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Think of your competitors as crocodiles. They’re patiently waiting for you to screw up your customer service or customer experience. And the moment you do, they’ll pounce and devour your brand—taking your customers with them.
So, how do you avoid being crocodiled?
You have to be on top of your brand perception—always. But to start improving, you need to know where to begin. Learn to ask the right customer satisfaction survey questions and see where you stand with your clients, then turn detractors into your biggest fans by showing them that you can do better.
Customer satisfaction survey questions
Customer satisfaction surveys measure how happy customers are with your product or brand. These questions can cover a variety of topics related to the product, from how well it performs to brand loyalty and product satisfaction.
1. On a scale of 1 to 10, how satisfied are you with [product]?
2. Did [product] fail to meet your expectations? If so, why?
3. Did [product] meet your expectations?
4. Which feature of [product] did you find most valuable?
5. Which feature of [product] did you find least valuable?
6. What new features or upgrades would you like to see from [brand]?
7. What are three words you’d use to describe your experience using [product]?
8. How would you rate the consistency of how [product] works?
9. Which step of the purchase process are you most satisfied with? Why?
10. Which step of the purchase process are you least satisfied with? Why?
11. How would you rate the consistency of [product]’s performance?
Check out our customer satisfaction survey template to learn more about what makes your customers happy.
Customer service survey questions
Customer service representatives are the first line of defense when a customer needs help. They can make or break how customers feel about your brand or product, so it’s important to ask some questions about service in your customer satisfaction survey.
12. How would you rate the effectiveness of [brand]’s customer service?
13. On a scale of 1 to 10, how would you rate the knowledge of [brand]’s representatives?
14. How long did you wait for a reply from a customer service representative?
15. How would you rate your satisfaction with your options for reaching a customer service representative?
16. Please rank your preferred way to contact a customer service representative of the following options: call, text, email, or live chat.
17. Please rate on a scale of 1 to 10 your overall experience purchasing [product].
18. Did your customer service experience impact how you think of [brand]? In what ways?
19. How could [brand]’s employees provide better service?
20. Was [brand]’s customer service representative able to resolve your issue?
21. How would you rate the friendliness of [brand]’s employees?
22. Did our customer service team provide clear and accurate information?
Check out our online customer service survey template to start gathering customer feedback today.
Net Promoter Score survey questions
Net Promoter Score (NPS) surveys measure the likelihood that a customer will recommend your brand or product to others. These questions ask respondents to respond on a scale of 1 to 10, with a higher score meaning the person is more likely to become a “promoter.” You might also find some of these questions on a brand awareness survey because high NPS scorers boost brand awareness.
23. On a scale of 1 to 10, how likely are you to recommend [product] to a friend over a competitor?
24. On a scale of 1 to 10, how likely are you to post positively on social media about [product]?
25. On a scale of 1 to 10, how likely are you to purchase from [brand] again?
26. On a scale of 1 to 10, how likely are you to recommend [product] to a friend based on your customer service experience?
27. On a scale of 1 to 10, how likely are you to recommend [product] to a friend based on your overall shopping experience?
28. On a scale of 1 to 10, how likely are you to recommend [product] to a family member?
29. On a scale of 1 to 10, how likely are you to recommend [product] to a coworker?
30. In what situations are you most likely to recommend [brand]?
31, Did someone recommend [product] to you? How did they convince you to make a purchase?
32. How well does [product] address common pain points in your industry?
33. How likely are you to interact with [brand] on social media?
Check out our Net Promoter Score survey template to investigate your brand’s biggest fans.
Customer effort score survey questions
Customer effort score surveys use Likert scale questions that indicate how easy it is for potential customers to make a purchase. For example, response options for “How much do you agree that chocolate is the best candy?” would be “Strongly Disagree, Disagree, Neither Agree nor Disagree, Agree, and Strongly Agree.” These questions evaluate factors like website accessibility and how well potential customers are educated about a product. The easier it is for customers to make a purchase, the better.
Ask respondents to what degree they agree with the following statements:
34. It was easy to find the information I needed to purchase on [brand]’s website.
35. I had a pleasant in-store shopping experience.
36. I found it easy to learn how to use [product].
37. I found it convenient to purchase from [brand].
38. [Brand]’s employees made it easy to resolve my issue.
39. [Brand] provides effective and easy-to-follow instructions.
40. [Product] is easier to use than its competitors.
41. [Brand]’s employees understand my needs as a customer.
42. It was simple to customize [product] to fit my needs.
43. [Brand]’s website runs on my device without any issues.
Check out our customer effort score survey template to help simplify checkout for every customer.
Customer satisfaction survey questions best practices
Customer satisfaction surveys provide priceless feedback about a product, brand, or experience. Let’s cover some best practices so you can gain the full benefits of a well-designed survey.
1. Take time to craft your survey
Take time to think about what your survey should accomplish. Don’t rush writing your customer satisfaction survey questions for the sake of a deadline. Think, then write. This helps keep your brand voice in your survey. Your customers really don’t want to hear from a robot—especially if the survey isn’t even thoughtful.
2. Let people skip questions
Sometimes people just don’t know—and that’s fine. How can Katy answer the question “How did our store smell today?” if she was completely blocked up with a cold and only dashed in for some lemon and honey?
When people are presented with questions they don’t know the answer to, they usually desert the survey completely. We’ve all done it.
Avoid this by letting people skip a question if they don’t want to fill it in or by adding a simple “I don’t know” response. Your customer satisfaction survey isn’t a test.
3. Don’t use leading questions
We’ve all filled out cheesy customer survey questions that are completely biased toward the company.
“How was our amazing customer success team today?”—Actually, not so great, Dave hung up on me.
“Was it easy to find things in our organized aisles?”—No, it looked like someone had let a few bears loose.
“Who made your visit extra special today?”—I’d say it was Karen; she smashed my eggs while scanning them.
If you’re asking questions like these, you’re going to be left with a load of useless answers—and a few replies from trolls.
Instead, ditch the superlatives and ask, “Did our team resolve your problem?”
Let every customer tell their own story, and listen very carefully.
4. Keep it short and sweet
Generally, the sooner you send the survey, the better. Are you going to strike when the order form has been processed or wait till the product lands in their hands? Regardless of when you send the survey, make sure the survey is tailored to your situation. You can’t ask customers about a product they haven’t received yet.
Segmenting your users is essential before sending out your customer satisfaction survey—and timing is everything.
Ask how people’s shopping experience was within 24 hours and it’ll still be fresh in their minds. Any later and they’ll probably forget unless it was awful—looking at you, Karen. Put those eggs away.
5. Use simple language
Robots haven’t taken over our jobs yet, so don’t start acting like one. Engage people by creating a customer feedback survey that mirrors a conversation.
Turn “users” into people. Ask questions as if you were speaking and ditch any jargon or formalities. Say hello, ask for their name, and why not add a thank you screen with a discount code on their next purchase? They’re doing you a big favor.
6. Keep your eye on the prize
You want to find out how happy your customers are. You’re not trying to do market research for a new product just yet, so don’t be tempted to veer off course.
Every survey you send out should have a clear goal. Before you even start putting the blocks of your typeform together, think:
1. Who are these customer survey questions for?
2. What are we actually asking?
3. How are we going to use this information?
If you can’t answer these questions, take a breather and rethink your customer satisfaction survey plan. Go for a walk, catch up with your dog—or start planning how to build a Barception.
7. Keep questions intentional
As long as you’re writing a customer satisfaction survey that'll give you the information you need, don’t get too worked up over the number of questions.
Some people say 10 questions is the best number. Others warn you not to go over 20 questions. Sometimes, even one Likert scale question can do the job. It really depends—but as a rule of thumb, the shorter a customer satisfaction survey is, the better.
52% of people said they wouldn’t complete a survey if it took them over three minutes. We exit more surveys than we complete, so keep it short and sweet.
Make it simple for people to whizz through your customer satisfaction survey, and you’ll end up with a higher survey response rate. And that means you can really start concentrating on how to give the best service ever.
Free customer satisfaction survey templates
Ready to get started? Check out these customer satisfaction survey templates from Typeform that will help you start surveying on the right foot.
General customer satisfaction survey template
This general customer satisfaction survey template helps you cover all your bases. It’s great if you’re not sure where to start.
Customer service survey template
This customer service survey template helps you measure how well your team responds to customers' issues.
Net Promoter Score survey template
This Net Promoter Score survey template is perfect for measuring how likely your customers are to spread the good word about your brand.
Customer effort score survey template
This customer effort score survey template helps you discover pain points in your product or purchasing process.
Measure customer satisfaction beautifully with Typeform
You don’t need to be a mind reader to learn what your customers want—you just need to ask the right questions. Typeform helps you achieve more with your customer satisfaction survey questions, whether you harness our superior design capabilities or AI suggestions that help you get the most out of your survey.
