Customer satisfaction surveys are essential. They help you understand where your organisation is excelling and where there’s room for improvement. They give you the data to make important strategic decisions. Our article on customer satisfaction surveys has some great tips on how to create them and when to send them.
Here, we’re going to provide some sample customer satisfaction survey questions for various aspects of the customer experience, from general overarching questions through to specific elements of customer service, and from customer loyalty to information on your competition. We’ve also included some template surveys to give you a head start.
You can use broad questions to gain an overall impression of your customers’ satisfaction. These sorts of questions can make for some great quotable statistics. While typically, they’ll be closed-ended questions, some open-ended questions can also provide you with a top-level view of customer satisfaction. Below are examples of each type.
1. How would you rate your experience with our product
2. What did you enjoy most about your stay with us?
Customer service is another topic you’ll no doubt want to ask about. And with good reason. In fact, we’ve found that businesses that measure customer satisfaction are 33% more likely to describe themselves as successful than those that don’t.
But it’s quite a big topic, and customer service survey questions can focus on different aspects. You could ask how easily your customer’s issue was resolved or how quickly they received a response. Or you could ask about their interaction with the customer service team. Consider the below examples.
1. SurveyMonkey made it easy for me to handle my issue
2. How would you rate the speed of our response?
3. How would you rate the professionalism of the customer service representatives you spoke to?
Questions concerning customer loyalty could cover how often people purchase from you, whether they’ll buy again and what might encourage them to do so. But probably the most well-known customer loyalty question is the Net Promoter Score, which looks at whether your customers would recommend you. In other words, it considers the extent to which your customers are brand advocates (the last example below).
1. How long have you been a customer of our company?
2. How likely are you to visit our salon again?
3. Do you have suggestions for how we could improve customer service?
4. How likely is it that you would recommend this company to a friend or colleague?
With the Net Promoter Score (NPS), after they’ve answered, respondents are placed into three different groups:
NPS= % of Promoters — % of Detractors
Your NPS gives you an indication of both customer loyalty and overall customer satisfaction. After all, an unhappy customer would hardly recommend you to their nearest and dearest. But what can you consider a good score? Discover what’s a good NPS for your industry.
As part of your survey, you can ask about specific aspects of a product. This is ideal if you’ve implemented some changes or are planning to do so, as you can find out whether they performed as you had hoped. You can even ask questions that help identify if there’s a gap in the market.
1. How would you rate our products’ new packaging?
2. Did your experience at our salon meet all your expectations? If not, please detail what expectations were not met.
3. When you were deciding which headphones to purchase, were you able to identify products that met all your needs?
4. If not, what needs have not been met?
Pricing your products or services can be a challenge. Gather feedback from your customers to see if you’ve got it right. Are you perceived as good value for money, too expensive or just right? How important is price to your customers? For instance, if you’re at the premium end of the market, price may not factor much into your customers’ decisions.
1. Our service is good value for money.
2. How important is price to you when choosing holiday accommodation?
Of course, you can conduct your own competitor research. But it can also be enlightening to ask your current customers where they think you stand in relation to your competitors.
1. How many times have you changed energy suppliers?
2. When considering which product to purchase, how many different brands did you consider?
3. If you had to pick just one thing that made you choose us over other providers, what would it be?
Other questions businesses frequently ask their customers relate to the booking, purchasing or delivery process. How easy was it, how quick? What about delivery—was it on time? Damaged or intact?
1. How would you rate your booking experience?
2. Did your product arrive on time?
3. It was easy to buy from our website
Learn more about measuring the customer experience with these metrics, and how to decide when to use them.
So we’ve looked at a few example questions. But how can you put it all together? Here at SurveyMonkey, we’ve developed a collection of methodologist-certified customer satisfaction survey templates to get you started quickly and easily. Don’t forget, you can always customise the questions to make them work for you.
Use this customer satisfaction survey template to measure satisfaction with your company, product and services. Use skip logic to allow your customers to answer questions about products or services they’ve used (and skip irrelevant questions) and gain insights for improvement.
See how your frontline customer service team and support staff are doing. Measure customer service response times, problem resolution, product/service knowledge and your staff’s approach and manner.
This customer satisfaction survey template is designed for when your clients aren’t just clients, they’re businesses too. Identify how satisfied your customers are with your timeliness, professionalism, and service.