Complete guide to customer satisfaction surveys + templates

Customer feedback is the secret behind business growth and customer retention. Yet, while 80% of companies believe they deliver a “superior” customer experience, only 8% of their customers agree. This staggering gap underscores the critical role of well-designed customer satisfaction surveys in bridging the divide between perception and reality. Thoughtful surveys can boost response rates and generate actionable insights, providing people-powered businesses with the data they need to enhance customer loyalty, improve service quality, and ultimately drive growth.

Whether you’re building a customer satisfaction survey from scratch or fine-tuning an existing one, this guide will walk you through everything you need to know and we included our free customer satisfaction survey templates to help you get started.

What is a customer satisfaction survey?

Customer satisfaction surveys are used to gauge how satisfied customers are with the products or services they receive. By regularly collecting feedback, companies can uncover areas for improvement, enhance their customer service, and build stronger relationships with their customers.

Customer satisfaction (CSAT) scores are a common metric derived from these surveys. CSAT surveys measure how satisfied customers are with a specific interaction or overall experience, typically calculated by asking customers to rate their satisfaction on a scale from 1 to 5 or 1 to 10. The higher your CSAT score, the more repeat business and referrals you’re likely to receive. 

Net promoter score (NPS) is another popular metric used to measure customer satisfaction. NPS quantifies customer sentiment by asking a single, straightforward question: "How likely are you to recommend our product/service to a friend or colleague?" The response is rated on a scale from 0 to 10, with respondents categorized into three distinct groups based on their scores: promoters (9-10), passives (7-8), and detractors (0-6). Promoters are enthusiastic advocates who are likely to spread positive word-of-mouth, passives are generally satisfied but not particularly enthusiastic, while detractors express dissatisfaction and are at risk of spreading negative sentiment. To calculate your own NPS from your survey results, check out our NPS calculator.

Despite CX being a relatively young discipline, the history of customer satisfaction surveys has evolved significantly, from the early days of paper questionnaires to the sophisticated digital platforms we use today. 

Implementing customer satisfaction surveys offers numerous benefits, including:

• Identifying areas for improvement: Gain insights into specific aspects of your service or product that need attention.
  
  
• Enhancing customer loyalty and retention: Understand customer needs to foster loyalty and reduce churn.
  
  
• Measuring customer satisfaction over time: Track changes in satisfaction levels to assess the impact of improvements.
  
  
• Gaining insights into customer needs and preferences: Learn what customers value and tailor your offerings accordingly.
  
  
• Improving products and services: Use feedback to drive product development and service enhancements.
  
  
• Increasing customer engagement: Engage customers by showing that their opinions matter.

• Providing data-driven decision making: Base decisions on concrete data rather than intuition alone.
  
  
• Identifying trends and patterns in customer feedback: Spot emerging issues or opportunities early.

By leveraging customer satisfaction surveys effectively, you can gather feedback, stay attuned to your customers’ needs and continuously improve your offerings.

Customer satisfaction survey templates

A well-designed customer satisfaction survey is crucial for gathering accurate and actionable feedback. Below you’ll find customizable survey templates to help you get started. 

A poorly designed survey can result in misleading feedback, low response rates, and decisions that don’t truly address your customers' needs. To avoid this, ensure your customer satisfaction survey has: 

• Clear and engaging introduction: Start with a brief, compelling introduction that explains the purpose of the survey and what respondents can expect. This sets the stage for a positive engagement.
  
  
• Relevant and targeted questions: Ensure your questions are directly related to the customer’s experience and the specific aspects you want to evaluate. Avoid overly broad questions to get precise, useful feedback. We recommend one to five questions at the most.
  
  
• Balanced mix of question types: Use a combination of question types, such as rating scales, multiple-choice, and open-ended questions. This variety helps capture both quantitative and qualitative insights.
  
  
• Logical flow and structure: Arrange questions in a logical sequence to guide respondents smoothly through the survey. Group similar questions together to maintain coherence.
  
  
• Mobile-friendly design: Optimize your survey for mobile devices to ensure it is accessible and user-friendly for respondents on the go.
  
  
• Progress indicators: Include progress bars or indicators to show respondents how far they are through the survey. This can improve completion rates by reducing uncertainty.
  
  
• Thank you message: Conclude with a thank you message to show appreciation for the respondents' time and feedback. This helps build goodwill and encourages future participation.
  
  
• Clear instructions: Provide clear instructions for each question or section to prevent confusion and ensure that respondents understand how to provide the best answers.

By incorporating these elements, you can design a survey that not only collects valuable feedback but also enhances the overall experience for your respondents. 

Different types of customer satisfaction surveys

Customer satisfaction surveys come in various types, each tailored to capture feedback in different contexts. While each type serves a specific purpose, the fundamental principles of effective survey design remain the same. Here’s a look at the most common types of customer satisfaction surveys and their distinct uses:

Transactional surveys

Transactional surveys focus on a specific interaction or transaction, such as a recent purchase or customer service experience. These surveys are typically sent immediately following the interaction to capture feedback while the experience is still fresh in the customer's mind. Questions might include ratings on service speed, product quality, and overall satisfaction with the transaction.

Relationship surveys

Relationship surveys assess the overall satisfaction and perception of a company over a longer period. Unlike transactional surveys, these are sent less frequently, often on an annual or semi-annual basis, to gauge the customer’s overall experience with the brand. Questions usually cover a broader range of topics, such as loyalty, brand perception, and overall satisfaction with the company's products or services.

Event-driven surveys

Event-driven surveys are triggered by specific events or milestones, such as a customer reaching a certain level of engagement or completing a significant phase in their journey. These surveys are designed to capture feedback related to that particular event, whether it’s a product launch, a customer service resolution, or a promotional campaign. Questions in event-driven surveys might focus on the impact of the event, satisfaction with the execution, and any subsequent changes in customer sentiment.

By selecting the appropriate type of survey for your needs, you can gather targeted feedback that provides valuable insights into different aspects of the customer journey.

20+ customer satisfaction survey questions

Customer satisfaction surveys can include a wide range of question types and cover various topics to gather comprehensive feedback. To help you design an effective survey, we’ve outlined a diverse set of question types and provided examples across different topics. 

Question types

Here are some common types of questions you might use in your survey:

• Rating scales: Measure the degree of satisfaction or agreement on a scale, such as 1 to 5 or 1 to 10. Example: "On a scale of 1 to 5, how satisfied are you with our product?"
  
  
• Open-ended questions: Allow respondents to provide detailed, qualitative feedback. Example: "What improvements would you like to see in our service?"
  
  
• Multiple-choice questions: Offer respondents several predefined options to choose from. Example: "Which of the following features do you find most valuable? (Options: A, B, C, D)"
  
  
• Yes/no questions: Simple binary questions that provide straightforward answers. Example: "Did you find our website easy to navigate? (Yes/No)"
  
  
• Checkbox questions: Allow respondents to select multiple options from a list. Example: "Which of the following services have you used? (Check all that apply)"
  
  
• Ranking questions: Ask respondents to rank options in order of preference. Example: "Rank the following features from most to least important."
  
  
• Matrix questions: Present a series of statements or questions that respondents rate on the same scale. Example: "Please rate the following aspects of our service: [Speed, Quality, Friendliness] (1 to 5 scale)"

Topics covered in survey questions

NPS and customer loyalty questions

NPS and customer loyalty questions measure overall satisfaction and likelihood of recommending your brand. These questions help gauge customer loyalty and predict future growth. 

• "On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?"
  
  
• "What is the primary reason for your score?"
  
  
• "How likely are you to continue using our services in the future?"

Demographic questions

Demographic questions collect information about respondents’ backgrounds, such as age, gender, and location. This data helps segment responses and identify trends within different customer groups.

• "What is your age range? (Options: 18-24, 25-34, 35-44, etc.)"
  
  
• "Which region do you live in? (Options: North, South, East, West)"
  
  
• "What is your occupation?"

Product feedback questions

Product feedback questions assess customers’ opinions on specific products or features. This feedback is crucial for product development and improvement.

• "How satisfied are you with the quality of our product?"
  
  
• "What features would you like to see added to our product?"
  
  
• "How does our product compare to similar products from other brands?"

Customer support questions

Customer support questions evaluate the effectiveness and efficiency of your support services. These insights can help improve customer service operations.

• "How satisfied are you with the response time from our support team?"
  
  
• "Was your issue resolved to your satisfaction?"
  
  
• "How would you rate the professionalism of our support staff?"

Marketing research questions

Marketing research questions gather in-depth insights on how customers perceive your marketing efforts and brand messaging. This information can guide marketing strategy and campaigns.

• "How did you first hear about our company?"
  
  
• "Which of our marketing channels do you find most effective? (Options: Social media, Email, TV ads, etc.)"
  
  
• "How relevant do you find our marketing messages to your needs?"

While there are more than 20 question examples above, remember the most effective customer feedback surveys are between one to five  questions. The more questions you ask, the less likely your customers will participate, and the harder your feedback becomes to analyze and act upon. Think about the right questions with the biggest impact (e.g one likert scale question and one or two follow-up questions). 

Customer satisfaction surveys: Best practice tips

Creating an effective customer satisfaction survey is just the beginning. To maximize the value of your surveys, it’s crucial to send them at optimal times, analyze feedback thoroughly, and turn insights into actionable improvements. 

Here are some best practice tips to help you improve your customer satisfaction scores:

Send surveys at the right time

Timing plays a crucial role in survey effectiveness. To ensure higher response rates and more accurate feedback, surveys should be sent shortly after a relevant interaction or experience. 

Send surveys via the right channels

Choosing the right channels to distribute your surveys can significantly impact response rates. Depending on your audience, you might use email, SMS, or even in-app surveys to reach customers where they are most likely to engage. Ensure that your chosen channels align with your customers' preferences for the best results.

Segment responses

Segmenting survey responses helps in analyzing feedback from different customer groups, which can reveal specific trends and insights. By breaking down responses based on factors such as customer demographics or purchase history, you can gain a deeper understanding of varying experiences and tailor your strategies accordingly.

Compare results against industry benchmarks

To gauge the effectiveness of your customer satisfaction efforts, compare your results against industry benchmarks. This helps you understand how you stack up against competitors and identify areas for improvement. Refer to the NPS benchmark study for insights into industry standards and performance metrics.

Use AI for theme analysis

Artificial intelligence can streamline the process of analyzing large volumes of customer feedback. AI tools can identify common themes and sentiment trends, making it easier to derive actionable insights from qualitative data. 

Follow up with customers

Following up with customers after they’ve provided feedback shows that you value their input and are committed to making improvements. It also helps in building stronger relationships and can turn negative experiences into positive ones. Always acknowledge feedback and inform customers about the changes made as a result of their suggestions.

Don’t forget to incentivize employees

Incentivizing employees can boost their motivation to deliver excellent customer service and act on feedback. Recognizing and rewarding team members who make a significant impact on customer satisfaction can drive continuous improvement and reinforce a culture of excellence.

Boost customer satisfaction with AskNicely

Elevate your customer satisfaction efforts with AskNicely, a comprehensive customer experience  platform designed to streamline every aspect of survey management. From creating and distributing surveys to analyzing results and engaging with employees, AskNicely makes it simple to enhance your CX strategy and achieve tangible improvements in customer satisfaction.

Collect

Our platform offers a diverse range of channels for survey distribution, ensuring that you reach your customers wherever they are. With AskNicely, data from multiple sources is seamlessly standardized, allowing you to collect comprehensive feedback from various touchpoints and locations. 

Assess

Analyze feedback effortlessly with our automated assessment tools. AskNicely's analytics provide actionable insights, highlighting key trends and areas for improvement without the need for manual data crunching.

Respond

Close the feedback loop efficiently with automated workflows and built-in case management. AskNicely simplifies the process of responding to customer feedback, ensuring that every voice is heard and addressed promptly. 

Transform

Drive meaningful change with our employee activation tools. Our platform includes report cards, recognition programs, and coaching playbooks to help you turn feedback into actionable improvements and motivate your team. 

Curious? Check out our success stories here.