Customer Satisfaction Surveys: Definition & Questions Examples

15 March 2022 ~ 11 min read 2002 views
rate it
Claspo Blog Customer Satisfaction Surveys: Definition & Questions Examples

Have you ever heard about a customer satisfaction survey? One of marketing research's most important tasks is determining the factors that influence the consumer's decision to purchase your products or service. Mainly if the company focuses on the quality of services and motives of consumer behavior in its marketing strategy.

But what standards will allow you to have maximum revenue and break away from competitors? What if your criteria will work for customer satisfaction? What will drive them to come to you again and again? Will they recommend you to their good friends? There is no other way than to find out from the buyers themselves.

Consumer behavior modeling provides a starting point and conceptual framework for analyzing purchasing processes. It is of practical value to marketing managers as it allows the development of the basis of a marketing strategy and can also be used as a predictive tool.

Loyalty has several definitions, but in any case, it is derived mainly from customer satisfaction. Commitment can be interpreted in different ways, for example:

  • Persuasion in repeat purchases
  • The willingness of the client to sacrifice something for the sake of his favorite brand (including the refusal to buy in the absence of a favorite brand)
  • Readiness to recommend the brand to acquaintances or friends

Thus, it makes sense to talk about loyalty when a certain level of customer satisfaction has been achieved, and the topic of a customer satisfaction survey as a whole has been studied.

Table of Contents

What Is a Customer Satisfaction Survey?

Customer satisfaction is primarily an emotional assessment of the interaction between the client and the supplier. It is often based on comparing expectations and reality when receiving a product or service. If the experience is rated higher or equal to expectations, we can say that the client is satisfied, if it is lower, alas, the client is unsatisfied. The assessment of consumer satisfaction can now be made in accordance with modern recommendations of marketers and sociologists. The importance of this procedure cannot be underestimated since the success of a business depends on the client base and its expansion. Customer focus is the key task of marketing and business because a satisfied client becomes loyal, which is the basis of stability and profitability.

In most cases, satisfaction survey research is carried out using customer surveys. Since customer surveys provide quantitative indicators of satisfaction, this approach allows you to obtain statistically significant information and track changes in customer attitudes towards a product. Periodic measurements allow you to control the mood of customers and adequately respond to the indicators obtained during marketing research.

Why Should You Use Customer Satisfaction Surveys?

When solving the issue of quality of services and choosing the most effective method is necessary to clearly distinguish between the concepts: “service” and “product”, “quality of service”, and “quality of goods”.

Today, the sale of many goods (especially when it comes to complex household appliances, cars, real estate, equipment, etc.) is accompanied by the simultaneous sale of certain services: delivery, after-sales service, repairs, etc.

At the same time, many experts argue that the process of selling goods has recently become more and more like selling services. What is the difference between these two types of sales?

Goods can be touched, felt, compared with other similar goods, choose what you like best. In this case, for a particular buyer, this will be an objective assessment.

Service is usually something promised that may or may not happen (for example, insurance, repair of purchased goods, equipment).

It is believed that the sale of goods is the end of the interaction between the seller and the buyer. The sale of a service is the beginning of communication, especially if the service is provided by the one who sold it. It is assumed that having sold a service to someone, the seller will interact (communicate) with this buyer and even directly participate in this process. To become a master of selling a particular service requires serious immersion in its process, an understanding of the specifics, and subtleties (the seller, in this case, becomes an expert in a certain area). Selling services is expert selling.

When making a purchase decision, almost every customer is in a state of internal expectation. They think that there might be better options that need to be seen. That’s the minute when your customers visit your competitors. 

Customer satisfaction is a powerful tool for increasing profits. It demonstrates the degree of trust in your activities and in your product. It is very difficult to overestimate its importance because the loyal and stable customers who work with you bring companies about 90% of the income, despite the fact that their number does not exceed 15% according to statistics.

Types of Customer Satisfaction Surveys

So, how do you understand that your clients are happy, satisfied, loyal, and ready to suggest your services and products to their friends? Well, you have to run surveys to understand them. Here are the best four surveys that will help you to understand your clients. 

1. CSAT — Customer Satisfaction Score

Customer Satisfaction Score, also known as CSAT, is the customer satisfaction survey index. This is an indicator by which you can evaluate the quality of your company at all levels.

Often, business owners feel they are in control of their team and know the strengths and weaknesses of the company. But practice shows that such knowledge can be false, and weaknesses are revealed unexpectedly in the process of interviewing customers. Even employees who interact with customers daily may not adequately assess the company's position due to their subjective perception.

To avoid misunderstanding the processes of your own business, you need to communicate with customers directly. That's what CSAT is for. This score instantly identifies pain points and gaps in the work.

The CSAT may be in the form of pre-formulated statements that the client agrees or disagrees with. Examples of statements: "I am completely satisfied with the quality of service at all stages" or "The manager answered all my questions, and I was satisfied." A questionnaire with such statements can be given to all customers in an offline store or interview customers in a messenger using a bot.

CSAT Example.png

2. NPS — Net Promoter Score

Net Promoter Score, also known as NPS, is a metric specially designed to determine the level of customer loyalty to a product, brand, or company and the willingness to recommend your product or service to friends, family, etc.

The essence of the index is that the client is offered a questionnaire with a single question: is he or she ready to recommend the company/product/service to friends or colleagues? To measure loyalty, a ten-point scale is proposed.

For the first time, the concept of such a loyalty assessment was proposed in 2003 by an employee of a consulting agency, Fred Reicheld. He was the first to think about the lack of a tool for measuring loyalty to companies from different industries or measuring this indicator among customers of different companies operating in the same niche. The advantage of his proposed approach is universality: each client can express his attitude by answering just 1 question.

Many companies use the Net Promoter Score as a tool to study customer loyalty. But it is worth spending resources on collecting and interpreting data in accordance with the proposed methodology only if the business owner is ready to act under the result obtained.

It is not enough to know the NPS. It is necessary to interpret it correctly and understand what led to this result. The right approach will help you find new ways to promote, and connect other services, improve existing processes and prepare your business for innovation.

NPS Example.png

3. CES — Customer Effort Score

Customer Effort Score, also known as CES, is a customer service metric that measures user experience with a product or service. Clients rate their experience on a seven- or ten-point scale from "Very Difficult" to "Very Easy". This determines how much effort it took to use the product or service and the likelihood that they will continue to pay for it.

There is plenty of evidence that the simplicity of a given experience is a better indicator of customer loyalty than simply measuring immediate customer satisfaction (and customer loyalty is the true engine of business in our increasingly competitive environment).

That's why CES is a popular methodology used by teams around the world to work with clients. Instead of asking how happy the customer was, you ask them to rate the ease of the interaction.

CES Example.png

Types of Customer Satisfaction Survey Questions

The success of a survey is largely determined by what and how the customer survey questions are formulated.

Open Questions

Any extended response that is not planned in advance is expected. Part of open questions are questions that begin with "why". They have the goal of studying the motives of answers, for example, to the question: Why is foam needed when washing clothes?

Open questions require a detailed answer. In psychology, open questions are also called value questions, as they provide useful information to either the questioner (you) or both participants. Let's imagine the situation again. You ask the person you work with: do you see the prospects for our further cooperation? This is a closed question (you can answer yes or no). If the answer is yes, then most likely your interlocutor will not voluntarily develop the topic, and you will not understand exactly what the prospects are. But if you frame the question in a different way: we are already implementing more than the first project together, what other prospects for work do you see? In this case, you will give the interlocutor food for thought.

Closed Questions

The most widely used type of question in questionnaires, where the respondent selects one or more options from predefined answers. Because of its unambiguity and simple design, this kind of question is very easy, fast, and efficient to handle in any type of research.

Closed questions are indispensable in areas where it is necessary to describe a clear range of answers.

Dichotomous and trichotomous questions are suitable for a question with two or three answers, thus being the easiest questions for respondents (it is easy to answer a question with a choice of two possible answers).

To create a trichotomous one, a neutral answer option is added to the dichotomous question — if the respondent has difficulty determining a clear position on the answer, you can offer him an additional neutral answer.

Semiclosed Questions

Allow the respondent to avoid choosing these alternatives by marking at the end of the list of answers such options: “I don’t remember”, “I didn’t think”, “I can’t answer” or answer in my own way in the line: “Something else” or “Other answers ", where space is left for writing answers, two or three lines.

Open questions, unlike closed ones, do not contain hints and do not "impose" any answer option on the respondent. Thanks to these questions, the respondents can express their opinion in its entirety, with all the details, so open questions provide richer information in content, unlike closed questions.

How to Ask the Right Questions for a Customer Satisfaction Survey?

Before moving on to the rules for preparing questions to get a customer feedback survey, you need to decide what tasks the “right questions” solve.

What are they needed for? How to understand that these are not just questions for the show but an accurate working tool?

The right question helps to get clear answers to the primary marketing “puzzles”:

  • Who is your target audience?
  • Is the price of your product or service high?
  • What suits and does not suit customers?
  • What is the degree of satisfaction with the product and service?

By asking practical customer satisfaction survey questions, you will get answers-solutions. You will find out what your users like, dislike, or lack. You will be able to adequately respond to the requests and wishes of your customers. 

Remember, your goal is to get a quality answer. Not a quick reply, but the truth from the client. And how to do this, we will tell below.

6 Rules for Creating a Satisfaction Survey

How to get customer feedback that will be valuable and relevant to your business? Keep in mind the following rules.

  1. The question should focus on user experience. The website as a whole or a separate product does not matter. You need to know whether your client is satisfied with everything and whether he is comfortable.
  2. The customer satisfaction survey should be short. Don't force clients to waste their time on long questionnaires. Let them spend it on a purchase.
  3. Each survey should reflect your specific goal. For example, one survey is about the quality of the product, the second one is about the convenience of the site, and another one is for new customers.
  4. Ask questions that require detailed and precise answers. Yes, questions with ready-made answers are more popular among users, but you need to dig deeper. If you want to get more information from your site visitors, ask them, "Why?" or "Why not?".
  5. Use plain language. Refrain from getting into complex terminology. Your survey stresses the more your clients, the less likely you are to get truthful answers from them. And the less likely it is that they will reach the last item on your profile.
  6. Motivate. Offer a bonus, promo code, or discount. Your task is to lure the customer into answering a satisfaction survey. People like gifts. And you want conversion.

And again, it’s worth remembering: by asking the right questions, you will get valuable answers. Those that will help you understand what is wrong with the website, product, or service.

The Most Useful Customer Survey Questions for Your Website 

1. How did you find out about our product/website?

With this question, you can evaluate your marketing channels and find out exactly where people find mentions of your site, product, or service. And reconsider your advertising strategy or target audience selection formats.

2. Will you recommend our product to your friends, family, and colleagues?

Here you will specifically see the user's reaction and the level of satisfaction. If a person does not recommend you to anyone, it means he or she is dissatisfied with something. Ask “why” and find out what you need to improve (invite the person to write or choose from several answers).


3. What associations do you have about our website/product?

This is a great way to understand exactly how users perceive you and how they see your website or product: useful, inconvenient, high-quality, expert, unreliable, etc.

4. Rate our product, and website from 0 to 10

This is one of the reviews. You can clearly see the level of customer satisfaction.


5. Which of our competitors did you consider before choosing us?

This is a great way to get to know your enemy by sight. You can learn from competitors. And sometimes you can’t even imagine who people consider your competitor. This will give you additional benefits.

6. Why did you choose us over our competitors?

This is a great way to get to know your strengths in the eyes of your clients. There are dozens of options why people choose you: price, brand, functionality, etc.

Using this question, you will find out exactly how you compare favorably with your competitors. And, therefore, how to use these differences to attract more customers.

7. Is our product/website better than website/product X?

This question will show you the strengths and weaknesses of your product or website. Carefully study the product or website of the competitor you indicated in the question.

8. What do you like most/least about our website/product?

You will understand what suits and what does not suit your customers. The question will help you focus on improvements.

9. How easy is our product/site to use?

Suggest the following options:

a) Very simple; 

b) Quite simply; 

c) It is neither easy nor difficult; 

d) Quite difficult; 

e) It is complicated.

10. What features of our website or product do you like the most?

You know all your advantages. And customers may appreciate you for something insignificant to you, but essential to them. Having learned about such small things, you can turn them into big pluses so that other users catch up.

11. What qualities of our product/website do you consider not so important?

The answers to this question will help you discard what is unimportant to people and focus on what attracts them.

12. What important quality/function are we missing?

You will learn about the shortcomings and weaknesses of your product. Plus, you can build an excellent strategy for further action.


13. Why did you decide to use our product/website?

This customer satisfaction survey question means, “What goal did you pursue by visiting our site or buying our product?”. Your website visitors have different goals. Someone is comparing the prices, someone is ready to buy, and someone wants to read a blog article. It will be helpful for you to know what attracts users' attention.

14. Why did you decide not to buy it?

A question that aims to optimize the user journey and increase sales. There are many reasons why a user does not buy. Is the high price to blame? Or quality? Lots of options. No need to guess. Just ask the users.

15. Which payment/shipping method do you prefer?

Clients often refuse a purchase simply because the payment or delivery method does not suit them. Make sure you offer all the options that are popular among your users.

16. Do you understand our prices?

Typically, customers can choose from various packages, subscriptions, and products. But do they always understand the difference in tariffs? Why is one service package more expensive, and another, almost the same, half the price?

17. What was your first impression of the website?

Ask for it on the website's main page, focusing on new visitors.

18. What is missing on this page?

Your website's pages should give users all the information they need. By striving for this and trying to provide a bunch of everything, you can turn the site into a dump of information. You still need to give precisely what customers are looking for. And this customer satisfaction survey question will help to identify the clear needs and interests of users.

19. What are your favorite blogs?

A corporate blog is a great tool to show your expertise and increase audience loyalty and conversion. But which blog will be popular? Ask clients.

10 Extra Questions to Ask Your Customers

  1. When did our service, website, or product help you?
  2. Have you paid for any of these items or tools?
  3. What did you like or dislike about these products?
  4. Will you be upset if this product or site is no longer available?
  5. What other products do you use to accomplish similar tasks?
  6. What would it be if you could change one thing about a website or product?
  7. How often do you use the product or website?
  8. What surprised you about the product?
  9. What tasks do you most often perform using this product?
  10. Have we answered all your questions in the article?
Pro Tip

Don’t forget to use pop-up with a survey. Choose from a large library of ready-made solutions focused on business marketing tasks and drive your sales.

Final Thoughts

Increasing the number of customers is a strategic objective for the business. Therefore, the struggle for consumer preference is determined not only by the quality of products but also by the many points that the consumer faces in the process of buying a product/using a service. These are availability, operating costs, and terms of product delivery. But first of all, the consumer's sympathy can be won by the high-quality service provided by the company's personnel.

So, a customer satisfaction survey is a correspondence between his expectations and real experience in the process of purchasing a product or service. For the company, marketing research on customer satisfaction becomes essential to increase the enterprise's competitiveness. In all methods, it is necessary to determine the buyer's needs and then analyze the proposed products' compliance with the client's needs and identify the consumer category. If this stage is completed and "own" consumers are identified, they begin to directly measure customer satisfaction. Consumers themselves are the source of information.

However, there is such a thing as the degree of customer satisfaction. Agree there is a difference between a "completely satisfied" client and "just satisfied". The consumer, whose expectations were fully justified, will use the goods and services of the company he or she likes in the future and will become a “promoter” of the company among his friends and relatives. Therefore, increasing customer satisfaction is especially important. And, customer feedback survey, of course, helps the company to become better.

Still Not A User Of Claspo? Let's Fix It