Essential Customer Satisfaction Survey Questions
Measuring customer satisfaction is incredibly important because satisfaction is a strong predictor of future behavior (e.g. the probability of buying again and/or the probability of your customers referring to others). You can find bellow some essential customer satisfaction questions examples.
1. Overall Satisfaction Question
It is a good idea to include a general satisfaction question, which will serve as an overall measure of how well your company is pleasing customers across all aspects of the business.
Q: What is your overall satisfaction with (insert company name)?
2. Attribute Questions
The general question shown above is a nice measure of overall satisfaction to track over time, but you will also want to measure specific aspects of satisfaction in order to obtain more actionable data.
Q: What is your satisfaction with our cleanliness?
Q: What is your satisfaction with the taste of our food?
Q: What is your satisfaction with the cleanliness of our restaurant?
3. Behavioral Questions
There are two commonly asked behavioral questions used in customer satisfaction research surveys:
Q: How likely are you to recommend (company/product/service) to a friend?
Q: How likely are you to buy from (company) again?
4. Demographic Questions
It is usually useful to slice and dice your data by customer type. Customer type could be males vs. females, young vs. old, new customers vs. long-time customers, heavy users vs. occasional users, etc. These demographic questions will be specific to your company and industry, but it can be very useful to segment satisfaction scores in order to see if there are any notable differences in the data.
Examples of common demographic questions include:
- Familiarity with product
- Familiarity with industry
- Duration of customer relationship
- Sales channel
5. Open-Ended Question
Finally, don’t forget to include an open-ended question in your customer satisfaction questionnaire. This is an opportunity for customers to explain why they gave the ratings they’ve given.
If you have a lot of respondents, these open-ended responses will not be easy to summarize or report, but do take the time to read through each one. In many cases, the most insightful data will come from these free-form comments.