?
What is the primary reason for choosing our product over competitors?
What was the one thing that almost stopped you from signing up?
How do you use our product/service?
What are you trying to solve by using our product/service?
Have you used a similar [product/service] before?
What did you like about the previous product/service(s)?
What is the most important feature of our product?
Which 3 features are the most valuable to you?
What’s the most important feature we should add?
What are the 3 most important features we’re missing?
What’s one feature we can add that would make our product indispensable for you?
If we introduced [new feature/product] would you be willing to test it/them?
How often do you use this feature?
How disappointed would you be if you could no longer use [Feature name]?
Which features aren’t useful to you?
If you could change just one thing about our product, what would it be?
Is our pricing clear to you?
Do you feel our [product/service] is worth the cost?
What would you use as an alternative if our tool was no longer available?
How satisfied are you with our billing and invoicing?
To what extent do you agree with the following statement: [Product name]’s onboarding process was simple, straightforward, and painless.
How helpful do you find our video tutorials?
How would you rate the training and help you’ve received from our team so far?
How could we improve your experience using our solution?
What could we change to make our product/service more user-friendly?
What’s the main reason you are downgrading/canceling?
Did the price of our product/service cause you to leave?
Have you decided to test out a competitor?
Are you likely to upgrade your account in the future?
What is the primary benefit that you have received from using our product?
How long did you use our product/service before seeing results?
Customer experience survey questions
Overall, how satisfied or dissatisfied are you with our company?
From 1 (unhappy) to 10 (very happy), how would you rate your overall satisfaction with us?
In your own words, describe how you feel about [Company name or Product name].
How would you rate your last experience with us?
How did your experience compare to your expectations?
Were your expectations met, unmet, or exceeded?
How responsive have we been to your questions or concerns about our products?
How satisfied are you with our company’s overall communication efforts?
How likely are you to return to [Company name] for your next purchase?
If we could do anything, what should we do to WOW you?
Which company would you say is our biggest competitor in the … market?
What do our competitors do better than us?
How would you compare our prices to those of our competitors?
On a scale from 0 to 10, how likely are you to recommend our company to a friend or colleague?
Do you have any additional comments or feedback for us?
How could we improve your experience with [Company name]?
Customer service survey questions
Overall, how would you rate the quality of your customer service experience?
How satisfied are you with the overall performance of our service team?
How responsive (or unresponsive) is our company in answering your questions?
How well did we understand your questions and concerns?
How much time did it take us to address your questions and concerns?
How much effort did you personally have to put forth to handle your request?
How easy was it to solve your issue with us, on a scale of 1-5?
Based on your recent interaction regarding (incident), how satisfied or dissatisfied were you with our customer service representative?
How responsive or unresponsive would you say our customer service representative was?
How courteous or uncourteous would you say our customer service representative was?
How knowledgeable or unknowledgeable would you say our customer service representative was?
How effective or ineffective would you say the communication was?
How much did you feel our customer service representative wanted to assist you?
Did our customer support representative make you feel valued as a customer?
Based on your recent support call/chat session, how easy or difficult was it to interact with [Company name]?
What can our customer service team do better?
How could we make it easier to resolve your questions or concerns?
What is the one thing that you would like to see improved in your interactions with our customer service team?
Website feedback survey questions
Overall, how well does our website meet your needs?
What was your first impression when you entered the website?
How satisfied are you with the design and functionality of our website?
How well do you understand what [Company name] does from our homepage?
How easy was it to use/navigate our website? Did you have any problems?
What are you hoping to accomplish by visiting our website?
How easy was it to find what you were looking for on our website?
Did it take you more or less time than you expected to find what you were looking for on our website?
How visually appealing is our website?
How easy is it to understand the information on our website?
How much do you trust the information on our website?
Is there a feature you wish our website had?
What could we do to make our website more useful?
Is there anything on this website that doesn’t work the way you expected it to?
If you could change one thing about our website, what would it be?
How would you rate your overall experience on our website today?
How likely is it that you would recommend our website to a friend or colleague?
If you were to review the website, what score would you give it out of 5?
Do you have any other comments about how we can improve our website?
What questions should I ask for customer feedback?
You should ask a set of questions that will help you to understand both the strengths and weaknesses of your work and the reasons for customer satisfaction or dissatisfaction.
What is a customer experience survey?
A customer experience survey is a tool used by businesses to gather feedback and insights from their customers regarding their experiences with the company, its products, and services. These surveys typically ask customers to rate their satisfaction level, provide comments on their experience, and offer suggestions for improvement.
What is the purpose of the customer experience survey?
The purpose of a customer experience survey is to gather feedback from customers regarding their experience with a product, service, or brand in general. This feedback can be used to measure customer satisfaction, identify areas for improvement, and influence decision-making process within the organization. The goal is to use the insights gained from the survey to enhance the customer experience and drive business success.
How do you evaluate customer satisfaction?
You can use surveys to collect feedback from customers. Some customers will choose to complete a survey in exchange for a reward, while others will respond because they are willing to share their opinions.
How should you construct questions for a survey?
When designing a survey, you should ask questions that are: Clear, direct, and easy for respondents to answer; Open-ended; Specific – to provide enough information to answer them, and not too little; Closed – to offer respondents a limited set of possible answers (multiple choice) rather than asking them to write all of the answers.
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