Feeling the effects of bad customer experience survey questions and want clear feedback samples? You’re at the right place.
Unveiling customers’ needs, wants, and frustrations will help you serve them how they want. However, crafting the right survey questions can feel like deciphering an unknown language.
This guide is your secret weapon.
I’ll clearly show you the different customer satisfaction survey questions in vogue, with quick examples, FREE templates, and best practices.
This will help you transform customer frustration into actionable wins.
Ready. Set. Let’s dive in.
| Use TelebuSocial broadcast and chatbot to run customer surveys that get responses fast on WhatsApp, your website, and other social channels. Get started or schedule a demo. |
Types of customer satisfaction survey questions
There are four types of customer satisfaction survey questions:
- Simple
- Advanced
- Branching logic
- Star rating with open-ended follow-ups
1. Simple survey questions
These are your survey ‘bread and butter’.
They’re familiar, easy to understand, and perfect for collecting customer insights.
Here are three classes of simple customer satisfaction survey questions.
Multiple choice: A set of clear answer options for customers to choose from. Great for quick responses and easy analysis.
Likert scale: A scale with options like “terrible” to “amazing.” This lets customers rate something easily, giving you a general sense of their satisfaction.
Yes/no: Straightforward questions with clear-cut answers. Perfect for getting a quick pulse check on specific issues.
2. Advanced survey questions
Advanced customer satisfaction survey questions uncover hidden patterns in your customer’s behaviour.
They’re like the speciality dishes on a menu – more complex but with a richer dining experience.
3. Branching logic
This type adapts to your customer’s answers.
They are preset follow-up questions based on preceding choices.
For instance, a question like “What can we improve?” can appear once the customer indicates that he or she is unhappy with the experience.
4. Star ratings with open-ended follow-up
Sometimes, a star rating alone isn’t enough.
You can combine stars with an open-ended text box. This lets customers give a quick rating and explain their choice in more detail.
Now, let’s get on with the templates.
Best customer satisfaction survey questions examples for various uses (with 50+ FREE templates)
Here are customer feedback questionnaires you can use for your feedback generation system. Remember, these customer satisfaction survey questions are only samples. Ensure you customise as needed.
1. Multiple choice
They come with a set of answer options to choose from.
Template: “How satisfied were you with the recent purchase process? (Very Satisfied, Somewhat Satisfied, Neutral, Somewhat Dissatisfied, Very Dissatisfied)”
Template (Product specific): “Rate your overall satisfaction with the quality of our [product name]: (Excellent, Good, Fair, Poor)”
2. Likert Scale
Likert scales are simple rating options (like 1-5 stars). They ask how much your customers agree or like something.
Template: “On a scale of 1 (Strongly Disagree) to 5 (Strongly Agree), how easy to use did you find our website?”
Template: “To what extent do you agree with the statement ‘The customer service team was friendly and helpful’?” (1 – Strongly Disagree, 5 – Strongly Agree)
Template: “Thinking about your recent experience, how likely are you to recommend our products to others? (1 – Not Likely At All, 5 – Extremely Likely)”
3. Open-ended
They’re blank spaces where customers can write their thoughts and feedback.
Template: “Please share your honest feedback about your recent experience with our company.”
Template (Post-service interaction): “What did you appreciate most about your interaction with our customer service representative today?”
Template (Product-specific): “Is there anything we could have done differently to improve your experience with [product name]?”
4. Branching logic
These are follow-up questions based on previous answers. For example, unhappy = “why?”
Template: (If the answer to “How satisfied were you with our product?” is “Dissatisfied”) “Can you tell us more about what made you dissatisfied with our product?”
Template: (If the answer to “How likely are you to recommend us?” is less than 4) “What can we do to improve your experience and make you more likely to recommend us in the future?”
Template: (If the answer to “How easy was it to find the information you needed on our website?” is “Difficult”) “Would you be willing to share what specific information you were looking for?”
5. Star ratings with open-ended follow-up
Open-ended follow-up questions let customers give a quick star rating. Then, they can explain their choice in more detail with text.
Template: “Rate the quality of the clothing you purchased. (1 star – Poor, 5 stars – Excellent)” “Please explain your rating.”
Template: “How satisfied were you with the speed of your recent delivery? (1 star – Very Slow, 5 stars – Very Fast)” “Is there anything we can do to improve our delivery times?”
Template: “On a scale of 1 to 5 stars, how likely are you to return for another service in the future? (1 star – Not Likely, 5 stars – Very Likely)” “What would make you more likely to return for future service?”
6. Ranking questions
Ranking questions ask customers to prioritise different features or options.
Template: “Please rank the following features in order of importance to you when choosing a [product category]: (Durability, Ease of Use, Design)”
Template: “What are the top 3 factors that influence your decision to choose our brand over competitors?” (Open-ended, then ask customers to rank their top 3 choices from their response)
Template: “Thinking about your recent service experience, which aspect was most important to your overall satisfaction? (Prompt options like Speed of resolution, Friendliness of staff, Knowledge of representative)”
7. Frequency questions
These questions ask customers how often they experience something. This provides insights into recurring issues or positive experiences.
Template: “How often do you encounter difficulty using our search bar on the website? (Never, Rarely, Sometimes, Often, Always)”
Template: “In the past month, how frequently have you contacted our customer service department?” (Never, Once, Twice, Three or more times)
Template: “How often do you typically purchase from our company? (Never, Once a year, A few times a year, Once a month, More than once a month)”
8. Dichotomous questions
These questions have clear-cut ‘Yes’ or ‘No’ answers for specific actions.
Template: “Did you find the instructions for assembling the product easy to follow?”
Template: “Would you be interested in receiving future promotional emails from our company?”
Template: “Were you aware of all the warranty options available for your recent purchase?”
9. Demographic questions
Questions that ask age, location, or occupation. This helps segment results and analyse trends within specific demographics.
Template: “What is your age range? (18-24, 25-34, 35-44, etc.)”
Template: “What is your geographic location? (City, State/Country)”
Template: “What is your occupation?”
10. Open-ended follow-up to multiple-choice
These are questions with open-ended prompts.
Template: After a multiple-choice question about preferred communication channels (email, phone, text), ask, “Why do you prefer this method of communication?”
Template: Following a question on reasons for choosing your brand (e.g., quality, price, selection), ask, “Can you elaborate on what specifically influenced your decision?”
Template: After a multiple-choice question about areas for improvement, ask, “Is there anything else you’d like to share about your experience?”
11. General satisfaction
These questions gauge overall customer satisfaction with your company, products, or services.
Template: “Overall, how satisfied are you with our company?” (Multiple Choice)
Template: “How likely are you to recommend our products/services to a friend or colleague?” (Likert Scale)
Template: “In your own words, how would you describe your overall experience with our company?” (Open Ended)
12. Product/service-specific
Question to understand your customers’ feelings about your specific products or services.
Template: (For a Restaurant): “How satisfied were you with the taste of the food?” (Likert Scale)
Template: “What was your favourite aspect of your recent dining experience?” (Open Ended)
Template: “How likely are you to recommend our restaurant to others? (Multiple Choice: Highly Likely, Somewhat Likely, Neutral, Somewhat Unlikely, Highly Unlikely)”
(For a Clothing Store): “How well did the clothing you purchased fit?” (Multiple Choice)
Template: “What did you like most about the selection of clothing offered in our store?” (Open Ended)
Template: “Is there anything we could have done to improve your shopping experience at our store?” (open-ended)
13. Experience with staff
These questions assess customer satisfaction with interactions with your company’s staff. Including customer service representatives or in-store personnel.
Template: “On a scale of 1 (Not Helpful At All) to 5 (Extremely Helpful), how helpful was the customer service representative you interacted with?” (Likert Scale)
Template: “What did you appreciate most about your interaction with our customer service representative?” (open-ended)
Template: “Is there anything we can do to improve the training or support provided to our customer service team?” (open-ended)
Template: “Did the staff greet you and offer assistance during your visit to our store?” (Dichotomous: Yes/No)
Template (If Yes): “Did you feel the staff was knowledgeable and able to answer your questions?” (Open Ended)
Template (If No): “Would you have liked assistance from a staff member during your visit?” (Open Ended)
14. Customer journey satisfaction
These questions target different touchpoints in the customer journey. For example, website visits, purchases, and service interactions. This helps you understand satisfaction at various stages of the customer experience.
Template: “How easy was it to find the product you were looking for on our website?” (Likert Scale) (website visit)
Template: “What features of our website did you find most helpful during your search?” (open-ended)
Template: “Is there anything we can do to improve the search functionality on our website?” (open-ended)
Template: “How satisfied were you with the speed and efficiency of the checkout process?” (Multiple choice) (purchase)
Template: “What aspect of the checkout process did you find easiest?” (open-ended)
Template: “Is there anything we could do to make the checkout process faster or more convenient?” (open-ended)
Template: “How likely are you to return for another service appointment in the future?” (Likert Scale) (Service Interaction)
Template: “What factors would make you more likely to return to us for future service needs?” (open-ended)
Template: “Can you tell us anything about your service experience that could be improved?” (open-ended)
15. MaxDiff questions
These are advanced techniques. They help identify the most vital features of a set. Customers are presented with choices where they have to choose the option that is most important and the least important.
Template: Ask customers to choose their preferred combinations of features from a list (e.g., for a phone: long battery life, high-quality camera, large screen size) to identify which features are most important to them.
16. Semantic differential scales
These questions use opposing adjectives on a scale (e.g., Very Difficult – Very Easy). They help you gauge customer sentiment on specific aspects (e.g., ease of use of mobile app).
Template: “Please rate the ease of use of our mobile app on a scale of 1 (Very Difficult) to 5 (Very Easy).” | “Please rate the design of our mobile app on a scale of 1 (Unattractive) to 5 (Very Attractive).” This gauges emotional responses using opposing adjectives.
17. Image choice questions
This approach uses emojis or images to capture emotional response to a question, offering a quick and visually engaging way to gauge satisfaction.
Template: “How would you rate your overall satisfaction with your recent service experience? (Use emojis ranging from a frowning face to a smiling face)”
18. Net Promoter Score (NPS) follow-up
This prompt follows a low Net Promoter Score (NPS) to understand the reasons behind the negative feedback.
Template: (If the NPS score is low) “We appreciate your feedback. Can you tell us why you rated us a [score]?”
19. Customer effort score (CES) question
This question measures the ease of completing a task on your website or app,
Template: “How easy was it to complete your recent purchase on our website?” (Multiple Choice: Very Easy, Somewhat Easy, Neutral, Somewhat Difficult, Very Difficult)
20. App usage
Questions that assess the reliability and performance of your mobile app.
Template: “How reliable is our mobile app in terms of functionality and performance?” (Multiple Choice: Very Reliable, Somewhat Reliable, Neutral, Somewhat Unreliable, Very Unreliable)
21. Subscription service experience
Questions that gauge customer satisfaction with understanding subscription terms and conditions.
Template: “How easy was it to understand the terms and conditions of your subscription plan?” (Likert Scale)
22. Loyalty program experience
Questions that gauge customer satisfaction with understanding subscription terms and conditions.
Template: “How valuable do you find the rewards offered by our loyalty program?” (Likert Scale)
Remember: These are templates you can copy, paste and customise. Craft your questions to fit your specific needs and target audience.
How to craft the perfect customer satisfaction survey questions
Here are 5 tips for crafting a survey that won’t confuse or frustrate your customers.
1. Decide what survey and why
Imagine you’re having a conversation with your customer.
What do you want to learn? Are you curious about their experience after buying something or how well your customer service team did?
Knowing your goal keeps your survey focused and to the point.
2. Send to the right audience
Don’t send the same survey to everyone.
Think about the different groups of customers you have. Like frequent shoppers or those who called for help. Then, tailor your questions to each group so you get the most helpful answers.
3. Keep it quick and easy to complete
Nobody wants to spend forever filling out a survey.
Aim for a short one that can be done in a few minutes. The quicker and easier it is, the more likely people will finish it, giving you valuable feedback.
4. Use simple vocabulary
Forget fancy words and confusing questions.
Use clear, everyday language that everyone can understand. Imagine you’re explaining things to your grandma – if she gets it, you’re on the right track.
5. Multiple-choice questions work
Make it easy for people to answer your questions with multiple-choice options.
This gives them clear choices and makes it a breeze for you to analyse the results later. Plus, it saves them time typing long answers.
Crafting stellar surveys is just one piece of the puzzle.
Wouldn’t it be amazing to collect valuable customer feedback 24/7, on autopilot? That’s where we come in.
Automate feedback collection with social chatbots and WhatsApp broadcasts
TelebuSocial offers powerful social chatbots and WhatsApp broadcast features that can automate your customer satisfaction survey questions.
Imagine chatbots engaging customers after a purchase, politely asking for feedback, and collecting valuable data you can use to improve your business. Or sending a broadcast with a survey question on WhatsApp and setting up a chatbot to follow up with customer responses.
Request a demo to try TelebuSocial’s chatbots and WhatsApp broadcasts.
META TITLE: Customer Satisfaction Survey Questions Examples and 50+ Templates
META DESCRIPTION: Use these powerful survey questions for your next survey. Find survey questions that dig into general customer satisfaction and the entire customer journey.
