15 Best Customer Satisfaction Survey Questions & Examples

Customer satisfaction is the most basic objective of every small and big business. Once you understand the factors affecting customer satisfaction, it becomes easy for you to identify the impending problems in specific areas of your business. Moreover, it also helps you enhance your company’s financial performance.

However, maintaining happy and satisfied customers is not an easy task. Elevating the customer experience is mission-critical –  72% of satisfied customers will share a positive encounter with six or more people, while 13% of dissatisfied customers will tell 15 or more. To monitor satisfaction, companies rely on customer surveys to derive actionable insights.

What Are Customer Satisfaction Surveys?

Customer satisfaction surveys gather direct feedback from a company’s existing customers on their experiences with the brand. They include standardized questions that prompt customers to rate and comment on their interactions, such as Product or service quality, delivery, customer support, pricing, and overall satisfaction.

Pro-tip

When creating customer satisfaction surveys, focusing on clarity, relevance, and simplicity is crucial. Customize your survey to align with your specific industry and target audience. Tailoring questions to address specific pain points or areas of improvement can yield more actionable data. Regularly update your survey questions to reflect evolving customer expectations and market trends.

Online surveys allow businesses to easily distribute questionnaires to customers via email, website pop-ups, and post-transaction. The quantified data and qualitative insights from surveys provide valuable input for companies to identify weak points in the customer journey and improve.

For example, 33% of consumers state they will contemplate changing brands after just one negative service interaction, underscoring the need for regular check-ins. Customer satisfaction surveys deliver the voice of the customer to guide enhancements that strengthen loyalty and brand perception.

15 Best Customer Satisfaction Survey Examples

Exploring effective ways to gauge and improve customer satisfaction is vital to any business’s growth. This compilation presents 15 of the best customer satisfaction survey examples. These are designed to help you gather essential customer feedback and insights, enabling you to enhance their experiences and satisfaction levels. Below are the examples for your reference and inspiration –

1. Slack

Slack’s product or service development survey is one of the best customer survey examples that helps you comprehend your customers’ expectations for future product launches. A product development survey helps you improve your concepts to offer the best products and services your customers want.

This is how Slack utilized customer feedback for its product development.

2. Airbnb

Airbnb is another of the best customer service survey examples, as their post-purchase surveys help you gauge your clients’ satisfaction levels with your business offerings. It also includes product/service delivery experiences and the onboarding experience. Many eCommerce websites leverage this survey form to reinforce their relationship with their customer base and boost their online sales. Using survey software, you can ask several questions to your customers, such as– 

• How did they find your store?
• What motivated them to purchase from your store?
• Are they satisfied with your products/services?
• Are they happy with the overall buying experience? and
• What items would they want to purchase from your store?

Below is Airbnb’s customer satisfaction survey sample – 

3. Drift

Net promoter score (NPS) helps you measure your customers’ loyalty, overall satisfaction with your brand, and willingness to recommend your business offerings to others. Businesses across industries utilize this popular form of client satisfaction survey for identifying detractors who are likely to hinder the growth of your business by spreading negative feedback about your business. 

NPS surveys are conducted via text messages, emails, or pop-up boxes on ecommerce websites.

Here’s how Drift conducts NPS

4. HubSpot

Forward-thinking businesses understand that retaining an existing customer is more profitable than winning new customers. Therefore, a customer retention survey is conducted by brands to maximize client satisfaction and identify unhappy customers who have decided to downgrade or leave.

Below is HubSpot’s customer satisfaction survey sample –

5. Hotjar

Customer Effort Score (CES) is yet another way of measuring client satisfaction holistically. The responses collected via CES help you understand how much effort customers put forth to get their problems resolved. It also helps you ensure you are meeting your expectations.

Below is Hotjar’s customer satisfaction survey sample –

6. Zomato

Brands also adds open-ended questions in their customer satisfaction questionnaire to allow them to elucidate the reason behind rating you high or low. Adding open-ended questions also enables your customers to add free-form comments to share their thoughts about your business in case you have missed asking any specific questions on your questionnaire. An example of an open-ended survey question is — Do you have any additional suggestions about our online marketplace?

Below is one of zomato’s customer satisfaction survey examples –

7. Starbucks

Starbucks surveys help you categorize your data based on customers’ gender, age, location, old and new customers, and regular and occasional customers. The Demographic survey offers businesses actionable insights to make smart business decisions and boost client satisfaction. For example, a demographic survey consists of questions such as–

1. Mention your age;
2. Mention your gender;
3. Mention your marital status;
4. Your highest level of education
5. Where are you from?

This is how Starbucks conducts demographic surveys. Additionally, it offers multiple-choice questions and concludes the questionnaire with open-ended questions to satisfy time-sensitive consumers.

8. Amazon

This survey offers you insight into intended customer behavior. For example, it helps you understand if a customer will purchase from your company again and if they will recommend your products and services to their near and dear ones. A behavioral survey consists of questions such as–

1. Are you aware of the following brands?
2. Brand X (b) Brand Y (c) Brand Z
3. How often do you purchase a specific product category?
4. Weekly (b) Every Month (c ) Never

This is how Amazon conducts its shopper surveys.

9. Sodexo

It helps you gauge specific elements of satisfaction for obtaining actionable data. For example, if you run a food joint, ask your customers about their experience with your food quality, service, ambiance, etc. These attribute questions play a key role in identifying the areas of client satisfaction and dissatisfaction. 

In case the survey shows that your dissatisfaction scores for food quality are high, you can address the same with your chefs so that they can improve their culinary skills.

For example, Sodexo uses in-depth questions for its customers to create a positive customer experience. The feedback obtained from the surveys is used to customize their menus and training processes. 

10. Skype

A brand’s customer service team includes a general satisfaction questionnaire to comprehend if their business is successfully pleasing customers across different areas such as brand, Product, services, and communication). For example, you can ask questions such as–

1. How satisfied are you with our brand?
2. Extremely Satisfied (b) Somewhat Satisfied (c ) Dissatisfied 

Below is Skype’s customer satisfaction research example to understand its customers’ satisfaction levels.

11. Taco Bell

Taco Bell makes gathering feedback easy through prominently printed survey links on every receipt, incentivizing customers with rewards and sweepstakes entries. This convenient prompting at point-of-sale, combined with prizes encouraging responses, is savvy.

Consider similar passive data collection opportunities that meet customers where they are. Offering perks for participation boosts response rates, informing your improvement efforts.

12. Qualtrics

Qualtrics utilizes interactive, engaging survey features like drop-downs to simplify participation. Well-designed surveys feel quick and focused, not burdensome, for the respondent. Employ creative formats, brief questions, and intuitive navigation to lower barriers to completion. Structure surveys to extract key insights without overtaxing busy customers.

13. Etsy

Etsy is another of the best customer survey examples, as it takes a personalized approach to customer satisfaction surveys. Rather than coming directly from a customer service representative, the email invitation is sent by a specific member of Etsy’s research team. Once you click the link, an extensive survey with many detailed questions begins.

While brief surveys often garner higher response rates, Etsy sets clear expectations upfront by framing this as market research. Recipients understand the length is for data collection purposes. This example succeeds through personal touches that make it feel less generic. 

14. Netflix

Netflix’s recommendation algorithm is the gold standard, curating each user’s feed based on prior engagement. Despite its market dominance, Netflix still pursues customer feedback to improve experiences. Its willingness to understand users’ evolving behaviors through feedback shows the importance of continual learning, regardless of company size.

Keep surveying customers and analyzing usage patterns; don’t get granular. These insights build your institutional knowledge to serve users better.

15. Uber

Uber excels at gathering feedback from drivers and riders through ratings and reviews after every trip. This transparent system holds both parties accountable, as low ratings can allow drivers to decline ride requests. Uber shows that collecting input from all user groups, not just customers, is key.

Consider surveys for any distinct audiences, as their needs likely differ. Incentivize and reward quality feedback. Ultimately, your users will guide your business decisions, so listen carefully. Below is Uber’s customer satisfaction research example –

Customer Satisfaction Survey Questions

A universal customer satisfaction survey template alone cannot provide all the insights necessary for enhancing your CX. Instead, customize survey questions to align with the unique requirements of different departments and customer touchpoints. The goal is to use a mix of question types to gain detailed, actionable feedback.

Below is a list of customer satisfaction survey questions tailored to diverse use cases, allowing you to gather more precise feedback and valuable insights –

1. Product Experience Questions

• On a scale of 1-10, how would you rate your overall experience with [Product]?
• What aspects of [Product] are most beneficial for your needs?
• What would it be if you could change one thing about [Product]?
• How does our Product compare to competitors you’ve used?

2. Customer Service Questions

• On a scale of 1-5 stars, how would you rate the customer service you received?
• Was your customer service issue resolved quickly and effectively?
• Did our support agent treat you courteously and knowledgeably?
• How likely are you to recommend our customer service to others?

3. Website Experience Questions

• On a scale of 1-5, how easy was it to find what you needed on our website?
• Did you encounter any errors or issues while using our website?
• What additional information or features would you like to see on our website?
• How likely are you to return to our website for future purchases?

4. Demographic Questions

• Which category below includes your age? Under 18, 18-30, 31-50, 50+?
• What industry does your company operate in?
• What is your role in your company? Manager, Assistant, C-level, etc.
• How did you first hear about our company?

5. Follow-Up Questions

• How satisfied were you with the resolution provided by our support team?
• Did we fully resolve the issue you contacted us about?
• How courteous and knowledgeable was the agent who helped you?
• What could we have done better when handling your request?

6. Open-Ended Questions

• In your own words, please describe your experience using our Product.
• What changes would you recommend to improve our offerings?
• Is there anything else you’d like to share about your interactions with our company?

7. Ordinal Scale Questions

• On a scale of 1-10, how likely are you to recommend us to a friend?
• Please rate your satisfaction with our customer service.

8. Likert Scale Questions

• I found the Product easy to use. (Strongly disagree – strongly agree)
• The instructions were clear and understandable. (Strongly disagree – strongly agree)

9. Semantic Differential Questions

• How was your experience with our support team? (Negative – Positive)

10. B2B Questions

• How satisfied are you with our company as a business partner?
• How likely are you to renew your contract with us?

11. B2C Questions

• On a scale of 1-5 stars, how would you rate our Product?
• How likely are you to purchase from us again?

12. Customer Loyalty Questions 

• How well did our product fulfill your requirements?
• Would you consider switching to a more affordable alternative if one were available?
• To what degree did our product align with your expectations?
• How would you rate the caliber of our products and services?
• In what measure does our product outshine the existing alternatives?
• How would you react if you had to discontinue using our product?

13. Psychographic Questions

• Would you rather make purchases using your phone or laptop?
• What poses the most significant challenge for you when (mention something related to your product)?
• How many hours daily are devoted to (mention the social media platform you’d prefer for advertising)?
• To what extent does sustainability influence your product-purchasing decisions?
• What are your sentiments towards (mention a specific product type)?

14. Customer Effort Survey Questions 

• How easy was it to navigate through our website?
• Is there anything you would like to improve?
• Did you find the information you were looking for?

15. Longevity Questions 

• Can we contact you again to go over these responses later?
• Would you be interested in doing this survey once more in the future?
• Are you willing to look at potential product upgrades?
• Could we provide you with a list of useful links to assist you in getting the most out of the product?

Benefits of Customer Satisfaction Surveys

Understanding and satisfying your customer’s needs is paramount in today’s competitive business landscape. Many businesses turn to the valuable tool of customer satisfaction surveys. These surveys provide a structured approach to gathering crucial feedback directly from your customers.

A well-designed customer satisfaction survey template can unlock insights and data to drive improvements, enhance customer loyalty, and boost your bottom line. Below are the benefits of creating customer satisfaction surveys to help your business thrive in today’s customer-centric market.

1. Identifying Areas for Improvement

A benefit of customer satisfaction surveys is identifying weaknesses or problems in your business operations, products, and services. The survey provides a low-risk platform for customers to voice their dissatisfaction or frustrations with touchpoints. Analyzing trends and patterns around low satisfaction ratings or frequent complaints shines a spotlight on flaws in your system.

Surveys pinpoint where your business is falling short of expectations, whether it is delivery issues, confusing return policies, lack of communication, or anything along the customer journey. This allows you to hone in on problem areas and dedicate resources towards improvement initiatives in the domains that need it most. With survey data guiding your efforts, you can efficiently rectify pain points and optimize the customer experience.

2. Understand Customer Needs and Preferences

Customer satisfaction surveys are a valuable way to gain insights into your customers’ needs, preferences, and pain points. By directly asking a sample of your customers structured questions, you can collect quantitative and qualitative data on their experiences with your company.

Surveys give customers an open forum to provide honest feedback on what aspects they are most and least satisfied with, what needs are being met or unmet, and where there is room for improvement. You can uncover comprehensive insights into customer priorities, motivations, challenges, and desires with carefully crafted survey questions.

This data equips you to better understand customer requirements and make more informed decisions to effectively serve those needs.

3. Enhancing Customer Experiences

By regularly gathering input on customer expectations versus realities, companies can monitor experience trends over time. Customer satisfaction metrics highlight successes to be leveraged across the business. Survey feedback also fuels innovation by providing ideas directly from the customer’s perspective to delight and engage them. Ongoing monitoring of satisfaction ensures experiences continuously improve.

4. Informing Business Decisions

Quantitative and qualitative survey data guides important business decisions at a strategic level. Feedback may indicate changing customer preferences to address through new offerings. Uncovering the drivers of satisfaction and loyalty informs resource allocation and investments to maximize impact. Companies can implement changes confidently, knowing customer insights back them.

5. Benchmarking Performance

Survey results provide performance benchmarks over time internally and versus competitors. Longitudinal satisfaction trends spotlight areas getting better or worse. Competitor comparisons highlight strengths and weaknesses in the customer experience versus alternatives. Ongoing benchmarks help track the impact of initiatives and guide strategy.

How do Businesses Collect Customer Feedback?

Many companies depend on powerful customer feedback software to conduct customer satisfaction surveys easily.

Client feedback software systems help you gather valuable customer data besides enabling your customers to share their feedback about your company’s products and services so that you can take the required measures to improve your business offerings.

Many CRM software solutions come with a feedback center to help you identify customer sentiment and the changing trends in customer behavior so that you can take the necessary steps to win their hearts and keep them coming back.

This post will help you understand how different customer satisfaction surveys help successful brands identify factors affecting customer satisfaction. So, let’s shed light on the fifteen best examples of customer satisfaction surveys conducted by brands to retain and satisfy their clients.

Different brands have different ways of gauging their customer satisfaction levels.

Effective Strategies for Crafting a Customer Satisfaction Survey

Customer surveys are crucial for gauging satisfaction, identifying issues, and improving your products and services. But simply asking customers for feedback is not enough.

It would be best to ask the right questions in the right way to extract meaningful insights. Follow these strategies for effectively measuring customer satisfaction:

1. Focus Questions on Key Metrics

Avoid overly broad questions that lead to vague, hard-to-interpret responses. Instead, focus your survey questions around specific metrics and KPIs you want to measure. Key areas to address include

• Product/service satisfaction – Gauge overall satisfaction as well as specific features, quality, value, etc. Ask targeted questions about aspects you are looking to improve.
• Brand perception – Understand brand image in customers’ minds across dimensions like trust, innovation, reliability, value, etc.
• Loyalty and advocacy – Assess metrics like repurchase intent, willingness to recommend, and brand affinity.
• Customer experience – Ask about specific touchpoints like shopping experience, support interactions, onboarding/setup, billing, etc.
• Identify drivers – Include open-ends to identify what’s driving satisfaction or problems in key areas.

2. Frame Questions Appropriately

How you frame survey questions affects how customers interpret and answer them. Remember these tips:

• Avoid leading questions that nudge respondents towards a specific answer.
• Be conscious of positive or negative framing. “How satisfied are you with…” vs. “How dissatisfied are you with…”
• Use familiar vocabulary fitting your audience. Avoid industry jargon.
• Keep questions focused and avoid complicating with unnecessary details.
• Check that questions are unambiguous and not misinterpreted.

3. Include a Variety of Question Types

Using different question formats provides variety for respondents and gives multifaceted insights:

• Closed-ended questions with rating scales for quantifiable data on satisfaction, importance, likelihood, etc.
• Open-ended questions for unaided feedback in the customer’s own words.
• Website polls or NPS for quick pulse checks.
• Ranking or sorting questions to gauge relative preferences.
• Demographic and segmentation questions to drive analysis.

4. Optimize Survey Length

Keep your survey as short and focused as possible to avoid survey fatigue:

• Limit 12-15 questions for optimal completion rates.
• Group related topics and cut any redundant questions.
• Use skip logic to only show relevant questions based on responses.
• Prioritize questions and prune out any that are non-essential.
• Consider splitting into multiple shorter surveys on specific topics.

5. Promote Open-Ended Feedback

While closed-ended rating questions easily provide quantifiable data, open-ended questions give crucial qualitative insights:

• Include open-ended questions throughout the customer feedback surveys, not just at the end.
• Use neutral, non-leading wording – “How can we improve X?” vs. “What problems did you have with X?”
• If wary of lengthy surveys, offer an open-ended option as optional.
• Analyze verbatims through sentiment analysis, topic modeling, and pattern identification.
• Share representative open-ended feedback with front-line teams.

Overall, thoughtfully crafted customer satisfaction survey questions drive actionable insights to improve products, services, and business impact. Follow these tips and best practices to get the maximum value.

Take Your Customer Satisfaction Surveys To The Next Level!

Evaluating customer satisfaction provides actionable insights to improve products, services, and customer experience. Key takeaways include keeping surveys concise, asking specific questions, providing context, and using skip logic to personalize the flow.

Going beyond numeric score questions to gather open-ended feedback is also invaluable. Choosing survey length, channels, timing, and incentives boosts response rates.

Beautiful and polished customer satisfaction survey templates can be created without extensive design expertise with the right survey platform.

Customer satisfaction surveys may require trial and error to perfect, but the effort pays off through identifying pain points, reinforcing strengths, and guiding business growth. As the saying goes, the customer is always right – so listening to their feedback should be a top priority.

We hope these diverse examples have sparked ideas for your customer satisfaction initiatives. Remember to keep surveys short, customize questions, analyze results, and act on insights. When done regularly, this process fosters loyalty by demonstrating that you value customers’ opinions.

Priya Naha

Priya is a seasoned writer with expertise in the SaaS industry. With over five years of experience in the field, she deeply understands the requirement of this specific industry, its techniques, and tools. Her articles, whitepapers, and blog posts are known for their clarity, practicality, and actionable insights. Priya also possesses in-depth knowledge of SEO and content marketing, which enables her to develop effective strategies to increase website traffic and improve brand visibility.