Home » Customer feedback » Ultimate Customer Feedback Survey (with Examples!)
Last edited: September 21, 2022
Table of content
Have you tried these with your customer feedback?
Book a demo
A customer feedback survey template can be your ultimate tool to know the clients’ perspectives.
We live in a digital age, where building a relationship with your clientele is more important than ever.
One of the best ways to do that is by creating a customer satisfaction survey.
But how can you make sure that you ask the right questions if every client is different? How can you measure the satisfaction of your clients without any prior experience in this field?
Our guide will help you quickly set up an effective customer journey map and design engaging customer satisfaction surveys.
By the end, you’ll be able to:
Excited to try out how you can transform your survey feedback into social proof for your business?
Book your discovery call here
A customer or clients’ journey is an end-to-end view of the clients’ interaction with your company. It shows touchpoints, interactions, and events throughout the customer lifecycle.
There are various forms of this journey. However, let’s keep it simple and focus on the five following sections:
The client becomes aware that they have a need or problem your product or service can solve.
Websites, billboards, TV ads, and social media posts are all ways to draw attention to your product.
Receiving survey feedback on the level at which clients notice these forms of advertising is essential for future campaigns and promotions.
Customers will now look for solutions to their problems.
The client may look for product reviews, customer testimonials, speak to friends, family, and colleagues, or search Google.
This step is crucial as it can set the journey in progress; clients who find lots of negative information on your brand may drop off at this point.
After researching different brands, clients narrow down their options and create a shortlist. Build your brand to beat the competition!
It is essential to understand why they select your product over others, including price, quality, or even word of mouth.
Asking for feedback on anything in the selection phase will help you improve in this area.
After choosing your product, clients receive their purchase. If the product does not fulfill their expectations, it can affect future business from this client.
There are various ways to gather customer feedback at this stage; asking for a one-off review or offering an incentive to complete a customer satisfaction survey after a week or month of delivery.
A final opportunity to gather feedback is after the client has had a chance to use your product.
That can be a simple question on a receipt, a customer satisfaction survey after a sale, or an offer for additional support if needed.
This part of the journey can be as important as the initial research stage. Clients always appreciate brands that care about their experience with them and are happy to fulfill surveys that help them engage with the company.
Now you have a basic understanding of the different phases of the client journey. You can get more of an in-depth look at the client journey by reading one of our previous posts here.
Let’s move forward and define the client journey specifically for your brand.
Tailoring the journey to your specific company is vital for effective feedback.
By doing so, you allow for personalization across various aspects of the client’s journey. That personalization leads to a better relationship between you and your clientele.
To create a unique client journey for your company, you should put yourself in the clients’ shoes.
The following table will help you give the right start when beginning to map your customers’ journey.
The above represent action steps you should consider when mapping out your client journey. It considers the various stages that your brand offers while also considering the clients’ points of view.
Pro Tip: Creating a survey regarding every step of the journey is on the best practices.
At every stage, the client has:
What is the client doing during each of the stages? Are they returning your product? Are they looking for a refund?
By focusing on clients’ actions in each stage of their journey, you can identify patterns for improvement.
What thoughts are going through the clients’ minds during different stages? Are they satisfied? Nervous? Angry?
What are they looking for? Do they have any questions that need to be answered?
Think of touchpoints as the links and connections of the client’s journey; that is why they are crucial.
Touchpoints refer to the time of interaction between your business and your clientele.
Connecting with clients through touchpoints is integral to creating a successful campaign.
When filling out the template, try and focus on the various touchpoints you offer to clients throughout the different stages.
Weaknesses highlight the common pain points your clientele is facing. These could include poor after-sale support or problems on the website.
The goal in outlining these pains is to work on them during the different stages of the clients’ journey.
The last row, opportunities, summarizes questions and problems clients have. Furthermore, this part highlights the areas where you need to focus your efforts as a company.
After defining the ‘journey’, you are ideally placed to collect feedback through customer satisfaction surveys effectively. The following section will cover the various questions you can use in your survey.
A customer satisfaction survey can take different forms. There are several ways to collect feedback, from asking clients for a verbal review to emailing them a link to fill out an in-depth questionnaire.
The customer satisfaction survey questions you ask can significantly impact your feedback. A poorly formatted questionnaire will receive fewer responses with less relevant information.
On the contrary, you will get more respondents and better insights by asking relevant and straightforward questions. Thus, you can increase survey engagement.
To make sure your customer satisfaction survey gets the right start, consider the following question types:
Let’s see how these can be best used to make effective customer satisfaction survey templates.
Close-ended questions are the traditional form of a customer satisfaction questionnaire. They simply require a yes or no answer to a question, with no follow-up comments.
To make these effective, think about the questions you want answered. They could be specific to a certain product or service, or you could use general questions that apply to the company as a whole.
If you want to know whether clients found your product easy to use, add this question in your survey:
“Did the product meet the requirements on the website?”
These are the opposite of close-ended questions, in that people are asked to provide feedback on specific points.
This type of question allows people to express the specific problems they may be having and their thoughts and feelings on your product.
If you want to know what your customers think about your brand’s customer service, your survey should include:
“How do you feel about our customer service and the people on the other end of the phone?”
These are some of the quickest and easiest survey questions, as customers only have to select one answer. While they are simple, there is the risk that customers will feel under pressure to complete them quickly and may not give serious thought to individual choices.
To make these effective, try limiting the number of options to provide better insights. Having only two options also gives you a chance to ask follow-up questions, such as “why?”
You want to know what customers think of your website, ask the following question in your survey:
“What do you think about our website? Is it easy to navigate?”
The answer could include four options:
Matrix questions allow you to group various questions in the survey. Furthermore, the answers to all the questions are combined into one response.
That allows you to get specific answers to each question while also understanding how customers feel about your product overall.
This type of question puts a broader range of issues before the customer, who can feel overwhelmed if there is too much to read. However, you can also add a neutral option for customers who may not have an opinion on a topic.
If you want customers’ thoughts on your business as a whole, you can ask a group of similar questions in your customer survey:
You can give customers a rating scale to answer all the questions and combine them into one response.
Likert scale questions are good for asking customers’ favorability towards a particular topic. They have several options, ranging from ‘strongly disagree’ to ‘strongly agree.’
It is best to use odd number options to allow neutral customers to also engage with the questions.
By referring to the previous case, if you wanted customers’ thoughts on your business as a whole, your customer survey should have the following question:
“Does our service cater to all your needs?”
The answer should offer an odd number scale with the following options:
If customers aren’t satisfied with the services you provide, it’s a good idea to ask why. Then, you can ask if there’s anything that could be done to improve the service.
As you can see, Likert scale questions offer an excellent place to start when you want to elicit specific responses but don’t want to go into too much detail.
Fill in the blank statements help encourage customers to detail their opinions and experiences. They also allow you to capture specific points that you may not have previously considered.
You can give an incomplete statement and ask customers to finish it.
“One of the most difficult parts of our service is _____ ?”
You want to avoid any controversial statements to ensure customers feel comfortable sharing their thoughts.
Another way you can use fill-in-the-blanks is by asking a question and leaving a few spaces for customers to fill in the answers.
Ranking questions are all about giving your customers a choice of topics and asking them to rank them from most important to least.
Ranking questions also allow you to group several issues without overwhelming customers.
This question is ideal for understanding customer preferences for different areas of your product/service.
“Which of these factors do you consider the most important when it comes to our product/service?”
The ranking list for the above example can include options like:
Demographic questions are handy when you want to use a survey to understand the demographics of your customer base.
They’re also great for understanding general attitudes and behaviors in the wider population.
You can ask demographical questions to understand how your customer base differs from the general public and find out what type of customers exist and their commonalities.
These questions are a good way of finding out what different types of customers you have and what kind of customer doesn’t exist yet.
One of the best ways to support your feedback is to use images. Images allow you to evoke a greater emotional response from customers and create a more memorable experience for clients attempting the survey.
You can provide a list of images and ask customers which one they identify with the most. When using image-based or picture questions, it can be essential to use high-resolution images.
This section covered some of the significant survey question types you can use to form your customer satisfaction surveys. As a quick summary, here are the different survey questions we covered:
Look no further than one of our previous blog posts to learn how to create effective survey questions.
By now, you should have an idea about the proper survey question on your customer satisfaction surveys.
But what about the actual content?
The survey question/questions you ask should aim to solve a specific problem – you should always aim to understand your customers and their opinions as well as possible.
It can be difficult to think of what questions to ask, so we have compiled a list of our 7 go-to questions that fit all types of customer satisfaction surveys.
These questions are designed to find out as much as possible about your customers’ needs and provide them with the opportunity to provide additional feedback.
Let’s consider each question and how it allows you to understand the customer
This survey question lets customers know they are being listened to. That makes the customer feel valued and increases their likelihood of responding positively to future requests.
Some ways to ask the above question are:
This question is designed to establish if your customers are satisfied with the product or service you are delivering.
It is not a question about how happy they are with your company as a whole, so there is no risk of bias when answering.
This question allows you to identify how your customers view your business.
After the “How satisfied are you with our product/services” question, it is beneficial to ask about the value those services provide. By doing so, you will know whether the customer is satisfied with your product and if they see the value.
This question revolves around asking customers their pain points.
It is vital to ask this question. It lets the customer know you are interested in solving their problems and helps you understand what they struggle with.
You might also find it helpful to ask, “Do you have any ideas on how we can tackle these problems?” That gives customers a chance to be creative and have their opinion heard.
This customer support question aims to find out why customers choose you over another company.
By understanding why the customer chose you, you will have a better idea for marketing your company and the aspects you should focus on.
You can also find out what aspects your competitors are doing well in to help you better serve your customers.
If you want to know whether customers will recommend you to someone else, you should ask this customer support question.
It can be helpful to ask this question at the end of an online survey so you know the answer is genuine.
This customer support question helps keep your survey responses open-ended, meaning you will get the most out of your data.
It allows customers to provide feedback about anything they think you should know.
To sum it all up, using these questions will help you create a better customer satisfaction survey. These seven questions cover all the key areas of the survey and help you improve business and customers satisfaction levels.
Why not book a meeting with our CMO and learn all the wonderful features of our software that can help you build great customer satisfaction templates.
By now, you should know how to design a customer satisfaction survey and what questions you can ask.
This section contains three customer satisfaction surveys templates. You can and should use these customer satisfaction survey examples as the foundation to create your ultimate survey.
I have separated them according to three famous customer experience metrics: NPS, CES, and CSAT.
The Net Promoter Score (NPS) is one of the most popular customer experience metrics. It helps you understand how willingly a customer would recommend your business to a friend or colleague.
If you’d like to know more, here is everything you need to know about NPS.
The NPS is calculated using this formula:
NPS = % of Promoters – % of Detractors
The following is the simplest and most efficient NPS template. (You can try it out by clicking on it!)
With Trustmary, you can add any imaginable additional question to the same survey.
Anything! Book a meeting and we’ll tell you more.
Collecting customer satisfaction is all about understanding how satisfied your customers are with your company at a specific time. It provides a broad view of the consumer market.
Customer satisfaction is calculated using this formula:
% Satisfied customers = (Number of satisfied customers/ Number of survey respondents) x 100
The following is a customer satisfaction survey template that will help you collect customer satisfaction data.
Are you looking for software that can help you measure customer satisfaction? Go through one of our previous blog posts for the 7 best options.
It doesn’t get simpler than this for your customer to let you know how you’re doing.
The customer effort score (CES) tells you how much effort the client requires when dealing with your company to solve a specific problem.
The customer effort score provides a distribution that you can use to differentiate your customers. You can see the average effort score of customers and pinpoint any outliers.
The main question in CES is, “How easy was it to solve your problem?”
An odd number scale allows customers to log in scores. Thus, the customer effort score is calculated using this formula:
CES = (Total sum of responses) / (Total number of responses)
The higher the score, the easier it is for customers to solve problems. Thus, you should always aim for a score above the median value of the scale.
Pro Tip: You can and should end all customer satisfaction surveys by thanking the customer for investing their time to give you feedback.
You can do this by adding this line at the end:
“Thank you for your valuable time and interest in our company. We appreciate it a lot!”
Let’s summarize using a simple table:
Ready to make customer satisfaction surveys? Try out our survey-maker. You’ll get the power of read-made templates, unique customizations, varied integrations, and extensive reporting at your fingertips.
Customer feedback is a powerful tool for brands that want to keep their finger on the pulse of their customer base.
The ultimate customer satisfaction survey will help your brand/company/service stand out from the competition.
We have done the following that can help you accomplish that:
Whether you want to calculate NPS, CSAT, CES, or more, Trustmary can help. Our custom survey builder can help you create tailored customer satisfaction surveys simply.
Furthermore, you can use the data and convert it into social proof for your business without hassle.
Sign up for a free trial and pull in customers like never before.
The Ultimate Guide To Customer Experience
The Ultimate Guide To Surveys
3 Techniques For Measuring Customer Experience
The Definitive Guide to Optimizing Conversion Rate
Customer feedback: Ultimate guide to gathering and utilizing feedback
Which is the best metric to measure between NPS, CSAT, and CES?
NPS is the best metric to measure between CSAT and CES. It looks at the entire customer experience. Furthermore, it can easily be benchmarked.
What channels should I use to send out a survey?
You should always aim to offer an omnichannel experience to customers. Some channels that you can consolidate together are:
It is best to use the channel where most of your audience spends the most time. Furthermore, you should be careful to use the right channel for the appropriate survey length. For example, a short survey can be easily solved on mobile than long and descriptive customer satisfaction surveys.
Here are some tips for sending NPS surveys via emails for maximum results.
What is a customer journey map?
How long should the survey be?
How important is the tone of voice in a survey?
The tone of voice you use in your survey is fundamental.
The tone of voice should be engaging and inviting enough to encourage customers to fill in your survey.
However, it should be serious enough that customers answer honestly.
What are some best practices for surveys?
When designing a customer satisfaction survey, some best practices you should follow are:
Get reviews from your happy customers and show them off with Trustmary’s extensive widget library!
Thanks, but let me skip the chat and start a free trial now >>