130 Customer Feedback Questions for Effective Surveys

Types of Customer Feedback Questions

Let us take a look at a few types of customer feedback questions. We will categorize them according to the type of answers you can expect for each question. We will also look at examples of questions which you can directly copy and use in your client or customer feedback questionnaires.

Closed-Ended Customer Feedback Questions

Closed ended customer feedback responses are designed to receive short and specific answers. They usually come in formats like "yes/no," scales, or multiple-choice with limited or no option at all for further inputs or comments.

Some types are,

Yes/No Feedback questions:

Respondents answer these questions with a simple yes or no.

• Did our product/service meet your expectations?
• Do you find that our product/service provides good value for its price?

Multiple-choice Feedback questions:

These questions are used to obtain a specific answer, usually from a choice of 4 to 5 options.

• Which of the following goals did our product/service help you meet?
• Which of the following platforms did you hear about us on?

Rating scale Feedback questions:

A simple scale where the respondent can provide a score as the response to the question.

• On a scale of 1 to 5, how would you rate the responsiveness of our customer service team?
• Rate how often you use the following features of our product on a scale of ‘Very Unlikely’ to ‘Very Likely.’

Open-Ended Customer Feedback Questions

Open-ended customer feedback responses are those that give a person the freedom to express and answer questions in their own words often with no limits to how long the answer can be.

It also means the respondent can now answer in their own words rather than being dependent on the predefined options provided by you.

Encouraging detailed responses:

Feedback questions that will make the respondent think and delve deep into writing lengthy answers with no limits. As their words flow, so will their emotions.

• Please share a memorable moment or experience that stood out to you from the webinar.
• Explain one feature of the product that is not working out for you and why?

Gaining qualitative insights:

Feedback questions that will encourage a respondent to share facts, figures, and other tidbits which can be converted into insightful data.

• Explain some of the features and services offered in other products that you would like to see implemented in ours.
• Explain in detail the problems or issues you faced while navigating our website/app.

Customer Feedback Survey Questions by Focus Area

1. Customer Feedback Questions On Product Discovery & Awareness:

You need to identify how customers found your product and what their initial impressions were. The customer Feedback responses to these questions can provide valuable insights to help measure the effectiveness of your marketing and messaging.

1. Which features of our product/software/tool initially caught your attention?
2. How did you first hear about our product?
3. If you were to refer our product to a friend; how would you pitch it to them?
4. Initially when you started using our product, did you find it easy to understand?
5. Which one of our ads is most memorable to you?

2. Customer Feedback Questions On Marketing Effectiveness:

It is important to know the effectiveness of your marketing campaign so that your efforts and budget don't go in vain and you can refine and improve it time to time. These customer feedback survey questions help you assess how well your marketing campaigns were liked by your audience.

6. What changes or improvements would you like to see in our email campaigns?
7. Have you shared our marketing content or ads with others?
8. How well do our marketing materials explain our product's features?
9. What was the most frustrating thing about our marketing campaigns?
10. What specific features or benefits of our product highlighted in our marketing
11. influenced you to make a purchase?

3. Customer Feedback Questions On Competitor Comparison:

Use these in your customer feedback questionnaire to get insights on how customers feel about your product versus that of your competitors. It can help identify your strengths, weaknesses, and unique features. And in many cases you can even use it to gain an edge over a competitor by making the same offerings at lower prices or better deals.

12. Which of our competitors did you consider before going with us?
13. Name the features you wish we had that our competitors offer.
14. In your opinion, what can we do better to stand out from our competitors?
15. How do you rate our customer support compared to that of our competitors?
16. Did you switch to us from one of our competitors? If yes, what prompted that decision?

4. Customer Feedback Questions On Customer Expectations & Needs:

Often there are gaps, missing features, or overlooked aspects that you may not realize until a client or customer points them out. Hence, it is important to ask the right client feedback questions, especially when dealing in B2B. These are some questions you can use to gain valuable insights.

17. How do you want to receive updates and communications from us?
18. What additional functionalities or features would make our [product/service] perfect for you?
19. If you had to purchase our product, how much would you be willing to pay for it?
20. Were there any features you did not expect but ended up appreciating?
21. How often do you find yourself using our [product/service]

5. Customer Feedback Questions On Purchase Motivation:

Find out the reasons behind your customer’s decision to buy. There can always be different factors like price, features, or benefits. And once you have a better understanding of what's working and what's not, you can rework on your business, marketing, and sales strategies to align with whatever is getting you more conversions.

22. Was there a time-sensitive motivation that led you to buy our [product/service]?
23. How important was pricing in your decision to buy?
24. Would you purchase from us again?
25. Did you read our product's reviews? Did they influence you to make a purchase?
26. What could have prevented you from making this purchase?

6. Customer Feedback Questions on Pricing & Value:

At the end of the day it is all about who's making the most bank from the product or service. If your product is overpriced or the value you offer isn't fair you'll find it harder to attract or retain customers. These effective feedback survey questions can help you assess whether your customers find your product's cost justifies its value.

27. Do you think our (product/service) is underpriced or overpriced based on it's value and quality?
28. Did you use discount codes or coupons while making the purchase? Where did you find them?
29. Are there any other pricing structures or features you would like to see added?
30. Name the features you don't use that could potentially be removed for the cost to be lowered.
31. Do you think our (product/service) is priced fairly compared to the alternatives?

7. Customer Feedback Questions On Website & Online Experience:

These survey questions for feedback evaluate how users are interacting with your website. It can help you find issues in navigation, design, or content to improve the overall user experience.

32. How easy was it to find what you needed on our website?
33. What would you change about the layout of our website?
34. Did you go through the FAQs or support pages? Were they helpful?
35. Rate the overall visual appeal of our website.
36. How satisfied are you with the mobile experience of our website compared to the desktop version?

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

Your product or service has to be easily understandable for anyone getting started with it for the first time. Customer feedback responses on these questions can help you identify friction points, improve guidance, and create a smoother first-time user experience.

37. How easy was the registration or sign-up process?
38. What other login methods would you like to see available on the website?
39. Elaborate on the aspects of the app that confused you when you first started using it.
40. What additional resources or information would have improved your onboarding experience?
41. Did we deliver on what was promised in our marketing materials?

9. Feedback Questions on Customer Effort Score (CES):

A CES score simply measures how much effort a customer is putting in to interact with your business. Hence, these customer feedback survey questions can help you measure how easily your customers are finishing tasks or how smooth their interaction was with your support representatives.

42. Did you reach the end goal you were trying to achieve with our tool?
43. How much effort did it take to achieve the results you wanted?
44. How quickly were you able to reach and receive support from our customer care?
45. Was your problem resolved in a single interaction, or did it require follow-up?
46. Would you be willing to participate in future surveys regarding our services?

10. Customer Feedback Questions On Product Quality & Performance:

Know how well your product meets customer satisfaction in terms of reliability, functionality, and overall performance. These Customer feedback questions can help you get detailed reports into what's working well and what is not.

47. Have you experienced any bugs or glitches? Explain.
48. How durable do you find the product? How long do you think it will last before you might have to replace it?
49. Rate the overall quality of the product on a scale of 1 to 10.
50. Are there any parts of the product that feel poorly made?
51. Which parts of the product, according to you, are the most well made?

11. Client Feedback Questions On Purchase & Delivery Process:

Most vendors use third party delivery and courier services. But if the delivery process is unsatisfactory, it is the vendor that has to face the wrath of the customer. These client feedback questions can help you find gaps and issues in delivery processes and pass the feedback on to your delivery partners.

52. Was the delivery time acceptable to you? How long did it take to be delivered?
53. Were you able to track your order properly?
54. How would you rate the packaging the order came in?
55. How would you improve the delivery process?
56. Mention what aspects of the delivery process you did not like.

12. Feedback Questions on Customer Journey:

These customer service feedback questions are used to track a customer’s experience at different stages of their interaction with your service. They help identify pain points and opportunities for improvement across the entire lifecycle of a customer.

57. How would you describe your overall journey from awareness to purchase?
58. Was it clear what steps to take at each step of your journey?
59. How well did we address your questions or concerns during the process?
60. How likely are you willing to pay for our service again?
61. Rate our onboarding team on a scale from 1 to 10.

13. Customer Feedback Questions On Product/Service Improvement:

These user feedback questions collect insights on areas where customers feel your product or service could be better. In many instances it can help find creative solutions and ideas that might not have come up otherwise.

62. Are there any existing features you find unnecessary?
63. What changes would make you use the [product/service] more often?
64. Do you find any part of the [product/service] outdated?
65. Are there any features you’ve struggled to use?
66. Which features of the [product/service] stand out to you?

14. Customer Feedback Questions On Low-Sales Product Feedback:

Many a times it so happens that certain products don't perform well in the market. These customer feedback survey questions can help address concerns with the product and identify what the issue is — lack of awareness, missing features, high cost, or a better alternative.

67. Were there specific features missing that influenced your decision not to make a purchase?
68. Was pricing a barrier to purchasing this [product/service]?
69. What improvements would make you reconsider purchasing this product?
70. How would you describe your first impression of the [product/service]?
71. How was your interaction with our sales personnel?

15. Feedback Questions On Customer Experience Measurement:

As is self explanatory from the title, customer opinions on these questions can help identify strengths and weaknesses in areas like customer satisfaction, support, usability, and onboarding.

72. Were your interactions with us positive and helpful?
73. Did you feel we valued your time as a customer?
74. How would you rate your experience with our complaints team?
75. How likely are you to recommend us to others?
76. How can we make our customer support experience better?

16. Client Feedback Questions On Customization & Personalization:

Every customer is different. And they all have varying requirements. These effective feedback survey questions explore how well your product or service meets customer preferences and needs. It can help you understand which tailored experiences, features, or content to start offering more of.

77. Are there enough customization options available?
78. What other customization options would you like to see?
79. How easy was it to integrate our tool into your workflow?
80. How important is customization and personalization to you when using this product?
81. Would you like to receive more personalized recommendations based on your activity?

17. Customer Feedback Questions On Pain Points & Frustrations:

These survey questions for feedback are simply to understand the challenges faced by the customers. It is used to minimize the frustrations of a customer as much as possible by making them feel heard.

82. What issues have you faced when using the [product/service]?
83. How often do you encounter issues with the [product/service]?
84. Are there any processes that feel complex and could be made simpler?
85. How often do you find yourself reaching out to our support team?
86. Are there any frustrations that make you consider switching [product/service]?

18. Client Feedback Questions on Service Enhancement:

These client feedback questions help understand the effectiveness of your support team and services. Whether there's an improvement needed in response times, problem resolutions, and overall customer satisfaction, these questions have you covered.

87. How easy was it to contact our support team?
88. How quickly were your concerns addressed?
89. Did you feel your issue was fully resolved?
90. Did you receive follow-ups to ensure your satisfaction?
91. Explain what we could do to improve the customer support experience.

19. Feedback Questions On Personal Goals & Outcomes:

Any business owner needs to focus on understanding how well their product or service helps customers achieve their objectives. These customer feedback survey questions help identify whether your offering is meeting their needs.

92. Did the [product/service] help you achieve your desired goals?
93. How well does the [product/service] align with your personal or professional objectives?
94. Did the [product/service] solve the main problem you purchased it for?
95. How satisfied are you with the results achieved so far?
96. Would you use this [product/service] again to meet similar goals?

20. Customer Feedback Questions On Brand Trust & Reputation:

Check how much customers trust your brand and the reputation it has. Depending on the type of user feedback questions, they can also help you understand what makes customers trust your brand and where you can improve.

97. How likely are you to refer our [service/Product] to a friend?
98. Were you referred by someone? What did they have to say about our [product/service]?
99. What could we do to strengthen your trust in us?
100. How well do we communicate what we offer in our ads and marketing materials?
101. Did you read any of our reviews online before choosing to go with us? How did that influence your decision?

21. Customer Feedback Questions for Emotional Connection:

Include these questions in your customer feedback questionnaire if you've ever wanted to know how customers feel about your brand on a personal level. Answers you obtain here can help you refine your marketing strategy and how you hook in your target audience.

102. Explain how you feel when using our [Service/Product].
103. How personally connected do you feel to our brand?
104. Does the product or brand evoke any specific feelings or memories?
105. Are there any emotional frustrations you associate with the [product/service]?
106. Would you describe the [product/service] as an integral part of your life? If yes, why?

22. Client Feedback Questions On Long-Term Engagement:

These customer service feedback questions measure how likely they are to continue using your product or service over time. The answers can help identify factors that can bring repeat use and loyalty.

107. What can we do to encourage you to remain a loyal customer?
108. Have you considered switching to a competitor? Why or why not?
109. Explain how you see this [Service/Product] fitting into your long-term goals.
110. How often do you use our [Service/Product] in your workflow?
111. What issues or concerns might make you stop using the [Service/Product]?

23. Feedback Questions On Referral & Incentive Preferences:

Do you want to know about your customer's opinion on what types of rewards or incentives would motivate them to refer your product to others? Then these survey questions will do the magic.

112. What would motivate you to refer us to others?
113. What do you think of the current referral program we have?
114. What type of rewards would encourage you to refer more people?
115. Have you referred our [product/service] to anyone yet?
116. How do you usually share recommendations with your friends or family?

24. Feedback Questions On Mobile & Multi-Device Experience:

Do you have an app or website that your audience uses to interact with your business? Responses to these customer feedback questions can help identify issues with usability or performance. And ensure a smooth experience for users on any device.

117. Compare the mobile version of our tool against the desktop version. Which one would you say is better and why?
118. Would you prefer any additional mobile-specific features?
119. How does the app's speed compare across devices and platforms?
120. Have you encountered any bugs on any platform?
121. How many different platforms or devices do you currently use our tool on?

25. Customer Feedback Questions On Online Reviews & Social Proof:

These customer feedback survey questions explore how they view your brand through online reviews and testimonials. They help understand whether your social proofing tactics are working.

122. How important were our reviews in your decision to buy?
123. Have you left a review for our [product/service]?
124. What can we do to make you leave a review for our [product/service]?
125. Have you seen testimonials from others about the [product/service]?
126. Would photo, video, or audio reviews help your decision-making?

26. Customer Feedback Questions to Highlight Strengths:

Your customers use the product far more frequently than you or your team ever will. Those who build the product often have a biased view of its strengths. But your customers may offer valuable insights through customer feedback responses on what features or benefits should be highlighted to attract potential buyers.

127. Name one standout feature of our [product/service]
128. Which feature do you find the least useful?
129. Name the features you would not miss if they were taken away.
130. How would you describe our [product/service] to others?
131. Are there any unexpected benefits you've noticed from using our [product/service]?

How Customer Feedback Surveys Drive Business Success

According to a Bain and Company report, increasing customer retention rates by just 5% can increase profits for a business by anywhere between 25% to 95%. And to increase customer retention one only needs to listen to their customers and deliver what they want. This is achieved through customer feedback surveys. It can also help understand the reputation of a company, because according to Qualtrics XM Institute, consumers who rate a company as “good” are 38% more likely to recommend that company to their friends and family.

Always define clear goals that you wish to achieve and design your customer feedback survey questions accordingly. It is necessary to,

1. Understand your existing customers' needs

Remember, it is between 5 and 25 times more expensive to invest in new customers than to retain existing ones. Talk to your existing customers, collect insights from them, and improve your existing product. These existing customers are going to in turn fall in love with your product and bring in more customers by themselves.

2. Improve Product and Service Quality

Research by Salesforce has shown that a whopping 93% of customers are likely to make repeat purchases with companies if they have positive customer service experiences. Having dedicated teams to respond and resolve complaints has to be one of the top priorities after onboarding a new customer. Also ensure that the manner by which someone can reach out to your customer service rep is as easy as possible.

3. Gain Content and Ideas for Marketing

Answers to customer feedback questions provide information about how customers perceive your brand, product, or service. You can use this to improve marketing messages, emails, and communications.

4. Prioritize New Feature Releases

It can be very hard to know where to put your engineering and R&D efforts without knowing what it is your customers want. Effective feedback survey questions can help you invest in the changes that will actually be meaningful to your audience and ones they will appreciate.

5. Receive New Ideas

Customers often have great ideas for how your product or service could be improved. Surveys give them a platform to share these suggestions which might otherwise never occur to you.

How to Design Effective Customer Feedback Questionnaire?

Designing an effective customer feedback survey is simple — you just ask all the right questions to collect valuable insights. Here is a structured approach to help you create a customer feedback questions that gets actionable feedback."

Define Your Goals

1. Put down what you want to learn from your customers or feedback questionnaire respondents.
2. Make a decision on who will answer the questions. You can't send out the same set of questions to everyone. Decide whether the intended recipient is a current customer, prospects, or churned users, etc.
3. Clearly define how you plan to use the responses. And what actions like improving features, improving customer service, etc. you will take from the insights received in the answers.

Choose the Question Types

1. Open-ended, closed-ended, ranking, rating, YES/NO, or any other type.
2. Understand the different types of customer feedback questions and know their purpose.
3. Do not make the questions too confusing or keep them too open-ended. You still need to ensure you receive insights and feedback you can actually use.

Structure Logically

1. Explain the purpose of the customer feedback questionnaire. Tell the recipient why they have been chosen to answer these questions. And mention how the feedback received will be used.
2. It will also help to mention the estimated completion time. This will help the respondent decide whether to answer it now or later depending upon their bandwidth.
3. Start with easy, general questions to engage the respondents first. Don't expect them to write out long paragraphs or answers from the get go.
4. Focus on specific areas of interest like product features, customer support, pricing, communications, etc.
5. Collect any additional personal data like their date of birth, location, educational qualifications only if necessary.
6. An effective feedback survey questions must also have ample space at the end of the questionnaire to receive any additional comments or suggestions. And don't forget to thank your respondents!

Turn Your Customer Feedbacks into Powerful Marketing Tool

Asking the right customer feedback questions plays important role in understanding your customers and improving your product. By collecting valuable insights, you not only make your product better, but you can also use the feedback to strengthen your brand's reputation."

Studies show that 68% of consumers are willing to pay more for a brand that offers great service. But while positive feedback is valuable, negative reviews tend to spread faster. In fact, 13% of unhappy customers will share their experience with up to 20 people, and many others simply stop doing business with you.

So, what can you do with all the positive feedback your team has worked hard to collect? Besides improving your product, you can use it to build social proof. 34% of buyers check reviews before making a purchase, and many are willing to spend up to 31% more if the reviews are great. However, a question you might have now is how to build social proof.

That’s where Feedspace comes into the picture. Feedspace allows you to easily collect, manage, and display your customer feedback or testimonials—whether in text, audio, or video format—directly on your website.

By asking the right customer feedback questions, you can receive responses that will not only help you in improvising your product but also will give you valuable positive reviews that you can collect and showcase in one place to increase your brand's credibility and build trust among your potential customers.

Using Feedspace, you can create surveys, highlight your best reviews, and feature them on a beautiful Wall of Love. This helps to boost your social proof, making it easy for your prospects to see what satisfied customers are saying about you and making them more likely to convert. Plus, it’s free to use. Join Feedspace today and turn your feedback into a powerful marketing tool!