23 Excellent Customer Satisfaction Survey Examples [+ Templates]
Published: May 30, 2023
5 Free Customer Satisfaction Survey Templates
Easily measure customer satisfaction and begin to improve your customer experience.
- Net Promoter Score
- Customer Effort Score
Thank you for downloading the offer.
Your product or service revolves around your customers and their experience.
How do you gauge their satisfaction or dissatisfaction with your products? And, how do you decide to work on a new feature if you don’t know whether the customer needs it or not?
This is where customer satisfaction surveys come in, as their results let you know exactly how your customers are feeling — how satisfied they are.
This journey of providing your customers with a positive experience starts from the moment they land on your website and extends beyond the moment they become your customer. Without question, delighting them and encouraging them to become loyal customers is a never-ending commitment. As Derek Sivers from CD Baby puts it, “Customer service is the new marketing.” And that couldn't be truer.
In this post, we’ll cover:
The Importance of Customer Satisfaction Surveys
Customer satisfaction survey questions, best practices for creating customer satisfaction surveys, customer satisfaction survey template.
- Customer Satisfaction Survey Examples
You're all set!
Click this link to access this resource at any time.
Tell us a little about yourself below to access the templates
Customer satisfaction surveys help businesses better understand and utilize the voice of the customer to sustain growth. There are several key reasons above and beyond this overarching goal that make customer satisfaction surveys a top priority for customer centric businesses.
1. Identifying negative themes in the customer experience: By conducting customer satisfaction surveys, companies can pinpoint negative themes that customers are having and work to resolve them. This helps improve the overall customer experience and increases customer loyalty.
2. Gauging customer loyalty: These surveys give customers a chance to share feedback that yields their propensity to be a loyal customer. Companies can use this information to better retain customers.
3. I dentifying customer trends: Surveys allow companies to identify trends in customer satisfaction over time. For example, if several customers have the same complaint about a product, there may be a shift happening in the market that your business hasn't noticed yet. Acting on this feedback can keep your business ahead of the curve to not only keep existing customers, but acquire new ones who are interested in that same trend.
4. Providing a competitive advantage: Companies that regularly conduct customer satisfaction surveys and make adjustments based on feedback are likely to outperform their competitors. This is because they are better able to meet customer needs and expectations.
5. Validating business decisions: Customer opinions and feedback are two of the most essential factors that validate decisions within your business, allowing you to become more equipped to meet their specific and immediate needs instead of basing your strategy on assumptions.
6. Shaping the customer lifecycle: Their opinions also shape the customer lifecycle. If you don’t know their thoughts, you have a lower chance of retaining them, delighting them, or enticing them to make future purchases.
With all of this in mind, you get opinions and information about satisfaction levels through your customer satisfaction surveys. Without them, you’d never know how your customers were feeling, and you’d never be able to meet their needs.
- What is your level of education?
- What is your approximate annual household income?
- Where do you work and what’s your job title?
- What industry are you in?
- What’s your most important priority when (insert something related to your industry)?
- What’s your biggest roadblock when (insert something related to your product)?
- On a scale of 1 to 10, how satisfied are you with your in-store experience today?
- How likely are you to recommend (insert product or service) to others?
- Rate your satisfaction with our team in resolving your issue.
- Did you feel that our team answered your inquiry promptly?
- Do you agree or disagree that your issue was effectively resolved?
- How likely are you to purchase again from us?
- How likely are you to return to our website?
- In your own words, describe how you feel about (insert company name or product here).
- How can we improve your experience with the company?
- What's working for you and why?
- What can our employees do better?
- How can our employees better support your business’s/your goals?
- How can we improve your experience with the website or the in-store location?
- Why did you choose our product over a competitor’s?
- What would be one word you’d use to describe us and why?
- May we contact you to follow up on these responses?
- In the future, would you be willing to take this survey again?
- If we were to update (insert product feature here), could we reach back out to talk about these changes?
- Can we connect you with a customer success manager via chat?
- Would you be open to discussing upgrade options for your product?
- Can we send you a list of useful resources for getting the most out of your product?
- How long have you been using the product?
- Which alternatives did you consider before purchasing the product?
- How often do you use the product or service?
- Does the product help you achieve your goals?
- What is your favorite tool or portion of the product or service?
If you want to obtain valuable feedback from your customers, then you have to ask them the right questions. Sharing information isn't always an easy task, and it's not the customer's job to provide your business with constructive criticism. Instead, it's the surveyor's responsibility to create a thought-provoking prompt that engages the participant.
Customer Feedback Questions
To get the most out of customer feedback you’ll need to make sure you’re asking the right questions. Open-ended questions are a great way to gain more thorough explanations about your customer’s experience with your brand, but they’re not the only types of questions you can ask.
If you're getting stuck on deciding what to ask your customers, here are some of the types of questions we recommend including on your customer satisfaction survey:
When it comes to customer success and satisfaction, your business must collect feedback about your product or service. If you don't, then it's more difficult to assess customer needs and provide effective solutions.
Finding out how satisfied your users are with your offer provides your marketing and product teams with valuable information that can be used to improve customer retention .
Some questions that you could ask in this section are:
- What would you improve if you could?
- Which product features do you consider the most valuable?
- Which product feature do you use most often in your day-to-day ?
- What points of friction have you encountered while using the product?
- If there was one new feature you could suggest, what would it be and why?
Demographics are essential to marketing and sales teams because they make it easier for companies to segment customers into buyer personas . By grouping customers based on key characteristics, this categorization helps employees visualize their target audience. Marketing and sales teams can then use that information to pursue leads that are most likely to convert.
When asking these types of questions, be sure to embrace a proactive and inclusive approach. These questions shouldn't be mandatory, so always provide an option for customers to omit an answer. Your goal is to extract honest information, but you don't want it to come at the expense of the customer's comfort.
Here are some demographics questions that you should consider including in your next survey:
- How old are you?
- Where are you located?
- If applicable, what gender do you identify as?
- What is your employment status?
- What is your marital status and do you have children?
Psychographic questions dig deeper than demographic questions, uncovering information relating to your customers’ preferences, habits, behaviors, and tendencies. It’s not about who your customer is, but why they do what they do.
Psychographic questions may seem intrusive, but they’re highly valuable pieces of information that give you a glimpse into the reasons for your customer’s buying habits. They’re usually phrased concerning your industry and not specifically about your product.
These questions are instrumental in customer satisfaction surveys because you can indirectly find out how you can better serve your customers.
Here are a few questions you might ask:
- Do you prefer to shop on your phone or your laptop?
- E.g. if you’re a mortgage lender, you might ask, “What’s your most important priority when buying a home?”
- E.g. if you’ve created a recipe-sharing app, you might ask, “What’s your biggest roadblock when trying to access the best recipes online?”
- How much time do you spend on (insert social media platform you’d like to use for advertising)?
- How much does sustainability matter to you in purchasing a product?
- How do you feel about (insert product type)?
- E.g, if you sell women’s razors, you might ask, “How do you feel about women’s razors?”
- What do you dislike about (insert product type)?
- How many hours a day do you spend doing (insert something that relates to your product)?
- E.g. if you sell ergonomic car seats, you might ask, “How many hours do you spend driving?”
Sometimes there are aspects of your offer or business that you want feedback on, but they aren't things that your customers are actively addressing. In these cases, it helps to be direct and ask customers how they feel about these specific details.
Before you do, you'll have to determine a quantifiable way to measure their responses. Adopting a satisfaction scale section is a great way to create a consistent approach to quantifying this subjective survey feedback. A few ways that you can implement this scale are:
- A scale measuring from 1 to 10 (or another number). 1 means the customer was extremely unsatisfied and 10 means the customer was very satisfied.
- A descriptive scale that measures a customer's response from unsatisfied to satisfied. The customer is given a shortlist of responses to choose from that range from “very unsatisfied” to “very satisfied."
- A picture scale that uses images to symbolize customer satisfaction. For example, you can use happy, sad, and indifferent emojis to quickly gather customer feedback.
Example questions include:
Open-text questions are survey questions that allow the participant to write out their response within a text box. This allows users to fully express their opinions using the customer's voice instead of the company's pre-written responses.
While they can sometimes be time-consuming to analyze, these questions encourage the participant to be honest and give them the freedom to address any topic. Open-text questions can be an instrumental asset when determining the core values of your customers.
Here are open-text questions you can ask in your next survey:
- Do you have any additional comments or feedback for us?
In the last section of your survey, you'll want to include questions about the steps that'll happen after submission. These questions permit your team to follow up with the participant in the future.
This comes in handy when you roll out changes and want to get updated feedback from the same customers that were surveyed earlier. You can phrase these types of questions in a few different ways:
While measuring customer satisfaction can be tricky to manage, asking effective questions can reveal highly valuable customer insights — and the questions we’ve listed above will do the trick.
Next, we’ll go over best practices for creating customer satisfaction surveys.
- Make sure you choose the right survey tool.
- Always ask short and relevant survey questions.
- Send the surveys at the right time.
- Always A/B test your surveys.
- Thank your customers for their feedback.
Designing a customer satisfaction survey is no easy task. Luckily, there are a few best practices that will help you increase response rates and get much-needed feedback from your customers.
1. Make sure you choose the right survey tool.
Choosing the right survey tool is important because it can significantly impact the quality of your results. A good survey tool should be easy to use, customizable, and be able to provide in-depth analytics. It should also have the ability to automate survey distribution and analysis.
Without the right customer survey feedback tool , you’ll have a whole lot of data and no way to distill it or glean valuable insights from it. Choose a tool that gives you the ability to ask different types of questions, examine basic metrics such as response rates, and track customer sentiment over time.
2. Always ask short and relevant survey questions.
No one enjoys spending a lot of time answering surveys, so be sure to keep your survey questions short and to the point. Asking short and relevant survey questions is the key to earning high completion rates. Long and complex survey questions can be overwhelming and may discourage customers from providing any feedback at all.
On the other hand, shorter questions allow customers to easily comprehend what is being asked and are more likely to provide accurate responses. When asking open-ended questions, keep the minimum character count short, make the question optional, or offer an incentive.
3. Send the surveys at the right time.
Give a lot of thought to the placement of your surveys throughout the customer journey. It wouldn’t make sense to send a survey to someone who’s only just subscribed to your blog — nor would it make sense to send one year after a customer stopped doing business with you.
Sending surveys at the right time is critical to getting accurate feedback. Customers are more likely to provide feedback when they are in a position to evaluate their experience with your company.
When do you send a customer service survey? Send it after a lengthy interaction with one of your teams, a few weeks after purchase or onboarding, and a few times throughout the year to measure the customer’s happiness.
4. Always A/B test your surveys.
A/B testing is an excellent way to find out whether your surveys are as effective as they can be. Simply create two versions of the survey with minimal changes. You can change the order of the questions, the number of questions, the wording, and even the color of the buttons. (Change only one thing at a time so you can accurately measure its impact on the survey.)
By comparing the results of each version, you can determine which version yields the highest response rate and provides the most accurate feedback. This can help you refine your survey strategy and improve the overall quality of your survey data.
5. Thank your customers for their feedback.
Thanking customers for their feedback is important to show that you value their opinion and are committed to improving the customer experience. It also helps to improve customer loyalty and increases the likelihood that they will provide feedback in the future.
Whether it’s through a gift card, a discount, or simply a nice email, always thank the customer for their time, regardless of the nature of the feedback.
By thanking customers for their feedback, you signal that you take their opinions seriously and are committed to addressing their concerns. This can help you maintain strong relationships with your customers and drive long-term business success.
Ready to craft your own customer satisfaction survey? Use the template in the next section to get started.
How To Use Customer Satisfaction Survey Results
1. define customer segments..
Customer satisfaction surveys can be used to segment customers based on their preferences. With these survey results, you can tailor your approach to specific customer groups and provide more personalized experiences.
2. Track customer satisfaction over time.
Identifying changes in customer sentiment can be difficult if you don't have multiple data points over a long period of time. Regular customer satisfaction surveys can be used to track this and address issues before they become systemic problems.
3. Benchmark against competitors.
Customer satisfaction survey results can be used to benchmark your company’s performance against competitors. This way, you'll identify areas where your company may be falling short and implement changes to improve your standing in the market.
The following customer satisfaction survey template can help you get answers from your customers in one easy step. It asks one simple question: “How satisfied were you with your experience today?” If you’d like, you can add more questions to get more details from your customers.
To make a copy of this template and get 4 bonus templates, click here .
Now you’ve got a template and are ready to create your customer satisfaction survey. In need of some inspiration? Take a look at these examples we pulled from different companies.
Customer Satisfaction Survey Examples from Real Brands
We’ve covered why asking for customer feedback is important and the types of questions to include, but you still might be wondering how to put it all together. Let’s check out the customer feedback example questions below from real companies to gain insight into how to roll out a survey of your own.
HubSpot is another company that uses NPS surveys to assess customer satisfaction. This score primarily comes into play with its customer support and success teams, who can be reviewed after each new interaction.
HubSpot's engineers then use these responses to address areas in their software that could use improvement. By using this scoring system, HubSpot can attain both qualitative and quantitative data to direct its product development efforts.
What we like:
HubSpot uses its surveys to create product-level improvements, and the best part is that for customers, answering one question is an effortless way to give feedback. So it’s a win-win on both sides. When you carry out surveys, be sure to forward the feedback to the right department to address any issue that your customers brought up.
The Hilton Hotel company provides its customers overnight stays with promising customer service, upholding its century-old reputation.
To better understand what people’s stays were like, it offers a one-page survey where customers can willingly submit their feedback. It’s just a few questions long, most of which are logistical (such as where the visitor stayed and how long they stayed there for). Users then have the option of elaborating.
This seemingly simple survey from Hilton gives unhappy guests an easy, friction-free opportunity to submit feedback about their recent stay. It’s hosted on a public URL that guests can access without needing to get through any barriers. The questions are simple and easy to answer.
Uber has two target audiences — the drivers and the passengers — and it does a great job collecting opinions and reviews from both. The passengers give ratings after every ride, and the drivers rate the passengers as well.
This survey makes it fair and transparent for both the driver and the passenger, and these ratings affect both parties’ reputation as well. If a passenger has a lower rating, the driver has the authority to decline the booking. If you run a business with two target audiences, create a survey for both.
Netflix provides its customers with curated entertainment recommendations that would not be possible unless they had a great understanding of customer satisfaction.
Overall, Netflix brings out its A-game when it comes to customer experience. With its recommendation system, it is as customer-friendly as one can get. Netflix studies the behavior of all of its customers and recommends movies and shows per their ratings, likes and dislikes, or just what they have been watching. It also collects feedback periodically to improve its offerings.
In this survey, Netflix tries to better understand users’ behaviors and preferences. This shows that even if you dominate the market like Netflix does , you shouldn’t stop there. Continue collecting feedback from your customers and users, and don’t be afraid to get granular to understand their needs.
Slack is a business messaging app that helps professionals connect from anywhere. It bases its product development entirely on customer feedback.
In fact, customer feedback is at the epicenter of its efforts. For instance, there's a command within the application where users can send feedback to the Slack team, or just tell them what features the users would like to have. The co-founders read all the user feedback and made sure they responded to every ticket raised.
In the email above, Slack invites the user to take a survey to improve its offering. The email is short and to the point.
Slack’s commitment to collecting customer feedback is commendable, and so are its invitations to take the survey. In the above example, Slack makes the survey seem more exclusive by mentioning that it was only sent to a few people. Don’t be afraid to curate a short list of customers to send the survey to, especially if it seems like those customers would be more likely to answer.
Drift provides businesses with a revenue acceleration platform that caters to a buyer-centric world. The above survey asks one simple question: “How likely are you to recommend Drift to a friend or colleague?” Sometimes, that’s really all you need.
Drift sends Net Promoter Score®, or NPS, surveys. NPS is a critical SaaS metric used to measure customer satisfaction. The only question it asks is whether the customer is likely to recommend the business to a friend or colleague — and this can be enough of an indicator of a customer’s happiness with your brand.
Paytm has always taken customer opinions into account and has taken serious steps to improve the customer experience.
Taking customer experience and security to another level, Paytm has created a “ bug bounty ” to catch fraudulent merchants. If customers accidentally buy fake movie tickets through the platform, for example, Paytm allows them to get refunds on their bookings.
Paytm gives users the opportunity to tangibly improve the product by giving them the ability to report bugs directly on the app. Plus, it not only collects customer feedback, it acts on it, too, by fixing those bugs. Overall, Paytm provides plenty of avenues for turning an unhappy customer into a happy one.
Another example of a product that provides great customer service is Skype, a business recognized for its telecommunication technology. If you call people using Skype, you know that it asks for feedback after every call. But more than that, it believes in immediately solving customers’ problems.
In the survey above, Skype asks for feedback on the quality of the call. It’s just three questions long, and when it comes to surveys, the shorter, the better. It also gives users the ability to quickly answer the questions by offering multiple choices instead of letting them write out an answer (though they have that option, too).
Skype gets straight to the point in this simple three-question customer satisfaction survey. Even more, it keeps the focus on the product by only asking about “Audio Issues” and “Video Issues.” If you sell a product where users might run into issues, consider asking targeted product performance questions, then leave a blank text box for users to elaborate.
Amazon, one of the most popular eCommerce websites in the globe, exceeds user expectations by collecting all kinds of information. When you contact its customer service department, it sends you a customer feedback survey that asks three questions about your interaction:
- Please rate the service provided by the Amazon representative.
- Please rate how well you could understand the Amazon representative.
- Anything else to add?
But Amazon doesn’t stop there. It makes information easily accessible in a knowledge base , so users can find answers and troubleshoot on their own. This reduces the chances of incorrect purchases, which can make all the difference in a customer's buying decisions.
Amazon’s customer satisfaction survey is a great way to gauge how happy the customer is after getting help from the customer service team. It’s important because customers only reach out when they’re unhappy — so sending a survey like this one helps Amazon understand whether the customer is happy again. Like Amazon, be sure to send surveys after your customers interact with your service team.
Zomato is one of the largest food delivery and review websites in the world, and its success can be largely attributed to customer satisfaction.
Another product with two types of audiences — restaurants and hungry diners — Zomato puts both of their needs and expectations into consideration. Every restaurant gets rated on the food, and every buyer gets to rate the restaurants. In the above survey, it asks for feedback with one simple statement:
“Tell us what you love about the app, or what we could be doing better.”
Then it allows users to free-write their thoughts.
This open-ended survey format is perfect for websites and apps. You would ideally always include the option to give feedback in a pop-up button, banner, or tab that users can click. That way, you don’t need to contact users first; they can voluntarily submit feedback to you.
H&R Block Advisors sent another well-timed customer satisfaction survey — just after “Tax Season” in the U.S.
For accountants and financial advisors, the months before the tax filing deadline are the busiest, so a prompt survey after filing with H&R Block helps the company gauge how many returning customers it can expect.
H&R Block Advisors smartly sends the survey at a busy time for its business. If your business also has busy periods or periods where people are more interested in your products, send surveys during those time ranges to optimize the amount of responses you receive. You’ll get more submissions simply because you have more customers during those months.
Measuring sentiment, in addition to satisfaction, is important when surveying your customers.
In this survey, GEICO asks about customer sentiment regarding a specific interaction during the purchase process — and the general feeling of the experience as well. In this way, GEICO can smooth out specific roadblocks throughout the customer journey, and get an in-the-moment snapshot of its wider customer sentiment.
GEICO’s example is simple, short, and to-the-point. It only has three questions and gives an additional avenue for contacting GEICO’s customer service team. Always give respondents a second option for submitting feedback or contacting your team to better gauge how satisfied they are with your brand.
16. Taco Bell
HubSpot for WordPress is a plugin that adds CRM functionalities, forms, and live chat to WordPress websites. In this survey, HubSpot aims to find out whether the plugin has been working as designed. It has just one simple request: “Rate your experience using HubSpot for WordPress.”
We recommend using this format for product-related surveys — specifically those that have to do with a single specific feature. For instance, if you recently rolled out a new update, this single-question survey can help you measure your customers’ opinions about the new addition to their software or product.
The five-star scale is simple to understand and makes it easy to answer, because all the user has to do is provide a star rating. The users can also answer straight in their email, instead of needing to access an external survey link. Sometimes, you don’t need to include complicated questions and options to create an effective customer satisfaction survey.
McDonalds is a fast food company that knows exactly how to cater to its customers, even deploying different strategies in countries across the world. One way it tracks success is through incentivized feedback.
One feature that stood out on this McDonald's survey was the labeled receipt on the right-hand side. The element is highlighted so participants know exactly what McDonald's is asking them about in the corresponding survey. Not only does this ensure McDonald's gets accurate information from the survey, but it also reduces any friction customers may have if they're unsure or confused about a question.
20. Home Depot
When customers go to hardware stores, they’re looking for a business that will satisfy their home renovation needs, and Home Depot delivers just that. It collects feedback from customers to improve its offerings and provide better service moving forward.
To entice participants to take the survey, Home Depot offers a $5,000 Home Depot gift card. Offering a sweepstakes entry up-front is a great way to ensure that you get feedback from customers who are more likely to purchase from you again. If you weren’t interested in Home Depot, you wouldn’t take a $5,000 gift card. Right away, you get to gauge the customer’s continuing interest in your business.
INBOUND is a yearly experience that brings together professionals and business leaders who are interested in growing their company the inbound way. To improve the experience every year, INBOUND asks for feedback — but first, it thanks attendees for coming and provides a link to the year’s recorded content.
This more easily compels the recipient to continue engaging with INBOUND. Even if they don’t answer the survey at the moment, they may come back later if they watch a recording of an INBOUND talk.
INBOUND’s example is great because it not only thanks attendees for attending, it also provides value by providing a link to the content library. Additionally, it gives respondents alternative ways to reach the INBOUND team. In your surveys, thank your customers for their business and provide additional value so they continue engaging with your brand.
Etsy’s customer satisfaction survey takes a slightly different approach. Rather than sending the survey from a customer service rep’s email, it is sent from Etsy’s research team instead. Even more, a picture of the research team member is included at the end, making it easy to forge a human connection with the person who might actually read the survey responses.
Once you click on the link, you’re taken to an extensive survey that asks a multitude of questions. While shorter surveys are typically better, Etsy establishes the right expectations by sending the survey from the research team. This gives you the impression that the survey will be long and extensive, because it’s being used for research purposes.
Etsy’s example is a winner because it opens with a personal greeting from one of Etsy’s team members. Even if the email was mass-sent, that greeting immediately makes it feel more personal, and the picture of the Etsy staff member only personalizes it further. Lastly, if you plan to send a long survey, feel free to call it “research” to establish the right expectations.
23. Autonomous NYC
Sometimes, you don’t need a fancily designed email to ask for feedback. Instead, you can send an email just like Autonomous NYC’s. And if you don’t feel comfortable including a picture of yourself like in the Etsy example, you can simply include your first name to give the survey request a more personal feel.
Once you click on the link, you’re taken to a 2-page Google Form survey that measures the user’s happiness with their experience on Autonomous NYC’s website. The survey is clear, succinct, and easy to fill out.
Autonomous NYC’s customer satisfaction survey hits all the right notes. It’s short, but not so short that Autonomous NYC’s team can’t glean any insights. It also makes most questions optional, so that users have the choice to walk away after answering two questions. Give the same option to your survey recipients by making at least a few of the questions optional.
Get More Customer Feedback to Grow Your Business
Knowing how your customers feel about you is instrumental in growing your business. Use customer feedback surveys to collect information that can create lasting and positive changes in your company. When you know how your customer feels, you can make decisions that lead to higher revenue and increased customer retention, empowering you to grow better.
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
Editor's note: This post was originally published in November 2020 and has been updated for comprehensiveness.
Don't forget to share this post!
The Benefits of Customer Feedback, According to Experts
40 Customer Satisfaction Quotes to Inspire You to Make Customers Happy
12 Customer Satisfaction Metrics You Should Be Monitoring in 2023
Customer Effort Score (CES): What It Is & How to Measure It
Which Industries See the Highest (and Lowest) Customer Satisfaction Levels?
Total Quality Management: What TQM Is & Its Impact On Customers
After Sales Service Strategy: What It Is & Why It's Important [+Examples]
How to Design Customer Satisfaction Surveys That Get Results [+Templates]
Key Driver Analysis, Explained (& How to Use it To Improve CX)
5 free templates for learning more about your customers and respondents.
100% Free CRM
Nurture and grow your business with customer relationship management software.
Existing customer? Sign in
24 powerful customer satisfaction survey questions (+ templates)
Customer feedback surveys are important because they give you an insight into what your customers are thinking and feeling. This information can help you make decisions about your product, your customer service, and your overall business strategy. Customer satisfaction surveys (CSAT) are an important way to measure how your customers feel about their experience with your company.
Creating customer satisfaction surveys is reasonably straightforward, but you have to make sure you’re asking the right questions. If you ask too many questions, customers won’t fill out the whole survey. Ask the wrong questions, and they won’t tell you what’s really happening with your business.
To help you create a survey that will get you the high-quality customer feedback you need, we’ve put together a list of more than 20 customer satisfaction survey questions. We’ve also included some example CSAT survey templates you can use to measure customer satisfaction and get started today.
Why customer satisfaction surveys are important
Customer satisfaction surveys help you to understand your customer’s needs and wants. They also allow you to track customer satisfaction over time, so you can see if your company is making improvements. Additionally, customer satisfaction surveys can help you identify areas where your company needs to make changes.
This is important, because customer satisfaction data shows that satisfied customers are more likely to be repeat customers and continue doing business with you. They’re also more likely to refer new customers by telling their friends and family about your company. On the other hand, dissatisfied customers are more likely to take their business elsewhere.
We’ve written a “What Is CSAT?” guide that explains the customer satisfaction survey format in more detail.
What makes a good customer satisfaction survey question?
The questions you ask in your survey can make a big difference in the quality of the data you collect. There are a few things to keep in mind when you’re creating customer survey questions:
Make sure the questions are relevant to your business
You want to ask questions that will help you understand your customer’s experience and how you can improve it. For example, “How easy is it to find the customer service number on our website?” is a relevant question for a company that offers customer service.
Keep the questions short and simple
The survey should be quick and easy for customers to fill out. Customers are more likely to answer short, simple questions than long, complicated ones. So avoid long, complicated questions. For example, “How would you rate the customer service you received on a scale of 1 to 5, with 5 being the best?” is a simple question that can be easily answered.
Aim to make questions specific
Vague questions won’t give you the specific data you need to improve your customer’s experience. For example, “How was your customer service experience?” is too vague. A better question would be, “How satisfied are you with the customer service you received?”
Avoid asking leading questions
Leading questions are those that suggest a particular answer. For example, “Was our customer service friendly?” is a leading question because it suggests that the customer service was friendly. Leading questions can bias your results.
Make sure that questions are clear
Ambiguous questions can be confusing for customers and lead to inaccurate answers. For example, “How do you feel about our customer service?” is an ambiguous question. A better question would be, “How satisfied are you with the customer service you received?”
Now that you know what to keep in mind when creating your survey questions, let’s take a look at some customer feedback survey sample questions you can use to measure customer satisfaction.
20+ customer satisfaction survey questions to get better feedback
CSAT surveys can unlock valuable insights for companies that use them, but if you’re not asking the right questions, you won’t get the accurate data you need to make better decisions. Or, as we like to say, “The quality of the data is only as good as the quality of the questions.”
It’s important to remember that sharing good feedback is hard. Customers rarely enjoy filling out surveys, so it’s your job to make sure that questions are clear, concise, and relevant.
Writer’s block is common when it comes to customer satisfaction surveys, so we’ve compiled a list of consumer satisfaction survey questions that you can use as a starting point.
Questions to understand the experience
Understanding how people experience your product or service is key to understanding customer satisfaction. By asking these types of questions, you can identify areas where your customer experience could be improved. This can also help you better meet your customer’s needs.
- 1. How satisfied are you with the quality of the product/service?
- 2. Did our product/service meet your expectations?
- 3. How likely are you to recommend our product/service to a friend or family member?
- 4. How satisfied are you with the speed of our product/service?
- 5. How satisfied are you with the price of our product/service?
Questions about specific touchpoints
These questions can help you understand how your customer feels about specific touchpoints in their customer journey. By asking these types of questions, you can identify moments of delight, points of friction, and customer pain points.
- 1. How easy was it to find what you were looking for?
- 2. How easy was it to purchase the product/service you were looking for?
- 3. Did you experience any issues when using our product/service?
- 4. What was your overall impression of our product/service?
- 5. What was the most memorable part of your experience?
Questions about customer demographics
By understanding your customer’s demographics, you can tailor the customer experience to better meet their needs. These types of questions can also help you segment your customer base and target your marketing efforts.
- 1. What is your age?
- 2. What is your gender identity?
- 3. Where do you live?
- 4. What is your approximate annual income?
- 5. What is your employment status?
- 6. What is the highest level of education you have completed?
- 7. Do you have children under the age of 18?
- 8. What is your marital status?
- 9. What is your primary language?
Questions about personal preferences, behaviour and desires
While demographic data can help you understand your customer base, it’s also important to understand how they behave and what motivates them. Taking psychographic information into account, like personal beliefs and values, allows you to develop experiences that people will remember.
- 1. What is the most important thing to you in a product/service?
- 2. What type of product/service do you usually purchase?
- 3. What would motivate you to purchase our product/service again?
- 4. What is your favourite thing about (the industry related to your product/service)?
- 5. Is there anything you don’t like about (the industry related to your product/service)?
Customer satisfaction survey templates
Now that you know what customer satisfaction questions to ask, it’s time to put together your survey. To make things easier, we’ve created some customer satisfaction survey examples and templates that you can use as a starting point.
Basic CSAT survey template
This basic customer satisfaction survey template can be used to collect feedback about any type of product or service. Choose this customer satisfaction questionnaire template if you need a great starting point for creating your own customer satisfaction survey.
Retail survey template
This CSAT template is designed specifically for retail businesses. It covers all the key areas that are important to customers when they’re shopping, such as customer service, product selection, and value.
Restaurant survey template
This template is designed specifically for restaurants and the food service industry. It covers all the key areas that are important to customers when they’re dining out, such as food quality, service, and value.
Hotel survey template
This guest survey template is designed specifically for hotels. It covers all the key areas that are important to customers when they’re staying at a hotel, such as cleanliness, comfort, and value.
Banking survey template
This customer satisfaction survey is designed specifically for banks. It covers all the key areas that are important to customers when they’re banking, such as customer service, fees, and accessibility.
Event survey template
This CSAT template is designed specifically for events. It covers all the key areas that are important to customers when they’re attending an event, such as the venue, food, and entertainment.
Spa/Salon survey template
This CSAT survey template is designed specifically for spas and salons. It covers all the key areas that are important to customers when they’re getting a spa or salon treatment, such as customer service, cleanliness, and value.
Barbershop survey template
This customer satisfaction survey is designed specifically for barbershops. It covers all the key areas that are important to customers when they’re getting a haircut, such as customer service, quality of the haircut, and value.
Client satisfaction survey template
For client satisfaction survey examples specifically designed for businesses that work with clients, check out this template. It covers all the key areas that are important to clients, such as customer service, quality of work, and value.
IT help desk survey template
This questionnaire covers the essential IT help desk customer satisfaction survey questions. IT department customer satisfaction survey questions can be very specific, so it’s a great starting point for creating your own customer satisfaction survey for an IT help desk or support team.
We add new customer satisfaction survey samples every week. Sign up to get alerts whenever new a customer satisfaction survey form sample is added.
Sign up — It’s free
Remember, the survey is just the start. Once you’ve collected customer feedback, it’s important to take action on the results. Use customer satisfaction survey results to improve the customer experience, increase customer loyalty , and boost your bottom line.
How do you write a customer feedback survey?
Follow these four principles to write a good customer feedback survey.
- Keep it short: customer surveys should be short and to the point.
- Ask the right questions: make sure you’re asking questions that will actually give you useful insights into customer satisfaction.
- Make it easy to respond: make sure the survey is easy to complete, with clear instructions and obvious answers.
- Follow up: once you’ve collected customer feedback, make sure you take action on the results.
What are some good customer satisfaction survey questions?
The best customer satisfaction survey question is usually the most obvious - “How satisfied are you with our product/service?” - allow customers to answer this using a rating scale, then follow-up with additional questions that allow them to tell you greater details using their own words.
How effective are customer satisfaction surveys?
Customer satisfaction surveys are a powerful way to collect customer feedback. The insights that you gain from a good customer experience survey/questionnaire can help you improve customer satisfaction, increase customer loyalty, and boost your bottom line.
Why are surveys good for customer satisfaction?
Surveys alone aren’t going to magically improve customer satisfaction. But they are a powerful tool that, when used correctly, can give you valuable insights into your customer’s needs and wants.
Using surveys as part of your customer success and marketing strategy will enable you to make data-driven decisions that will improve customer satisfaction
How often should you send customer satisfaction surveys?
How often you should survey customers will depend on your business and customer needs. If you’re just starting out, you may want to send a survey after each customer interaction. As you get more data, you may want to send surveys less frequently.
A good rule of thumb is to send a customer satisfaction survey at least once a quarter, or after any major customer service interaction.
How do you create a customer satisfaction survey?
Creating a customer satisfaction survey is easy with a dedicated feedback platform, such as TRACX . The benefits of using an all-in-one tool are that it’s easy to create beautiful surveys that are optimised for customer engagement, and you can easily track and analyse customer feedback over time.
What are the types of survey questions?
Most survey questions will fall under one of three main categories:
- Open-ended questions - These are questions that allow the customer to answer in their own words. They’re great for understanding customer sentiment, but can be difficult to analyse.
- Closed questions - These are questions that can be answered with a yes/no or multiple choice answer. They’re easier to analyse, but may not give you as much detail as open-ended questions.
- Likert and Rating scale questions - These are questions that ask the customer to answer on a scale, such as “Very Satisfied” to “Very Unsatisfied”. They’re easy to analyse and a good way to segment customer feedback quickly.
Read more about the different types of survey questions .
Does customer satisfaction impact your Net Promoter Score?
Your Net Promoter Score (NPS) is a customer loyalty metric that measures how likely your customers are to recommend your product or service to others. It’s calculated using a special survey, called an NPS survey.
Customer satisfaction is just one of the factors that can impact your Net Promoter Score. Other factors can include customer engagement, customer effort, and customer retention.
Does customer effort impact your Customer Satisfaction Score?
Yes, your customer effort score can have a big impact on customer satisfaction. In fact, customer effort can be as good as NPS when it comes to predicting customer loyalty.
How do you improve customer satisfaction?
There are many ways to improve customer satisfaction. One of the easiest ways to start is simply by asking for feedback on a regular basis, and making sure that you act on it.
How do you guage customer satisfaction?
A good way to gauge customer satisfaction is through the use of CSAT surveys. To learn more about what CSAT means, we recommend starting with our “What is CSAT” guide .
Tom is the co-founder of TRACX, a no-code marketing platform that allows local business owners to collect customer feedback and create engaging marketing campaigns. With over 17 years of experience in entrepreneurship, product development, and marketing for businesses large and small, Tom is currently responsible for developing product and marketing strategies for TRACX.
Give your business a boost with TRACX™
Sign up for free and get everything you need to turn visitors into customers, and customers into super-fans — all in one platform.
57 Customer Satisfaction Survey Questions To Ask For Better Feedback
Asking the right customer satisfaction survey questions can tell you much more than whether your customers are simply satisfied or dissatisfied. The answers reveal feedback that can help you retain business, validate business decisions and strategies, and ultimately grow your brand.
So, to help you create effective surveys , here’s a list of customer satisfaction (CSAT) questions to ask.
General customer satisfaction survey questions
Here are sample feedback questions that help you target opinions on overall experience, product or service usage, as well as customer motivations:
- On a scale of 1 to 10, how satisfied are you with our product or service?
- On a scale of 1 to 10, how satisfied are you with your experience on our site today?
- How would you rate your experience with our product or services today?
- How would you rate us on the following? (Follow with a list of products, services, or activities)
- How often do you use our product or service?
- Has our product or service helped you achieve your goals?
- On a scale of 1 to 10, how likely are you to recommend our product or service?
- Which three of these [features/offerings/etc.] matter more to you when you use our product?
- For what purpose are you using [product or service]? (Follow with a list and include ‘other’ as an option.)
- What’s the biggest gain you’ve seen while you’ve been using our product or service?
- What would you change about our product or service?
- What can we improve in our product or service?
- How can we improve our customer service ?
- What would stop you from buying from us again?
- Have you ever had a negative experience with us and if so, can you describe what happened?
- How have you used our services in the past?
- What can we do better?
You can send these general survey questions to your customer base periodically or directly after an event. For example, video and messaging apps like Hangouts and Viber will ask you about the quality of video and audio right after you finish calls.
Want to ask for feedback from your customers via email?
Try these seven email templates (plus tips to encourage your customers to reply).
Grab the templates here
Post onboarding survey questions
Here are questions that will help you understand whether your onboarding process works and where you can potentially make improvements:
- On a scale of 1 to 10, how satisfied are you with your onboarding experience?
- How would you rate your level of knowledge of what our product can do? (Follow with a list from low to high.)
- During the onboarding process, were you set up with everything you needed to use our product?
- Do you feel empowered to be successful with the product?
- Do you feel our product is going to help you achieve the goals that you want to achieve?
- Is there anything critical to your success that wasn’t covered during our onboarding process?
Post training survey questions
This is mostly relevant to SaaS, but if your industry also does customer training, you can modify these questions to specifically reference your services.
- How satisfied are you with your training?
- How confident are you about using our product/service?
- How well do you feel you know our product’s features after your training?
- Did you feel you got what you needed out of your training?
- Were all your questions answered during the training?
- What can we improve in our training process?
- What suggestions do you have for our team regarding training?
New product launch survey questions
Here are some questions to help you evaluate whether a new product has a future or whether it needs fine tuning:
- On a scale of 1 to 10, how useful is our new product to you?
- How would you rate our new product?
- How satisfied are you with our new product?
- Have you tried our new product?
- Have you used our new feature?
- Is our new product easy to understand?
- Do you have suggestions for improving our product?
Download all questionsWant to save all 57 questions for later? Make a copy of the full list .
Post purchase survey questions
Here are sample customer satisfaction survey questions to help you evaluate customer experience after purchases:
- How would you rate your shopping experience with us?
- How easy was it for you to navigate our site?
- How would you rate our communications while you were making your purchase?
- How would you rate our post-purchase communications?
- Was your order delivered in the timeframe you expected?
- Did you feel you were able to check your order status at any time?
- Was the item you purchased as described?
- Was our product or service as you thought it would be?
- How could we have improved your purchase experience?
- If you faced any challenges while you were shopping what were they?
The exact timing and length of your post-purchase CSAT or email surveys will depend on what you want to know. If you just want to gauge the overall feeling of your customers towards their purchasing experience, you can ask simple broad questions.
To inform more in-depth analysis , you can send a survey with multiple questions about price, site navigation, delivery time, and ask the customer to rate each one of them on a Likert scale. Amazon, for example, may ask you to rate a seller based on factors like speed of delivery, the accuracy of description, etc.
Post customer support survey questions
Here are customer satisfaction survey questions to help you assess how well your support team resolved customer issues or provided them the information they needed:
- How would you rate your experience with our support team?
- How would you rate the responsiveness of our support team?
- How would you rate the professionalism of our support team?
- How effective was our chatbot in understanding your question?
- How easy was it for you to navigate our help center?
- Did you get help in a timely manner?
- Did our chatbot help you get the answers you needed?
- Did you find what you needed in our help center?
- What would you change in our help center if you could?
- Please help us improve by giving us your opinion on our support process.
These types of questions can be sent automatically to customers when a support ticket closes.
How to create customer satisfaction survey questions
To make the most of your customer satisfaction survey , keep these tips in mind:
1. Plan your customer survey correctly
2. consider the different types of customer satisfaction survey questions, 3. follow best practices when creating survey questions.
Here are some more details:
- Survey timing. Is it a generic quarterly survey or is it taking place after a critical milestone like a product order or customer onboarding? If the survey is in relation to a particular interaction, it’s important you don’t leave too much time between the two.
- Target audience. B2B and B2C companies often vary significantly in the questions they ask customers. Similarly, when your buyer isn’t the same as your end-user, you might end up asking different questions depending on who takes the survey.
- Survey Purpose. Decide your desired survey outcome first, i.e., do you want general customer satisfaction feedback or actionable qualitative data to inform your strategy? What other metrics are you trying to measure (e.g. customer effort score (CES) or net promoter score )?
Are you prioritizing the right CS KPIs?
Learn how CS leaders are measuring their teams' impact on growth and revenue.
There are different types of questions based on the response format and the reason behind the question. Having a mix of these types can help you get better insight. Here are some examples:
- Multiple choice questions (e.g. choose A, B, C)
- Likert scale questions (e.g. choose on a rating scale of 1 to 10)
- Matrix questions (e.g. how satisfied are you with each of the following aspects of your experience? Very satisfied to very dissatisfied)
- Open-ended questions (e.g. explain your answer)
- Demographic questions (e.g. age, gender, education category)
- Ranking questions (e.g. rank these items in order of importance)
- Image choice questions (e.g. choose the image showing the better user experience)
- Click map questions (e.g. click on the part of the image you like the most)
- Slider questions (e.g. drag the slider to rate your answer)
- Avoid double negatives. For example, don’t ask “Do you dislike not having product notifications?” These questions confuse respondents.
- Ask why instead of if. For example, ask, “Why do you like our product” instead of “Do you like our product”. With this approach, you maximize the amount of actionable feedback.
- Avoid leading questions. Don’t ask, “Are you satisfied with our award-winning customer support?” This may make respondents feel uncomfortable sharing their true views.
- Ensure questions match response formats . If you ask “Are you satisfied?”, the answer should automatically be yes or no. If you want to use a Likert scale (e.g 1 to 10), modify the question to something like “How satisfied are you?” If you want to use a star rating, change it to “How many stars would you give us?” and so on.
- Use open-ended questions whenever it makes sense. Open-ended questions draw out deeper insight, but they’re more time-consuming to respond to and more difficult to analyze. Use them sparingly for only the most cutting questions.
- Be careful with demographic questions. If you want to collect demographic data, do it at the end of the survey and only ask for the information you absolutely need. Be sure to be inclusive, too, and keep an eye out for laws. For example, some countries forbid asking for age unless the question is optional.
Be serious about feedback
Although sending targeted CSAT surveys is important, successful companies are open to feedback constantly. Apart from sending surveys with tools like Delighted, Typeform, and SurveyMonkey, try to cultivate a level of trust that will encourage your customers to proactively tell you what they think.
For example, you can include a link to anonymous surveys in every email communication. Or, you could place a link in a prominent position on your site. You could even use your chatbot to collect feedback from customers 24/7.
Most importantly, show that you care about your customer’s voice . And the best way to do that? Act on the feedback you get. Many customers don’t believe that companies act on the feedback they provide. So, this is a great opportunity to positively surprise them.
Check out how the Acquire platform helps you offer the customer experience people want .