15 Questions You Need to Ask on Your Next Customer Feedback Survey

15 Questions You Need to Ask on Your Next Customer Feedback Survey

15 Questions You Need to Ask on Your Next Customer Feedback Survey

Don’t assume you know what your customers think about their experience. Instead, ask them for their feedback – often. You may be surprised by what you learn.

When you run a busy operation that serves thousands of customers, it can be easy to overlook the benefit of asking your guests what they think occasionally. After all, when sales are strong and business is running as usual it can seem like an unnecessary exercise. If there was really a problem, your customers would tell you, right? Not necessarily.

Regularly soliciting your customers for feedback isn’t just so you have reassurance that everyone is happy. Customer feedback can play a much more significant role in the overall experience one has with your brand, service, and its representatives.

Thinking long-term and big picture, customer feedback alerts you to potential issues before they become negative experiences. Customer feedback also encourages and creates the opportunity for increased customer engagement.  The emphasis on the customer experience not only makes your customers happier, it leads to higher revenue potential as well. According to Forrester, the revenue impact from a 10% improvement in a company’s customer experience score can translate into more than $1 billion.

Getting meaningful customer feedback starts by asking the right questions. Here are fifteen questions you need to ask the next time you survey your customers for their feedback:

1. Did we meet your expectations?

Just knowing yes or no is incredibly valuable information.

2. How would you rate your interaction with our employees?

Knowing if your customers have a positive, negative, or neutral experience with your staff will alert you right away if you have an underperforming employee or if more training should be implemented.

3. Was it easy to find what you were looking for?

Frustrated customers don’t come back. Customer feedback surveys can help you know how accessible items are to shoppers.

4. Was it easy to purchase your item or service?

If a customer has to wait in long lines or the process to buy is confusing or inefficient, it can rapidly affect your sales in a negative way.

5. How likely are you to repeat your business with us?

The only answer you want to receive is yes. If you see a pattern emerge of customers who say they would not shop with you again, there’s a problem you will want to know about and fix ASAP.

6. What would have made your experience with us better?

It’s so important to let your customers answer this question in their own way. Leave it open and be receptive to whatever feedback you get.

7. Were we able to satisfy your need?

The answers to this question may surprise you, because what you think their true ‘need’ is may be different. If it is, now you know of a new opportunity to explore.

8. Did we have the selection you were looking for?

Know if the variety are you offering is it enough for your customer base or not. Then your business can respond accordingly.

9. Did you feel comfortable shopping with us?

Confirm whether or not your customers feel good and welcome at your business. If they are indifferent or underwhelmed, that can signal a red flag warning for future business growth.

10. What was the most memorable thing from your experience with us?

Hopefully something was memorable! You’ll be glad to know the answer to this insightful question.

11. What is the reason you shop/dine/purchase from us?

Your customers have many options (usually) when it comes to who they give their business to. Why yours? You may have a competitive advantage you didn’t realize was so significant.

12. What products or services do you wish we carried?

This question if food for thought if your business ever wanted to expand its offerings.

13. How could we have exceeded your expectations?

It’s one thing to meet expectations, but here’s where you can learn what would make your customers say, “Wow”!

14. What do you like most about [company name]?

It may seem like a basic fishing type of question, but it’s never a bad idea to check in and see what they like about your business / offering / service.

15. Is there anything else you would like us to know about your experience?

As a business, you can’t always know the exact questions to ask for your customers to tell you what they want you to know. So always give them the opportunity to say more.

Ask your customers for their feedback. And ask them right away when their experience is fresh in their mind, not weeks or months later. When you can incorporate real-time feedback into your customer service model, you will start the type of open communication with your customers that leads to positive relationships and, consequentially, meaningful business results.

Ask us about TxtandTell, Touchwork’s real-time customer experience measurement, service recovery and mobile marketing solution.

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About the author

Johann Leitner is the founder and president of Touchwork, a marketing management software company.