What to Include in a Customer Satisfaction Survey Form

Written by Chris Lucas on March 1, 2011

Posted in Form Hacks

It doesn’t take much to realize that customer satisfaction is essential to the survival of any business. We appreciate our customers every day, but we also value their opinions and suggestions. This valuable data allows you to find out what works and what needs to be reevaluated at your business.

When you conduct a customer satisfaction survey, what you ask your customers should be your first thought. How often and when you ask these questions are also key to your business’s success. Finally, if there is one thing that you need to understand when conducting a customer satisfaction survey, it’s what to do with their answers after completion.

The answers that you receive from your customers can be beneficial in several ways. It gives you the opportunity to see where to improve and how their suggestions will play a role in your future strategies. Also, it can give you the chance to give them feedback that their answers were appreciated.

There is a school of thought that you only need to ask a single question in a customer satisfaction survey. That question is, “will you buy from me again?”

It is too easy for a customer to answer yes to the “will you buy from me again?”, whether they mean it or not. You want to make sure to ask other questions about what to change and what to keep doing.

Here are a few of the basic customer satisfaction questions:

  • How satisfied are you with the purchase you made (of a product or service)?
  • How satisfied are you with the service you received?
  • How satisfied are you with our company overall?

And ask the customer loyalty questions:

  • How likely are you to buy from us again?
  • How likely are you to recommend our product/service to others?
  • How likely are you to recommend our company to others?

Along with the questions, we also suggest adding a comment box so the customer can also give you some thoughts and suggestions you don’t necessarily ask about in the survey. With our online web form builder, you can quickly create any type of survey whether it is a short questionnaire or an extensive multi-part survey.

At Formstack, we send out a customer satisfaction survey by email after our user has been a customer for at least two months. If there are any negative comments, we follow up with the customer to see how we can help. Those suggestions are looked at anytime we update our services.

Let us know how we can help in your next customer satisfaction survey for your business.