Customer satisfaction surveys enable you to get feedback from those who use your products or services. It usually measures a specific experience – like a store visit, a purchase or an interaction with a customer service team member.

A good set of customer feedback questions examples can drive the success of your survey campaigns. By asking the right questions, your company can gain valuable insights essential to improving the overall customer experience. This is key to understanding where you need to improve, what you’re doing well, and what your customer-retention strategies should focus on.

If you’re looking to put together a customer satisfaction survey, we’ve got a set of core questions that cover most of the bases to help you on your way.

1. NPS: How likely are you to recommend [company or brand] to a friend or colleague?

This is one of the most popular sample feedback questions used to gauge the loyalty of a customer to your business. It’s commonly found in surveys that utilize the Net Promoter Score (NPS) methodology.

Having insight into whether a customer will recommend your establishment or not can be really telling of the quality of your product or service. Pairing NPS surveys with questions about your product/service can help you determine what is deterring customers from returning or repurchasing.

2. What Product or Service Features Do You Wish We Had?

Part of successfully delivering a 5-star experience is anticipating customer needs and wants. By asking this open-ended customer feedback question, you’re empowering the voice of the customer to help build your roadmap and customize products and services based on the needs and wants of your customers.

The most successful brands separate themselves from good ones by focusing on customer experience management and striving for continuous improvement. Even if you already have a high Net Promoter Score or your online reviews are all rated 5 stars, it’s still important to ask customers what you could do better (before your competitors do it first). Some feedback question examples include:

  • Is there anything you were expecting that you didn’t get?
  • Which features aren’t useful to you?
  • Are our products/services priced appropriately?

3. How did you hear about us?

If you’re just getting started with surveying customers, a good way to ask for feedback is to pose a question that will lead you to discover, first and foremost, where your customers came from.

Knowing how customers learned about a business can help you improve your marketing by identifying the most popular advertising channels and possible under-utilized ways to reach customers.

4. Did We Meet Your Expectations?

Just knowing whether or not you met a customer’s expectations can be valuable information.

Based on responses to this customer feedback question, you can begin to investigate which issues are plaguing the customer experience, as well as highlight and reinforce the positive qualities the customer likes about your business.

5. Will You Take Time to Leave Us a Review?

Asking customers for a review is a smart way to capture valuable customer feedback. Apart from delivering important information directly from customers, reviews can also build your brand reputation and bring extra credibility to your company.

If you’re not sure what to write in your requests for reviews, here are some subject lines or phrases that hopefully will give you inspiration:

  • “How did we do? We’d love to hear your feedback on (online review website).”
  • “Got a minute to share your experience with our business? Here’s a link to our profile on (online review website).”

6. Overall, how satisfied are you with your experience?

Tracking your Customer Satisfaction Score (CSAT) helps you understand the quality of your support. This question encourages customers to provide feedback on your customer service and helps you understand the quality of service you’re providing year-round—not just for individual interactions. You should keep these responses separate from your regular CSAT results, though, to avoid mixing long-term and short-term customer satisfaction measures.

When creating your survey questions, anticipate what kind of responses you need, to capture the correct amount of information. Good customer response survey questions have a response structure that balances convenience with detail and provides extra space for customers to add additional thoughts. By choosing the right set of questions based on your objectives, you can capture the kind of feedback that will serve as a great source of learning for your entire organization.