Customer feedback questions help you understand what customers think, feel and experience when they interact with your website, app, product, service or brand. When you ask the right questions at the right moment, you can collect insights that explain why customers behave in a certain way and what your team can improve next.
It can support everything from retention and conversion optimisation to product development and customer service. But to collect feedback that is actually useful, you need clear, relevant and well-timed questions.
In this article, we’ll look at what makes a good customer feedback question, which customer feedback metrics to use and 51 practical customer feedback questions you can use across your digital channels.
TL;DR – Article Summary
- Customer feedback questions help businesses understand customer needs, frustrations and expectations.
- The best feedback questions are short, clear, relevant and connected to a specific goal.
- Metrics such as NPS, CSAT, CES and GCR help you measure loyalty, satisfaction, effort and goal completion.
- Open-ended follow-up questions are important because they explain the reason behind a score or rating.
- Website, app, product, marketing, post-purchase and customer service surveys all require different types of questions.
- With customer feedback software like Mopinion, teams can collect feedback across websites, apps and email campaigns and turn responses into actionable insights.
In this blog, we’ll cover:
- 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
- customer feedback questions – when and how to use them
- Website feedback questions
- App feedback questions
- Marketing-focused questions
- Product research feedback questions
- Customer service questions
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?
Good customer feedback questions are clear, concise and relevant to the customer’s experience. They should be easy to answer and connected to a specific business goal.
Before writing your survey questions, ask yourself:
- What do we want to learn?
- Where in the journey should we ask this question?
- Which team will use the answers?
- What action can we take based on the results?
- Do we need a score, written feedback or both?
For example, if you want to understand whether visitors can find information on an FAQ page, you might ask:
“Did you find what you were looking for?”
If the answer is no, you can follow up with:
“What were you looking for?”
This is much more useful than asking a broad question such as “Are you satisfied with our company?” because it is specific to the page and the customer’s goal.
A good customer feedback question should usually be:
- Short: avoid long or complicated wording.
- Specific: focus on one topic at a time.
- Relevant: match the question to the page, journey or interaction.
- Actionable: make sure the answer can help your team make a decision.
- Unbiased: avoid leading customers towards a positive or negative answer.
Customer feedback questions and metrics
Some customer feedback questions are connected to specific metrics. These metrics help you measure customer satisfaction, loyalty, effort and task completion in a consistent way.
Each metric has a slightly different purpose, so it is important to choose the one that matches your goal.
The most common customer feedback metrics are:
NPS – Net Promoter Score
Net Promoter Score (NPS) is the most popular customer feedback metric. It essentially measures loyalty and helps you identify which customers belong to your brand’s personal cheerleading squad (Promoters) and which ones are seriously unhappy (Detractors). This allows you to:
- Measure the general satisfaction among your customers.
- Turn a bad experience into a good experience for a dissatisfied customer by following up and compensating where necessary.
- Leverage your Promoters by word of mouth marketing – this can be done with incentives or promotion codes for example.
NPS questions also follow a certain formula, here are some common examples:
- How likely are you to recommend our product/service to your friends and family?
- Based on your last order, how likely are you to recommend our product/service to friends and family?
- Based on your last experience with us, how likely are you to recommend our product/service?
Keep in mind that NPS surveys should only be sent out to customers who have already purchased something from your company. It’s ineffective when asked to customers who are, for example, visiting your website for the first time. And as always, don’t forget to include an open-ended follow-up question!
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
Customer Satisfaction Score, or CSAT, measures how satisfied customers are with a specific interaction, product, page or service.
A typical CSAT question is:
“How satisfied are you with your experience today?”
CSAT is useful when you want to measure satisfaction after a specific moment in the customer journey. For example, you might use it after a support conversation, after checkout or after a visitor has used a self-service page.
As CSAT is another customer feedback metric, it follows a certain formula. Just like CES, GCR and NPS. Some typical examples of a customer satisfaction survey question is:
When creating a CSAT survey, you can of course also follow up with less general questions, like:
- What’s one thing you would improve if you could?
- How often do you use our product/service?
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?
If the response is no, the customer will get a follow-up question asking what they were trying to find.
A pro tip is to really think about where you are placing these kinds of customer feedback forms. They can be triggered when a visitor indicates that they are leaving the page (exit-intent) or be embedded on a certain page. The most important thing is that they are placed on the particular page you want to research.
Are you looking into why customers are abandoning their baskets? Place the form at the checkout. Are you checking if a text is informative enough? You guessed it – place the form by the text.
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 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?
Even though most CES questions look quite similar, they can be beneficial to use in different places in the customer journey. You could for example ask:
- How easy was it for you to complete a purchase?
- How easy was it to find the information you were looking for?
- How easy do you find it to use our app/website?
Don’t forget to follow up with an open-ended question, particularly if the response is negative. That’s how you will find out what parts in the different processes are causing issues for your customers, allowing you to take appropriate action.
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
The type of question you choose depends on what you want to learn.
Some questions are best for measuring performance, while others are better for understanding the reason behind customer behaviour.
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.
Customer feedback questions – when and how to use them
The best customer feedback questions depend on the context. A question that works well on a website might not work as well in an app, email or customer service survey.
Below are 51 customer feedback questions you can use across different moments in the customer journey.
To make things a bit easier to digest, we’ve therefore divided the questions into different categories. Have a look, see what inspires you and feel free to nab any questions you find useful!
Website feedback questions
Website feedback questions help you understand how visitors experience your website. They can reveal issues with content, navigation, design, forms, checkout flows and technical performance.
Use these questions on landing pages, product pages, checkout pages, help centres, blogs and other key website journeys.
Here are some questions that can help you achieve these goals:
- How would you rate this page?
- Did you find what you were looking for?
- How helpful was this [blog/video/graph/other content]?
- How difficult was it for you to place an order with us? (CES)
- What’s one thing that you are missing from our website?
- Would you like to report a bug?
- How easy is it to navigate our website? (CES)
Don’t forget to include open follow-up questions where your visitors can express themselves in their own words. This is how you’ll find out what information they couldn’t find, why it was difficult to place an order and so on.
When visitors report an issue, it can also be helpful to collect visual feedback, such as a screenshot. This gives your team more context and makes it easier to understand what the visitor saw when they submitted the feedback.
App feedback questions
App feedback questions help you understand how users experience your mobile app or web app. They can reveal whether users find the app easy to navigate, whether features are useful and where friction appears.
Use these questions after onboarding, after feature use, after checkout or when a user shows signs of frustration.
Here are some examples of impactful customer feedback questions to ask your app users:
- How would you rate this app?
- How important is this feature to you?
- How often do you use this feature?
- Is there anything you are missing in this app?
- How do you like the app design?
- Do you find it easy to navigate in this app? (CES)
- What do you like/dislike the most about this app?
- Would you like to report a bug?
You can also ask more general questions about your product or service. Since these focus on the overall experience with your business rather than just your app, they could also work well in other contexts, such as on your website, webshop or in an email.
Here are some examples:
- Are you satisfied with the payment/delivery options in this app?
- How easy was it for you to place an order on our app? (CES)
- How satisfied were you with your latest order?
- On a scale of 1-5, how would you rate our product/service?
You can also use app feedback questions to understand broader product or service experiences, especially if customers complete purchases, bookings or account actions inside the app.
An example of an app feedback form from DHL
Marketing-focused questions
Marketing-focused feedback questions help you understand how customers discover your brand, why they choose you and how they perceive your product or service.
These questions are useful for campaign optimisation, positioning, messaging and audience research. Like how they first heard about your product or service and how they view you compared to your competitors.
Here are some examples of questions that will be sure to help your marketers out when they map out their next campaign:
- How did you first hear about our product/service?
- Have you used another similar product/service before?
- Why did you choose our product/service over other options?
- How likely are you to recommend our product/service to family and friends? (NPS)
- How or for what do you use our product/service?
Marketing teams can use these answers to improve campaign messaging, landing pages, customer segmentation and content strategy.
Product research feedback questions
Product feedback questions help you understand how customers use your product, which features matter most and what should be improved.
These questions are useful for product managers, UX teams and customer success teams.
Some examples of questions to ask regarding your product are:
- How would you rate [insert product]?
- Is there a feature you are missing?
- Which feature do you like the most/least?
- How often do you use [insert feature]?
- How do you use [insert product]
- On a scale of 1-5 how well does our product meet your needs?
- How satisfied are you with the ease of use of our product?
- Which feature in our product do you use the most?
- If you could change one thing about our product, what would that be?
Product feedback is especially useful when combined with behavioural data. Analytics can show which features users interact with, while feedback explains what they think about those features.
Customer service questions
Customer service feedback questions help you evaluate the quality of your support experience. They can show whether customers received the help they needed and how your support team can improve.
Use these questions after a live chat, email exchange, phone call or support ticket.
Some examples of questions to ask in customer service surveys are:
- How satisfied are you with the support you have received today?
- How would you rate the knowledge of the customer service representative you spoke to?
- How willing was the customer service representative you spoke to to help?
- Is there anything we could improve?
- How would you rate the quality of the conversation?
Customer service feedback is useful for improving support processes, identifying training opportunities and understanding whether customers can resolve issues quickly.
And with that, we’ve reached the end of our article! We hope you are ready to get started with your feedback form. BUT if you do need more information, check out our blog on survey questions, complete with even more examples, tips and tricks!
Itching to put your new customer feedback questions to use?
All you need now is a reliable customer feedback platform. Mopinion, part of Netigate, helps teams collect feedback across web, app and email, so they can better understand the ‘why’ behind customer behaviour.
Create highly customisable feedback forms and publish them wherever you need them. With advanced targeting, triggers and conditions, you can embed forms on specific pages, trigger them on exit intent, activate them with a feedback button and much more.
From there, you can turn feedback data into actionable insights with Mopinion’s analytics features, including dashboards, sentiment analysis and AI-powered summaries for open comments. Together with Netigate, Mopinion helps organisations listen to customers, understand their experiences and take action with confidence.
Frequently Asked Questions – Customer Feedback Questions
Customer feedback questions are survey questions used to collect opinions, experiences and suggestions from customers. They help businesses understand what customers think about a website, app, product, service or interaction.
The best customer feedback questions are clear, specific and connected to a goal. Useful examples include “Did you find what you were looking for?”, “How satisfied are you with your experience?” and “What could we improve?”
A customer feedback survey should usually be short. For in-the-moment website or app feedback, one to three questions is often enough. Longer surveys can work well after purchases, onboarding or customer service interactions, as long as each question has a clear purpose.
You should ask for customer feedback when the experience is still fresh. Good moments include after checkout, after using a feature, after visiting an important page, after contacting support or after receiving an order.
Open-ended feedback questions are important because they explain the reason behind a score or rating. They help teams understand what customers experienced, what caused friction and what should be improved.
NPS measures customer loyalty, CSAT measures customer satisfaction and CES measures how easy or difficult it was to complete a task. Each metric answers a different question, so the best choice depends on your goal.
Ready to see Mopinion in action?
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.
