Here at Feefo, we know how important genuine customer feedback and reviews are to you and your business. By keeping customers happy and engaged, you’re likely to benefit from greater brand loyalty, a higher customer lifetime value (CLTV) and more organic referrals from your customers to their friends, family and colleagues.
However, we understand that asking for feedback can sometimes feel daunting, and you might not know where to start, with so many areas of your business to cover. So, we’ve put together a guide to the customer feedback questions you should be asking by category below. But first, what is customer feedback?
Customer feedback is when a customer shares their thoughts, opinions and experience with your brand. This might include customer service, product or service feedback, your website, your marketing and more.
By asking your customers for feedback, you can better understand which parts of your business are doing well, and any areas that have room for improvement. Knowing this, you can make data-led decisions based on what your customers are really saying. This allows you to then prioritise and invest in the areas of your business that could use some work. This could include a range of things to meet customer expectations such as new products, website improvements, changes to shipping fees, newer payment methods and 24/7-accessible omnichannel customer service.
So, before you ask for customer feedback, you should be willing to make changes and updates based on what you find out.
Below, we’ve put together a series of customer feedback questions that you can use in your next feedback form, survey or questionnaire. Beneath each answer, we’ve added tips on the best formats to ask your question so you can easily collect and analyse the data as a whole.
To gauge the customer’s overall experience with you and their perception of your brand, try the following three go-to questions:
This question is one of the most important you can ask as it represents your Net Promoter Score. Your NPS is a critical measurement of customer satisfaction and brand loyalty. This is answered on a scale of 1-10 (with 10 being the highest) with the following bands based on scores:
Another critical question is your CSAT or customer satisfaction score. This question is answered using the following scale:
This question should be asked once the customer or client has had some time to experience your product or service. This can be asked on a rating from ‘Unlikely to purchase again’ to ‘Would definitely purchase again’. Or you can use a yes/no or thumbs up/thumbs down response.
As one of the few direct touchpoints with your business, customer service is critical to creating a positive customer experience. Businesses with a good customer experience tend to have happier customers and the wide range of benefits that come with this.
The customer effort score, or CES, measures how much effort a customer had to put in to get a customer service response, purchase a product or make a return. The responses for this vary, but you can generally use a 1-5 scale for this question.
This is a yes/no question, with more questions to follow depending on the customer’s response.
This can be asked after a live chat, phone call or email query. Answers to this can include anything and everything from text fields and emojis to 1-10 ratings.
This is an important indicator of how helpful (and/or easy to find) your website’s product information, shipping details and product information is. If you ask for a yes/no response, follow up with a text field where the customer can add more information.
This is a critical one, as you may find more people would prefer to get in contact through methods that you’re not currently offering. Remember that customer expectations have increased recently, and they may expect help through live chat, social media, phone call, email, and in-app. This can be a tick box or text-field question.
This question is two-fold, as you’ll want to understand 1) Whether you’re answering your customers quickly enough and 2) What are your customers’ expectations for response times? Remember to clarify afterwards about what their expectations were. If they expected 24-hour instant service, you might need to make your communications clearer through your current customer service channels. Try a 1-5 rating with 1 as ‘Much worse than expected’ and 5 as ‘Much better than expected’.
This is the ideal question to ask after a customer service contact. Sometimes, customers can walk away frustrated after an interaction, or there’s more investigation required before the issue can be resolved in full. This is a good metric to keep an eye on as if this response gets high figures there may be more widespread issues in your business. This can be a yes/no, smiley face or thumbs up/thumbs down question.
Similar to number 10, it’s important to monitor how many customer contacts are needed to solve problems. If it is frequently more than one, your customer experience will suffer, and customers will be less likely to be loyal to your brand. Make this a text field or present a choice of options for definite answers.
This question covers the whole customer service journey from response times to the helpfulness of your staff. Give your customers an option to elaborate on this question with a free text box.
Whether you’re selling a product or service, you’ll want to get feedback on the quality of the product or service received, as well as whether or not customers believe it’s worth the money they paid for it.
It’s important that your product or service is priced appropriately to match customer expectations. If customers are happy to pay up to 10% more for the same product or service, this is a good indicator of a strong customer experience and brand loyalty. Of course, you can ask this question with a figure that works for you either as a percentage or an actual price.
This question can highlight other marketing messages that you might not have already thought of. You can ask for a few descriptive words, give them a selection of words to choose from or add a text box for them to add their own benefits.
As a customer who has probably browsed your website before purchasing, they may have ideas for what else they’d like to see. This could mean personalisation options, a wider range of colours and sizes or complementary products that work with what you’re selling now. You should give customers the ultimate flexibility on questions like this with a free-text field.
This question is along similar lines to number 13 but can give answers that might be surprising. For example, some customers will happily pay more for a better customer experience and a personalised shopping experience – they may not be willing to sacrifice this to pay less for the product or service. Similarly, low costs can sometimes read as poor quality for customers. This question should be a yes/no option, followed by a non-compulsory text box where they can expand on this.
Although you might have some data and knowledge on your USPs vs your competitors, it’s helpful to hear from your customers about why they chose you. To make this as easy to analyse as possible, give a range of up to 20 boxes to tick, with a final option where customers can add their own reason. This will help you to better collate answers overall, rather than allowing all customers to free-write what they want.
More often than not, products and services are delivered to solve a specific problem. By asking customers which problem they’re hoping to solve, you could find new marketing messaging and different audiences to target based on something that you potentially hadn’t considered.
Questions about UX are really important because they gauge how easy or difficult your product or service was to buy. For many businesses, the UX would cover how the customer purchases from your website. So, you want to make the journey as easy for your customers as possible, including access to information, getting help and support, and the checkout process.
This is a good opportunity to provide a range of positive, negative and neutral adjectives for your customers to choose from. Interestingly, customers may choose a range – instead of being overwhelmingly positive or negative. Let them select from a group of up to 20 words, as well as a final option for their own words.
This is one of the questions where it’s important to keep it as open-ended as possible and is suited to a free text box. You can narrow this down by asking about something specific, such as the checkout process, or you can ask about the overall experience of buying online.
Customers may have navigated to your website from a social media or search engine ad, which would have likely directed them straight to the perfect page on your website. However, if they went to your homepage, was it easy for them to find what they were looking for? Were options for different sizes, colours or other options easily available? Make this question an open one for the most detailed responses.
As with all sales funnels, there are always customers who get right to the finishing point, but never complete the check-out process. There could be a multitude of reasons for this, for example:
Reducing cart abandonment is important for all businesses who rely on website sales, so this is one of the areas where even relatively small changes can deliver a big change.
With customer expectations increasing, online shoppers have begun to expect a range of certain payment methods and options. Most of the big online stores now include payments from PayPal, Bitcoin and finance providers such as Clearpay, Klarna and LayBay, which allow customers to split their payments across several months. Ask your customers if this is something they’d be looking for, and if this would increase their likelihood of purchasing from you.
Often seen as an investment, asking a few questions about your marketing can help you to better understand what is and isn’t working. You’ll also want to combine anecdotal feedback from customers with your own data to see if this matches up!
Whether it was through Google, social media, online advertising or by word of mouth, it’s important to understand how your customers found you in the first place. A simple drop-down box should help you to cover this.
Although shoppers may have bought into your product or service, some may not be convinced about your brand yet. Others need time to think before committing to purchasing. So, ask your customers what convinced them to buy your product or service in the end? Was it a social media video, a chat with a friend or reading your customer reviews? Give customers the opportunity to answer with a drop-down box or an open-text field.
Research has shown that over 90% of customers read reviews before purchasing online. A simple yes/no question will reveal how many of your customers were influenced by third-party reviews before purchasing from you.
To get to know your audience even better, find out which social media channels they use most often. You may have them pinned as avid Facebook or Instagram users, but perhaps they saw a YouTube video that mentioned you. Give multiple answers for your customers to choose from, including a text box option for any that you might not have considered.
This question is important to include because if a customer had a specific problem but didn’t yet reach out to customer service, you can get in touch and address it. This will increase customer satisfaction and brand loyalty for that individual customer and will show them that their voice and opinions are heard.
Finish off your feedback survey with a text box asking them if they have anything further to add. This allows your customers to make a note of anything that the survey brought up for them or an opinion that they may not have had the chance to express yet.
Getting to know your customers is critical if you want to ensure long-term business success. By giving them the opportunity to share their feedback, taking this on board and implementing changes as a result, you’re more likely to thrive and stand out among the competition.
Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
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