You should never ignore the importance of customer satisfaction. There are dozens of factors contributing to the success or failure of a business, customer satisfaction is one of them. How to check if your feeling of providing the best customer service really checks out with reality? It’s simple! You need customer satisfaction surveys and the right questions.

What is Customer Satisfaction?

Customer satisfaction is defined as a measurement that determines how products or services provided by a company meet customer expectations. Customer satisfaction is one of the most important indicators of consumer purchase intentions and loyalty. High-standard customer service can win your clients’ hearts and make you recognizable within your target group. Nowadays when social media play such an important role in making decisions it’s crucial to keep an eye on the quality of customer service you provide. If you don’t care about customers’ satisfaction, don’t expect them to care about your services or products.

Why Customer Satisfaction is Important?

Your customers’ opinions and feedback are one of the most essential components for the sustainability and growth of your business and are considered important throughout the customer lifecycle. When your customer is satisfied with your product or service, they are most likely to stick with you through thick and thin.

Also, customer satisfaction is a factor that helps you stand out from the competition. So, in the end, customers’ experience and feedback should be the only factors that validate important decisions within your business.

But how to know if your customer is satisfied with your product and service or not? This is why a customer satisfaction survey is needed.

What To Ask On A Customer Satisfaction Survey?

Having the right questions to be asked is the key to generating the best survey on customer satisfaction. Sharing information is not always an easy task because it is not the customer’s job and responsibility to provide your business with any constructive criticism. One of the best ways to ask questions is to engage with your customer first through well-thought-provoking prompts.

In this article, you will get 21 perfectly designed customer satisfaction survey question examples and ready-to-use free survey templates. Depending on your goals, we divided the questions into 6 groups of interest:

1. Demographics of your audience

Demographics are essential to marketing and sales teams because they make it easier for companies to segment customers into buyer personas. Marketing and sales teams can then use that information to pursue leads that are most likely to convert. Here are some demographic questions that you should consider including in your next survey:

  • How old are you?
  • Where are you located?
  • If applicable, what gender do you identify as?
  • What is your employment status?
  • What is your marital status?
  • Do you have children?

2. Feedback on the product and services

When it comes to customer success and satisfaction, it’s critical that your business collects feedback about your product or service. Finding out how satisfied your users are with your offer provides your marketing and product teams with valuable information that can be used to improve customer retention. Some questions that you could ask in this section are:

  • How often do you use the product or service?
  • Does the product help you achieve your goals?
  • What is your favorite tool or portion of the product or service?
  • What would you improve if you could?

3. Position of your company against the competition

Send such customer satisfaction survey somewhere between two weeks and one month from the purchase. Let your customers take some time with your product and get to know it a bit better before judging it against your competitors.

This is a wonderful satisfaction survey question: it’s straightforward and very measurable. It gives a very clear image of the quality of your products in comparison with your competition.

It may and should be followed by questions that will go into greater detail on your customers’ opinion, but it is a great starting point for taking any further actions. For example, you can ask this question to your customer:

  • “Compared to our competitors, how is our product quality?”

You should also provide a scale of 1 to 10, 1 for worse, and 10 for the best.

4. General experience with your company

Sometimes there are aspects of your offer or business that you want feedback on, but they aren’t things that your customers are actively addressing. In these cases, it helps to be direct with your customers and ask them how they feel about these specific details.

Adopting a satisfaction scale section is a great way to create a consistent approach to quantifying this subjective survey feedback. A few ways that you can implement this scale are:

  • A scale measuring from 1 to 10 (or another number). 1 is an extremely unsatisfied opinion and 10 means the customer was very satisfied.
  • A descriptive scale that measures a customer’s response from unsatisfied to satisfied. The customer is given a short list of responses to choose from that range from “very unsatisfied” to “very satisfied.”
  • A picture scale that uses images to symbolize customer satisfaction. For example, you can use happy, sad, and indifferent emojis to quickly communicate customer feedback.

5. Open-Text

Open-text questions are survey questions that allow the participant to write out their response within a text box. This allows users to fully express their opinions using the customer’s voice instead of the company’s pre-written responses.

  • In your own words, describe how you feel about (insert company name or product here).
  • How can we improve your experience with the company?
  • What’s working for you and why?
  • What can our employees do better?
  • Do you have any additional comments or feedback for us?

6. Longevity

In the last section of your survey, you’ll want to include questions about the steps that’ll happen after submission. These questions permit your team to follow up with the participant in the future.

  • May we contact you to follow up on these responses?
  • In the future, would you be willing to take this survey again?
  • If we were to update (insert product feature here), can we reach back out to talk about these changes?

Tips to Generate The Best Customer Satisfaction Surveys

There are a few other best practices to bear in mind when deploying a customer satisfaction survey:

  • Make sure you choose the right customer feedback survey tool.
  • Always ask short and relevant survey questions.
  • Give a lot of thought to the placement of your surveys over the course of the customer journey.
  • Always A/B test your surveys.
  • Always thank your customers for their feedback, regardless of the nature of the feedback.

So, what about you? Have you ever used customer satisfaction surveys to better understand your market? Tell us what you learned and how you used the data to improve your business. Meanwhile, if you are ready to craft your own customer satisfaction survey, please check out our template here to get started.