100 Customer Feedback Questions That’ll Bring You Answers

Customer feedback can become a remarkably important tool for marketing for any business. Here's an interesting fact for you:

In a study by Edelman in 2023, 67% of responders stated that they would continue to support the brand in the event of a public mishap if the brand had established trust previously.

The best way to establish trust? A two-way communication by collecting feedback making your customers feel heard.

Collecting feedback can be quite daunting and can go wrong in several ways. It is considered wise to plan well before starting the feedback collection process. Drafting user feedback questions is a difficult step for many.

Asking the right questions at the right times will take you to many places. This blog aims to help you draft effective feedback survey questions for the perfect answers.

Let’s begin.

Types of Customer Feedback Survey Questions

Let’s explore the different types of customer feedback survey questions that you can add to your review form for the best results.

Closed-Ended Feedback Questions

As the name suggests, close-ended questions offer a limited amount of options for the customers to choose from as answers. Questions with yes or no answers, multiple choice answers or rating scale answers.

These questions can be used to collect quantifiable information about your customers’ opinions. Many companies utilize these before a product is launched to gather insights into the customer’s opinion on new un-released product’s characteristics.

Yes/No questions

Yes or No questions can be answered by choosing one of the two options provided. For example:

• Does the product/service meet your expectations?
• Do you think the product provides value for its price?

Multiple-choice questions

Multiple-choice questions can be answered by choosing more than one option for any given question. For example:

• Kindly select the key factors that made you choose our product.

Options:

• - A specific feature
• - Affordability (Price)
• - Reviews

• What did you enjoy the most about your experience with our product?

Options:

• - Prompt Customer service
• - Usefulness of the product
• - Helpful guides and blogs
• - Customization capabilities, etc.

Rating scale questions

Rating scale questions can be answered with a score or an emoji based on the question. For example:

• How likely are you to recommend our product on a scale of 1 (not likely) to 5 (very likely) to friends or family?
• On a scale of 1 (poor) to 10 (excellent), how would you rate your checkout experience?

Best Practices for Close-Ended Feedback Questions

Close-ended feedback questions can be a smart way to collect data about your customers' experiences and feedback.

Here are a few tips that can help you draft better questions for better answers:

• Keep questions and answers concise: Don’t overcomplicate your questions or answers, keep it simple and clear.
• Use different formats: Prevent survey fatigue and keep customers engaged by providing different answer formats (like options, scales, ratings, etc)
• Cover every possibility: Since close-ended questions can limit expression from the customer’s end, it is important to provide answers that cover a wide range of options.
• Aim to questions unbiased: Biased questions or suggestive language can often lead to a feeling of mistrust in the respondent’s mind. Keep your questions neutral and unbiased for honest answers.
• Don’t stretch it for too long: Lengthy survey questions often end up with respondents answering questions just for the sake of answering them. Keep it short.
• Offer a ‘Not Applicable’ or ‘Other’ option: If it fits your product or your service, ensure that you offer an ‘NA’ or ‘Other’ option to limit false responses.

Open-Ended Feedback Questions

An open-ended feedback question encourages respondents to express their opinions and gives them a chance to elaborate on their thoughts about the product or service. Open-ended questions can be incredibly helpful in gaining authentic feedback from customers in their own words.

Here are a few examples of open-ended questions asked by companies:

• What would you like us to improve on?
• How do you use this product?
• What do you dislike about this product?

These questions can encourage customers to assess your product/service and think critically about the kind of responses they want to provide. Varied responses from respondents will help you take a deeper look into customer experience and recognize repeated patterns.

Encouraging detailed responses

Detailed responses are super beneficial when it comes to companies or businesses that are just starting out. Accurate analysis of detailed responses can help companies identify pain points too.

It was found that nearly 95% of buyers read online reviews before purchasing any product in 2024. Having detailed reviews can boost the possibility of a person making the purchase significantly.

Responses that are authentic and provide honest insights into what customers think are the best and worst parts of their experience can aid companies in improving their processes. Here are some questions that can help you gather detailed responses from customers:

• Tell us about your overall experience with the product/service.
• What feature do you find most useful about our product? Why?
• What convinced you to choose us over competitors?

Gaining qualitative insights

Gathering data for qualitative insights simply translates into taking a deep dive into the reasons behind a customer’s actions. These responses are inculcated with figures, facts and similar factors that influenced their journey. Questions can look like:

• Tell us about a feature you’d like us to implement in our app/service/product.
• Is there anything that we can improve to provide a better experience?

How Customer Feedback Survey Can Help Your Business Grow

Customer feedback surveys can bring in quantifiable data that you can analyze to strain out possibilities, errors and different pain points that your customers may be facing. It can tell you a lot about the type of experiences your customers have with you and how you can improve them.

Here are a few benefits that customer feedback surveys can amplify:

• Help you understand your customers needs.
• Improve the overall product and service quality with intriguing feedback and suggestions from existing customers.
• Gain insights into how well marketing works for your customers.
• Know exactly what customers want by directly hearing their thoughts and launching new features accordingly.

Customer Feedback Survey Questions to Drive Insights

We have compiled a list of questions and divided them into different categories based on the areas you want reviews in. Let’s take a look at them.

1. Customer Feedback Questions On Product Discovery & Awareness

Questions about how a customer has discovered your product and if they have been informed about the product.

1. How did you find our product?
2. What problem does our product solve for you?
3. What was your first impression of our product?
4. Did you find the product easy to navigate and use?
5. Was it easy to understand the product and its features based on the information provided?

2. Customer Feedback Questions On Marketing Effectiveness

These questions can help you find how effectively your marketing messages have reached audiences.

6. Would you recommend this product to your friends and family?
7. How effective were the visuals and messaging in our recent campaign?
8. Did you find anything frustrating about the marketing ad?
9. What influenced your decision to make a purchase?
10. How likely are you to purchase from us again in the future?

3. Customer Feedback Questions On Competitor Comparison

These questions can help you figure out whether you stand out from the competition. You can use these insights to gain an edge over the competition too.

11. What made you decide to choose us over other competitors?
12. How do you perceive our pricing as compared to our competitors?
13. Did you switch from another competitor to us? Why?
14. What are the factors that influenced your decision to make a purchase?
15. What makes our brand unique in the market?

4. Customer Feedback Questions On Customer Expectations & Needs

Managing customer expectations can be fruitful in gaining long-term customers. Additionally, customers’ expectations can help you figure out if you’re missing something from a client’s perspective.

16. What are your basic expectations when opting for a product/service like ours?
17. How often/In which areas do you find yourself using our product/service?
18. What are the challenges that could be solved with our product?
19. What would you change about our product/service to make it a better fit for your company?
20. Any features that you would like to be added for improved service?

5. Customer Feedback Questions On Purchase Motivation

Purchase motivation is the reason why your customers buy the product.

21. What was the primary reason you chose to purchase our product?
22. What could have prevented you from making the decision to purchase?
23. What problem can our product solve for you?
24. Did you read the reviews before purchasing? Did they influence your decision?
25. Would you purchase from us again?

6. Customer Feedback Questions On Pricing & Value

Pricing of the product is an integral part of the purchase decision. Converting customers highly depends on the pricing and the value of your product/service. Feedback on the price of your product can tell you whether customers find it justified or not.

26. How well does the price align with the product/service?
27. Did you use any coupons or discounts to buy our product?
28. At what price would you consider our product to be a great deal?
29. What are the features that make the product worth the price?
30. On a scale of 1-5 stars, how satisfied are you with the price of the product?

7. Customer Feedback Questions On Website & Online Experience

These questions are mainly focused on gathering information about how users visiting your website perceive it. Navigational issues, UI/UX issues or landing page errors can easily be identified using these questions.

31. Were you able to easily locate the specific page on our website?
32. Kindly rate the overall usability of our website from 1-5.
33. How easy was it to navigate through the website without assistance?
34. Were you able to navigate through the website using mobile or any other device?
35. Did you encounter any pages that were down or faced issues?

8. Customer Feedback Questions On Onboarding & First-Time Use

These questions can bring an overview of the issues that first-time customers face when onboarding. It can be especially helpful for B2B or B2C SaaS companies that want to provide the best experience to their customers.

36. Were you satisfied with the onboarding experience?
37. Would you suggest providing additional resources or instructions for other first-time users?
38. Was it easy to follow the instructions given by our team during the onboarding process?
39. As a first-time user, were there any aspects of the onboarding that confused you or were unclear?
40. Were you able to find what you were looking for on our website easily?

9. Feedback Questions On Customer Effort Score (CES)

Customer Effort Score is the score/rating given by customers after assessing how easy or simple it is to complete actions or achieve a desired goal using your product/service. It determines the amount of time, effort and energy a customer had to exert in order to complete a task related to or using your product/service.

41. Was it easy to set up and begin using our product/service?
42. Did you receive satisfactory support from our customer service team?
43. Was it easy to reach customer service executives? Did it take long?
44. Were you able to successfully utilize all the features of the product?
45. Would you be willing to participate in future surveys?

10. Customer Feedback Questions On Product Quality & Performance

Product quality and performance can help you determine whether the product needs to be improved on the base level. These questions can help you extract granular data from your most loyal customers and can be beneficial for small-to-medium-sized businesses.

46. Did the performance of the product meet your expectations?
47. Compared to similar products/services, how would you rate our product?
48. Do you find the product/service to be beneficial in the long term?
49. How would you rate the quality of the product/performance of the service provided?
50. What are the features of the product quality and performance that are most important to you?

11. Client Feedback Questions On Purchase & Delivery Process

Questions about the purchase and delivery process can help you find and eliminate gaps in the delivery process. Many vendors utilize third-party delivery services to get their goods delivered across the country, the feedback from customers can help you optimize the process and make the right decision.

51. Was the product delivered on time? Was it in a good condition?
52. Were you able to track your order?
53. What would you rate the packaging of the item on a scale of 1-5?
54. Were you satisfied with the overall purchase and delivery experience?
55. Do you have any suggestions to improve the delivery experience?

12. Feedback Questions On Customer Journey

Customer journey refers to all the points during which they have interacted with your business. Across the entire lifecycle of a customer, they encounter different areas of your product, different teams, and different pain points. Collecting and analysing data about these interactions can help you improve the aspects where customers are dissatisfied.

56. What information did you find most useful when researching our product? How did you find it?
57. Were we able to appropriately address and resolve all your concerns?
58. How would you rate the overall experience with our company from start to finish?
59. How was your experience with the customer service team? Were they helpful?
60. Could you tell us about a specific issue/moment where our customer service went above and beyond to resolve the issue?

13. Customer Feedback Questions On Product/Service Improvement

Questions about the service or the product you provide are the most important questions. Feedback on these questions can help you determine your trajectory of growth in the industry.

61. Tell us what you think is the best feature of the product/service
62. Which feature do you dislike the most?
63. Do you find any part of the product/service outdated?
64. What do you think can be a great addition to our product/service?
65. Which feature do you think is the most relevant to your industry? (specify industry name)

14. Feedback Questions On Customer Experience Measurement

These questions are designed to help you weasel out the different aspects of customer’s experiences with your company/product/service.

66. How likely are you to recommend this product/service to your friends or colleagues?
67. What would you say is the most positive aspect of your recent interaction with our company?
68. How was your experience interacting with our company?
69. Were there any challenges or issues you encountered during your interaction with us?
70. What can we do better as a company to improve your experience with us?

15. Client Feedback Questions On Pain Points & Frustrations

Questions about pain points and frustrations can be super helpful in figuring out the underlying issues that customers face when using your product or service. These questions can bring in answers to long-standing errors that might go unnoticed until they become severe.

71. How often do you encounter issues with our product/service?
72. Are there any processes that you think can be made simpler?
73. Do you find any part of the product/service frustrating?
74. Did you face any major roadblocks while using our service/product?
75. What is your biggest challenge when using our product/service?

16. Client Feedback Questions On Customer Service Enhancement

Customer service personnel in your company are directly in touch with the customers. They attend to their queries, respond to different needs and are at the forefront of your organization. To fully ensure that customer service representatives can fulfil their duties, these are a few questions you can ask.

76. Did you encounter any issues with our response time?
77. Were we able to resolve issues successfully within the required timeframe?
78. Were you easily able to reach a customer support representative? Were the follow-ups appropriate?
79. Were your questions answered clearly?
80. How would you rate our customer service?

17. Feedback Questions On Emotional Connection & Trust

Questions about how well your customers trust your brand can show if you have successfully been able to build an emotional connection with them. These questions can help you get an idea of how your customers feel about your brand on a personal level.

81. To what extent were you able to freely communicate your concerns with us?
82. Do you believe that your trust and expectations were prioritized by us?
83. Were you able to build connections with us during our interactions?
84. Would you like us to change anything in our approach towards customer service to build trust better?
85. Did our knowledge/experience provide you with a sense of security during our interactions?

18. Client Feedback Questions On Long-Term Engagement

Questions about customer’s plans and how likely they are to keep using your product/service. These questions can help you recognize why a customer decides to be loyal and help you implement improved practices across all areas of your organization.

86. How often do you use our product/service in your daily workflow?
87. How can we better anticipate and address your evolving needs?
88. Have you noticed any improvement in operations since you became a client? Do you have any suggestions regarding the same?
89. Are there any factors that could make you stop using our product?
90. Have we been able to meet your needs and concerns appropriately so far?

19. Feedback Questions On Referral & Incentive Preferences

Questions about referrals and incentive preferences can help you eliminate methods that stop customers from referring your product to other businesses. It can also help you find out which incentives can bring in more referrals.

91. What would motivate you to refer us to other clients?
92. Have you referred our product/service to anyone yet?
93. What is your opinion about our referral program?
94. Have you been adequately informed about the referral program?
95. What incentive would be the most appealing to you for referrals? (eg discounts, coupon codes, etc)

20. Online Reviews & Social Proof

Reviews play an incredibly influential role in the decision-making process of your clients. Most clients choose to go through the reviews that others like them have left on your website. Based on these reviews, they determine if your company/product/service is a perfect fit for them.

96. Have you left a review for our product/service?
97. How important were reviews when you were making a purchase?
98. Which type of reviews were most interesting to you while making your decisions? Video, audio or text?
99. Have you seen testimonials from our other clients when opting for our product/service?
100. Which format would you prefer to leave a review for us in?

How to Design an Effective Customer Feedback Questionnaire

An effective customer feedback questionnaire consists of three Fs.

102. Fit
103. Formal
104. And fashionable.

Fit: Effective customer feedback questionnaire must fit the context of the feedback. Assuming that it is a new customer, you likely wouldn’t ask them about the issues they encounter, on the other hand, you would get better feedback about the onboarding process and different features you offer that can be beneficial to them.

Formal: Your feedback questionnaire must be formal–not too pushy, nor too vague. Put simply, your customer feedback questionnaire must not be directly, or indirectly driving your reviewer towards a predetermined outcome nor should it confuse the reviewer about what is being asked. Asking questions designed to lead to a particular kind of feedback is unethical and can take you further away from realistic results.

Fashionable: Fashionable questionnaires include all sorts of questions without any kind of judgement. Authentic, casual but trustworthy questions can encourage respondents to reply in kind. Your questions must not only vary in different forms and styles but also must keep the reviewer interested to avoid survey fatigue.

Once you have these three Fs cleared out, you can simply start collecting reviews to get actionable insights.

Step #1 Clearly define your goals.

• Decide what you wish to learn from any given questionnaire.
• Identify which areas of your questionnaire can improve which section of your company.
• Get a clear picture of who you want to send these reviews to.
• Draft a plan on how you plan to use the reviews you receive.

Step #2 Choose the Questions

• Get a rough idea of the kind of questions you want to ask.
• Consider which type of answers would be best for data analysis.
• Ensure that the questions are not too close-ended or too open-ended.

Step #3 Structure Logically

• Set the series of questions in an order that can prompt the maximum number of honest responses.

• Start out with easy, simpler questions.
• Based on specific areas of interest, make sure the transition from one question to another is smooth without disrupting the flow of thoughts in the respondents’ minds.
• And you’re done!

Keep in mind that you must give your respondent clear information before they begin the feedback sharing based on where you would use their responses, how their data will be used, if they will be anonymous, how long the questionnaire is, etc.

Turn Customer Feedback into the Most Powerful Marketing Tool

Collecting customer feedback and building social proof can be the final building blocks on your way to success. Potential buyers are often influenced by the reviews left behind by customers who were once in their position.

Nearly 40% of consumers admitted that they trust social proof and testimonials just as much as they’d trust personal recommendations from someone they know.

People tend to make similar decisions if they find someone like them has previously done it. This is why displaying social proof can be valuable to companies to bring in customers. You can use numerous ways to display social proof including building a Wall of Love or displaying ratings on your product landing pages.

The best way to showcase your product testimonials is using video or audio testimonials. Not only do they increase engagement from customers, but they also add authenticity to a review as compared to a text-based review.

Collecting testimonials and displaying them on your website might be a slightly complicated task. This is where Feedspace comes in.

Feedspace can help you capture, analyze and showcase content on your website. You can generate a form for review collection in seconds with just a few clicks. You can even use Feedspace to build a Wall of Love to proudly display the feedback left by different customers. Feedspace allows users to import reviews from 20+ platforms too.