Every product or service is made for its customers. It's created to either solve their problems or fulfill their needs.

Your product or service revolves around your customers and their experiences, and every single day, you're making significant efforts to provide them with a positive experience.

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This journey of providing your customers with a positive experience starts from the moment they land on your website and extends beyond the moment they become your customer. Although it's a never-ending commitment, encouraging them to become a loyal customer by retaining them is definitely considered a milestone of growth.

As Derek Sivers from CD Baby puts it, "Customer service is the new marketing." And that couldn't be truer.

Your customers' opinions and feedback are one of the most essential components for the sustainability and growth of your business and are considered important throughout the customer lifecycle.

So, why don't we involve them enough? Because we don't know how to.

How do you know if the customer is satisfied? Or dissatisfied? How do you decide to work on a new feature, if you don't even know whether the customer needs it or not? What do you think your customers expect from you? Did they find what they're looking for?

A customer's experience and feedback should be the only factors that validate important decisions within your business. In this post, we'll dig into customer satisfaction survey questions and real survey examples -- as well as what makes them so impactful.

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Customer Satisfaction Survey Questions

If you want to obtain valuable feedback from your customers then you have to be asking them the right questions. Sharing information isn't always an easy task, and it's not the customer's job to provide your business with constructive criticism. Instead, it's the surveyor's responsibility to create a thought-provoking prompt that engages the participant.

If you're getting stuck on deciding what to ask your customers, here are some of the types of questions we recommend including on your customer satisfaction survey:

Product Usage

When it comes to customer success and satisfaction, it's critical that your business collects feedback about your product or service. If you don't, then it's more difficult to assess customer needs and provide effective solutions. Finding out how satisfied your users are with your offer provides your marketing and product teams with valuable information that can be used to improve customer retention. Some questions that you could ask in this section are:

  1. How often do you use the product or service?
  2. Does the product help you achieve your goals?
  3. What is your favorite tool or portion of the product or service?
  4. What would you improve if you could?


Demographics are essential to marketing and sales teams because they make it easier for companies to segment customers into buyer personas. By grouping customers together based on key characteristics, this categorization helps employees visualize their target audience. Marketing and sales teams can then use that information to pursue leads that are most likely to convert. Here are some demographics questions that you should consider including in your next survey:

  1. How old are you?
  2. Where are you located?
  3. If applicable, what gender do you identify as?
  4. What is your employment status?
  5. What is your marital status and do you have children?
When asking these types of questions, be sure to embrace a proactive and inclusive approach. These questions shouldn't be mandatory, so always provide an option for customer's to omit an answer. Your goal is to extract honest information, but you don't want it to come at the expense of the customer's comfort.

Satisfaction Scale

Sometimes there are aspects of your offer or business that you want feedback on, but they aren't things that your customers are actively addressing. In these cases, it helps to be direct with your customers and ask them how they feel about these specific details. Before you do though, you'll have to determine a quantifiable way to measure their responses. Adopting a satisfaction scale section is a great way to create a consistent approach to quantifying this subjective survey feedback. A few ways that you can implement this scale are:

  1. A scale measuring from 1 to 10 (or another number). 1 is an extremely unsatisfied opinion and 10 meaning the customer was very satisfied.
  2. A descriptive scale that measures a customer's response from unsatisfied to satisfied. The customer is a given a short list of responses to choose from that range from "very unsatisfied" to "very satisfied."
  3. A picture scale that uses images to symbolize customer satisfaction. For example, you can use happy, sad, and indifferent emojis to quickly communicate customer feedback.


Open-text questions are survey questions that allow the participant to write out their response within a text box. This allows users to fully express their opinions using the customer's voice instead of the company's pre-written responses. While they can sometimes be time-consuming to analyze, these questions encourage the participant to be honest and give them the freedom to address any topic. Open-text questions can be an instrumental asset when determining the core values of your customers. Here are open-text questions you can ask in your next survey:

  1. In your own words, describe how you feel about (insert company name or product here).
  2. How can we improve your experience with the company?
  3. What's working for you and why?
  4. What can our employees do better?
  5. Do you have any additional comments or feedback for us?


In the last section of your survey, you'll want to include questions about the steps that'll happen after submission. These questions permit your team to follow up with the participant in the future. This comes in handy when you roll out changes and want to get updated feedback from the same customers that were surveyed earlier. You can phrase these types of questions in a few different ways:

  1. May we contact you to follow up on these responses?
  2. In the future, would you be willing to take this survey again?
  3. If we were to update (insert product feature here), could we reach back out to talk about these changes?

While measuring customer satisfaction can be tricky to manage, asking effective questions can reveal highly valuable customer insights. If you're still in need of some inspiration for your customer satisfaction survey, take a look at these examples we pulled from different companies.

16 Customer Satisfaction Survey Examples from Real Brands

1. Airbnb


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Airbnb politely asks for customers' opinions after their stay, giving them the space to decide whether they want to share their feedback or not. In fact, Airbnb has increased the number of bookings by 25%, just with their referral program alone.


2. Hilton Hotels


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What's the point of doing a survey if nothing comes out of it? Hilton Hotels seem to be exemplary in following up after every survey. It's called the Hilton Surveying Program. Every survey is looked into regularly, and live data is updated every night. Their response rate is now 30% for online surveys, and the abandonment rate fell by 6% in a year.

3. Uber


Uber has two customers -- the drivers and the passengers -- and it does a great job collecting opinions and reviews from both. The passengers give ratings after every ride, and the drivers rate the passengers as well.

This makes it fair and transparent for both kinds of "customers," and these ratings affect the drivers' and passengers' reputation as well. If a passenger has a lower rating, the driver has the authority to decline the booking.

4. Netflix


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Netflix brings out its A-game when it comes to customer experience. With its recommendation system, it is as customer-friendly as one can get. It studies the behavior of all of its customers and recommends them movies/shows per their ratings, likes/dislikes, or just what they have been watching.

5. Slack



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For Slack, customer feedback is at the epicenter of its efforts. The company based its product development entirely on the customer feedback. In fact, there's a command within the application where users can send them feedback, or just tell them what features the users would like to have. The co-founders read all the user feedback and made sure they responded to every ticket raised.

6. Drift


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Drift sends Net Promoter Score®, or NPS, surveys. NPS is a critical SaaS metric and a method to measure customer satisfaction. The only question it asks is whether the customer is likely to recommend Drift to a friend or colleague.

7. Paytm


Paytm has always taken customer opinions into account and has taken serious steps to improve customer experience.

Taking customer experience and security to another level, Paytm recently removed 85,000 sellers from the Paytm mall and put in some strict steps to verify the quality of existing sellers. To help its customers who book movie tickets by using the Paytm platform, it allowed them to get refunds on their bookings if they were fraudulent.

8. Skype



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Another example of a product that provides great customer service is Skype. If you call people often using Skype, you know that it asks for feedback after every call. But more than that, it believes in immediately solving customers' problems. In one instance, Skype left a customer overwhelmed by its quick response time.

9. Amazon


Amazon seems to be exceeding user expectations by collecting all kinds of information and making these easily accessible such that users can find the answers themselves in a knowledge base to provide customers with self-service support. This reduces the chances of incorrect purchases, which can make all the difference in a customer's buying decisions.

10. Twitter


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Not only is Twitter great for direct (personal) and public messages, it's working toward bridging the communication gap between brands and viewers. It came out with "Surveys" as a feature, which allows businesses to ask for customer feedback after a Twitter conversation by deploying NPS and customer satisfaction surveys.

11. Zomato


Another product with two types of customers -- restaurants and hungry diners -- Zomato puts both of their needs and expectations into consideration. Every restaurant gets rated on the food, and every buyer of food prefers restaurants with better ratings.

For that reason, in 2016, Zomato suddenly deleted an account when they found out that he was offering positive reviews as a paid service to restaurants. Zomato won the Internet by slamming this user on social media, demonstrating that it clearly takes its customer experience seriously.

12. Greyhound


Here's a great example of a customer satisfaction survey from Greyhound that measures the qualitative sentiment and experience about interacting with and buying from a brand.

In such a crowded space as bus lines, Greyhound needs to make sure that the service it's providing works for its customers -- or else, they'll start losing them to competitors. This customer satisfaction survey, deployed immediately after a trip, is a great way to measure customer satisfaction in the moment when it's most memorable for a customer.

13. H&R Block


H&R Block Advisors sent another well-timed customer satisfaction survey -- just after "Tax Season" in the U.S.

For accountants and financial advisors, the period of time before the tax filing deadline are its busiest months, so a prompt survey after filing with Block helps the company gauge how many returning customers it can expect.



Measuring sentiment, in addition to satisfaction, is an important question to ask your customers.

In this survey, GEICO asked about customer sentiment regarding a specific interaction during the purchase process, as well as the general sentiment about the experience overall. In this way, GEICO is able to smooth out specific roadblocks over the course of the customer journey, as well as get an in-the-moment snapshot of its wider customer sentiment.

15. HubSpot

HubSpot is another company that uses NPS to assess customer satisfaction. This score primarily comes into play with their customer support and success teams who can be reviewed after each new interaction. HubSpot's engineers then use these responses to address areas in their software that could use improvement. By using this scoring system, HubSpot is able to attain both qualitative and quantitative data that directs their product development teams.

Survey Response

16. Taco Bell

Taco Bell has made an outstanding commitment to gathering customer satisfaction feedback. Every receipt is printed with survey instructions that are placed in locations that are easily noticed. Taco Bell also incentivizes its customers by offering them rewards for filling out surveys as well as entering the participants into a sweepstakes upon survey completion.

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17. Qualtrics

Qualtrics is a data-collection company that helps businesses gather data on their customers. It's no surprise that its customer satisfaction surveys are interactive and include plenty of features that keep participants engaged.

In this example, each option has a dropdown menu where respondents can pick an answer to choose from. This keeps the survey's design short and sweet, making it less intimidating to someone who's looking to complete it in just a few minutes.

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18. McDonald's

One feature that stood out on this McDonald's survey was the labeled receipt in the righthand corner. Each element on the receipt is numbered, so participants know exactly what McDonald's is asking them about in the corresponding survey. Not only does this ensure McDonald's gets accurate information from the survey, but it also reduces any friction customers may have if they're unsure or confused about a question. 


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19. Home Depot

Home Depot took a unique approach to this customer satisfaction survey by providing two,  side-by-side sections for customer feedback. On the left, participants are asked to provide positive feedback about their experience, while on the right, they're asked to provide negative feedback. This helps Home Depot categorize its qualitative feedback, rather than having to manually go through each response and determine whether it's a positive or negative review. 


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Best Practices for Customer Satisfaction Surveys

There are a few other best practices to bear in mind when deploying a customer satisfaction survey:

  1. Make sure you choose the right customer feedback survey tool.
  2. Always ask short and relevant survey questions.
  3. Give a lot of thought to the placement of your surveys over the course of the customer journey.
  4. Always A/B test your surveys.
  5. Thank your customers for their feedback, regardless of the nature of the feedback.

Ready to craft your own customer satisfaction survey? Use the template in the next section to get started.

Customer Satisfaction Survey Template

To make a copy of this template, click here


Next, read more about how to design your own customer satisfaction survey.

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

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Originally published Nov 24, 2020 12:24:00 PM, updated November 24 2020


Customer Satisfaction