14 Questions To Ask For Your Customer Satisfaction Survey

    Getting the feedback from your customers is important. It demonstrates where you’re succeeding and where you’re not matching customer expectations. This can be an important aspect of your business’ long term success. Getting feedback is very easy, especially when you use an online survey to collect and analyze results.

    The more data you collect on these surveys, the more action you can take on improving your business. Or, the more information you can use in marketing campaigns to entice other potential customers to convert.

    However, the best practices of a survey state that you should try to minimize your questions. The more queries you ask, the less people shall respond. In addition, your questions shouldn’t be misleading or be so complicated that participants don’t know how to answer them.

    That is why you’ve got to carefully consider the questions you ask and the number of them in your customer satisfaction survey.

    These are the top questions that you should ask.

    >> Create your Online Survey with Drag’n Surveyclick here

    How They Use The Service/Product

    The first thing you need to establish is how the customer uses your services. This helps you to determine the distressful points of customers and how they use your services/products to deal with this. It might also help you to find new ways to market your products.

    You should also be looking at ways in which your product/service doesn’t help your customer and how you can make improvements to relieve those pain points.

    Some of the questions you might want to ask include:

    1. How often do you use our product/service?
    2. Does the product help you achieve your goals?
    3. What do you like most about our product/service?
    4. If you could improve something, what would it be?

    Demographics Of The Audience

    While this is basic information, it is also vital. It tells you who is using your product/service and other information that can help your marketing team, sales team and other leaders to make important decisions. This can help marketing and sales teams to reduce costs and improve conversion rates when they target those who are more likely to use your product.

    Some of the questions you might want to ask include:

    5. How old are you? (You can group ages to be more polite).
    6. Where do you live?
    7. What is your household income? (You can again group income brackets for more privacy).
    8. What is your employment status/job role?

    Satisfaction Scaling Questions

    This is important because you need to determine the exact emotional state of the respondents of the survey. Are they very happy or just a little happy with their brand interactions? This is the easiest aspect of a survey to assess when you use a number or descriptive scale.

    You can use a number scale from 1 to 10, or something similar. You can use a descriptive scale that includes terms like Strongly Like, Like, Strongly Dislike and Dislike. It is best that you don’t have something in between, ‘no opinion’ option. This is because there tends to be data skew towards no opinion, and you should be aiming to get a trend to either like or dislike.

    A couple of example questions could include:

    9. On a scale of 1-10 with 1 being strongly dissatisfied to 10 being extremely satisfied, how would you rate the [feature] of our product?
    10. On a scale of extremely likely to extremely unlikely, would you recommend us to your friends or family?

    Open Text Questions

    These questions allow respondents to create their own answers. They are harder to analyze but they can also be a goldmine in terms of data and potential insights into the thoughts of your audience. It can also show you the emotional pull of customers that you might not have thought of. Finally, you can look at how audiences are writing and get lots of information about their demographics, education and how they look at life.

    A few examples of open text questions include:

    11. In your own words, please describe your opinions of our brand.
    12. Is there a way in which we can improve your experience when you come to our office/shop?
    13. What are your concerns with our product?
    14. Is there something that our support staff can improve?

    Question types such as NPS, CSAT and CES

    To be able to reach its full growth, it is important for each company to regularly assess the level of satisfaction of its consumers through the services it has to offer. This analysis is carried out using certain satisfaction indicators such as the Net Promoter Score (NPS), the Customer Satisfaction Score (CSAT), and the Customer Effort Score (CES).

    Net Promoter Score (NPS)

    The NPS indicator was designed in 2003 by Fred Reichheld. It helps evaluate the probability that a customer might recommend a product or a brand to his entourage. It is in the form of a question that the customer must answer by rating between 0 and 10. The rating given by the customer helps to obtain the percentage of unhappy consumers, passive consumers, and satisfied consumers. The answers can be interpreted as follows:

    o ratings from 0 to 6 are given by dissatisfied consumers,

    o scores of 7 and 8 offer the possibility of identifying passive consumers,

    o ratings from 9 to 10 are given by satisfied consumers.

    Once all the responses have been collected, the NPS calculation is carried out by subtracting the percentage of dissatisfied customers from the percentage of satisfied customers. If the value obtained is greater than zero, it means that the company’s satisfaction index is acceptable. On the other hand, if the NPS is less than zero, this indicates that the number of dissatisfied customers is greater than the number of satisfied customers. The company must therefore implement a strategy as soon as possible to reverse the trend.

    Drag’n Survey provides companies with software to facilitate the analysis of their clients’ Net Promoter Score type questions. Thanks to Artificial Intelligence, they can obtain the results of the questionnaire in a few seconds, and thus develop improvement strategies, as soon as possible.

    Customer Satisfaction Score (CSAT)

    The CSAT is the indicator most used by companies to measure the level of satisfaction of their consumers. It consists of collecting the customer’s impressions right at the end of an interaction with the company. Experience has shown that the newer the interaction, the more the customer is able to give an objective answer.

    It is therefore important to ensure that the latter receives the question automatically at the end of his operation via the website. On the other hand, if the interaction takes place in a physical store, it is necessary to reserve at the counter or at certain key places of the premises, a space dedicated to this questionnaire. The CSAT is rated on a scale of 1 to 10, with 1 being “very low level of satisfaction” and 10 being “very high level of satisfaction”.

    Customer Effort Score (CES)

    The CES is an indicator which makes it possible to assess the level of satisfaction of a customer, by measuring the effort which it must provide to carry out an action with the company’s place. This score provides information on the company’s customer course, the quality of which inevitably affects the loyalty rate of its consumers.

    Measuring CES is simply asking customers how much effort they had to put in to get in touch with the business. The customer will have to give a score between 1 (very low) and 5 (very high). The questionnaire must be given to him as soon as his interaction with the company is over, to be certain of obtaining the most spontaneous response possible. The result of the CES is obtained by dividing the sum of all the notes that are sent, by the number of answers recorded. The higher the result achieved, the greater the level of effort, and therefore this requires an immediate improvement in regard to the customer experience.

    The use of Artificial Intelligence in a satisfaction questionnaire

    Analyzing customer feedback through open-ended questions is sometimes difficult. This is not a problem when 10 or 30 consumers express themselves freely. With 100, 1,000 or 10,000 comments, the analysis is much more complicated and time-consuming.

    With the Artificial Intelligence module of Drag’n Survey, it is possible to instantly analyze a very large amount of text. It is no longer necessary to manually process the data, categorize it and label it. Everything is computerized.

    Instantly assess the level of satisfaction in a satisfaction survey

    Drag’n Survey’s AI is specialized for users who wish to carry out customer satisfaction surveys. Following the automatic analysis of comments, a general trend on customer satisfaction is restored. It is thus possible to identify the percentages of positive, negative, and neutral comments.

    Display a tag cloud for Positive and Negative feedback in a customer satisfaction survey

    Once the general degree of contentment has been restored, it is possible to obtain a cloud of keywords for the Positive and Negative indices. This helps to immediately identify words that are related to customer dissatisfaction and satisfaction.

    The objective is to immediately identify what is going on and not working, in order to implement a rapid and targeted actions to improve customer satisfaction. For example, in a large retail store, it helps to understand that the waiting time at the checkout exceeds the acceptable threshold and that it is necessary to open new ones at very specific times.

    5 tips for creating a satisfaction survey

    Taking customer feedback into account through a satisfaction questionnaire is the best way to optimize a company’s services. This approach requires rigor and precision, mainly while preparing a survey.

    Set clear goals

    The satisfaction questionnaire must meet specific objectives. Its preparation depends on the information that the company wishes to obtain from its customers. It is necessary to define the problem as precisely as possible. Duration of the survey, scoring system, type of sampling, etc. No parameter should be left to chance!

    It is also essential to think about the target of the questionnaire before preparing the questions. Therefore, it is possible to phrase and adjust these according to the targeted customers for better results. The trick here is to carry out several surveys with a few modifications to reach a wider audience.

    Consider customer feedback

    If the main objective of a satisfaction survey is to assess the experience of customers, about a product or service, it is also crucial to know their opinion. Why? To improve the company’s offer on points that it might not have thought of!

    To achieve this, simply include non-directive or semi-directive questions in the satisfaction questionnaire. This gives free rein to the participants, but it is wise to find a happy medium to favor more efficiency.

    Create a simple and understandable questionnaire

    It is not pleasant to answer a questionnaire, where one doesn’t understand all the questions. Reflecting constantly to understand the terms used by the authors of a satisfaction survey very often leads to abandoning the process. Clients who participate in this exercise are looking for clarity and precision.

    At the risk of having a high abandonment rate, the company behind a satisfaction questionnaire must avoid questions that are too long. Each question must be unequivocal and relate to a single aspect. Terms that are too technical should be banned from the form. An effective tip is to test out the survey on company employees and their relatives before launching it.

    Properly structure the satisfaction survey

    A clean and efficient questionnaire is a well-ordered form. For example, it is awkward to place a question on an identical subject at the beginning and at the end of the satisfaction survey. This error gives the impression that the questions are sloppy or prepared at the last minute.

    The idea here is to structure the questionnaire with main theme, revolving around specific questions. Regardless of the structure, it is essential to facilitate the understanding of customers!

    Opt for a concise questionnaire

    Creating a long questionnaire is the best way to increase the abandonment rate during a satisfaction survey. No one likes endless forms, even with the best will in the world.

    On the other hand, precise, well-formulated and easy-to-understand questions make it possible to answer the survey in a minimum of time. The key to getting there? Stick to the essentials! You should never ask a secondary question if it does not fit with the objectives of the operation.

    It is possible that, even with concise questions, the duration of the questionnaire will be too long. In this case, a second questionnaire should be created!

    Create a satisfaction questionnaire in 6 steps

    The surveys carried out among one’s customers guarantee the company efficient interaction and constant improvement. To measure the effectiveness of one’s services and validate the axes of development through a questionnaire, it must nevertheless follow a few steps.

    The objectives: a crucial step

    Setting clear objectives and integrating them into a single form is the first step to creating a good questionnaire. A satisfaction survey generally aims to:

    o knows the customers and their feelings,

    o measures the level of satisfaction of the company’s customers,

    o understands customer perception,

    o solicits users for ideas,

    o etc…

    It is also possible to conduct a satisfaction survey to send a message to employees and improve the management of a company’s teams. In any case, the objectives must be clear to obtain relevant answers and easily usable results.

    The themes of the satisfaction questionnaire

    Once the objectives have been set, it is key to reflect on the themes of the satisfaction questionnaire. These are areas related to the company’s business that should be surveyed.

    Several axes can be explored during such a survey. Welcoming customers, repair and quality of after-sales service, delivery times, etc. It is a question of determining the poles on which the survey must be based to elaborate the questionnaire.

    The evaluation criteria make it possible to further refine the form. Taking the reception of customers as an example, it can be the friendliness of the employees, their presentation, the waiting time, etc. The idea is to prepare a solid foundation for the investigation.

    Writing the survey

    This step begins with sorting. It is a question of differentiating the themes linked to subjective parameters from those which evoke very objective aspects. Here, it is possible to formulate approximately 25 questions as part of an annual satisfaction survey. However, we will limit ourselves to less than 10 questions for a one-off survey.

    The scoring system used depends on the objectives of the survey. For each point, it is possible to provide a scale ranging from “Completely satisfied” to “Not at all satisfied”. The form must also present a space for free expression to allow users to express themselves on certain aspects of the company.

    Dissemination and promotion

    Like all actions carried out by the company, the satisfaction survey must be preceded by a good communication strategy. The aim is to present the objectives of the survey and the resulting benefits so that a large number of users respond. There are several distribution channels: emailing campaign, form accessible on the internet or survey offered on the company’s intranet.

    Some companies play the reward card to encourage their users to complete the satisfaction survey. For example, they organize competitions between departments with, as a result, bonuses for the best score which has been obtained.

    Analysis of results

    Reviewing the results of a satisfaction questionnaire is just as important as distributing it. It is very easy to fall into the trap of analyzing statistics to draw the conclusions of the survey. When interviewing customers, the emotional aspect also comes into play.

    The challenge of this step is to make an overall analysis of the results to determine the general direction to be taken, the areas for improvement and the priority actions.

    Communicating the obtained results

    The last step in creating a satisfaction questionnaire is to disseminate the results of the survey. The company must also clearly present the corrective actions it intends to take.

    In addition to thanking users for their involvement in the survey, this method also helps encourage their participation in the next survey.!

    The benefits of satisfaction surveys

    Asking its buyers is essential today for any company that wants to retain its customers and improve its turnover. Indeed, in the age of social networks, ratings and comments posted on the web, it is important to react quickly to improve general satisfaction.

    Quickly identify what’s wrong

    The customer satisfaction questionnaire offers the advantage of immediately identifying what is working and what is not. The objective is not to let a situation deteriorate.

    React quickly to an unhappy customer

    A buyer who expresses his dissatisfaction must be contacted quickly. It is important not to let the situation deteriorate. Reacting quickly makes the buyer feel considered. This point is important because it can make you stand out from your competitors.

    All customers are contacted with a satisfaction questionnaire

    An online survey can be distributed in different ways. It is possible to send an email to one’s buyers, to integrate a web link on social networks or to flash a QR Code.

    Its different distribution methods make it possible to contact all customers, on all channels, at different times.

    A personalized presentation of the customer satisfaction questionnaire

    On a web format, it is possible to personalize your survey by integrating the logo of your company, its colors, and its graphic charter. Buyers immediately identify the sender, which favors greater participation.


    When it comes to analyzing customer satisfaction, a survey is a great way for you and your staff to get the data you require. The problem is that you only have between five and ten questions for you to collect all the data you need so they need to be carefully chosen. Above are 14 questions for you to choose from.

    More about surveys:
    The Problem With Ambiguous Survey Questions, click here
    How Surveys Enhance 360 Degree Feedback, click here
    Find Out How You Can Address Your Employees’ Concerns, click here
    The Role Of Surveys In Creating Benchmarks, click here
    10 Tricks For Using Surveys In Business Projects, click here

    Read the article:
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    Portuguese – perguntas questionário de satisfação, click here
    Polish – pytania ankiety satysfakcji, click here