Customer satisfaction survey questions you should be asking

Feedback in business is crucial to growing and improving. It's beneficial to take a closer look at what's working and what isn't. But where do you start?

By Jesse Martin, Content marketing associate

Published April 2, 2020
Last updated May 5, 2021

Feedback in business is crucial to growing and improving. It’s beneficial for any business to take a closer look at what is working and what could use improvement on a regular basis. But how do you do that? Where do you start?

There are lots of ways to collect customer feedback—one of the most common tools is a customer survey. NPS®, Transactional CSAT, Global CSAT, and Customer Effort Scores are a few customer surveys you can use, but what should you ask your customers? To learn more about how each specific survey noted above works and how you can use them to innovate your customer experience, read this article.

Below are five kinds of CSAT questions that will help you make the most of your support strategy.

5 kinds of Customer Satisfaction survey questions to ask your customers:

1. Questions that benefit marketing and sales

Your CSAT data shouldn’t be treated as a vanity metric. For feedback to be actionable, it has to have an obvious and clear use. Questions that assess your customer demographics can help marketing and sales because it helps them segment customers into buyer personas. For larger and enterprise companies especially, the higher volume of responses could lead to extremely valuable insights that go on to influence streams of revenue and support strategies. These questions can validate existing data while revealing new patterns and insights that have your marketing teams making adjustments down the line.

Example questions include:

  • How many employees does your company have?
  • How old are you?
  • Where are you located?

2. Product usage and service questions

It’s a best practice to collect customer feedback relating to your product or services. These questions help your company understand your customer experience. Customer satisfaction isn’t limited to support experiences — it encompasses the entire customer journey. Understanding how your customers interact with your products and services can help you make the requisite changes to keep customers loyal. Customer satisfaction is linked to customer retention and loyalty.

Learn more about what customer satisfaction means and how to achieve it, in our blog.

Example questions include:

  • How would you rate your purchase?
  • Would you recommend our product or service to a friend?
  • How can we improve our product offerings?

3. A question that assesses customer effort and quantifies subjective feedback

These questions are like a thermometer for your data. It’s important to know how much friction your customers are experiencing with your brand—because less friction means more retention and vice versa. For instance, 76% of customers prefer self-service because it offers the least amount of interaction friction. Asking this question can help your team understand if your customers can self serve, if your support team is being proactive enough, or if you’re making it difficult for customers to find the answers they need. The key here is that the question should quantify the response. Free form responses are important — we give a number of examples here — but numbers and raw data feed into the interactive dashboards your teams rely on to make judgement calls.

Example questions include:

  • How would you rate this interaction?
  • Which of the following channels do you use to receive customer support
  • Please give your driver a rating out of five stars.

4. Questions that extend the customer lifecycle

These questions make sure you’ve covered all your bases. Your customer’s journey isn’t a straight line, and CSAT surveys are a great chance to collect feedback about the whole journey. If you don’t immediately follow a support conversation up with a survey — say, in a messaging app or over the phone, it’s best practice to follow up in another channel. Similarly, customers whose information you already have, like subscribers to a loyalty program, can also be asked for feedback at any point using an asynchronous channel, or an enticing notification that leads to a conversation.

Example questions include:

  • Thanks for reaching out. We’d like to know how we can improve our support offerings based on your feedback.
  • Your opinion matters — would you be interested in answering a brief survey about your recent support experience?
  • We are reaching out to customers who have made a purchase in the last few months. We would love to hear more about your experience.

5. Open ended and long form questions

Using survey data to amplify your Voice of Customer efforts can start with long-form CSAT survey questions. An open-ended question gives customers room to voice experiences as well as insight into your support team that you might never have expected. Detailed responses like this can influence your product roadmap, help your team build a knowledge base, and assist in training that enables support agents to boost their expertise. Sometimes negative feedback is necessary for growth. If your customer had a bad experience, they should be able to let you know. Customer experience is a key differentiating factor in a market saturated by brands with similar offerings. You can stand out by listening to what your customers are trying to tell you. By asking these kinds of questions, you can show your customers that their opinions matter to your business and that they might help shape how customer service at your company grows and evolves.

Example questions include:

  • In your own words, tell us about your experience with our product.
  • What isn’t working for you and why?
  • Tell us any additional feedback.

Mastering survey questions is just one facet of a stellar customer experience