Customer satisfaction surveys are a great way to gauge attitudes toward your brand. Are people receptive to your messages? Is the response positive, negative or neutral? The only way to truly find out is to ask. Through the answers your audience provides, you can discover happy clients to turn into promoters, unhappy clients and situations that need mending, and the overall level of satisfaction with your brand.

You’ve probably taken a customer satisfaction survey for brands you’ve had experiences with in the past. The survey either made you feel as if your voice was being heard, or felt downright pointless and unorganized. For this reason, asking the right questions is key to producing the best results and pushing your brand in the right direction.

Key Practices

When writing your customer satisfaction survey, there are some “do’s” and “don’ts” you should abide by to get the most out of this marketing technique.

  • Don’t restrict multiple choices when selecting answers
  • Don’t require responses to all questions
  • Don’t ask too many questions (10 questions is a good guideline to follow)
  • Don’t create long scenarios and ask your customer to type out a lengthy response. Their response should only require a simple click.
  • Do remember why you’re sending this survey out. Make sure the questions on it reflect your goal
  • Do offer a “mark all that apply” option for questions

Types of Questions

There are different categories of questions you can include with your survey. Which ones you pick will depend on the type of survey and what you wish to get out of the survey.

Dichotomous Questions

With these, you offer two possible answers such as Yes/No, True/False, Agree/Disagree. An example would be:

customer satisfaction survey questions

Multiple Choice Questions

Multiple choice questions are reserved for questions when customers may have several answers.

customer satisfaction survey questions

Likert Scale

The Likert Scale has five levels of responses ranging from “Strongly Disagree” to “Strongly Agree.” You might phrase questions like this:

customer satisfaction survey questions

Open-Ended Questions
These questions let customers fill in their own responses, rather than selecting them. Be careful that you don’t add too many of these, and only use them if they’re needed to achieve the main goal of your survey. Remember, you want to make the survey experience as painless for customers as you possible can.

Why did you choose to purchase from [ Your Brand ] over alternative providers?

Semantic Differential
This rating scale is similar to the Likert scale, but it does a slightly better job of capturing customer attitudes. You get a better idea of who your happy customers are, and who your unhappy customers are.

semantic differential question

Types of Customer Satisfaction Surveys

There are a number of approaches you can try when writing your customer satisfaction questions and survey. Keep in mind the goal, the types of questions, and the type of customer you’ll be targeting the survey at when deciding.

Product Surveys

These surveys ask questions about a specific product. More than likely, it would come in the form of an email workflow a few weeks after the user makes an online purchase. You might ask questions like:

  • How would you rate the condition in which you received your product? (5 = Perfect, 1 = Poor)
  • How would you describe your overall level of satisfaction with this product? (5 = Very Satisfied, 1 = Not Satisfied at All)

You might also ask questions more specifically related to the product and the user experience. Keep in mind the goal of the product survey. You want to ask questions that will reveal how your product is performing, and how your audience is responding to it.

Staff and Service Surveys

These are commonly found in restaurants, retail, phone stores such as Verizon, or any service-based company. For example, at the end of a meal in a restaurant, the server may ask you to fill out a brief survey on your receipt. It will probably ask questions such as:

  • How was your service today?
  • What was your servers name?
  • Did your food arrive in a timely manner?

The goal of a staff and service survey is to see how well your team is representing you in front of your customers. You can get a good idea of how customers leave your business feeling. Do they feel respected? Did they have a good experience? Or are they feeling leaving grumpy and angry?

NPS Surveys

The Net Promoter Score Survey is a powerful tool for measuring customer satisfaction. Customers answer one question: “How likely is it that you would recommend our company (or product or service) to a friend or colleague?” Then the respondent gives it a score from 0-10, 0 being not likely at all and 10 being very likely. Respondents who fall in the 0-6 range are considered detractors, 7-8 are neutrals and 9-10 are promoters. You can use this data to get a good idea of customer attitudes toward your brand.

Delivery Surveys

Companies who deliver products or services to you will often send follow-up surveys. These are often very simple questions designed to gauge customer attitude. For example, Uber uses their five star rating system. After your driver drops you off, you’re asked to give them a rating from 1 star (poor) to 5 stars (great). Amazon will often prompt you with a question after confirming your package has arrived, asking you if you were satisfied with delivery and offering space for comments and complaints.

Patient Surveys

Patient care surveys are specific to medical professionals, but work in similar ways. Practicing professionals (eye care, family doctors, dentists, dermatologists, etc) may want to package together a brief survey to discover how well they are being received by their patients. Questions to ask might include:

  • How satisfied are you with the service at (said place)?
  • Does our environment make you feel comfortable?
  • Specific questions about the treatment provided

Having a patient care survey helps remind patients how important their satisfaction is to those providing services to them. It gives them a platform to voice concerns or suggestions and can overall improve the environment for all.

Pricing Surveys

Pricing surveys can go one of two ways. Either you can ask questions about the level of satisfaction with current prices or you can gauge customer attitudes towards new prices. Here is an example:

customer satisfaction survey questions

Presenting Your Survey

What is the best way to deliver customer satisfaction surveys? Here are some ideas:

  • Pop up surveys on your website
  • Static page surveys (user would click a link through email, social media, website, etc., taking them to a landing page with a survey)
  • Embedded surveys (embed it within an email)
  • Phone surveys
  • Offer surveys in person (in-store, before/after appointment, during experience, etc)


How often should you send out surveys? This all comes back to the goal of your survey. A product survey would be sent out once, 2-3 weeks after the initial purchase. A staff or service survey may be presented after interaction with staff. Delivery surveys may be presented after each delivery. Patient care surveys, Net Promoter Scores and pricing surveys are periodical, such as twice per year.

In conclusion, customer satisfaction surveys are an effective technique for gauging audience attitude towards your brand. It’s a great way to highlight customers who are thrilled with your services, and those who aren’t so happy. Seal any gaps in business processes and gain respect from those using your products by giving them a platform to have their voices heard.

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