Last modified July 18, 2021
You should never ignore the importance of customer satisfaction. There are dozens of factors that contribute to the success or failure of a business, customer satisfaction is one of them. How do you check if your feeling of providing the best customer service really matches reality? It’s simple ! You need customer satisfaction surveys and the right questions.
Customer satisfaction questionnaire template to download:
How to use this template:
- With Google Drive: Go to “File”, click “Create a copy” and rename it.
- With Microsoft Word or another text editor (e.g. LibreOffice, OpenOffice, etc.): Go to “File”, click “Download as format” and select the suitable format.
What is customer satisfaction?
Customer satisfaction is defined as a metric that determines how the products or services provided by a company meet customer expectations. Customer satisfaction is one of the most important indicators of consumer purchasing intentions and loyalty. Good customer service can win the hearts of your customers and make you recognizable among your target group. These days, with social media playing such an important role in decision-making, it’s crucial to keep an eye on the quality of customer service you provide. If you don’t care about your customers’ satisfaction, don’t expect them to care about your services or products.
Why is customer satisfaction important?
Your customers’ opinions and feedback are one of the most essential elements for the sustainability and growth of your business and are considered important throughout the customer lifecycle. When your customer is satisfied with your product or service, they are likely to follow you, even if they are very satisfied.
Additionally, customer satisfaction is a factor that helps you stand out from the competition. So, ultimately, customer experience and feedback should be the only factors that validate important decisions within your business.
But how do you know whether or not your customer is satisfied with your product and service? This is why a customer satisfaction survey is necessary.
What questions should you ask in a customer satisfaction survey?
Asking the right questions is key to getting the best customer satisfaction survey. Sharing information is not always an easy task, as it is not the customer’s responsibility to provide constructive criticism of your business. One of the best ways to ask questions is to first engage with your client through a well-thought-out prompt.
In this article you will find 21 sample questions perfectly designed for customer satisfaction surveys and free survey templates ready to use. Depending on your objectives, we have divided the questions into 6 interest groups:
Demographics of your audience
Demographic data is essential for marketing and sales teams because it makes it easier for businesses to segment customers into buyers. Marketing and sales teams can then use this information to find potential customers who are most likely to convert. Here are some demographic questions you should consider including in your next survey:
- How old are you ?
- Where are you located?
- What is your professional situation?
- What is your marital status and do you have children?
Product and service feedback
When it comes to customer success and satisfaction, it is essential that your business collects information about your product or service. By discovering how satisfied your users are with your offering, your marketing and product teams have valuable insights that can be used to improve customer retention. Here are some questions you might ask in this section:
- How often do you use the product or service?
- Does the product help you achieve your goals?
- What is your favorite tool or part of a product or service?
- What would you improve if you could?
Position of your business against the competition
Send this satisfaction survey to customers between two weeks and one month after purchase. Let your customers take the time to appreciate your product and get to know it a little better before judging it against your competitors.
This is a very good satisfaction survey question: it is simple and measurable. It gives a very clear picture of the quality of your products compared to that of your competitors.
It can and should be followed by questions that will delve deeper into your customers’ opinions, but it is a great starting point for any further action. For example, you could ask your client this question:
“Compared to our competitors, how do you perceive the quality of our product? »
You should also provide it with a scale of 1 to 10, 1 for worst and 10 for best.
General experience of your company
Sometimes you want feedback on certain aspects of your offering or business, but these aren’t things your customers are actively addressing. In this case, it helps to be direct with your customers and ask them what they think about these specific details.
Adopting a satisfaction scale section is a great way to create a consistent approach to quantifying this subjective feedback. Here are some ways to implement this scale:
- A scale of 1 to 10 (or another number). 1 corresponds to an extremely dissatisfied opinion and 10 means that the customer is very satisfied.
- A descriptive scale that measures a customer’s response, from dissatisfied to satisfied. The customer receives a list of answers to choose from a scale ranging from “very dissatisfied” to “very satisfied”.
- A graphic scale that uses images to symbolize customer satisfaction. For example, you can use happy, sad, and indifferent emojis to quickly communicate customer reactions.
Open questions
Open-ended questions are survey questions that allow the participant to write their answer in a text box. This allows users to fully express their opinion using the voice of the customer instead of the company’s pre-written responses.
- Describe in your own words how you feel about (insert company or product name here).
- How can we improve your experience with the company?
- What works for you and why?
- What can our employees do better?
- Do you have any other comments or reactions to send us?
Tips for successful customer satisfaction surveys
There are a few other best practices to consider when deploying a customer satisfaction survey:
- Make sure you choose the right customer satisfaction survey tool.
- Always keep your survey questions short and relevant.
- Think carefully about where your surveys are placed throughout the customer journey.
- Always A/B test your surveys.
- Always thank your customers for their feedback, whatever the nature of the feedback.
And you, have you ever used customer satisfaction surveys to better understand your market? Tell us what you learned and how you used the data to improve your business.
Passionate about the web and entrepreneurship, I founded Digitiz in 2016. My goal is to pass on my experience to you and to be able to save you time in choosing your tools.
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