Customer satisfaction surveys: Types, examples, and best practices

Customer surveys are a great way to get past the tip of the iceberg and uncover how customers really feel about your product or service. And with easy-to-use survey platforms and AI, creating surveys is easier and more affordable than ever. 

This has led many businesses to go a little overboard with their surveys, sending them left and right—often without much thought. As a result, most surveys that customers fill out are poorly designed and only generate coached responses, frustrated customers, and, ultimately, unreliable results.

So, what makes a good customer satisfaction survey, and how can you create one for your business? Let’s explore.

What are customer satisfaction surveys?

A customer satisfaction survey is a tool that gathers valuable feedback directly from your target audience. It helps you understand their experiences, identify areas for improvement, create a better business, and even turn happy customers into brand advocates.

Customer satisfaction surveys can be categorized into various types, depending on what you want to learn from your customers and how you want to frame it.

Types of customer satisfaction surveys

1. Multiple-choice questionnaires

Multiple-choice questionnaires allow respondents to pick multiple options from predefined answers. They’re great for quick surveys and simple analysis, but this simplicity has trade-offs. Limited options can prevent people from fully expressing their views, and there’s always a chance of random guessing.

💡 Pro tip: Add an “other” option with some answers and allow people to descriptively share how they feel.

Example of questions for multiple-choice questionnaires: 

Which features of our language app do you find most useful? (Select all that apply)

• Vocabulary building tools
• Pronunciation practice 
• Grammar explanations
• Other (specify)

What are your primary reasons for using our running app? (Select all that apply)

• To start running as a new fitness habit
• To improve existing running performance
• To train for a marathon
• For weight loss or fitness goals
• Other (please specify)

2. Open-ended questionnaires

Open-ended questionnaires let respondents provide written answers instead of choosing from pre-set options. 

These are handy for gathering more detailed feedback and exploring new ideas. While they can offer insights that might otherwise go unnoticed, analyzing these responses can be tricky since it’s harder to spot patterns or trends in the data.

💡 Pro tip: Pair open-ended and closed-ended questions to understand your results fully.

Examples of open-ended questions:

3. Likert-scale surveys

Likert-scale surveys are a popular way to gather opinions by letting customers choose how much they agree, disagree, or feel neutral about something. Named after Rensis Likert, they typically use a set of answer options ranging from one extreme to another, like strongly disagree to strongly agree, and can include a neutral option in the middle. The surveys come in various formats, such as 4-, 5-, 7-, or 10-point scales, depending on how detailed you want the feedback to be.

💡 Pro tip: Use follow-up questions to get more insights. Some tools, for example, let you add conditional logic, so if the customer picks a low rating, a follow-up question shows up.

Examples of Likter scale survey questions:

• The checkout process on our website was easy to follow

• On a scale from 1 to 10, how helpful do you find our push notifications?

4. Single-choice questions

This type of question allows respondents to choose only one answer from a predefined list of options. They’re generally formatted with a radio button (the circular buttons next to each option). 

Single–choice questions ensure clarity and focus in the answers, so they’re particularly useful for gathering demographic or behavioral data.

💡 Pro tip: Use a dropdown list if the answer set for a single-choice question is too long.

Examples of single-choice questions:

Have you ever used similar services before?

• Yes
• No

What is your age?

• 18–24
• 25–34
• 35–44
• 45–64
• 65 or older
• Prefer not to tell

How would you rate your stay at our hotel?

How often do you use our app?

• Daily
• Weekly
• Monthly
• Less often
• Never

6 tips to make your customer satisfaction survey the right way

• Ask the right amount of questions: While there’s no rule-of-thumb number for survey length, it’s recommended to ask 6-8 questions maximum. Keep the questions sweet and short, but don’t overlook open-ended questions where customers can share their thoughts in their own words.
• Avoid ambiguity and overly suggestive questions: Leave no room for guessing, assumptions, or leading the respondent toward a specific answer. Asking how much a customer enjoyed your latest feature update or what they think about your pricing can become a breeding ground for a high dropout rate or insufficient data.
• Sweeten the deal with a good incentive: Remember, when someone takes a survey, they’re putting something else aside. Offering customers a small appreciation token like a $10 Amazon Gift card or even a donation from your side can go a long way. 
• Don’t let survey fatigue kill the conversation: By repeatedly asking about customer experience, you can create a bad one. At some point, customers can get numb, and their attention drifts away. Stay mindful of how your timing and email frequency affect others. 
• Ask it like you mean it: Approach the survey with sincerity and genuine concern. When you show interest in your customers’ feedback, they’re more likely to provide thoughtful responses that will benefit both you and your customers.

60 Customer satisfaction survey questions to start you off

General Satisfaction survey question examples

1. How satisfied are you with our product/service overall?
2. How likely are you to recommend our product/service to others?
3. How well does our product/service meet your needs?
4. How would you rate the value for money of our product/service?
5. How likely are you to continue using our product/service?

Product/Service Quality survey question examples

6. How satisfied are you with the quality of our product/service?
7. How well does our product/service perform compared to your expectations?
8. How satisfied are you with the durability of our product?
9. How satisfied are you with the features of our product/service?
10. How would you rate the reliability of our product/service?

Customer Service survey question examples

11. How satisfied are you with the responsiveness of our customer service team?
12. How knowledgeable was our customer service representative?
13. How easy was it to get your issue resolved by our customer service team?
14. How friendly and courteous was our customer service representative?
15. How would you rate the overall experience with our customer service?

Website/Online Experience survey question examples 

16. How easy was it to navigate our website?
17. How satisfied are you with the information provided on our website?
18. How would you rate the speed of our website?
19. How easy was it to complete your purchase or request on our website?
20. How likely are you to return to our website in the future?

Ordering/Delivery Experience survey question examples 

21. How satisfied are you with the ordering process?
22. How timely was the delivery of your product/service?
23. How satisfied are you with the condition of the product upon delivery?
24. How accurate was the delivery of your product/service?
25. How would you rate the convenience of the delivery options?

Pricing survey question examples 

26. Do you think our pricing is fair compared to similar products/services?
27. How satisfied are you with any discounts or promotions offered?
28. How well do our pricing options fit your budget?
29. How transparent are we with our pricing information?
30. How would you rate the overall pricing strategy of our product/service?

Communication survey question examples 

31. How clear was the communication regarding your order or service?
32. How often do you receive updates about your product/service?
33. How would you rate the relevance of the information provided to you?
34. How well do we address your concerns and questions?
35. How would you rate the frequency of communication from us?

Problem Resolution survey question examples 

36. How effectively did we handle any issues or complaints you had?
37. How timely was the resolution of your problem?
38. How satisfied are you with the solution provided for your problem?
39. How confident are you in our ability to resolve future issues?
40. How would you rate our problem-solving process?

Expectations vs. Reality survey question examples 

41. How well did our product/service meet your expectations?
42. How closely does our product/service match the description provided?
43. How satisfied are you with the accuracy of the information provided before purchase?
44. How well did our product/service align with your initial expectations?
45. How likely are you to return based on your expectations being met?

Experience Enhancement survey question examples 

46. What aspect of our product/service do you think needs improvement?
47. How could we enhance your overall experience with our company?
48. What additional features or services would you like to see?
49. How can we make our product/service more convenient for you?
50. What changes would make you more likely to recommend us to others?

Brand Perception survey question examples 

51. How would you rate your overall perception of our brand?
52. How trustworthy do you find our brand?
53. How innovative do you consider our product/service to be?
54. How well does our brand align with your values?
55. How would you describe our brand’s reputation in the industry?

Loyalty and Retention survey question examples 

56. How likely are you to become a loyal customer of ours?
57. How satisfied are you with any loyalty programs or rewards we offer?
58. How likely are you to try other products/services from our company?
59. How well do we retain your interest and engagement over time?
60. How would you rate your overall satisfaction with our company as a whole?

Customer satisfaction survey templates for different industries

Financial services

Thank you so much for choosing our bank. Please help us make your [service] experience even better by sharing your thoughts on your recent [service] process. We value your feedback and want to ensure we’re meeting your needs every step of the way.

Healthcare

We understand that having [medical procedure] can be difficult, and we’re grateful you trusted us with your care. To ensure we’re doing our best for patients like you, please take a few minutes to share your experience. As a thank you, we’d like to offer you a 5% discount on your next appointment!

B2B – SaaS

We’re always working to improve our software, and your feedback is key to that! Could you spare a few minutes to share your experience? In return, we’d love to invite you to our partner’s global webinar on the latest AI developments, packed with insights you won’t want to miss.

Retail

Your feedback matters more than you know. By taking a few moments to complete this quick survey, you’re helping us improve every part of your shopping experience. As a small thank you, we’re offering free shipping on your next purchase—no minimum required! This is just our way of showing appreciation for your time and support. 😊

Direct-to-Consumer (DTC)

Thank you for taking the time to complete our survey. Your insights help us create a better experience. Please share your thoughts on your recent experience with our physical store. As a token of our appreciation, you’ll receive a 5% off coupon after completing this survey. Thank you!

How to calculate customer satisfaction score

The Customer Satisfaction Score (CSAT) is a quick way to see how happy your customers are. To measure it, you can send out surveys via email, text, or social media right after a customer interaction or purchase. 

The survey usually includes a straightforward question like, “How satisfied are you with our product/service?” and customers typically respond on a scale of 1 to 5, where 1 is “very dissatisfied” and 5 is “very satisfied.”. 

You can calculate customer satisfaction score with a simple formula:

So, if you receive 65 customer responses with 4 or 5 (on a 5-point scale) customer scores, then your CSAT Score will be 65%.

What’s a good CSAT score?

The overall average across industries sits at 78%, but “good” can mean different things based on what your customers expect and what competitors in your field are achieving. 

Generally, you want your CSAT score to be at least 70% or higher. Scores above this benchmark show a strong level of customer satisfaction. If you’re falling below 50%, it’s a clear signal that you need to make changes. 

Customer satisfaction surveys can offer businesses valuable insights into how customers view their products and services. But to get the most out of them, careful planning is key. 

Choose the right type of survey and thoughtfully design each question—avoiding throwaway questions that don’t add value. Finally, make sure to act on the feedback you receive. Without follow-through, surveys can feel like a missed opportunity for both customers and the business.

How to create a survey with SignNow in a few steps

Did you know that SignNow isn’t just an award-winning eSignature solution but also a helpful tool for collecting feedback through surveys and polls? 

With just a few clicks, you can turn a static document into a fillable form and share it via email, link, QR code, or even SMS. Let’s take a look at a simple example—an after-event feedback survey for pet adopters. We’ll guide you through each step of the process so you can try it yourself.

1. Create a SignNow account or log in to your existing one.
2. Click Create → Document → Upload.
3. Once uploaded, start adding fillable fields to the document (as shown in the GIF below): full name, date, attachments, radio buttons, dropdown lists, etc. 
4. Click Save and Close if you’re happy with the changes. 
5. In the dashboard, select Create Invite Link.
6. Copy the link or generate a QR code for faster response collection.

We’ve only scratched the surface of what SignNow can do. You can fine-tune fillable fields, set up ‘if this, then that’ triggers, give your forms a personal touch, and more. Plus, integrate with your favorite tools and let the data flow into one place—effortlessly!