Title: 11 Top Customer Satisfaction Survey Questions [+Survey Template]
Headings: How to create customer satisfaction survey questions to master your market [with examples]
How to create customer satisfaction survey questions to master your market [with examples]
Table of contents
What is a customer satisfaction survey?
4 types of customer satisfaction surveys
1. Customer Satisfaction Score (CSAT)
2. Net Promoter Score (NPS®)
3. Customer Effort Score (CES)
4. Milestone surveys
Creating your customer satisfaction survey: 6 types of question
Multiple-choice questions
Rating scale questions (also called ordinal questions)
Example
Binary scale questions
Example
Nominal questions
Likert scale questions
Example
Semantic differential questions
Example
Open-ended questions
Example
11 (specific) customer survey questions to ask
Question 1: How would you rate the support you received?
Question 2: How happy are you with [product name]? (1-5)
Question 3: How likely are you to recommend [product name] to a friend or colleague? (0-10)
Question 4: How easy did we make it to solve your problem?
Questions 5 to 11: more customer satisfaction survey questions
How to create and distribute a customer satisfaction survey
Step 1: start small
Step 2: decide what to measure, how to measure, and who to survey
Step 3: pick an ideal time to distribute your survey
After a customer's initial purchase
Step 4: evaluate your data once you’ve got a large enough sample size
Get inspired by these 7 customer satisfaction survey examples
1. Point-of-conversion survey (Hotjar example)
2. Customer effort survey for customer support (HubSpot example)
3. Retention survey (Hotjar)
4. Retention survey (HubSpot)
5. Mid-onboarding CSAT survey (HubSpot)
6. Customer effort survey for product use (Hotjar)
7. Net Promoter Score (HubSpot)
The results are in: 6 follow-up steps for your customer satisfaction survey
Step 1: thank respondents
Step 2: close the feedback loop
Step 3: read and analyze comments
Step 4: address the micro-level issues
Step 5: put out any fires (i.e., pull the Andon Cord)
Step 6: address the macro-level issues
5 customer satisfaction survey templates to jump-start your customer satisfaction survey
1. Net Promoter Score® (NPS) survey template
2. Customer satisfaction (CSAT) survey template
3. Customer effort score (CES) survey template
4. Point-of-conversion survey template
5. Retention survey template
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4 other ways to understand your customers
User personas
Market research
Heatmaps
Session recordings
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Content: My name is Michael Redbord, and I helped build HubSpot's support and service teams, working with customers for over eight years. Today, I’m the General Manager of HubSpot's newest product line, Service Hub, which helps our customers grow through exceptional service. At HubSpot, we use feedback to understand our customers and what the market demands. This approach has driven dramatic changes over the years—taking us from a small marketing app to the more complete front-office software suite we are today. Today, I’m sharing the most important things I’ve learned about customer satisfaction surveys, so you can take some of my learnings and use them to adopt a practice of customer feedback at your business and grow better by mastering your market. Table of contents
What is a customer satisfaction survey? 4 types of customer satisfaction surveys
Creating your survey: 6 question types
11 (specific) questions to ask on a customer satisfaction survey
Follow-up steps after the results are in place
5 customer satisfaction survey templates
4 more ways to understand your customers
What is a customer satisfaction survey? A customer satisfaction survey is a questionnaire designed to help businesses understand what their customers think about their products or services, their brand, and their customer support. Customer satisfaction surveys allow companies to improve products strategically, optimize user experience, and deliver exactly what the market demands.