Best customer satisfaction survey questions for effective feedback

It’s easy to see why customer satisfaction should be the priority for every business. When customers are happy with a product or service, there’s a high likelihood that they will buy again in the future. Customer relationships should be at the core of your business, which is why you need to be proactive in designing customer satisfaction surveys.

The key to creating useful survey questions is to look for results that apply to your business development efforts. How do you plan to use the information in the future? Having a long-term plan in mind will optimize the overall effectiveness of your customer survey efforts.

Why your business needs customer feedback

Using surveys for customer input is a quick way to see what your customers like and dislike. As you listen to the needs and desires of your customers, you’ll uncover a clear pathway to improve the products and services that meet the needs of your target demographic.

Research studies have found that high levels of customer satisfaction are predictors of

  • Customer loyalty
  • Customer retention
  • Product/service repurchases
  • Customer referrals

Survey feedback can provide your business with valuable insights to reinforce the right interactions with customers, helping to maintain relationships with current customers while also bringing in new ones.

Timing and implementation of a customer survey program

Timing matters when asking for customer feedback, which is why it’s essential to consider how these surveys fit into the buying cycle. Here are a few factors you need to consider when determining the right timing of customer surveys:

  • When the customer purchased the product/service
  • The type of service or product
  • Intended use of the service or product
  • Frequency of customer interactions

For example, you might design a survey to get post-purchase feedback from customers. Or it can be valuable to measure periodic satisfaction as the customer continues using your products and/or services.

Examples of customer satisfaction survey questions

Are you unsure about the best questions to ask your customers? It can help to break your questions into categories. Look through the following lists to find the questions that best suit your needs.

Product/service usage

  • How often do you use the product/service?
  • Did the product/service meet your expectations? Why or why not?
  • What would you change about the product/service?
  • How well does our product/service meet your needs?
  • Which features are most valuable to you?
  • Are any important features missing?
  • On a scale of 1 to 10, please rate the value of the product/service based on the money you spent.
  • How likely are you to recommend this product/service to a friend?
  • How satisfied are you with the available shipping options?

Customer service

  • How do you rate the support you received?
  • How do you rate the clarity of communication with the representative?
  • How easy is it to use our website?
  • Were you able to find the information you were looking for on our site?
  • How responsive were our employees in answering your questions?
  • How can we improve your experience with our company?
  • Will you purchase more products/services from our company in the future?


  • Where are you located?
  • What is your zip code?
  • What is your age group (select from the ranges listed)?
  • What is your employment status?
  • What is your marital status?
  • What is your level of education?
  • What is your household income?
  • Do you have dependents/children?
  • Do you subscribe to our email newsletter?
  • Have you purchased from our company before?

Open-ended questions

  • Do you have any additional feedback for us?
  • What can we do better to serve you?
  • How can we improve your experience?
  • Which products or services are you interested in for future purchases?

Sometimes, open-ended questions or yes-no questions are appropriate. It can also be helpful to use a satisfaction scale to quantify survey feedback. For example, a scale from 1–10 can show the range of satisfaction or dissatisfaction. Other satisfaction scale designs can include responses ranging from “very satisfied” to “very dissatisfied” or even images that symbolize satisfaction with happy or sad emojis.

Free survey templates

If you’re new to using customer satisfaction surveys, check out our guide to designing a good survey. Jotform offers more than 300+ survey templates, making it easy to collect the data you need. You can use a survey template or start from scratch with a basic survey using your own customer satisfaction survey questions.

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