Customer feedback can be vital to a company in many ways. With data-driven changes based on consumer input, you can improve everything from customer retention to conversion rate and brand awareness. Pretty useful, right? But how do you create surveys that provide you with actionable insights? Well, to start, you need to ask the right questions – luckily you’ve come to the right place. Dive in and learn everything you need to know about customer feedback questions and how to pick the ones that suit your goals.
Asking your customers the right questions ensures that the answers you receive are useful for improving the customer experience. Because of this, you need to keep a few things in mind before you start writing your questions. So let’s start at the basics.
But before we dig into the strategies for your customer feedback questions, let’s give you an overview of what this article covers:
- Why should you collect customer feedback?
- What are good customer feedback questions?
- Customer feedback questions and metrics
- Choose the right question type for your survey
- 30 customer feedback questions examples
Ready? Here we go!
Why should you collect customer feedback?
Did you know that companies excelling in customer experience grow their revenues 4–8% above the market average? It makes sense, of course: if customers feel well taken care of and trust your brand, they’re more likely to return and do business with you again.
In fact, 87% of customers who have had an excellent experience with a company, say that they would return to make another purchase.
But to provide an excellent experience, you first need to know what your customers actually want and need. Which is where customer feedback comes in. It is important to collect input from consumers both online and offline, but as our expertise lies in the digital world, this blog will focus on online customer feedback. However, you can reuse many online questions for offline experiences as well.
To collect digital feedback, you also need a customer feedback tool or software (like Mopinion) as these allow you to create and deploy forms, gather all your data in the same place and analyse the results. A good customer feedback software can also create sharable dashboards, making it easy for you to spread your feedback insights within your company.
What are good customer feedback questions?
While there is no magic formula for successful customer feedback questions, there are a few pointers to keep in mind.
Most importantly: good survey questions are concise and relevant.
Keep your questions short and to the point while being clear about what you want to know. You should also ask questions that are relevant to your goal, meaning that you need to set these before you start putting your survey together.
For example, if you are researching the goal completion rate for a FAQ page, it doesn’t make sense to ask if your customers are satisfied with your delivery options in the same survey. It might be an interesting question, but it’s best asked in another questionnaire specifically on your check-out page.
Customer feedback questions and metrics
Feedback metrics are something of an exception to the ‘no magic formula’ rule. Because they are designed to be measured in a specific way, these surveys do use standardised questions to some extent.
Below you can find a short description of the four most popular customer feedback metrics and what the questions you’d use in these surveys typically look like.
NPS – Net Promoter Score
NPS surveys indicate how loyal your customers are. They allow you to identify your company’s promoters, passives and detractors. Promoters are the customers who rave about your company and would recommend it to friends and family, while detractors are the complete opposite. Passives are instead happy with your services, but wouldn’t go out of their way to neither promote you nor talk badly about you.
NPS surveys should be deployed after a purchase or service has been completed, as they require the responder to have gone through the entire customer journey.
An NPS question typically looks something like this:
- How likely are you to recommend this product/service to a friend or a family member?.
Customers answer by giving a rating between 1-10, with 1 being ‘Not Likely’ and 10 being ‘Very Likely’.
Translation from Dutch supermarket chain Albert Heijn: “How likely are you to recommend ah.nl to a friend or a colleague after you received your last order?”
CSAT – Customer Satisfaction
CSAT surveys indicate how happy your customers are with your company, website or app. They are usually available to customers at all times, either via a feedback button or a link in your menu, but can also be included in emails for example.
These are some examples of typical CSAT questions:
- What do you think about our website/app/product?
- How would you rate your experience with our company?
The answers are often given with a smiley or star rating.
GCR – Goal Completion Rate
This metric measures the rate at which your customers can complete a certain task. In other words, it is used to determine how user-friendly your page, website or app is.
A typical example of a GCR question is:
- Did you find what you were looking for on this page?
CES – Customer Effort Score
These surveys measure how easy it is for a customer to go through a certain process on your website or app. This is typically done to measure how smooth the customer journey is and to optimise the user experience.
An example of a typical CES question is:
- How easy was it to complete your order?
That was four of the most popular feedback metrics and what they look like. We’re getting very close to start writing your questions, but before we do, we have one more important pitstop to make: which question types should you choose?
Choose the right question type for your survey
There are a myriad of different question types: open feedback, multiple choice, number scales, smileys and so on.
I could go on all day if you’d let me, but I doubt that would be helpful so let me get to the point instead.
Choosing the right question type makes the analytics part of the feedback loop easier. This is because they are designed to be used in different ways. Below you can find how some popular examples should be leveraged to reach the best results.
Multiple choice questions
These can either be done with radio buttons or checkmarks and are typically used when you want to categorise something. Like which device your customers are using or their demographic (age, gender, location, etc.)
Open-ended questions
These questions are used when you want to dive deeper into a certain topic and it’s common to add them as follow-up questions, asking why your users gave their initial answers. Open-ended questions are often what make the insights you gather actionable.
Rating questions
These questions ask your customers to rate their experience with your website, a certain page, a feature, etc. They can vary in terms of design, from stars and smileys to numbers. As we mentioned above, they are common in both CSAT surveys and NPS surveys, for example.
These are just a few examples of popular question types – be sure to check out our extensive article on survey questions for even more information on the topic.
30 customer feedback questions examples
Now that you have some basic knowledge of customer feedback questions, we can get into the nitty-gritty. Below you’ll find 30 effective feedback survey questions. Pick and choose the ones that work the best for your goals and feel free to tweak them to fit your style. Feedback forms should have the same tone of voice as the rest of your digital channels for optimal results.
- On a scale from 1-5, how would you rate your experience with our brand/website/this page?
- How likely are you to recommend our business/product/service to your friends and family? (NPS)
- What was your least favourite part of your experience with us?
- How likely are you to purchase from us again?
- What do you like/dislike about our company/website/product/service?
- How much effort did it take you to complete [insert task]? (CES)
- What is your favourite feature of our app?
- Did you find what you were looking for on this page? (GCR)
- What can we do to improve your experience?
- What was your favourite part of your experience with us?
- What device are you using to complete your purchase today?
- Why did you choose to buy our product/service compared to our competitors?
- Have you used our product/service before?
- How would you rate this blog?
- Did you enjoy the content in this email?
- What did you like/disllike about the email?
- How did you hear about [insert the name of your company here]?
- Has any part of our business exceeded your expectations?
- Which of our features do you find the most useful?
- What would you like to change abour our product/service?
- Is there anything you’d like to add?
- How would you describe your experience with our [product/service/company/website/app, etc.]?
- What is your reason for visiting our website today?
- How would you rate the shopping experience on our website from 1-10?
- What is your name/age/gender/job title?
- How often do you use our product/service?
- How easy is it for you to find what you are looking for on our website? (CES)
- How would you rate the customer service you received today?
- How would you rate the knowledge of the customer service representative that helped you today?
- Did our customer service team answer your question in a satisfactory way?
That’s it, folks.
As you can see, collecting customer feedback can support a variety of goals. Whatever your objective, we hope you’ve found plenty of inspiration for your next customer feedback questionnaire. So to conclude: We wish you all the best on your feedback journey!
Ready to take your customer feedback strategies to the next level?
Mopinion is the #1 feedback software for web, app and email. Our advanced, easy-to-use platform allows you to create customised forms, collect feedback and analyse the results in no time. Our triggers and conditions options also make it possible to choose exactly where and to whom your feedback forms appear – making sure that you are always in charge.
Curious to try it out? Sign up for a free 14-day trial (no strings attached) and check it out for yourself! Or book a demo with one of our digital feedback specialists and get a full tour of how Mopinion fits into your specific needs.
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Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.
