Gathering customer feedback is crucial for improving your products or services and satisfying your customers. However, knowing what customer satisfaction survey questions to ask to get the most valuable feedback possible can be difficult.
In this article, we will list different types of survey questions you can use to gather valuable insights based on the stage of your customer’s journey.
Whether you are just starting or have an established business, understanding how to ask the right questions can help improve your customer experience and grow your business.
We organized the survey questions according to the typical customer journey stage within a SaaS company:
Awareness > Acquisition > Onboarding > Purchase > Product use > Service > Loyalty
This allowed us to include more examples that might be relevant to your use case. Please note that the customer journey will vary according to your industry and business type.
We strongly encourage you to map out each journey stage to achieve clarity and alignment within your team. Here are some typical journey steps that are common for different businesses (e-commerce, small business, etc.):
Awareness > Consideration > Acquisition/Purchase > Service > Loyalty
We also recommend survey types for each group of questions and journey stage. Check our article on customer survey types for quick templates.
Lastly, this list prioritizes open-ended questions because they make it easier for customers to share their thoughts in their own words. Closed-ended questions generally lead to extreme response and survey bias.
Here are the main types of customer satisfaction survey questions you should be asking:
These questions focus on how the customer sees your brand, what they associate with it, and how compatible their values are with the ones your product is based on.
✅ Recommended in: CSAT and CES surveys.
Here’s how you can word the question related to website clarity for CSAT and CES:
CSAT: How satisfied are you with the clarity of the website?
Answer scale: 1 (very dissatisfied) to 5 (very satisfied).
CES: The website made it easy for me to find the information I was looking for.
Answer scale: 1 (strongly disagree) to 5 (strongly agree).
Depending on the answer, you should follow-up with an open ended question and allow your customers to elaborate.
These customer satisfaction survey questions focus on the customer’s overall opinion of your product or service.
✅ Recommended in CSAT and PMF (product-market fit) surveys.
These are questions used by SaaS companies during the early stages of client onboarding and work very well in CSAT, CES, and NPS surveys.
Please note that NPS surveys should always start with a scale-rating question, like “On a scale from 1 to 10, how like are you to recommend [product/service] to your friends or colleagues?” before you can follow up with open-ended questions. Keep this in mind every time you see NPS as a recommended survey for the sample questions we share.
✅ Recommended in: CSAT, NPS, CES surveys.
These questions focus on the overall customer experience during the purchase process.
✅ Recommended in: CES and post-purchase surveys.
These questions focus on the customer’s experience with the company’s website or mobile app.
✅ Recommended in: CSAT, CES, NPS, product usability surveys. If you are using these questions in NPS surveys, always start with the typical scale-rating question, then follow up with the examples above.
These customer satisfaction survey questions focus on the customer’s experience with support representatives.
✅ Recommended in these surveys: CSAT, NPS, smiley surveys. When using rating scales, make sure to also follow-up with an open-ended question like “Can you share more details about your experience?”
These questions focus on the customer’s ideas for improvement and determine their potential loyalty to your brand.
✅ Recommended in: NPS surveys.
While asking customers for feedback can provide valuable insights, there are some common mistakes that businesses can make when creating their feedback questions:
When you ask open-ended questions that are too broad or general, you may not get the specific feedback you need. Instead, try asking targeted questions focusing on specific product or service aspects.
Leading questions can make customers lean towards a particular answer. For example, asking, “Don’t you just think our product is great?” implies that the product is close to perfection and may lead to positive feedback regardless of the customer’s true opinion. Instead, ask neutral questions that allow customers to provide their honest opinions.
You may miss out on valuable feedback when you offer limited response options. Ensure to provide various response options covering the full spectrum of possible feedback.
Customers may become frustrated or lose interest in providing feedback when you start asking too many questions. Keep it concise and relevant to ensure that customers remain engaged.
Here are some best practices to consider when creating your customer feedback questions:
Social listening is a valuable source of the voice of customer data and honest feedback. Many networks now feature built-in polling tools that make the feedback submission process effort-free. Combined with direct comments or mentions, these strategies create natural engagement and ensure your survey reaches its desired audience.
Leveraging analytics is your best option to fully understand how users interact with your company. This goes especially well for digital products because numbers and stats offer precious insight into how you can improve your product. You can tweak your messaging to avoid bounce rates or access data on failed searches, frequently visited pages or anything that leads to improving the customer experience.
User testing involves observing customers using your product or service and getting feedback on their experience. You can use tools like UserTesting or Hotjar to research user behavior and share relevant satisfaction questions at the right time.
According to a recent study, 88% of customers say that a company’s experience is as important as its products and services. As consumer preferences evolve rapidly, prioritizing customer feedback is more important than ever.
By asking the right questions, you can gain valuable insights into what your customers want and need, identify areas for improvement, and build better relationships with them.
When you listen to your customers and take action on their feedback, you grow your business and stay ahead of the competition.
Raluca Mocanu is a copywriter at Touchpoint and began her content writing journey in 2016. She loves traveling, reading, on-stage drama and recently discovered a deep interest in psychology.
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