Marketing Center

Five of the most effective customer satisfaction questions

Show your customers you value their time by making it easy for them to provide feedback.

1. How did you like our product or service?

Promote your most valuable offerings and find out how customers feel about them. You may even delve a little deeper and ask, “What do you like the least/most?” to help identify opportunities for improvement.

2. What did we do well?

With insights from your customers, you can determine where you excel and refocus your marketing campaigns to showcase those key aspects of your business.

3. What could we have done better?

Knowing where you hit the mark can help you improve your products and services to build trust among your customers. You might consider making this question more specific by asking, “How can we improve the checkout process?” or “What would help simplify your shopping experience?”

4. How did you hear about us?

Understanding what really drives demand for your business may help you focus on or develop certain marketing channels over others.

5. How likely are you to recommend our business to a friend or colleague?

Word of mouth can be a very important strategy for your business. You can gauge customers’ loyalty to your business and the likelihood that you’ll receive recommendations by using a Net Promoter Score (NPS). Include a zero to 10 scale, in which zero equals “extremely unlikely” and 10 equals “extremely likely.”

“Those who choose zero to six are considered detractors, seven to eight are neutral, and nine to 10 are promoters,” explains Natalie Lane, director of marketing at transportation company FreightCenter. “The percentage of detractors is subtracted from the percentage of promoters to get the NPS.” The higher the NPS, the more likely your customers will refer your business to their friends and family.

Once you have the feedback, make sure you follow up with your customers and use feedback to take action, whether it’s improving your products and services, retraining your staff, or offering specials for valued customers.

Whether you’re providing your customers with a paper questionnaire, call-in survey, or a digital platform like SurveyMonkey, it’s best to keep it simple. Asking five questions or fewer will allow you to elicit responses without overwhelming your customers. Learn more about how to ask your customers for feedback.