Customer satisfaction and 50 questions to ask

Do you think customer satisfaction is an investment that always pays off? Customer satisfaction is one key to any organization’s success and growth. Organizations and businesses should understand customer needs, expectations, and satisfaction levels; this will essentially improve products, services, and the overall customer experience.


A satisfaction survey is an effective tool for gathering this valuable information. In this blog post, we will explore the factors contributing to a successful customer satisfaction survey and how metrics like NPS, CSAT, the Likert scale, and CES can help enhance client satisfaction and loyalty and eventually achieve long-term success.

Customer satisfaction rating scale survey

The importance of customer satisfaction surveys

Customer satisfaction surveys are considered powerful tools for understanding customer needs, measuring satisfaction levels, and identifying areas for improvement. Getting feedback from customers helps businesses understand what they like, what they don’t like, and what they expect. This helps businesses improve their products and services and build a better brand.

Analyze survey data and use metrics like NPS (Net Score Promoter), CSAT (Customer Satisfaction Score), and Likert scale. This will help your business to measure customer satisfaction levels, track trends over time, and make informed decisions to enhance the customer experience.

Measuring customer satisfaction with NPS, CSAT, Likert Scale, and CES

  • Net Promoter Score (NPS): is used to measure customer loyalty and satisfaction. It asks customers questions like how likely they are to recommend a product or service to others on a scale of 0 to 10. You can classify customers into promoters, passives, and detractors. This will provide a clear understanding of overall customer sentiment and loyalty.
  • Customer Satisfaction Score (CSAT): CSAT surveys can measure customer satisfaction based on a specific interaction or experience. CSAT questions use icons like emojis and stars. Surveys ask customers to rate their satisfaction with a product, service, or interaction they had during their journey.
  • Likert Scale: This is a tool for customers to show how much they agree or are satisfied with a statement or question. It gives different choices for responses, like “strongly disagree” to “strongly agree” or “very dissatisfied” to “very satisfied.” Likert scale questions can help measure satisfaction within a different dimension. They provide a more nuanced understanding of customer sentiment.  
  • Customer effort score (CES): This metric focuses on how easily customers interact with your service or product. CES survey questions ask your customer base to rate the effort required to resolve their issues or meet their needs. A lower CES score shows that your customer service team has been doing great. This will ensure your existing customers will stay more loyal.
Likert scale question

Understanding customer needs and expectations

Customer satisfaction surveys help our business understand what customers want and need. This information is important for meeting customer expectations and preferences.

One of the best practices for collecting this feedback is through open-ended questions and structured survey responses. These will help us gain more insights into what customers care the most, what aspects of the product or service teams need improvement, and how to align our offerings with customer expectations.

Understanding these points is crucial to create customer-centric strategies and to deliver a unique customer experience.

Identifying areas for improvement

Study survey results like NPS, CSAT, and Likert scores to find out where customers are unhappy or where there are problems. This actionable data will help businesses to prioritize improvement efforts and allocate resources effectively.

Check survey results often to track progress and make data-based decisions to improve customer experience over time.

Enhancing customer retention and reducing churn

Customer satisfaction is directly linked to customer retention and reducing churn. Satisfied customers will remain loyal; they repeat their purchases and recommend the business to others.

Customer satisfaction surveys, such as those on social media, can benefit businesses in multiple ways. They can help retain customers and increase their lifetime value. Surveys can also decrease churn rates and support overall business growth.

Key factors for a successful customer satisfaction survey

Define clear objectives

Defining clear objectives is the first thing you should do before conducting a customer satisfaction survey.

Determining the information structure needed and how it can enhance customer satisfaction is important. This decision is crucial at this stage.

The collected data must be relevant and actionable. Clear objectives help focus the customer satisfaction survey questions and set goals for NPS, CSAT, and Likert scale scores to track improvements over time.

Use a customer-centric approach

An effective customer satisfaction survey is customer-centric. This means tailoring the survey questions to capture customer feedback on their experience, preferences, and pain points. Ensure the survey has a user-friendly design and is easy to complete. This will make sure that customers feel valued and heard throughout the process.

To achieve this, use multiple channels, including social media, to reach a wider audience and gather diverse customer feedback.

Keep the survey short and simple

Customers are more likely to participate and provide honest feedback if the survey is concise and easy to understand. Focus on key customer satisfaction areas to increase responses and avoid survey fatigue. Skip irrelevant questions to keep surveys concise and engaging. This will ensure that customers can complete the survey quickly and provide meaningful responses.

Keep it anonymous

Studies show that customers are more likely to give truthful feedback when they believe their answers are private and anonymous. Assure the anonymity and confidentiality of your survey. Tell customers their feedback will only be used for improvement and won’t be linked to their identity.

This will encourage them to answer freely, which provides valuable insights into customer satisfaction levels.

Customer data protection and privacy are two important factors that could boost trust and maintain customer confidence.

Communicate survey results and take action

When the survey data is collected and analyzed, it is crucial to communicate the results to stakeholders and take the right action based on the findings. The survey findings should be shared across different teams and departments; this report must highlight areas for improvement and discuss potential solutions.

This shows your business’s commitment to addressing customer complaints and enhancing overall customer satisfaction.

Utilize a Customer Data Platform

A customer data platform (CDP) can enhance the effectiveness of customer satisfaction surveys. A CDP integrates different customer data from various sources, such as CRM systems, customer support platforms, and marketing automation tools, into a single unified view.

This will give you comprehensive customer data that could enable you to personalize surveys, target specific customer segments, and gain deeper insights into customer behavior and preferences. Leverage a CDP in your business and increase retention, decrease churn, and add more lifetime value (LTV).

40 essential questions to ask in your survey

Here are some of the most important and common questions that you can have in your customer satisfaction survey with their type:

1. Net Promoter Score (NPS)

  • How likely are you to recommend our product/service to a friend or colleague?
  • Would you purchase from us again?
  • How likely are you to try our other products/services?

2. Customer Satisfaction (CSAT)

  • How satisfied were you with your experience today?
  • How satisfied are you with the quality of our product/service?
  • How satisfied are you with the speed of our service?
  • How satisfied are you with the after-sales support?
  • How satisfied are you with your experience with our return process?
  • Rate your satisfaction with our website’s user experience.
  • How satisfied are you with our environmental or social initiatives?
  • How responsive have we been to your questions or concerns?
  • How well do we recognize and reward your loyalty?
  • How would you describe your overall satisfaction with our brand?

3. Customer Effort Score (CES)

  • On a scale from ‘Very Easy’ to ‘Very Difficult’, how easy was it to resolve your issue?
  • How easy is it to navigate our website?
  • How quickly did we resolve your issue?
  • Was it easy to find the information you were looking for?
  • How clear and understandable was the information provided?
  • How easy was it to access our customer support?
  • Did you find our onboarding process easy to understand and helpful?
  • How comprehensive do you find our FAQ section?
  • How easy was it to complete your purchase on our website?

4. Likert Scale

  • Do you feel our product/service met your expectations? (Agree/Disagree/Neutral)
  • How well do our communications meet your needs? (Very Poor/Poor/Neutral/Good/Very Good)
  • Was our staff helpful and courteous? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • Did our product/service help you achieve your goals? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • How would you rate the value for money of our product/service? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • How comprehensive is our product range? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • Were your issues resolved to your satisfaction? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • To what extent do you feel heard and valued as a customer? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • How well did our product/service solve your problem? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • How effectively do our products/services meet your needs? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • How consistent is our service quality across different channels? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • Would you consider our product/service to be a good value for the price? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)
  • Rate the quality of our product/service compared to competitors. (Much Worse/Worse/Neutral/Better/Much Better)
  • How confident are you in the privacy and security of your data with us? (Strongly Disagree/Disagree/Neutral/Agree/Strongly Agree)

5. Open Ended Questions

  • What feature do you value the most?
  • What can we do to improve your experience?
  • What was your primary reason for choosing us?
  • What improvements would you suggest for our product/service?
  • In what ways has our product/service exceeded your expectations?
  • What aspect of our service would you most like us to improve?
  • What feature would you add to our product/service?
  • How do our products/services impact your daily life?
  • What motivated your latest purchase with us?
  • What would it be if you could change one thing about our product/service?


  1. Why is customer feedback important in measuring satisfaction?
  • Customer feedback helps to understand customer needs, preferences, and satisfaction levels. If it’s conducted effectively, it can provide valuable insights into customer experience, help identify areas for improvement, and eventually enhance customer satisfaction.
  1. How can NPS, CSAT, and Likert scale be used to measure customer satisfaction?
  • NPS measures customer loyalty and satisfaction and asks customers how likely they are to recommend a product or service. CSAT measures satisfaction specifically based on an interaction or experience, while the Likert scale provides a rating scale for customers to express their level of agreement or satisfaction with a statement or question. These metrics help quantify and track customer satisfaction levels.
  1. How long should a customer satisfaction survey be?
  • It is recommended that the survey be kept short and simple to maximize response rates and minimize survey fatigue. Focus on the most critical aspects of customer satisfaction and avoid unnecessary or repetitive questions.
  1. How can businesses reduce churn and improve customer retention through customer satisfaction surveys?
  • Businesses can increase customer retention and reduce churn by consistently monitoring and improving customer satisfaction through surveys. Addressing customer concerns, implementing changes based on feedback, and delivering exceptional customer experiences foster long-term customer loyalty and drive business growth.
  1. What is the role of a customer success team and customer support in enhancing customer satisfaction?
  • A dedicated customer success team and excellent customer support play a crucial role in enhancing customer satisfaction. They provide personalized assistance, address customer concerns promptly, and ensure a positive customer experience. By prioritizing customer success and support, businesses can build strong relationships with customers and drive customer satisfaction.

Create a customer satisfaction survey with no code

Join Formaloo for free today and start creating your satisfaction survey from scratch or use one of our +200 templates. Use this customer satisfaction survey template to save your time.

Our user-friendly no-code platform empowers you with:

  • The drag-and-drop function lets you design your survey or your custom CRM with ease
  • Seamless integrations allow you to connect your formaloos with your existing tools and software
  • Formaloo is affordable and scalable; choose a cost-effective subscription that grows alongside your business

Sign up for free today and discover how Formaloo can boost your customer satisfaction level!

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Customer satisfaction and 50 questions to ask