50+ Best Customer Feedback Questions to Grow Your Business

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    50+ Best customer feedback questions and templates

    Understanding your customers is crucial for any business striving for success. Customer feedback surveys are the most effective way to gauge customer satisfaction, identify areas for improvement, and ultimately enhance the overall customer experience.

    In this blog post, we'll delve into the art of crafting the perfect customer feedback survey, exploring the types of questions to ask, the best practices for survey creation, and how to utilize the feedback you gather.

    What is a Customer Feedback Survey?

    A customer feedback survey is a structured questionnaire designed to collect insights, opinions, and experiences from customers regarding a specific product, service, or the overall brand.

    The feedback gathered from these surveys is invaluable for understanding customer perceptions, preferences, and satisfaction levels, which in turn helps businesses make informed decisions and improve their offerings.

    Why Customer Feedback Surveys Matter

    Customer feedback surveys offer several benefits, including:

    1. Valuable Insights: They provide detailed information about customer opinions, preferences, and experiences, helping businesses understand their customers better.
    2. Product/Service Improvement: Surveys highlight areas that need improvement, enabling businesses to refine their offerings.
    3. Customer Engagement: Involving customers in the feedback process shows that their opinions are valued, fostering a stronger connection.
    4. Decision-Making Support: Feedback data supports data-driven decisions about new features, updates, or strategic directions.
    5. Competitive Advantage: Understanding customer satisfaction and preferences helps businesses stay ahead of competitors.
    6. Customer Loyalty: Engaging customers through surveys can increase loyalty by making them feel heard and appreciated.

    Types of Customer Feedback Questions

    Overall Satisfaction
    Ease of Use
    Website Design
    Features and Functionality
    Customer Support
    Improvement Suggestions
    Value for Money
    Competitive Advantage
    Likelihood to Recommend

    Best Practices for Crafting Customer Feedback Surveys

    1. Define Clear Objectives

    Before creating your survey, clearly define what you aim to achieve. Whether it's improving a product, enhancing customer service, or understanding customer preferences, having clear objectives will guide the survey design.

    2. Keep it Short and Simple

    Long surveys can lead to respondent fatigue. Aim for brevity while ensuring you gather all necessary information. Ideally, the survey should take no more than a few minutes to complete.

    3. Use a Mix of Question Types

    Incorporate a variety of question types, including multiple-choice, Likert scale, open-ended, and rating scale questions. This provides a comprehensive understanding of customer feedback.

    4. Simple and Clear Language

    Avoid jargon and technical terms. Use simple and clear language to ensure respondents understand the questions without confusion.

    5. Personalize the Survey

    Personalize the survey experience by using features like skip logic and question branching. This tailors the survey to the respondent's previous answers, making it more relevant and engaging.

    6. Brand Your Survey

    Add your brand logo, colors, and styling to the survey to make it visually appealing and consistent with your brand identity.

    7. Survey at the Right Touchpoints

    Identify the right touchpoints to send surveys, such as post-transaction, after customer support interactions, or following a website visit. Timing is crucial to capture accurate and relevant feedback.

    8. Offer Anonymity

    Assure respondents that their feedback will be anonymous and confidential. This encourages honesty and increases response rates.

    9. Provide Incentives

    Offering incentives like gift cards, credits, raffles and giveaways can increase completion rates and improve customer feedback survey answers.

    10. Test Before Sending

    Test your survey on a small group before sending it out to all your customers. This helps identify any issues with question clarity, survey length, or technical problems.

    7 Customer Feedback Questionnaire Templates & Examples

    Product Experience Survey Template

    Template 1: Product Experience Survey

    1. On a scale of 1 to 10, how satisfied are you with [product]?
    2. Did [product] fail to meet your expectations? If so, why?
    3. Did [product] meet your expectations?
    4. Which feature of [product] did you find most valuable?
    5. Which feature of [product] did you find least valuable?
    6. What new features or upgrades would you like to see from [brand]?
    7. What are three words you’d use to describe your experience using [product]?
    8. How would you rate the consistency of how [product] works?
    Customer Service Feedback Survey Template

    Template 2: Customer Service Feedback Survey

    1. How would you rate the effectiveness of [brand]’s customer service?
    2. On a scale of 1 to 10, how would you rate the knowledge of [brand]’s representatives?
    3. How long did you wait for a reply from a customer service representative?
    4. How would you rate your satisfaction with your options for reaching a customer service representative?
    5. Please rank your preferred way to contact a customer service representative of the following options: call, text, email, or live chat.
    6. Did your customer service experience impact how you think of [brand]? In what ways?
    7. How could [brand]’s employees provide better service?
    8. Was [brand]’s customer service representative able to resolve your issue?
    Net Promoter Score (NPS) Survey Template

    Template 3: Net Promoter Score (NPS) Survey

    1. On a scale of 1 to 10, how likely are you to recommend [product] to a friend over a competitor?
    2. On a scale of 1 to 10, how likely are you to post positively on social media about [product]?
    3. On a scale of 1 to 10, how likely are you to purchase from [brand] again?
    4. On a scale of 1 to 10, how likely are you to recommend [product] to a friend based on your customer service experience?
    5. On a scale of 1 to 10, how likely are you to recommend [product] to a friend based on your overall shopping experience?
    6. On a scale of 1 to 10, how likely are you to recommend [product] to a family member?
    7. On a scale of 1 to 10, how likely are you to recommend [product] to a coworker?
    8. In what situations are you most likely to recommend [brand]?
    Customer Effort Score Survey Template

    Template 4: Customer Effort Score Survey

    1. It was easy to find the information I needed to purchase on [brand]’s website.
    2. I had a pleasant in-store shopping experience.
    3. I found it easy to learn how to use [product].
    4. I found it convenient to purchase from [brand].
    5. [Brand]’s employees made it easy to resolve my issue.
    6. [Brand] provides effective and easy-to-follow instructions.
    7. [Product] is easier to use than its competitors.
    8. [Brand]’s employees understand my needs as a customer.
    Website user experience survey template

    Template 5: Website Experience Survey

    1. How easy is it to navigate our website?
    2. How visually appealing is our website design?
    3. How useful is the information provided on our website?
    4. How well does our website content meet your needs?
    5. How quickly does our website load?
    6. Did you encounter any technical issues while using our website?
    7. How likely are you to recommend our website to others?
    8. What improvements would you like to see on our website?

    Customer Satisfaction Survey Template

    Template 6: General Customer Satisfaction Survey

    1. On a scale of 1 to 10, how satisfied are you with our product?
    2. Did our product meet your expectations?
    3. What new features or upgrades would you like to see from [brand]?
    4. How would you rate the consistency of how our product works?
    5. What are three words you’d use to describe your experience using our product?
    6. How would you rate the overall quality of our product?
    7. How likely are you to purchase from us again?
    8. What can we do to improve your experience with our product?
    Post-Purchase Survey Template

    Template 7: Post-Purchase Survey

    1. Which step of the purchase process are you most satisfied with? Why?
    2. Which step of the purchase process are you least satisfied with? Why?
    3. How would you rate the overall purchase experience with our brand?
    4. Was the product delivered on time?
    5. How likely are you to purchase from us again?
    6. How satisfied are you with the product packaging?
    7. Did the product meet your expectations upon delivery?
    8. What improvements can we make to enhance your post-purchase experience?

    Customer Feedback Questionnaire Best Practices

    1. Offer Incentives

    Incentive such as gift cards, raffle giveaways and credits can increase completion rates and higher quality customer feedback.

    2. Let People Skip Questions

    Allow respondents to skip questions they don’t know the answer to or are not comfortable answering.

    3. Don’t Use Leading Questions

    Avoid biased questions. Instead of asking, “How was our amazing customer success team today?” ask, “Did our team resolve your problem?”

    4. Keep it Short and Simple

    Shorter surveys generally have higher completion rates. Aim for brevity and focus on your core objectives.

    5. Use Simple Language

    Use conversational language and avoid jargon. Make your survey easy to understand.

    6. Use Open Ended Questions

    Open ended questions allow for customers to provide feedback in their own words and offer clues to deeper needs and issues.

    7. Keep Questions Intentional

    Ensure every survey you send has a clear goal. Know who the questions are for, what you are asking, and how you will use the information.


    Customer feedback surveys are an essential tool for understanding and improving the customer experience. By asking the right questions, following best practices, and acting on the feedback you receive, you can make informed decisions that enhance your products, services, and overall customer satisfaction. Start crafting your customer feedback surveys today and unlock valuable insights that drive continuous improvement and success.

    Junu Yang
    Founder/designer/researcher @ Usercall