30 Must Have Customer Feedback Survey Questions for Smarter Business Decisions

Winning over a customer in today’s fast-paced business environment depends on the curation of data and its utilization. In today's fast-paced business landscape, it's crucial to understand what your customers think of your products and services, especially with another new year just around the corner. 

It is an uphill battle, trying to change the customer’s mind feeding into their mindset to access their loyalty. A study conducted by Gartner has shown that two-thirds of companies focus on customer experience to garner favorable customers. 

The key to unlocking this information lies in asking the right questions. A customer feedback survey can provide a wealth of information that can help you improve your business and increase customer satisfaction.

The process of gathering, analyzing, and acting on consumer insights is known as customer feedback. These include finding out what they think, feel, desire, need, and how they generally perceive your brand. However, asking the appropriate questions to obtain invaluable insights might be difficult.

Don't worry about where to begin while obtaining feedback information. We have everything you require to conduct consumer research and gain a comprehensive understanding of your audience.

We have curated 30 customer feedback survey questions to help you frame an effective customer feedback survey for 2024.

30 Must ask customer feedback survey questions to gain insights

Let’s look at 30 must-ask customer feedback survey questions to help you gather valuable insights and drive your business forward.

1. In one sentence, how would you define yourself?

You may use this question to collect demographic information about your clients. Although the question is open-ended, you may motivate your replies by providing an example of what you are hoping for.

2. Why do you want to use this website/product in particular?

What do your clients desire? Use this question to learn why customers choose your product and what they want to achieve.

3. If anything is keeping you from accomplishing that objective, what is it?

What difficulties are your clients having, and are you making enough effort to assist them in overcoming those difficulties?

4. What [product/brand] issue most concerns you?

What prevents your customers or potential customers from paying you with their hard-earned money? Their responses might help you get insight into the challenges and concerns you may need to overcome to persuade them to move forward.

They can also highlight any gaps in the services you provide or informational gaps on your website. Utilize this knowledge to directly solve the issues raised by your visitors, which should increase conversion rates.

5. After utilizing our product, what changed for you?

Only current clients of your product or service will be affected by this, but it gives you insight into the specifics of how your offering helps them do their tasks. You may utilise their comments in your testimonials to persuade additional potential customers to join you.

6. How did you learn about us?

Web analytics data may show you where visitors are coming from, but it cannot tell you what motivated them to put your site's name into the URL bar in the first place. The only way to learn whether customers learned about your product from social media, a podcast, or a friend is to personally ask them.

7. Have you already utilized our [product or service]?

The history of the customer's interactions with your business is enhanced by this. Are they a frequent customer or is this their first time using your services? By revealing their familiarity and level of competence with your services, you can use that information to guide the rest of their survey responses.

8. What made you pick our [product or service] over the alternatives?

What distinguishes you from your rivals? You may use this to determine how you stack up against competitors in terms of pricing, service, and solutions supplied in the eyes of your clients. You might even find a competitive edge you weren't aware of.

9. Have you ever utilized a comparable [good or service]?

Find out if the customer has ever utilised one of your rivals or if this is their first time dealing with you. Knowing how familiar they are with your product—and similar ones—can help you understand their other survey responses.

10. How do you make use of our offerings?

You may gain insight into the most crucial features you provide by seeing how the consumer really utilises your product. Additionally, it could make you aware of novel use cases you were previously unaware of.

You may gain insight into the most crucial features you provide by seeing how the consumer really utilises your product. Additionally, it could make you aware of novel use cases you were previously unaware of.

11. How can we improve our product/service?

A one-question pop-up poll may be used to get input on particular web sites. You could get recommendations or feedback you hadn't thought of because this question is fully open-ended and doesn't limit your users to a yes/no or multiple-option response.

12. What is the one thing that is lacking from our product/service?

There is always space for development, even if a consumer is happy with your website. Use this inquiry to show where there are gaps in your current offerings and to find new possibilities for growth.

13. If anything is keeping you from making a purchase now, what is it?

Ask prospective consumers about their purchase reservations using a pop-up window. Do they require further details? Do they feel threatened by the price?

14. What are your top worries or inquiries regarding [product or service]?

This query is similar to the third question above, with the distinction that this one is posed within the framework of the website itself. In order for a potential consumer to buy from you with confidence, your website should ideally address all of their worries and issues. The answer to this question will show you whether any crucial information is ambiguous or difficult for visitors to access.

15. Many thanks for [taking action]! How do you intend to utilize the product or service?

In a post-purchase survey, include this question to learn more about the customer's plans for your product. You'll gain some understanding of the motivations behind customers' purchases, and you could find unique use cases you can develop further as a result.

16. How would you characterize the purchasing process?

The fact that the purchasing procedure is too difficult or complicated and is turning away potential consumers is one reason why sales may be declining. To determine areas for improvement for all of your future clients, inquire about the purchasing experiences of your current customers.

17. Do you think the price of our product or service is reasonable?

Cost is another another significant deterrent for potential clients. If customers feel that your offerings don't give good value for the money, you may need to reconsider your pricing strategy or put more effort into expressing your value.

18. What encouraged you to purchase the item?

What were the compelling factors that convinced your clients to act? Make an effort to comprehend these motivating factors, then imitate and highlight them.

19. What issues are you attempting to resolve?

What are the main problems that are prompting clients to seek assistance from your product? By being aware of this, you can make sure that you are living up to their expectations.

20. What made you choose not to purchase?

What are the challenges or barriers that can prevent potential consumers from making a purchase? You should recognise these problems and make an effort to reduce them.

21. What about our product or service do you enjoy best?

Knowing which features of your items are popular with clients is always a smart idea. In subsequent revisions of the product, be careful to keep or improve upon those qualities.

22. What do you dislike the least?

Likewise, it's crucial to pinpoint areas that might want development.

23. What feature or choice might we make to enhance your experience?

Even happy consumers occasionally have suggestions for additional features or methods to make your product better.

24. How was it possible for us to go above and beyond?

Find out what would really wow your consumers. These recommendations might not be feasible, but they offer a useful glimpse into what makes your consumers happy.

25. Net Promoter Score (NPS): how likely are you to suggest our products/services?

According to studies, clients' eagerness or hesitation to suggest your product to friends and family is a great indication of how satisfied they are with it. On a scale of 0 to 10, ask consumers how likely they are to suggest your items. You may use this data to determine your customers' Net Promoter Score, or NPS.

26. Customer Satisfaction (CSAT): how satisfied are you with our product/services?

How much are customers contended with your product? To generate a customer satisfaction (CSAT) score, you may alternatively ask, "Are you happy with our product?" via a pop-up poll rather than asking an open-ended question.

27. Customer Effort Score (CES): how easily did our product/service help you to solve your issue?

Customers often want to put in the least amount of work possible while finishing a job or finding a solution. You can see clearly where to make future improvements to your procedures when you ask them to rate how much effort it takes to perform a job or resolve a problem.

28. Do you have anything further to add?

At the conclusion of a survey, provide your clients an opportunity to provide comments. A surprising number of individuals will have a flash of inspiration or a response to a topic you never even considered asking, yet a surprising number of people will leave this area blank.

29. What benefit did our product/service offer?

Asking about the benefits a product or service offers to customers helps to understand customer needs and preferences, identify the unique selling point of the product or service, enhance customer satisfaction and loyalty, and also helps you increase customer engagement.

30. What one aspect of our product or service would you modify if you could?

Asking customers about modifying a product or service aspect can provide valuable insights for business. It helps to identify customer needs and preferences and also improves product design and functionality. It will also helps to gain competitive advantages in the market.

Simply encouraging honesty is the most important survey advice we can provide. Make it very clear that you want them to be completely honest and that any input is valuable. This will enable them to express their true opinions to you.

Tips for getting the most out of your customer feedback survey

Customer feedback is incredibly useful since it offers your clients a chance to express what aspects of your company are successful or unsuccessful for them. However, you must ask the appropriate questions in the proper manner in order to obtain accurate and meaningful information.

Here are four last suggestions:

1. Decide what data you wish to gather

Determine your goals in detail before you even begin to write any of the questions. Would you want to:

• Understand how users interact with a certain website page or customer process?
• Boost your marketing strategies?
• Think about new services you may provide to your current clientele

The types of questions you need to ask consumers will depend on your objectives.

2. Shorten your survey

Keep your survey as quick as you can because asking busy clients to complete one might be a hefty ask. Prioritize the facts that will be most helpful to you because you probably won't be able to ask all the questions you would like to.

3. Choose the proper format

Customer surveys often come in two main formats: lengthy polls with lots of questions and brief on-page polls.

• On-page polls are excellent for gathering a quick snapshot of data on a particular page or procedure because they often just have one or two questions. Response rates are often high since they take so little time to complete.
• Longer surveys enable you to get more detailed data, but the likelihood of answers declines as the length of the survey increases. As a general guideline, ask as few questions as you can to receive the answers you require.

4. Before delivering the survey to the clients, test it

Start off with a one-question on-page survey if you are new to conducting consumer surveys. Next, go to longer surveys with several questions. Ask coworkers or other contacts to check the wording of a lengthy survey before you send it out.

Customers should understand exactly what information you are seeking if the queries are straightforward and simple.

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Customer feedback surveys are an essential tool for any business looking to improve and grow. By asking the right questions, you can gain valuable insights into your customers' needs and preferences, identify areas for improvement, and build stronger relationships with your clients.

The 30 questions we've outlined in this blog provide a great starting point, but don't be afraid to tailor the survey to fit your specific business needs. Remember, the ultimate goal is to gather information that will help you make informed decisions and drive your business forward.