Customer satisfaction – we are obsessed with it, and you should be too. After all, providing high-quality products, services, and Customer care brings money to the bank (but you should also focus on the most promising Customers first). Satisfied Customers are more likely to make a purchase again and recommend the shop to their friends and coworkers. Research shows that a loyal Customer is worth even up to 10 times more than their first order (source: White House Office of Consumer Affairs).
But how to check if your feeling of providing the best Customer service really checks out with the reality?
You need to survey your Customers. In this article, you’ll discover 20 Customer satisfaction survey questions that are popular among Survicate users. We divided them into 4 groups of interest: feedback on the product, on Customer effort while dealing with the website and the product itself, on the position of your company against the competition and on the general experience with your company. It will help you research your Customers’ satisfaction and get insights that will immensely boost your business.
That is the question
Asking the right question is the key to researching Customer satisfaction. Of course, you can ask questions like ‘How satisfied are you?’ but the answers won’t provide you with very detailed and substantive conclusions.
It’s better to ask more specific questions. The answers will clearly show you what works well and which areas of your activity need improvements and how urgent they are. Here are the 20 Customer satisfaction questions popular with Survicate users.
Category 1 – Feedback on the product
1. Which of the following words would you use to describe our product?
Why should you care how people would describe your product? Because it’s an important issue when your product gets described as ‘buggy’ instead of ‘life-saving’. If you don’t want to give your clients any suggestions you can use on the open-ended variation of this customer survey question and ask ‘How would you describe our product?”.
Answers to any of those will show you how well you communicate your value proposition and product vision to users. If your goal is to provide them with the world’s most sophisticated graphics software and people describe it as ‘Paint with 1 cool feature” it means that the communication is broken.
Hint: Check what are the most common positive words used to describe your product. If they are very frequent, it may indicate that this is what your Customers are looking for in your product. You can use such words in your future marketing campaigns.
2. How well does our product meet your needs?
This is a broad question nonetheless specific enough to provide actionable results. Offering a product or service that meets Customer needs is a prerequisite to providing high Customer satisfaction. If the product doesn’t meet needs of users they are more likely to churn.
Hint: To make this customer feedback question even more actionable, ask the following two questions.
3. Which 3 features are the most valuable to you?
This question is vital for SaaS companies. Their products tend to offer dozens of features and most of the Customers use only a handful of them. Researching which ones are the most important and valuable to users will help you understand how Customers interact with your product and what they really need.
Don’t be surprised when people say that the most important to them are features you consider secondary. We discovered exactly this with our exit intent surveys – a simple feature that turned out to be a must-have for many Customers.
4. What are the 3 more important features we’re missing?
Offering exactly what your Customers need helps improve their retention. If your products don’t offer everything Customers need, sooner or later they will find another provider. The same goes for e-commerce – Customers are more likely to return if you offer what they are searching and want to buy. Answers to this customer survey question will help you minimize risks associated with building a product roadmap or planning expanding inventory.
5. If you could change just one thing about our product, what would it be?
This is a variation of question 4. This time you require information on just one change your Customers would like you to introduce. This time you don’t consider any missing features. What you take into account is that your Customers may have very specific needs regarding the products you already have.
As with the question above, the main purpose is to improve Customer retention. Take into consideration all the propositions made by your Customers. Firstly, focus on the most frequent ones. be grateful for any feedback you may receive in that regard. To fail to act on that is the mistake that may cost you too much too soon.
6. What problem would you like to solve with our product?
This is a question that seeks information that usually cannot be gauged by analytics. Here you ask for the type of solution your Customers search for. This allows to focus on the strongest features of your product and helps to prioritize any future improvements that could be made.
Hint: It’s great to ask this question even before finalizing the sale. It may be the case that your potential Customers are looking for something different than their chosen product is. If you have other products that would much better suit their needs, it’s great to navigate them towards them before it’s too late and they get disappointed with a product that was not designed for what they actually need.
7. How would you rate the value for money of the product?
That is a very valid customer satisfaction survey question. First and foremost, you should use it while considering any changes to the pricing of your product or service. If the feedback you receive proves that your Customers think that your product is too expensive, you should definitely reconsider your plans to up your prices. Maybe you could reach your financial goals by introducing some sales or discounts instead.
Hint: it’s great to ask your Customers this questions after they spend a little while with your product. It may be a follow-up after a finalized purchase, e.g. two weeks or one month after the sale.
Category 2 – Feedback on the Customer effort
8. How easy is it to navigate our website?
This is a must-have question to use when there are any changes in the design of your website. What you may consider innovative, easy and user-friendly, may be not so much for your Customers. Take into consideration any feedback you receive. Unheard complaints from your users may result in their churn, so make sure they are happy with what they see and find on your website.
When it comes to new users or potential Customers, it is also great to ask them this customer satisfaction survey question. They look at your website with a fresh eye and may notice things from a totally different perspective. It is worth to take a look at their opinion on the matter.
9. Were you able to find the information you were looking for on our website?
It’s obvious you want your visitors to find the information they need as easy and as quickly as possible. The happier they are with the navigation of your website and the time they take to get the information they need, the higher the chance they will return and bring new Customers with them.
Hint: If there is certain information that seems to be particularly hard to find for your visitors, better make sure it’s somewhere they will have a quick access to. It may be worth a shot to add another section to the menu that would link directly to that subpage.
10. How much effort did you personally have to put forth to handle your request?
Customers’ need for support is the one thing that you should always take into consideration, whether it be with your website or the product itself. It’s not only beneficial for your Customers to be able to fill their complaints and get support quickly.
There are also great advantages for your company. Quick actions to fix bugs and support your Customers enhance retention and make your workflow much smoother.
11. How did this effort compare to your expectations?
This is a satisfaction survey question that can give you a clear indication if what you are doing is a reflection of Customers’ needs or not. If the effort your Customers had to put was greater than they expected, it should be a food for thought for you. It may be beneficial to reconsider the stages where the Customers had any difficulties. Maybe some processes need simplification?
It’s possible that your Customer’s expected your product or service to be much more difficult than it really is. If you managed to exceed your Customers’ expectations, keep going and keep moving forward!
Hint: Send this question, along with question number 10, in a follow-up survey after provided Customer support. At the latest, it should happen a day or two from that date, to get fresh insight on the quality of provided support.
12. How responsive have we been to your questions or concerns about our products?
This customer satisfaction survey question is wonderful at the check-out of any interaction with the Customer that required providing Customer support. This is a clear indicator of making sure you spend enough time on supporting them to make them feel well taken care of.
13. To what extent do you agree with the following statement: The company made it easy for me to handle my issue.
This customer survey question is great, because it encompasses a lot of issues at the same time. You can use it to monitor your Customers’ overall experience with your website, your products or any requests they may have. Allow them to, first, give a specified rating and later, express their opinion in their own words. Any feedback you may receive in this case is very valuable, as it gives you the information on whether there are any hot spots in your workflow that require immediate action.
Hint: As with the questions 10, 11 or even 12, this customer satisfaction survey should be sent to your Customers very soon after providing the support. The fresh perspective can give you clear indication what you are doing right or wrong.
Category 3 – Feedback on your position against your Competition
14. Compared to our competitors, is our product quality better, worse, or about the same?
This is a wonderful satisfaction survey question: it’s straightforward and very measurable. It gives a very clear image of the quality of your products in comparison with your competition. It may and it should be followed by questions that will go into greater detail on your Customers’ opinion, but it is a great starting point for taking any further actions.
Hint: Send such customer satisfaction survey somewhere between two weeks and one month from the purchase. Let your Customers take some time with your product and get to know it a bit better before judging it against your competitors.
15. Why did you choose our product rather than a competitor’s?
Here, you ask for the information on the things that differentiate your product from your competition. You want to know what tipped the balance in your favor. It’s not only important to know what can be improved, but also what is noticed by your Customers as good and valuable. You want to take this into account while considering any changes or improvements in the strategy of your product.
16. Which other options did you consider before choosing our product?
You may think you don’t need this customer feedback question to know what is your competition. The truth is, it’s good to know exactly what are the actual products your Customers believe are your competition. Sometimes they take into account companies that you would never take into consideration.
It is especially useful to know if they happened to compare you with a totally different type of product. Then it is worth a while to check if your communication with the potential and current Customers creates a clear image of your product that is coherent with your own vision. Besides, the odds will be in your favor if you use the feedback to constantly improve what you provide your Customers with and make sure that you are a better option than your competitors.
Category 4 – Feedback on the general experience with the company
17. On a scale from 0 to 10, how likely are you to recommend our company to a friend or colleague?
This simple customer feedback question (followed by a question ‘Why?’) changed the way marketers see Customer satisfaction. Net Promoter Score®, otherwise called NPS, introduced hard data to the world of quantitative data and assumptions. Measuring and improving your NPS should be the first step in improving Customer satisfaction.
Hint: the standard for NPS is to research it using email surveys. However, if you run a news website or other type of business where you don’t really have Customers, NPS can also be effectively used. Just run the survey on a website using targeted website surveys. Target either returning users or use the more elaborate technique based on viewed URLs or cookies. For more information about NPS, take a look at our Guide to Net Promoter Score.
18. How likely are you to buy again from us?
Why bother researching intent of repeat purchase when you can see it in Google Analytics how many people actually bought something again? However, GA won’t help you if you’re just starting a business or sell durable goods. Think about cars or furniture. People don’t buy then once a month. So, if you want to see how many Customers will come back, you need to wait as long as several years to get the data. But you can capture intent sooner. Just ask your Customers.
Hint: send such client satisfaction surveys to your Customers on a regular basis, e.g. once a year – depends on your industry and Customer Lifecycle. The best idea would be to observe the medium frequency your Customers are making their purchases.
Observe trends and find out what are the reasons for increasing or decreasing intent of buying again. Plus, you can then check how answers translate into actual acquisition – it will allow you to build a model of repeat purchases. It will just require integrating your survey tool with Google Analytics or a similar tool you’re using. Learn more about this in the article on measuring Customer satisfaction.
19. What would you say to someone who asked about us?
You should not be fishing for compliments with this customer survey question. What you can measure here is the Customer’s general perception of your product and your brand. It will help you to check if what you consider your company to be is really what your Customers truly see. It will help you specify the image you want your company to have and implement actions that will allow you to achieve it.
20. What else would you like us to know?
This is a truly universal customer feedback question. No matter what is the subject of your survey, it is always valuable to ask if your Customers have anything else to say. It can give you additional insights, sometimes on issues that you would not expect. This, in turn, allows you to much quicker take necessary actions.
Hint: You can either send this customer satisfaction question in a targeted website survey (e.g. after the website visitors respond to your questions regarding the pricing while on the pricing page), in-message surveys via email (either with the follow-up surveys after the purchase or providing the Customer support) or in your exit/return intent surveys (it can give you the actual answer why they decided to churn or return the product).
It’s a basic set of Customer satisfaction survey questions. The choice depends on what exactly you want to research and your target audience. While creating a survey, you can also include questions not directly related to Customer satisfaction but important to you. For example: ask how Customers found out about you, what are their characteristics (roles, parental status etc. – anything that will help you tailor services to their needs), or whether they used any similar products before.
Often it’s better to create and send 1 survey with 6-8 questions than to create one survey with 5 questions to research Customer satisfaction and later send another short survey to research something else. Just remember to keep surveys as short as possible anyway – no one wants to spend 30 minutes answering questions.