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100 Customer Feedback Questions to Improve Your Business

Customer Feedback is a very important tool for business growth. It helps you directly communicate with customers and know what they’re exactly thinking about your business. But to make sure that you’re capturing the right customer feedback that will add business value, it is important to ask the right survey questions.

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We’ve put together for you 100 top Customer Feedback Survey questions that you can use in your next Survey and Feedback Form. Customize these questions based on your business requirements and send them to your customers through different survey channels like web surveys, survey links, email surveys, SMS Surveys, or ask these questions on Kiosk Surveys.

Customer Feedback Questions for Business Improvement

70% of buying experiences are based on how the customer feels they are being treated. Thus, to achieve the holistic business growth you need to evaluate the customer services you are providing to your customers. How? By asking the right customer feedback questions. 

To Improve Customer Service

Over the years, Customer Experience has become the key differentiator over the price and product. According to HubSpot, 93% of customers are likely to make repeat purchases with companies that offer excellent customer experience along with customer service.

Walker StudySome best Customer Service Survey Questions:

1. On a scale of 0 to 10, how likely are you to recommend our support staff or customer support service to a friend or colleague?

This question comes from Net Promoter Score®, a popular CX Metric introduced by Fred Reichheld of Bain & Company to measure customer loyalty & satisfaction by gauging the customer's willingness to recommend a company, its products, or services to others. It can be measure based on a simple NPS Question - ‘On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?’

You can tweak this question and use it to gauge real-time Customer Satisfaction based on the customer services provided by your support service team. You can also automate the trigger of this survey question immediately once the ticket is solved or closed.

2. Did you find our staff helpful and courteous?

You can ask this survey question to evaluate the behavior of your customer support staff towards customers. Not only behavior but it also helps you to understand how your customer support team deals with the issues of the customers.

3. Did our staff answer your questions?

The response to this Yes or No question will give you an idea of whether your customer support team is responding to customers or not. You can also ask a follow-up question or provide a comment box where your customers can discuss every issue in-depth. The survey responses uncover various crucial information like First Contact Resolution (FCR) rate, First Response Time (FRT), and so on.

4. Was our support team quick in responding to your queries?

Responses to this question help you to know how long your customer support team takes to solve the customer queries. Based on the responses you can get an idea of various things like response time, reasons for delaying in response, and so on.

5. How can we make your experience even better?

The answers to this follow-up question provide practical suggestions that help you to improve your products and services. Your customers will highlight weak areas and based on them you can fix errors and get your product or service back on track.

6. To what extent do you agree with the following statement: The company made it easy for me to handle my issue.

This question comes from another popular CX Metric -Customer Effort Score (CES) enables you to measure the perceived levels of effort your customers have to put into a certain interaction with you to get their work done or achieve their goals. Based on responses you can quickly identify hindrances that lead to high CES and work upon them to reduce customers' effort.

CES on iPad

To Improve Customer Satisfaction

Complete Customer Satisfaction can be achieved when you ensure a level ahead customer experience. So, gauge how your customers are perceiving the experience you are providing. Here are some question types that you can ask your customers to gauge satisfaction.

7. Were you able to find what you were looking for?

8. What problem would you like to solve with our product?

9. How satisfied are you with the new features of our product?

10. How satisfied are you with your latest interaction with us?

11. How satisfied are you with the quality and usefulness of our product?

12. Would you like to tell us the reason for your rating?

13. What aspect did you like the most about us?

14. What do you dislike about us?

15. Is there any way we can improve your experience?

16. What suggestion would you like to give regarding our service?

To Improve Your Product or Service

If the quality of your product or service exceeds the expectations of your customers they are likely to remain loyal to your brand.  Always gauge how your customers are perceiving your products or services, are they happy or not. Encourage them to share their feedback along with ideas that could potentially improve your products and services.

Some relevant feedback questions that you can ask your customers regarding your products and services. 

17. Which features do you love?

This question is highly useful when you offer a product with multiple features. It allows you to gather revealing insights about which features your customers like or appreciate most. This further helps product managers and their teams to prioritize future updates and improvements. 

18. Which features aren’t useful to you?

Ask your customers which feature(s) they don't use or like. Based on their responses either upgrade that feature and make it customer-oriented or eliminate that feature from your product.

19. Which features do you wish we had?

You can ask this question differently like - What are the other features we are not providing but our competitors do? Your customers will share their suggestions and indirectly helps you to improve product search and services.

20. Are our products/services priced appropriately?

While pricing your products always consider whether your consumers or customers will be willing to pay or not. For this, you can use this survey question, and based on the responses you can finalize the price of your products or services.

To Test a New Product, Service, or Strategy

Making changes in the business or adding a new product or service can be risky, but thanks to Customer Feedback that enables your product team to make informed decisions regarding products and services. Here we’ve listed down a few survey questions you can ask your customers to understand what they think about the new expansion.

21. Would you find [new feature] useful?

Ask them what they liked most or, respectively, least about your newly launched products. The responses collected as a result of this question can be of great help in prioritizing future updates and improvements in the product(s).

22. Would you buy our [new product]?

Response to this yes or no question helps you to predict the buying behavior of your customers. Further, you can ask the reason through a follow-up question. The responses to this follow-up question highlight the reason for buying or not buying your product. Sometimes, customers are likely to share suggestions that help you to tailor your product accordingly.

23. How much would you pay for [new feature/product]?

Before setting the price of your product, it is better to ask customers because ultimately they will pay for the product. Take their suggestions and then set the price of your new products.

24. If we provided [rewards program/discounts/another special] would you use it?

The best way to convince your customers to buy your new product is by luring them with rewards programs/discounts/other special offers. So, if you are a bit confused about what to offer to customers, it is better to ask them. Here in this scenario, you can use this question to connect your customers with your brand.

Customer Feedback Question for Customer Interaction

Some common Customer Feedback Questions are mandatory to include in your survey to interact with your customers. With these questions, you can get an overview of how your customers are perceiving your business, products, services, and the customer experience you are providing to them.

And if you ask open-ended survey questions, then you’ll also discover the key areas of the business where you need improvement.

25. How did you hear about us?

This survey question enables you to identify effective communication channels to connect with your customers. This, in turn, helps your business to identify its potential customers and improve customer engagement. If you want to capture the lead in an event or trade shows or business seminars, this question works best. From the responses, you can easily find where leads are coming from.

For example, HubSpot uses this question in the lead capture survey form to obtain information about its customer base.
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26. Were your expectations met, unmet, or exceeded?

Identify the potential churn by asking your customers directly whether their expectations are met, unmet, or exceeded. Responses to this question help you evaluate your business's strengths, weaknesses, opportunities, and threats.

27. Did our employees or customer service staff help you? How?

If you want to evaluate the quality of your customer services or the performance of your customer services team, this question is very useful. The responses to this question uncover various crucial things like - First Contact Resolution (FCR) rate, First Response Time, and Problem Resolution Time that impacts your customer services.

28. What, if any, products, services, or features are we missing?

This survey question's responses help you discover the missing elements, including any specific feature or any missing quality in your product or services. This also encourages your customers to discuss all those areas of your product or service where you need improvement.

29. Which features do you value the most?

If your product comprises multiple features and you want to know which feature your customer value most, then this question is useful to get accurate customer feedback. This follow-up question is commonly used by the product managers of the company to know the reaction of the customers for the newly developed features. Based on the data you can prioritize the future upgradation of features.

For example, Google asks users to rate how helpful, useful, or relevant the information was? This helps Google to improve search results and provide relevant content.
FI 2

30. How would you describe your experience in our store / on our website?

You can send this question in a post-purchase survey to your shoppers and ask them to share their shopping experience. You can also embed this survey question on your e-commerce website with the help of the Website Feedback Tool. It automatically triggers this survey question immediately after the transaction has been completed. Based on the responses you can optimize your store to improve the shoppers' experience.   

31. On a scale from 0 to 10, how likely are you to recommend (our business/business name) to a friend or colleague? 

This Net Promoter Score® (NPS) Question helps you to gauges customer loyalty and satisfaction on the principle of recommendation. Willingness to recommend the brand is always based on customer experience. Customers will score you: 0-6 - Detractors - Considered to be unhappy and dissatisfied customers. They’ll never recommend your brand to others. 7-8 - Passives - They are moderate, neither promote you nor demote your brand but not recommend you to others. 9-10 - Promoters - They are super happy customers and advocate your brand and recommend you to others.

32. How can we improve your experience?

This question is highly useful when you addressing your unhappy & dissatisfied customers. Responses to this question will provide actionable strategies to prioritize customer issues to ensure an improved experience and reliable solutions.

Customer Feedback Question for Collecting Quantifiable Customer Data

To improve business operations, a business analyst needs quantifiable customer data. You can get this data with CX Metrics - Net Promoter Score® (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES). The data and follow-up responses derived from these metrics help you to understand various aspects of customer sentiments including perception, satisfaction, effort level, and so on.

CX Metrics - NPS, CES & CSAT

33. On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?

34. How would you rate your overall satisfaction with our business or specific product or service?

35. How easy or difficult was it for your question or problem to be resolved?

Customer Feedback Questions for Measuring Net Promoter Score®

The NPS Survey is ideally a two-part survey — the first part is a rating question that is an NPS question itself (‘How likely are you to recommend us to your friends and family?’) and the second part usually being an open-ended question seeking reasoning for the score.

Standard NPS® Question: To Measure Quantitative Scoring

The NPS question is the standard question and its generic phrasing is ‘On the scale of 0 to 10, how likely are you to recommend us to your friends and colleague?’ Based on what you’re seeking a rating for, you can modify this question’s phrasing to suit the scenario.

The different scenarios of the NPS question can be:

36. On a scale from 0 to 10, how likely are you to recommend (our business/business name) to a friend or colleague? 

37. On a scale from 0 to 10, how likely are you to recommend our (product name or service) to a friend or colleague?

38. On a scale from 0 to 10, how likely are you to recommend us to a friend or colleague based on your recent purchase?

39. On a scale from 0 to 10, how likely are you to recommend us to a friend or colleague based on your recent interaction?

40. On a scale from 0 to 10, how likely are you to recommend our support staff or customer support service to a friend or colleague?

41. On a scale from 0 to 10, how likely are you to recommend (Company Name) as a place of work to a friend or colleague?

Follow Up NPS Question: To Measure Qualitative Scoring

Follow Up Questions could be determined in the situation when organizations are dealing with their detractors or passives. Reasoning-based questions help you to focus on the root of why customers become detractors, passives, or promoters.

42. Ask the reason for the score: What is the primary reason for your score?

43. What do you like least about the company or product or services?

44. What do you like most about the company or product or services?

45. How can we improve your experience?

46. What was missing or disappointing in your experience with us?

47. Which features do you value the most?

48. What is the one thing we could do to make you happier?

Customer Feedback Questions for Measuring Customer Satisfaction Score

CSAT or Customer Satisfaction Score question is a simple question asking the customers to rate the Satisfaction with the experience they have received on a scale of 1 to 5. This question can be asked about the overall experience also and a particular product or service also by modifying the questions with the name of the product or service.

49. How was your experience with our product?

50. How was your experience with our delivery service?

51. How was your interaction with our support team?

52. How was our overall experience with our company?

Customer Feedback Questions for Retail Survey

Retail Surveys are useful to provide valuable information about customers' shopping experience at your store. Here are a variety of questions you can ask your customers to have effective retail feedback.

53. How would you rate the shopping experience you had today?

54. How do you rate the behavior and support of the staff at our store?

55. How do you rate the ambiance and cleanliness of the store?

56. Do you find our store is conveniently located and easily accessible?

57. How would you rate the work of our staff at the billing counter?

58. How would you rate our store in terms of ease and quickness of shopping?

59. Are you able to find what you were looking for?

60. How do you rate the store decor and lighting of our store?

61. How easy did you find searching what you wanted?

62. How satisfied are you with the information related to products on our website?

63. Were the store staff supportive enough to assist you in finding the items of your choice?

64. Do you feel the items are fairly priced at our store?

65. How satisfied are you with the product varieties available at our store/website?

66. What type of products do you like the most at our store?

67. Do you feel that we should have more varieties of products?

68. Have you ever tried to return or exchange a product at our store?

69. How satisfied are you with our return and exchange policies?

70. How would you rate the quality of our products?

71. Have you faced any issues with any of our products so far?

Customer Feedback Questions for Event, Trade Shows, Exhibitions

Event surveys are useful to capture valuable feedback before, during, and after an event. This helps you to gauge your attendees' satisfaction level. Based on the responses you can optimize your upcoming events and make them more audience-centric.

72. Why did you choose to attend this event?

73. What do you expect to get out of this event?

74. From where you get to know about this event?

75. Do you find the location of this event easy to get to?

76. How would you rate the venue?

77. Are you satisfied with check-in?

78. What are your thoughts on the event thus far?

79. How likely are you to recommend this event to a friend or colleague?

80. What did you like & dislike most about the event?

81. Do you have any suggestions to share?

82. Based on your experience this year, how likely are you to attend this event next year?

Customer Feedback Questions for Website Improvement

To Improve Website

Website Surveys help you to easily gather customer feedback on your websites and analyze the performance of your website. Survey responses help you to optimize your website and improve the web experience of your customers. There are some survey questions that you can include in your website feedback form.

83. Was the website easy to use?

84. What were you looking for on the website? Did you find it?

85. Was it easy to find?

86. What would you change about it?

To understand Purchase Experience

A business needs to make it easy and seamless for the customers to buy a product or complete the sale. How? You can use a product purchase experience survey to evaluate the customer’s experience with the product purchased. This helps you to understand the issues faced by the customers while purchasing from your business.

Consider the below feedback questions that highlight the customer issues at the purchase stage.

87. How easy or difficult was it to complete your purchase?

88. Were you able to check it out promptly?

89. What would you improve about the check-out process?

90. Were you able to find what you were looking for?

To Collect Customer Data

It is important for you to effectively understand how you can connect with your customers to get actionable feedback. Using the below customer feedback question you can quickly capture accurate customer information on the spot and connect them at your convenience. 

91. What is your name/age/gender/job title?

92. Which do you use more - Tablets, Smartphone, or Laptop?

93. How long have you been a customer?

94. What made you try us?

95. How often do you use our product/service?

For Competitor Analysis

Competitor Analysis helps you to identify and understand the weaknesses of your products. This further helps you identify the reasons that lead to churn like - product & service quality, bad customer service, pricing & features, etc. These survey questions help you to quickly identify the potential churn.

96. Did you use a competitor before us?

97. What were you using before you found us?

98. What did you like about the previous product/service(s)?

99. What caused you to leave?

100. What does our business do better?


The responses to these Customer Feedback Questions give you a clear picture of how your customers feel about you. Customer perception, experience, and satisfaction are instrumental in growing your business. The responses from these questions provide actionable insights that can create lasting and positive changes in your business. when you keep a check on customer satisfaction and experience, you can make decisions that lead to customer retention and higher revenue.  

Learn more about the Customer Feedback


Written by Archit

May 25, 2021

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