Top Customer Satisfaction Survey Questions To Help You Build Relationships With Your Clients

Evgeniya Ivonina

11 years of experience in online marketing

If you run a company or business, you know that there are two important ingredients to success: new customers, and customers that come back. You know how to bring in new buyers with your products and services, but how do you keep them coming back for more? Keep them happy! How can you find out if they are happy? Ask them directly - with a customer satisfaction survey.

By filling out a simple questionnaire, customers can give their anonymous opinions regarding how they truly feel about a variety of things - from the products you offer to the ways they interact with your team and website. By gathering key data such as your Net Promoter Score, Customer Satisfaction Score, and Customer Effort Score, you can put your company in a position to move the needle toward customer satisfaction - and as a result, increase your customer’s loyalty and continued revenue.

Looking for a simple tool to quickly launch a customer survey? Try AidaForm’s survey maker with dozens of ready-made templates!

Customer Satisfaction Survey Question Examples

Every day people are bombarded with requests to complete surveys and questionnaires, so it takes something special to stand out and actually convince someone to follow through. To really get a gauge on how your customers are feeling, I’ve put together a list of some of the top areas to measure customer satisfaction, as well as some example customer survey questions to ask for each.

Start With Demographic Questions

In order to better analyze the results you receive from your survey, consider beginning your questionnaire with some basic demographic questions.

  • What is your age?
  • What is your gender?
  • Where do you currently live?
  • Are you currently married?
  • Do you have any children? If so, how many, and what are their ages?
  • Are you currently employed? If so, where?
  • How would you define your current income?

Satisfaction Scales and Basic Questions About Products and Services

After demographic questions, consider starting off with some easy to answer questions about your customer’s opinions on your products or services.

  • How satisfied are you with our product or service?
  • How would you rate the packaging of our product?
  • How would you rate the product ordering experience?
  • What is your favorite part of our product or service?
  • Is there anything you would like to see added to our products or services?

Questions About Customer Service and Website Usability

Before your customers can purchase a product, they have to find it. Your customer’s opinions about your online presence and customer service - or lack thereof - can be a huge insight into how they feel about you.

  • How easy was it to locate and use our website?
  • Were you satisfied with your online shopping experience?
  • What could we improve about our website or online purchasing experience?
  • How were our customer service representatives?
  • How can our customer service team better serve you in the future?

Determine Customer Loyalty

Now to the juicy part of your customer survey. These satisfaction survey questions will help you get a feel for how loyal your customers are to your brand, and how likely they are to return or recommend your services to their friends and family.

  • On a scale of 1-10, how likely are you to recommend our products to your friends?
  • How likely are you to post about our product or service on social media?
  • Would you consider working for our company if you had the opportunity?
  • Will you buy more/similar products from our company?
  • Would you like to receive news and updates from our company about new releases and future sales?

Collect Honest Feedback Using Open-Ended Questions

Sometimes the best feedback can come from allowing your customers to answer as they wish. Use the questions below to gather general feedback about your company that allows the user to submit their honest - and sometimes critical - feedback and criticism.

  • What can our team do to make our products better in the future?
  • What features or products would you like to see our team create next?
  • What is your favorite feature of our product or service?
  • What is your least favorite feature of our product or service?
  • In your own words, describe how you feel about our company, products, or services.
  • What can our employees do better to serve you in the future?
  • Do you have any additional comments for us?

The Do’s And Don’ts of Writing Customer Survey Questions


Create Surveys That Are Short and Fun

The last thing a customer wants to do is fill out a boring survey - especially if they are already unhappy with your company. In order to help encourage users to fill out and complete your satisfaction survey, keep the questions easy to answer and engaging. Consider a variety of answer types, such as Likert Scales, ratings, bubbles, open text, and more.


Get Personal

One way to help your survey stand out is to keep your text personal and engaging. Take care to write your questions with a voice that is truly yours - as if you were having a conversation over coffee. At the end of the questionnaire, thank your customers for completing your survey, and if you like, tell them that you will reach out personally to thank them for their time and commitment.


Don’t Be Too Restrictive, Forceful or Biased

Customers don’t like to be forced to answer surveys. They are volunteering their time, after all! Keep an eye on how many questions have required responses, and consider allowing users to fill out the questions that they want to fill out. Also, avoid writing your questions in such a way that users feel they are being coerced into answering a particular way. Your customers are smarter than you may think - they will see through a biased question.


Avoid The “Muddy Middle”

It may be tempting to create your survey so that the questions only allow positive or “a little less than positive” answers. However, only allowing customers to answer in the affirmative will keep your data from having the quality that helps your company grow in the areas that you are lacking in. When you create your survey, consider adding questions that allow your customers to answer honestly with truly negative feedback, and encourage them with anonymity and incentive. This will ensure that you get a fully-formed picture of your company’s current relationship with customers.

Need Inspiration? Check Out AidaForm’s Free Templates

Need some extra help getting started putting these tips to use and collecting customer data? Our team of experts has put together a library of free templates with customer satisfaction survey questions that will help you get building with one click. Use one of the pre-made templates right out of the box, or customize the sample form to match your company or organization’s branding and specific needs. Check out the templates here:

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