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.

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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?


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.

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