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20 customer satisfaction survey questions

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.

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Overall satisfaction

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

  • Very satisfied
  • Satisfied
  • Neither satisfied nor dissatisfied
  • Dissatisfied
  • Very dissatisfied

2. What did you enjoy most about your stay with us?

Single Textbox

Customer service

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

  • Strongly agree
  • Agree
  • Neither agree nor disagree
  • Disagree
  • Strongly disagree

2. How would you rate the speed of our response?

  • Excellent
  • Good
  • OK
  • Not so good
  • Terrible

3. How would you rate the professionalism of the customer service representatives you spoke to?

Matrix question

Customer loyalty

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?

  • This is my first purchase
  • Less than six months
  • Six months to a year
  • 1 to 2 years
  • 3 or more years
  • I haven’t made a purchase yet

2. How likely are you to visit our salon again?

  • Extremely likely
  • Pretty likely
  • Somewhat likely
  • Not so likely
  • Not at all likely

3. Do you have suggestions for how we could improve customer service?

Single Textbox

4. How likely is it that you would recommend this company to a friend or colleague?

NPS scale

With the Net Promoter Score (NPS), after they’ve answered, respondents are placed into three different groups:

  • Promoters: those who give a rating of 9 or 10, and are the most likely to stick around and recommend your business
  • Passives: those who give a rating of 7 or 8, and are happy with your organisation but can be persuaded to switch over to a competitor
  • Detractors: those who give a rating below 7, and are the most likely to stop working with you and hurt your business’ reputation
  • Promoters: those who give a 9 or 10 rating, and are the most likely to stick around and recommend your business
  • Passives: those who give a 7 or 8 rating, and are happy with your organization but can be persuaded to switch over to a competitor
  • Detractors: those who give a rating below 7, and are the most likely to stop working with you and hurt the reputation of your business

You can then calculate your Net Promoter Score using the following formula:

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.

Product feedback and development

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?

5 star rating

2. Did your experience at our salon meet all your expectations? If not, please detail what expectations were not met.

Single Textbox

3. When you were deciding which headphones to purchase, were you able to identify products that met all your needs?

  • Yes
  • No

4. If not, what needs have not been met?

Single Textbox

Pricing

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.

  • Strongly agree
  • Agree
  • Neither agree nor disagree
  • Disagree
  • Strongly disagree

2. How important is price to you when choosing holiday accommodation?

  • Very important
  • Somewhat important
  • Neutral
  • Not very important
  • Not at all important

Competitors

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?

  • Five times or more
  • Four times
  • Three times
  • Twice
  • Once
  • Never

2. When considering which product to purchase, how many different brands did you consider?

  • Four or more
  • Three
  • Two
  • One
  • I only considered this brand
  • Not sure

 3. If you had to pick just one thing that made you choose us over other providers, what would it be?

Single Textbox

Transactional

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?

5 star rating

2. Did your product arrive on time?

  • Yes
  • No

3. It was easy to buy from our website

  • Strongly agree
  • Agree
  • Neither agree nor disagree
  • Disagree
  • Strongly disagree

Learn more about measuring the customer experience with these metrics, and how to decide when to use them.

Survey templates

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.

Customer satisfaction template

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.

10

questions

675,500+

times used

2 min

to complete

Customer service survey template

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.

5

questions

43,500+

times used

1 min

to complete

Business-to-Business survey template

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.

5

questions

8,700+

times used

1 min

to complete

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