Customer surveys: Examples, questions & templates
Free examples, questions, samples and templates.
Asking the right questions – and identifying early on what really matters to your customers
Customer surveys do more than just help companies gather feedback. The right questions reveal:
- why customers are satisfied
- where frustrations arise
- where improvements are needed
- where customers might drop out
- which factors retain customers in the long term
- what potential there is for growth and turnover
After all, customers rarely make decisions on the spur of the moment: they give off signals beforehand.
The quality of a customer survey therefore depends crucially on asking the right questions.
On this page, you will find:
- Examples of customer questions
- Templates for customer surveys
- Complete questionnaires
- Inspiration for different use cases
- Tried-and-tested questions for the early detection of important customer signals
Signs of Satisfaction:
Identifying customer satisfaction
Sample questions on customer satisfaction
- How satisfied are you overall with our company?
- How satisfied are you with our product or service?
- To what extent were your expectations met?
- Wie zufrieden sind Sie mit der Qualität unserer Dienstleistungen?
- How would you rate your customer experience so far?
- Would you buy from us again?
- What do you particularly like about what we have to offer?
- Where do you see room for improvement?
- Which factors have the greatest influence on your satisfaction?
- What could we do to improve your experience?
These questions help to identify changes in customer satisfaction at an early stage.
Loyalty Signals:
Measuring customer loyalty and word-of-mouth recommendations
Sample questions on customer loyalty
- How likely are you to recommend our company to others?
- How likely are you to buy from us again?
- How strongly do you feel connected to our brand?
- Would you prefer our offer to those of our competitors?
- How likely are you to switch to another provider?
- What are the reasons for a long-term partnership?
- What reasons might prompt you to switch providers?
- How important are our services to your success?
- What do you particularly value about working together?
- What would need to happen for you to use our services more often?
These questions help to highlight loyalty and potential risks of staff turnover.
Churn Signals:
Identifying customer churn at an early stage
Sample questions on willingness to change jobs
- How likely are you to recommend our company to others?
- How satisfied are you with the value for money?
- Are there any aspects that are currently disappointing you?
- Are there any features or services you’re missing?
- Have you already looked into any alternatives?
- What factors will influence your future purchasing decision?
- How satisfied are you with the speed at which our company responds?
- What problems occur regularly?
- What reasons might lead you not to vote for us again?
- What would we need to improve to ensure you remain a customer in the long term?
These questions help to identify warning signs from customers at an early stage, before they are lost.
Product Signals:
Product feedback & product development
Sample questions about products and services
- How satisfied are you with our product?
- Which features do you use most often?
- Which features are you currently missing?
- What improvements would you like to see?
- How easy is our product to use?
- What problems arise when using it?
- How would you rate the quality of our service?
- Which features offer the greatest added value?
- Which features would you remove or change?
- What new features would you like to see?
These questions help to highlight a product’s potential and opportunities for improvement.
Service Signals:
Rate customer service & support
Sample questions for customer service
- How satisfied are you with our customer service?
- Was your issue resolved quickly?
- How would you rate the expertise of our contact persons?
- How friendly and helpful was the person you spoke to?
- How satisfied are you with the availability?
- How clear was the information provided?
- How satisfied are you with the processing time?
- Have we fully resolved your problem?
- How could we improve our customer service?
- What has been your experience of our support service?
These questions help to identify weaknesses in the service at an early stage.
Customer Experience Signals:
Analysing the customer journey and customer experience
Sample questions on customer experience
- How straightforward was your purchasing process?
- How would you rate the navigation on our website?
- How satisfied are you with the ordering process?
- Have you found all the information you need?
- How would you rate the communication after the purchase?
- How easy was it to use our service?
- Were there any obstacles or difficulties?
- In what areas would you have liked more support?
- How would you rate your overall customer experience?
- What could we improve along the customer journey?
These questions help to identify friction points and areas for improvement along the customer journey.
Brand Signals:
Understanding brand perception
Sample questions about the brand
- What qualities do you associate with our brand?
- How trustworthy do you think our company is?
- In your view, what does our brand stand for?
- How does our company stand out from the competition?
- How modern do you think our company comes across?
- How credible is our communication?
- To what extent do you identify with our brand?
- What words spring to mind when you think of our company?
- What do you particularly appreciate about our brand?
- Which aspects of our brand should we improve?
These questions will help you identify changes in the perception of your brand at an early stage.
Open Signals:
Enabling open customer feedback
Open-ended questions for customer surveys
- What do you particularly like about our company?
- What do we absolutely need to improve?
- What are your hopes for the future?
- What problems have you encountered recently?
- Which features or services do you find are missing?
- What ideas do you have for new products or services?
- What has pleasantly surprised you recently?
- What has disappointed you most recently?
- Which topics should we focus on more?
- Is there anything else you’d like to tell us?
Open-ended questions often yield the most valuable insights and reveal hidden customer signals.
Which questions are appropriate for which objective?
Purpose of the customer survey
Suggested questions
Measuring customer satisfaction
Satisfaction, quality, expectations
Strengthen customer loyalty
Loyalty, word-of-mouth recommendations, repeat purchases
Identifying the risks of staff turnover
Willingness to change, frustrations, problems
Improving products
Features, usage, product quality
Rate our customer service
Availability, expertise, processing time
Optimising the customer experience
Purchasing process, user experience, customer journey
Analysing brand perception
Trust, differentiation, brand image
Identifying growth potential
Needs, wishes, new requirements
Do you need a ready-made sample questionnaire to use as an example for your customer survey?
Make use of our free templates and questionnaires for your next customer survey.
Everything you need to know about a customer survey
2. Questions, examples & templates
Understand early on what your customers are trying to tell you
Create professional customer surveys, automatically identify critical trends and take action before you lose customers.
We’re here for you
When you create a customer survey using easyfeedback, you’ll have access to the survey tool and all the survey templates it contains.
Upon registration, we’ve set up a demo survey in your account. This already includes a ready-made questionnaire and results.
This allows you to see straight away how the survey tool works and what it has to offer.
If you have any questions, simply visit the Help Centre or get in touch with us.
What sort of questions are suitable for a customer survey?
Suitable questions include those relating to customer satisfaction, customer service, product quality, customer experience, willingness to recommend and customer loyalty. The questions should always be tailored to the objectives of the customer survey.
How many questions should a customer survey contain?
In most cases, 10 to 25 questions are sufficient. Short and relevant customer surveys generally achieve higher response rates and better results.
What open-ended questions can you ask customers?
Open-ended questions are particularly useful for bringing suggestions for improvement, problems and new ideas to light. Examples include:
“What should we improve?”
“What would you like to see?”
“What has been your experience recently?”
What does the NPS question mean, and why is it so important?
The NPS (Net Promoter Score) question is one of the best-known questions in customer surveys and is used worldwide to measure customer loyalty and willingness to recommend.
The classic NPS question is:
‘How likely are you to recommend our company to a friend or colleague?’
Respondents answer on a scale of 0 to 10, where:
0 = ‘very unlikely’
10 = ‘very likely’
The Net Promoter Score (NPS) is then calculated from the responses.
The NPS question is so important because it measures far more than just customer satisfaction. It provides insights into:
- how loyal customers are
- how strong customer loyalty is
- how likely customers are to recommend the company
- whether there is a risk of customer churn
Companies often use the NPS as an early indicator of the future development of their customer relationships.
The NPS survey becomes particularly valuable when customers can also explain why they have given a particular rating.
Example of an NPS survey
Question 1:
How likely are you to recommend our company to a friend or colleague?
(Scale from 0 to 10)
Question 2:
What is the main reason for your rating?
(Open-ended response)
By combining the rating with the reason given, companies can identify not only the Net Promoter Score but also the underlying customer signals, areas for improvement and potential
What questions can help to identify customer problems at an early stage?
Questions on the following topics are particularly helpful:
- Satisfaction
- Quality of service
- User experience
- Problems and complaints
- Willingness to switch
- Expectations
- Suggestions for improvement
Good customer questions do more than just gather answers:
They highlight customer feedback.