What are interesting surveys given to customers

Most industries nowadays have a buyer's market. A multitude of products and services offered by various providers leaves customers spoiled for choice. Under these circumstances it is becoming more and more important to read the wishes and needs of your customers from the lips in order to achieve the highest level of customer satisfaction that is possible through customer orientation.

Nobody can give you better information about what expectations customers have of you and Ihquare products or services than they themselves. Customer surveys - and customer satisfaction analyzes in particular - have therefore become an important tool in quality management, product development and marketing. In order to achieve consistent customer orientation, a customer survey works wonders.

Ideally, you can reach your customers for a survey right after the purchase. That can be over

  • an online survey
  • a personal interview
  • a telephone interview
  • a survey via app
  • an inpatient survey using a questionnaire
  • a stationary survey via feedback terminal


Use these sample questions as a template when creating your surveys. The customer templates are aimed at all types of potential customers - retail, website visitors, restaurant or workshop customers. You can of course adapt the tone and precise formulation of the sample questions to suit your specific company needs and ideas.

Sample questions

The beginning

A good welcome message will encourage your respondents to fill out the questionnaire in full. Don't forget to say hello to your respondents. A friendly greeting in the questionnaire makes hesitant people feel right and welcome.
Also important: Who likes to do something for no reason? State the goal of the survey and tell your customers why it is so important for them to fill out the questionnaire. If your customer notices that their vote really counts, they will be much more motivated to take the survey!
In addition: data protection is and will remain a hot topic. Even with the most short surveys, you should assure the participant that their data is in good hands with you. If the customer trusts you, the probability of participation increases.

Dear [name placeholder],

welcome to our survey. You are an important customer - and your opinion is also important to us.
We ask for a few minutes of your time and for honest answers in order to better adapt our service / product to your wishes and, above all, to you. Your details will be evaluated anonymously (unless you want personal contact).

Many Thanks!


Analyzes have shown that there is a very strong correlation between recommendation, customer satisfaction and customer loyalty. The question of the recommendation is therefore very crucial: A typical measured value for this is the Net Promoter Score.

1. How likely is it that you will recommend us to a friend, acquaintance or colleague?

A scale from 0 (not at all likely) to 10 (extremely likely) can be used to answer this question.

Satisfaction / dissatisfaction

This general question will help you assess the overall picture of your company.

2. How satisfied are you with our company in general?

  • very satisfied
  • reasonably satisfied
  • not really satisfied
  • rather dissatisfied
  • very dissatisfied

Product service description

This question can be used to determine how your product / service is perceived by customers. The results can reveal discrepancies between product design and customer expectations and provide important data for marketing.

3. Which of the following words would you choose to rate our product / service? Multiple choices possible.

  • reliable
  • high quality
  • useful
  • unique
  • inexpensive
  • overpriced
  • impractical
  • inefficient
  • inferior
  • unreliable

Satisfaction of needs

Does your product / service meet customer needs? This question provides the answers!

4. How well did our product / service meet your needs?

  • extremely fair
  • very fair
  • roughly fair
  • rather not fair
  • not fair at all


This question can be used to determine whether the quality of the product / service meets the expectations of the customers and also your expectations.

5. How would you describe the quality of our product / service?

  • Very high quality
  • High quality
  • Average quality
  • Low quality
  • Poor quality

Value for money

After the satisfaction of needs and quality have already been asked, the information about the customer opinion is important for your pricing policy. The following question can be used to collect this important data.

6. How do you rate the price-performance ratio of our product / service?

  • Cheap
  • appropriate
  • average
  • expensive
  • overpriced


Next up is the service department. The focus here is on general availability, which is equally important for every service (whether for products or services).

7. How available were we for you regarding questions and concerns about our product / service?

  • Very easy to get to
  • easy to reach
  • generally reachable
  • difficult to get to
  • unreachable

Permanent or new customer

This question can be used to establish connections. The previous answers are therefore contextualized. Are long-term customers more satisfied or dissatisfied? How is the product perception among new customers? The answer to this question makes it possible to find out such contexts.

8. How long have you been a customer of our company?

  • I am not a customer yet
  • this is my first purchase
  • less than six months
  • six months to a year
  • one to two years
  • three or more years

Customer loyalty

The importance of comprehensive customer loyalty is undisputed, but when it comes to customer orientation, many companies focus far too one-sidedly on winning new customers instead of first trying to exploit the sales potential with their regular customers by retaining them. So if your customers churn and don't want to buy from you again, you should use this question to find out as soon as possible.

9. How likely is it that you will buy from us again?

  • extremely likely
  • most likely
  • undecided
  • rather unlikely
  • very unlikely

More comments

There should always be space for further comments and suggestions that you may not have considered in your customer survey.

10. Do you have any further questions, comments or remarks?

Don't forget to say thank you


Thanks for taking part in the survey!

Thank you for participating in the survey.
We will take your opinion to heart and work to meet your needs even more in the future.

Your [placeholder company] team / [placeholder name]

5 classic mistakes in customer surveys

In addition to the sample questions, you can expand your survey to include other questions that are more precisely tailored to your product or service. It is important to avoid these five classic mistakes in order to be successful with the customer survey:

Too restrictive “multiple choice” questions

“Multiple choice” questions generally increase the rate of survey participants, as answering them is much easier and faster. However, if the possible answers do not contain what the customer wants, this leads to possible frustration for the participants. You are now between two chairs. Either they answer the question inaccurately, skip it, or jump out of the customer survey altogether.

✔ Recommended action:

Instead, it makes more sense to include an additional answer such as "I don't know." or other." on the part of the other "multiple choice" answer options. An additional free text field can also help to reduce the bounce rate.

Two-part questions with only one answer option

For example: “Were you satisfied with our service and our selection? Yes or no?" What if the service was impeccable, but the selection was incomplete? If there is no way for the customer survey respondents to answer your question accurately, you will end up with skipped questions or, worse, wrong answers falsified results from which wrong actions would be deduced.

✔ Recommended action:

Make sure that the range of possible answers can answer the question with sufficient accuracy!

Demand an answer to every question

Yes, it would surely be perfect if every question in your customer survey were answered completely and thoughtfully. But this market research utopia does not correspond to reality: Your customers are busy, stressed and can be distracted. Sometimes a question is simply overlooked, sometimes the respondent does not want to disclose the requested information, sometimes the question is worded too confusing and sometimes the respondent simply cannot give a suitable answer. If you require an answer to every question - even the most rudimentary - you will be punished with a high bounce rate in your customer survey.

✔ Recommended action:

Minimize the number of mandatory questions and let participants skip questions that they cannot or do not want to answer.

Too many questions spoil the broth

Please do not let your customers answer page after page, filled with questions about questions about every facet of your company, in tedious and exhausting attention to detail. Formulate your customer survey briefly and concisely. This gives you a better chance of gaining useful data. Sometimes a simple survey with a few or even a single question, like the Net Promoter Score, can give you all the information you need.

✔ Recommended action:

Formulate your survey concisely. If in doubt, it is better to have a follow-up survey carried out than to let the original survey become too long and imprecise.

Don't lose sight of the goal

Even short and concise surveys are not always perfect. Even if you manage to keep it short and only ask relevant questions in your opinion, the information and data obtained are often not productive. Every customer survey should have a specific goal that is achieved through carefully selected questions.

✔ Recommended action:

Stay focused on your survey goal and choose well-considered questions to gather useful information in a targeted manner.

What are your experiences with customer surveys? Did we forget important questions? We look forward to reports and suggestions in the comments section.