Customer Experience

All You Need to Know About Customer Feedback Questionnaire

Mar 22, 2024

9 mins read

Manisha Khandelwal

81% of consumers consider customer feedback and reviews to be a trusted source of information.

That’s a big number to ignore! So, are you paying enough attention to your customer feedback? Truth is, many companies don’t and if they do, they do not get appropriate enough responses.

The problem lies in not asking the right questions to the right audience at the right time. 

Imagine surfing an online retail platform for clothes and getting a survey question about the variety in their electronics section. Would be irrelevant, right? 

Now, after helping multiple businesses with their CX, I can assure you that customer feedback is essential for the growth and betterment of an organization. 

And the proof of the pudding lies in conducting this process in just the right way. For that, you need an efficient customer feedback tool!

These tools provide a platform designed to collect and analyze customer feedback on their needs, preferences, and expectations. These tools play a crucial role in helping businesses understand customer satisfaction  and identify areas of improvement.

The real deal, however, is how, when, and what questions to ask.

Well, read further and find out!

But first, let’s start with understanding what exactly are customer feedback questionnaires.

What are Customer Feedback Questionnaires?

Customer feedback questionnaires are structured sets of questions designed to gather information and opinions from customers about their experiences with a product, service, or overall experience with the brand. 

These questionnaires are an essential part of the customer feedback strategy and are used by businesses to collect valuable insights so that they can understand customer expectations and take data-driven actions. 

But what are the benefits of a customer feedback questionnaire? Let’s explore this further!

Benefits of Customer Feedback Questionnaires

Customer feedback questionnaires offer numerous benefits for businesses seeking to understand and improve their products, services, and overall customer experience. Here are some key advantages:

  1. Insight into Customer Satisfaction: Customer feedback questionnaires provide direct insights into the satisfaction levels of customers. Understanding how satisfied or dissatisfied customers are and making changes accordingly helps businesses improve their performance.
  2. Identifying Areas for Improvement: By analyzing feedback, businesses can pinpoint specific areas that need improvement. Whether it’s product features, customer service, or overall user experience, customer feedback highlights opportunities for enhancement.
  3. Data-Driven Decision Making: The data collected through questionnaires allows businesses to make informed, data-driven decisions. This is especially valuable when deciding on product updates, service changes, or strategic directions.
  4. Customer Retention and Loyalty: Addressing concerns raised in customer feedback can lead to improved customer satisfaction and loyalty. When customers see that their opinions are valued and acted upon, they are more likely to remain loyal to the brand.
  5. Enhancing Product Development: Insights from feedback questionnaires are invaluable for shaping the development of products and services. Understanding what customers like or dislike helps in creating offerings that better meet customer needs and preferences.

Now that you know all the benefits of collecting customer feedback, why wait? Launch your first customer feedback survey today with SurveySensum!


So yes, there are many benefits of customer feedback questionnaires. But one challenge that commonly arises is – When to launch a customer feedback questionnaire.

When to Use Customer Feedback Questions?

the image shows the different touch points where feedback questions can be asked.

Customer feedback questions can be strategically employed at various stages of the customer journey and business operations to gather valuable insights. 

We usually recommend taking the survey just after the customer interaction – when the experience is most fresh in their mind, basically called the ‘moment feedback’.

→ However, ensure that you send the surveys ONLY at the relevant touchpoints to prevent survey fatigue.

Here are some common key touchpoints in the customer journey where asking  customer feedback questions can be most lucrative:

1. Product Development

When creating or improving a product, collect feedback from potential or current customers to comprehend their needs, preferences, and expectations. This assists in customizing the product to meet their specific needs.

For example: 

  • How would you describe your experience with similar products in the market?
  • What features or functionalities do you prioritize the most when choosing a product like ours?
  • How important is pricing when evaluating products in this category?

2. Service Improvement

Periodically collect feedback on how customers are using your product or service. Understand which features they find most valuable, any challenges they face, and potential areas for improvement.

For example:

  • Have you encountered any difficulties or challenges while using our product or service? If yes, please describe.
  • How would you rate the ease of use and user-friendliness of our product or service?
  • Are there any additional features or improvements you would like to see in our product or service?

3. Post-Purchase Evaluation

Use feedback questions after customers have purchased to understand their experience during the buying process, product satisfaction, and perceptions of value for money.

For example:

  • Did you encounter any issues or challenges during the purchasing process? 
  • On a scale of 1 to 5, how satisfied are you with the delivery/shipping process and the condition in which the product arrived?
  • How well does the product meet your expectations in terms of quality and functionality?

4. Post-Support Surveys

After customer support interactions, use feedback questions to assess the quality of the support provided, whether the issue was resolved to the customer’s satisfaction, and if there are suggestions for improvement.

For example: 

  • Did the support representative understand your issue and provide helpful guidance?
  • Were you satisfied with the response time and turnaround for resolving your issue?
  • On a scale of 1 to 10, how likely are you to recommend our customer support services to others?

5. Evaluating Loyalty

NPS questions gauge the level of customer satisfaction and their willingness to endorse your brand to others. By incorporating these questions into your surveys, you can obtain valuable insights into areas of improvement, and measure overall customer loyalty and brand advocacy. 

For example:

  • On a scale of 0-10, how likely are you to recommend our brand/product/service to a friend or colleague?
  • How likely are you to choose our brand/product/service over competitors in the future?
  • What would you say are the biggest strengths of our brand/product/service?

6. Market Research

As part of your market research, launch feedback surveys to acquire an understanding of consumer preferences and industry trends. Integrate feedback questions as an ongoing practice throughout your business to consistently align with customer expectations.

For example:

  • What factors influence your decision when choosing products or services in this industry?
  • How would you rate your overall satisfaction with current products or services available in the market?
  • What challenges or pain points do you experience when using products or services in this industry?

7. Product Satisfaction

As an essential practice while gathering customer feedback, launch product satisfaction surveys to understand how satisfied your customers are with your product or services. This gives you the knowledge of whether or how much your product needs improvement to satisfy your customers.

For example:

  • On a scale of 1 to 10, how satisfied are you with our product/service?
  • What do you like most about our product/service?
  • How would you rate the overall quality of our product/service?


Launch surveys in under 10 minutes and gather relevant feedback from your customers about their experience during different stages of the product journey with SurveySensum!


Now that you know when to send these surveys, let us explore the variety of questions you should ask your customers to understand their experience.

20+ Best Customer Feedback Questions To Ask

1. Overall Satisfaction:

  • How satisfied are you with our product/service?
  • On a scale of 1 to 10, how would you rate your overall experience?

2. Ease of Use:

  • How easy was it to use our product/service?
  • Were you able to navigate our website/app easily?

3. Product/Service Value:

  • Do you feel you are getting value for the price you paid?
  • Is there anything missing or any features you would like to see added?

4. Customer Service:

  • How would you rate the quality of our customer service?
  • Were your issues resolved to your satisfaction?

5. Likelihood to Recommend/ Brand Loyalty

  • How likely are you to continue using our product/service in the future:
  • How likely are you to recommend our product/service to a friend or colleague?

6. Purchase/Delivery Experience:

  • How would you rate your experience during the purchasing process?
  • How satisfied were you with the delivery process?

7. Brand Perception:

  • How would you describe our brand in three words?
  • What makes our brand stand out to you?

8. Customer Engagement:

  • How often do you interact with our brand? (Online, social media, etc.)
  • What types of communication do you find most engaging?

9. User Experience:

  • How would you rate the overall user experience of our product/service?
  • Did the product meet your expectations?

10. Improvement Suggestions:

  • Are there any specific improvements you would like to see?

11. Open-Ended Feedback:

  • Is there anything else you’d like to share about your experience with us?

12. Competitor benchmarking:

  • Why did you choose our product over others available in the market?

13. Customer Wants:

  • What is your main goal for using this service/product?

14. To Improve Marketing Efforts

  • Where did you get to know about our product?
  • Have you used a similar product before?

These questions, therefore, can help you understand your customers better and help you in improving your product or services as per your customer’s needs.


The integration of well-crafted customer feedback questionnaires is a strategic imperative for businesses aiming to thrive in a customer-centric market. The insights derived from these questions guide you toward understanding your customers and adapting to evolving needs. And now you know exactly how to design your customer feedback surveys in the right way!

So, all you need is an effective customer feedback tool like SurveySensum to get the job done! SurveySensum can help you launch powerful surveys with the right questions in just under 10 minutes. It also helps you analyze the feedback with an AI-enabled dashboard and features like Text Analytics.


Manisha Khandelwal

Senior Content Marketer at SurveySensum

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