How to create a customer feedback survey: Tips & examples

Customer satisfaction is a driving force in sales. Research shows that a customer who is emotionally invested in your brand is three times more likely to make a repeat purchase or to recommend your business to their network. However, to ensure that you deliver something your customers genuinely enjoy, you first need to understand their thoughts on your business. This is where a customer feedback survey enters the equation.

TL;DR – Article summary

• Customer feedback surveys help businesses improve customer experience by collecting direct input on satisfaction, loyalty, and pain points.
• The most common survey types are CSAT, NPS, and CES, which measure satisfaction, recommendation likelihood, and ease of completing an action.
• Effective surveys are short, clear, goal-driven, and sent through the right channel at the right moment.
• Good survey questions help identify what works, what needs fixing, and how to create better digital experiences.

Customer feedback surveys allow you to ask questions that can fundamentally improve the customer experience. There is sometimes a misconception that user input is only important to marketers or cx (customer experience) specialists, but this isn’t true.

Feedback is most effective when it permeates the entire organisation. That’s why it’s important to ensure surveys are implemented at key stages through the entire customer journey.

By asking for feedback at the right place and time, you can identify your business’s strong points, development areas and urgent issues – all things needed to both improve and maintain customer satisfaction.

In this article you’ll learn:

• What is a customer feedback survey?
• What are the best practices for customer feedback surveys?
• What types of customer feedback surveys are there?
• What are good customer feedback survey questions?
• Popular customer feedback survey software
• How do I create a customer feedback survey?

Ready? Let’s go.

What is a customer feedback survey?

A customer feedback survey is a questionnaire used to collect customer opinions about satisfaction, loyalty, effort, website experience, product experience, or service quality. Businesses use these surveys to identify pain points, improve customer journeys, and increase retention.

Traditionally, the word ‘survey’ described longer questionnaires which have typically been conducted over the phone, in person or sent via email. However, nowadays the word is being used interchangeably with any kind of questionnaire targeted to customers.

An example of a customer feedback survey from Randstad.

Why does customer feedback matter?

Poor customer experiences have a direct impact on revenue. PwC’s 2025 Customer Experience Survey found that 52% of consumers stopped buying from a brand after a bad product or service experience, while 29% stopped because of poor customer experience online or in person.

Customer feedback also helps businesses prevent churn. Zendesk’s 2025 CX Trends Report found that 63% of consumers would switch to a competitor after just one bad experience.

What are the best practices for customer feedback surveys?

Best practices differ depending on what you are trying to achieve with your particular questionnaire.

However, these are three guidelines that hold, no matter what kind of survey you are conducting:

• Define your goals: Defining goals is important as it helps you determine what to ask and where. It also assists you in what actions to take after your survey has been completed.
• Choose the right channel: The ideal spot for your survey depends on your goals and what you are asking. If you are researching your website (performance, bugs, overall content etc.), display your survey in that channel. If you’re instead researching how happy your customers are with their purchases, an email or app survey might be more suitable.
• Make your survey short and clear: No one wants to answer a survey with 20 questions. Make sure that your questionnaire is as short as possible and that your questions are clear and easy to answer. That way you are improving your chances for a good response rate.

What types of customer feedback surveys are there?

There are tons of customer feedback surveys. Some are more popular than others, but they all serve their purpose. Arguably, the most common ones are:

• Customer Satisfaction surveys (CSAT)
• Net Promoter Score Surveys (NPS)
• Customer Effort Score Surveys (CES)

The table below compares the three most common customer feedback surveys: CSAT, NPS and CES. Each survey type measures a different part of the customer experience, so the best choice depends on your goal, channel and customer journey stage.

What is a Customer Satisfaction (CSAT) survey for?

CSAT surveys measure a business’s general customer satisfaction. These kinds of surveys are beneficial to help you assess how well your product or service is resonating with your target audience.

A customer satisfaction survey is conducted by asking your customers to rate their experience. Typically, you would ask something like ‘How satisfied are you with our [products, services or experience]’.

There are a number of different scales you can use for your survey, including Likert Scales, Stars or Smileys. It’s all up to your preference.

When to use a CSAT survey?

Place a CSAT survey after a purchase, delivery, support interaction or onboarding, when your customer’s experience is still fresh in mind. This timing improves response quality because the experience is still fresh, and post-call survey completion rates typically range from 10% to 30%

Businesses also often place a feedback button on their website with a CSAT survey available at all times.

A customer satisfaction survey from DHL.

What is a Net Promoter Score (NPS) survey for?

A Net Promoter Score Survey (or NPS survey) measures customer loyalty. It’s a great way to learn who your promoters are, i.e. the people who will hype your business and spread the word to their network. However, NPS surveys also help you identify your detractors. These are customers who are deeply dissatisfied and would go out of their way to talk badly about your business.

Identifying both of these groups is beneficial in its own way. Promoters can help you spread word of mouth – one of the most important pillars in building brand trust. You can also increase your conversion by giving your Promoters an incentive to spread the word about your business or for repeat purchases (like a discount or voucher).

Equally important; reaching out to your detractors can turn a negative experience into a positive one. Oftentimes, all that is needed to rectify a situation like this is having someone truly listen, care and offer a possible solution.

Typically, NPS surveys are conducted by asking a question like ‘How likely are you to recommend our [product/service/business] to friends and family?’ followed by a scale from 0-10.

NPS is useful because it connects customer loyalty with business growth. Bain reports that Net Promoter System leaders grow at more than twice the rate of competitors.

When to send out NPS surveys?

NPS surveys are most powerful sent out after the customer has had enough experience with the brand. As it measures customer loyalty, it won’t be effective if answered by someone who is visiting your website for the first time. The ideal place for a survey like this is after a purchase or delivery.

An example of an NPS survey from Dutch supermarket Albert Heijn.
Translation: How likely are you to recommend ah.nl to an friend or a colleague after the delivery of your last order.

What is a Customer Effort Score (CES) survey for?

A Customer Effort Score measures how much effort it took a customer to complete a certain action related to your business. For example, how easy it is to find information on your website or to complete a purchase.

These surveys are conducted to assess how smooth certain parts of the customer experience are. They help you pinpoint improvement areas and create action plans that lead to elevated customer satisfaction in the long run.

A CES survey is conducted by asking something like ‘How easy was it for you to [insert action here]?’ followed by a scale.

When to send out CES surveys?

It’s best to send out CES surveys after checkout, sign-up, support resolution, or task completion.

An example of an CES survey from Allianz.

What are good customer feedback survey questions?

It depends on the goals you set at the start. What to ask in an NPS survey is drastically different than what you would ask in a CES survey.

That being said, here is a short list of good questions to ask in a customer feedback survey:

• How satisfied are you with our [product/service/brand]? (CSAT)
• How likely are you to recommend our [product/service/brand] to your friends and family? (NPS)
• How easy was it for you to [insert action here]? (CES)
• Did you manage to find what you were looking for today?
• How would you rate this blog/video?
• What is your main goal with visiting our website?
• Where did you first hear about us?
• How can we make our website better?
• Would you like to report a bug?
• How would you describe your experience with us?
• How easy was your checkout experience? (CES)
• How would you rate your experience with our customer service? (CSAT)

Feeling inspired? We hope so! Now onto the practical part.

Popular customer feedback survey software

Popular customer feedback survey software

Customer feedback survey software helps businesses create surveys, collect responses and analyse customer feedback across channels such as websites, email, apps and customer support touchpoints.

The right tool depends on your goals, budget, channels and the level of analysis you need. For a deeper comparison, see our guide to the best customer feedback tools.

Examples of customer feedback survey software

There is no single best customer feedback survey software for every business. Some tools are better for simple surveys, while others are built for advanced customer experience programmes, in-app feedback, website feedback or enterprise-level analysis.

How to choose customer feedback survey software

When comparing customer feedback survey software, start with the channels you need to collect feedback from, such as website, email, app or customer support.

Useful features include survey templates, CSAT, NPS and CES question types, targeting options, dashboard reporting, integrations and sentiment analysis.

For website experience improvements, choose software that supports on-page surveys and feedback buttons. Support teams should look for a tool that can trigger a CSAT survey after a ticket, chat or call.

Teams managing feedback at scale should prioritise advanced analytics, segmentation and reporting.

How to create a customer feedback survey in Mopinion?

Want to create your survey along with this guide? Start your 14-day free Mopinion trial today.

Step 1: Creating your survey

Once logged into the Mopinion platform, you go to the sidebar and click ‘Data Collection’ followed by ‘Feedback Forms’.

Then click ‘New Form’ and choose where you want to collect feedback – on your website, in your emails or in-app.

For website and app surveys, you can choose if you want to create a standard form or a conversational form. For the sake of this article, we will choose the more traditional, Standard form.

Step 2: Add your questions and logic

Next, you can choose a premade template or create your survey from scratch. Keep in mind that, if you choose a template, you can still edit it to your liking.

Grab and drop the questions you want in your survey and edit the text to suit your needs. This is also where you can add question logic to your form to ensure that certain questions are only visible after a customer has given a specific answer to the previous question.

For example, if you ask:

‘Were you able to find what you were looking for on our website?’

With question logic, you can set up a follow-up question if the customer answers ‘no’. This could say something like:

‘We’re sorry to hear that. What were you trying to find?’

Step 3: Design your survey

Once you’ve added your questions and logic, click the ‘Design’ tab. Here you can either choose one of our premade design themes or make a custom design. Add your company colours and choose how you want your survey to appear.

For example, where should a potential feedback button be placed and where on the screen should your feedback form appear?



Don’t forget to click ‘Save’ once done!

Step 4: Publish your forms!

Step 4: Publish your forms

In Mopinion, you publish your forms by going to ‘Data collection’ in the sidebar navigation and clicking ‘Deployments’. Here you choose how, when and where your forms are visible to your customers.

You can create a new deployment or choose an existing one. Grouping forms in the same deployment, for example by channel or campaign, makes them easier to find and manage.

Set your triggers and conditions

Drag the survey you created to your deployment. When clicking it, you can set triggers and conditions that decide when the form appears.

For example, the survey can appear through a feedback button, after a customer spends a certain amount of time on a page or when they show exit intent. You can also choose which URLs the form should appear on.

Install your deployment

Once you have completed your settings, you’re ready to publish your deployment.

For your forms to show up on your website, add the deployment with either Google Tag Manager or an HTML snippet. For in-app surveys, use your deployment ID.

• Website: Google Tag Manager
• Website: HTML Snippet
• In-app: Deployment ID

All done! Your customer feedback survey is now live and ready.

Get started – Unlock new insights with customer feedback!

Mopinion is the #1 feedback software for web, app and email. We aim to help businesses and organisations improve their digital experience through customer feedback. At Mopinion you’ll find everything you need to complete the feedback loop – from creating highly customised feedback forms and gathering responses to effective analysis with features like Smart Recaps and Direct Insights.