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18 customer satisfaction survey questions to use in 2022

Asking your customers the right questions doesn’t need to be complicated but it is common for surveys to miss the mark. We’ve put together a summary of all the best guidelines to follow, and a list of 18 questions you can start with.

Customers respond differently depending on how you pose a question, and often people won’t respond at all if the survey is cumbersome or overwhelming. That’s why we recommend you follow these few tips for developing the best possible survey questions.

How to write an effective customer feedback question

  • Use open-ended questions
  • Keep the survey short
  • Use consistent scales across different questions (e.g. 1-5 or 1-10)
  • Don’t assume anything
  • Avoid leading questions, leave it to them to give you the most accurate answers
  • Demonstrate your willingness to listen and make changes

By following these few simple suggestions, you’ll encourage your customers to respond honestly and more fully than with an overly complicated questionnaire. Customer feedback is given voluntarily so be sure to minimise any inconvenience for them to endure. The easier it is to answer your survey, the more likely they are to actually respond. 

Keeping up with customer feedback trends

The customer experience industry is constantly evolving and adapting to new trends and technologies. For decades, surveys consisted mostly of paper questionnaires sent by post. Since then the introduction of phones, social media, specialised feedback platforms and email businesses have had to modify their feedback processes to suit. 

Refusing to update your feedback processes is a huge mistake because it means your customers are more likely to be put off from responding. Customers evolve with the latest trends and that means you should be too, which means keeping up to date with new channels and communication styles. It’s easier said than done, and it can take a lot of research to keep up with it all so that’s why it could be a good idea to partner with a specialised customer feedback platform. Tools like Review Tui are focused on customer satisfaction which means they’re always learning about how consumers function. As trends come and go, Review Tui can guide you to the best channel for your customer's preferences. 

Customer feedback survey strategy

Another thing to remember is that the questions themselves are only as good as the strategy behind them. It’s worth spending some time deciding what you want to find out from your customers, and what kind of answers will be the most informative for you. We have a few suggestions for developing an effective strategy so that your surveys bring in the most valuable results possible. 

Choose the right time to ask a question. This means working out when your customers are most receptive and most likely to offer something of value. It will vary depending on the question and the demographic of your customers but often the sooner the better to ensure they can remember their experience clearly. 

Choose the right channel to communicate with your customers. This means doing some research into the preferences your customers have around different technologies, and which ones they don’t use. By optimising this you’ll increase your response rate and make the process easier for customers to share their thoughts. 

Choose the right people to survey. Some customers are less likely to submit feedback, and that’s okay. It just means your time is better spent targeting customers who are likely to respond with the answers you need. You can either send out an automated survey to everyone at once or personally approach a select number of customers. This doesn’t mean you only ask customers who are guaranteed to give a good review, but rather that the responses you get will be of practical use to you. 

All feedback is valuable

You’ll need to remember that all feedback is worth receiving, even if it’s a complaint. Every response you get from customers allows you to improve and refine your processes. This is critical for a customer who has had a negative experience because it gives you a chance to resolve the issue before they post about it on a third-party review platform. 

18 Questions to ask your customers in 2022

We have put together a list of some of the best questions to ask your customers, and when they’re most helpful. Read through the list to find a question that suits your current concerns. 

General customer satisfaction

  1. How satisfied are you with our product/service? 
  2. Were your expectations met, unmet, or exceeded?
  3. How would you rate your experience? (out of 5 or 10)
  4. Were you able to find what you were looking for?
  5. What would you tell your friends or colleagues about us?
  6. How likely are you to recommend our company to a friend or colleague? (out of 5 or 10)
  7. Was the website easy to use?

Customer service and resolving problems (CES)

  1. How easy was it to solve your problem? (out of 5 or 10)
  2. Did our employee solve your problem?
  3. How could our team have done better? 

Understanding how you can improve

  1. What improvements would you add to our product/service?
  2. What are the biggest challenges you faced using our product/service?
  3. What, if any, products, services, or features are we missing?

Understanding your customers

  1. What challenge or problem does our business solve for you?
  2. Which do you prefer; quick and convenient or detailed and customized?
  3. What were you looking for on the website?
  4. How useful would [new feature] be for you?
  5. How useful would a [new product] be for you?

Where do I start?

Optimising your customer feedback processes will heavily rely on the questions you choose to ask. You’ll set the standard for the kind of responses you get, and what type of information you can extract from them. That’s why we have our guide to implementing a customer feedback strategy to make the process as straightforward as possible. Download the guide here to get started today.

Download our free customer feedback strategy guide