Customer Feedback: 20 Questions For Better Customer Surveys

Satisfied customers are more likely to turn into loyal clients and send you referrals. So, as a WordPress agency owner or solopreneur, it’s important to keep your clients happy. But how do you know if they are?

Customer surveys are a great way to receive direct feedback from the people who trust you most. You’ll learn what your clients need and how you can help them. Plus, you’ll have actionable insights to improve your customer experience, products, and services. You may even uncover what your unique selling points actually are. 

Before we discuss specific customer survey questions, let’s quickly explore the types of questions you can ask. 

Customer survey question formats

Yes or no 

These questions are straightforward, only requiring a simple yes or no response. However, it doesn’t offer much insight compared to other types of questions. If a possible answer is “maybe,” it probably isn’t the best format for the question you’re asking. 

Rating scale 

Rating scale questions feature a predetermined scale, such as 0 to 10 or 1 to 5. It allows more flexibility in responses, yet provides strong data. You can easily score your total quantitative answers to the highest possible outcome or compare different products and services. 

Likert scale

Likert scale questions are similar to the rating scale, but they don’t ask questions. Instead, respondents must rate their agreement or disagreement with a presented statement. Typically, this includes the following possible answers: Strongly agree, Agree, Neither agree nor disagree, Disagree, and Strongly disagree.  

Multiple choice

Multiple choice questions give respondents a limited number of pre-filled answers to choose from. It’s easy to compare answers if you have specific queries you want to compare, such as different products and services. 

Open-ended 

These types of questions allow respondents to answer with anything. They don’t have pre-filled answers and can’t be answered with just a yes or no. Open-ended questions are great for detailed, original responses. However, they can be cumbersome to analyze compared to the other questions we’ve mentioned. 

Now, let’s dive into the customer survey questions you should start asking.

Product and service feedback

No matter what products and services you provide, you should ask your clients what they think about them. It could help you identify areas of improvement, find product or service gaps, and discover your best offerings. 

Here are some examples:

1. How would you rate your overall satisfaction with our product/service?
2. How would you rate the quality of our product/service?

3. What do you like the most about our product/service?
4. What do you like the least about our product/service?
5. How would you rate the value of our product/service based on the price?
6. If you could change one thing about our product/service, what would it be?
7. How well does our product/service help you achieve your objectives?

Customer satisfaction 

In addition to customer survey questions that focus on your products and services, try some that target general customer satisfaction. You want to make sure that you’re providing products and services that meet or exceed their expectations. 

Find out how you’re doing with these questions:

Customer experience 

Using customer survey questions is a great way to understand your customer’s experience. This information can be insightful for how you or your company interact with customers from their perspective. For example, your customers might be confused during onboarding, or they would like you to respond to their requests faster. 

Get started with these questions:

12. How would you describe the onboarding process? 
13. How would you describe the ease of navigating our website?
14. How satisfied are you with our responsiveness?

15. Please rate how well we manage your concerns on a scale of 1 to 10. 
16. Are there any changes we can make to improve your experience with us?

Asking these types of questions can also assist you with your customer service strategy. 

General feedback 

Besides the questions we’ve already covered, there are a few more you can use that don’t fall into a specific category. These questions are best left open-ended so respondents can freely say what they think. 

This includes questions such as:

17. Where did you first hear about us?
18. If someone asked you about [company], what would you tell them?
19. Why did you choose [company]?
20. Do you have any additional comments or concerns?

If needed, adjust any of the questions we’ve covered to better suit your business or clients.

Tips for customer survey questions 

Now that you know what customer survey questions to use, consider these additional tips. 

Keep it short and simple 

Your survey does not have to be full of design or interactive elements. In fact, it should be the opposite: Keep the survey as simple as possible.

Make your survey straightforward and easy to understand. It’ll help respondents give sincere answers quickly, so they’re more likely to complete it. On that same note, don’t overcomplicate your survey with lots of questions–especially at once. This will discourage respondents or disquality those that don’t have enough time. 

Include different types of questions 

As mentioned, there are many types of survey questions, so include a variety in your survey. For the best outcome, be sure to include at least one open-ended question, such as “Do you have any additional comments or concerns?” By doing so, you give a respondent the opportunity to write what’s on their mind. 

Avoid polar questions 

Polar queries only have two possible answers: yes or no. Although they’re easy to answer and analyze, these questions provide limited information. You won’t receive comprehensive feedback since respondents don’t have the opportunity to give a full answer. 

Offer an incentive and bonus for completion

Time is valuable. Be sure to express your sincere thanks to a customer who spent their time answering your survey.

To help boost completions and give thanks, consider offering a bonus for completing the survey. It can be company swag, gift cards, discounts, or another useful freebie. 

Remember, surveys can contain extremely valuable insights and information that can transform your business strategy or marketing. That’s why it’s worth the cost of investing in survey incentives or bonuses.

Start asking your customer survey questions 

Whether you run a large agency or are a freelancer, customer surveys are critical to helping you expand your business. You have to understand what your clients need and how they feel about your business. 

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