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Customer experience excellence correlates with customers’ likelihood to recommend, loyalty, and willingness to repurchase. As 71% of customers end their relationship with a brand due to poor customer service, delivering an exceptional customer experience is extremely important for businesses to thrive in this digitally-driven world.
So, to make your customers happy, it’s important to truly understand them (and their choices) and figure out what they think about your brand. That’s where a customer experience survey can help! Companies that regularly gather feedback and act on them succeed in uncovering the flaws and achieving CX excellence.
In this post, we’ll discuss the customer experience survey questions that can help you make the most of your CX surveys.
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Customer experience surveys enable you to capture customer sentiment and evaluate their experience from their perspective.
To gather actionable customer feedback about your brand, you must ask them the right questions. Providing constructive criticism isn’t the customer’s duty; surveyors should create thought-provoking customer experience survey questions that can solicit insightful information.
Based on what you need to measure, you can ask various customer experience survey questions to get a pulse on your CX. However, it’s essential to define your objectives before creating survey questions so you’ll be aware of the data you’re trying to uncover.
Additional read: Voxco guide to customer experience.
Customer experience survey questions allow you to evaluate the customer journey at every touchpoint. The questions allow you to evaluate consumers’ satisfaction with the product/service, their experience with the brand, and their loyalty toward the brand. Leverage a customer experience platform that allows you to gather real-time data on key metrics.
Here are the three metrics you can measure using a CX survey.
NPS question is a strong indicator of customer loyalty. A single “likelihood to recommend” question allows you to gauge the loyalty and sentiment of your consumers.
Here are examples of NPS question variations that you can use to create a pulse survey:
Customer satisfaction or customer experience surveys tell you whether your customers and consumers are satisfied with your products and services. The feedback helps you identify the reasons for declining sales and validate business decisions.
You can ask the following customer experience survey questions to create an effective survey:
Customer effort score evaluates the ease with which the customer performs a task. It is a lifetime value indicator that tells why customers drop off before completing the task.
You can measure the effort score by presenting it in the following ways.
CX surveys evaluate customers’ happiness and satisfaction with your products, services, and overall brand. The data helps you design your CX strategy, improve the overall experience and enhance product and service quality.
To help you inspire your survey, we have listed commonly asked questions in a CX survey. We have divided the questions into the following categories:
Let’s see what kind of data you can gather from these questions.
Always include customer experience survey questions about customer service. It will help you assess customer support performance and identify how much training the agents need to deliver a better CX.
Use the general question after a support call to gauge the quality of the service from the customer’s perspective. This data will help paint an overall picture of the qualify of customer support and help you determine how and when you should follow up.
The timeliness of customer service is as important as the quality. If your customer has to wait a long time, they will likely be dissatisfied with your company. Gather customer feedback to identify training opportunities.
This type of question can give you insight into your agent’s (or team’s) ability to adapt to any conversation and offer personalized help. Use this chance to evaluate the agent’s performance and identify if the scripts need change or the agents need training.
The knowledge of customer service agents regarding issues customers face is a key factor in customer satisfaction. If the customer feels that the agent was not knowledgeable enough and couldn’t help resolve the issue, it will lead to a negative experience.
Using an open-ended question can help you gather a diverse range of opinions and suggestions on how you can improve customer service. It can help you identify what you are doing right and where you need to refine the service.
Additional read: Top 10 customer experience software.
Among other customer experience survey questions, product feedback helps you understand whether you are meeting customers’ expectations or not. It helps you validate the products and better understand where you are failing to hit the hammer.
This question will help you understand if your product is well-received among the target market. The feedback will explain how your customers see your product.
Is it ‘overpriced’, ‘buggy’, ‘slow’, or a ‘knock-off’? Or is it ‘worth the money’, ‘next-best product’, ‘unique’, ‘high-quality’, or ‘reliable?
Meeting the customer’s needs is the prerequisite of every brand. Use customer feedback to understand where you are lacking.
This client experience question enables businesses to understand the customer pain points related to their product or service.
Based on the rating given by customers, they can be categorized as promoters (9-10), passives (7-8), or detractors (0-6).
Being straightforward and easy to measure, this customer experience survey question helps you get a clear picture of your products compared to your competitors.
This question allows customers to share their needs regarding the product. It helps you identify features or functionalities you might have missed. Use the feedback to plan a product upgrade that meets the customer’s needs and wants.
Receiving a product that doesn’t match the description is a road to churn. Whether it is a fault in marketing/product information or in the delivery service department, you need to resolve the issue before it becomes a potential danger.
Don’t limit this question to once or twice. Proactively ensure that customers have received the expected product.
Consumers won’t spend too much time learning how to use your product. Customers are likely to churn if you make the interface or the product more complicated. Use the following as your customer experience survey questions to evaluate the effort consumers put into getting work done.
The feedback empowers you to work on the areas that need rectification. As customers happy with a website’s navigation are more likely to return and bring more customers too.
A must-have question, that tells you how user-friendly your app or website is. No one wants to spend time playing maze on a website/app.
If a customer has to spend time chasing your support agent to get their query/request resolved, it reflects poorly on your company. Quick response and action will help boost customer retention.
Use this question to understand if the product/service needs simplification or if is it easy for customers to navigate through. It could be that customers expect your product to be more difficult than it is. This means you have exceeded their expectation.
You can use general customer experience survey questions for an annual satisfaction survey or as a satisfaction tracking survey. These questions allow you to gather feedback over a customer lifecycle. Use the following survey questions to gather insightful data about the customer journey.
Repeat purchase signals satisfaction and loyalty. While you can use google analytics to see how many people bought from your website again, you can’t learn about their reason for repurchasing. Ask your customer to capture their intent and understand their level of satisfaction.
Instead of assuming why customers may have stopped buying, just ask them. Use the opportunity to understand what your products or services lack that may make customers stop buying from you.
Understand the general perception and image your customers have of your brand, products, and services. It will help you evaluate if you have successfully communicated the brand message to your target audience. You can use the insights to refine the brand message.
Gauge customers’ overall shopping experience and how they felt about it using this question. The data would help you predict if a consumer would make a repurchase or churn based on their satisfaction. You can follow up to dive deeper into their experience and sentiment.
Use a CX survey to capture the voice of customers. Allow them to share some insights and suggestions. It can help you uncover issues or insights that you had not expected.
Additional reads: Key challenges of Customer Experience in 2022.
Here are six question types that you can use for your CX surveys. Your online survey tool should provide you with these basic survey question types. Let’s see what these five types of questions are.
Being a popular question type in CX surveys, multiple-choice questions enable customers to select answers from a predefined list of options.
The likelihood to recommend questions is one of the key questions your survey software should offer. Likert scale questions can help gather customers’ feedback and opinions using a psychometric scale.
A dichotomous question is mainly used for screening purposes in a CX survey. This question type can help to limit the ambiguity that usually arises with the subjective responses of the customers.
Rating questions are used in surveys to gather customer feedback in a comparative form for a specific product or service. This question type enables the customers to rate a product feature or attribute effectively.
An open-ended survey question enables customers to answer freely depending on their understanding, perception, and knowledge.
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To ensure you gather relevant data you must ask the relevant questions. Here, we have shared four tips to create a survey in the right way.
Using confusing or extremely wordy questions in your CX survey can irritate your customers and they might not participate in it. Adding simple questions will give you accurate results.
If the answer options are limited customers may get frustrated. They might abandon your survey or answer inaccurately. Include options like “others” in your survey that lets customers add their own answers.
Asking too many questions can irritate the customers and they might quit your survey. It’s important to not interrogate your respondents with highly intrinsic questions page after page.
There’s no doubt that customers don’t like answering surveys. So, it’s essential to avoid asking repetitive questions in your survey. This not only saves respondents’ time but elevates their overall experience also.
Using the right set of customer experience survey questions can help you gain smart insights for optimizing every touchpoint of the customer journey. Do you want to create high-performing CX surveys with interactive questions? Get in touch with Voxco experts today!
A customer experience survey enables you to capture customers’ sentiments, thoughts, and opinions about your brand, its products, and services.
Customer experience helps you assess the quality of the overall experience you are delivering at every touchpoint. Be it via product or service, the survey helps you evaluate how satisfied your customers are with their experience. It acts as an indicator of customer retention, loyalty, and repurchase.
Plan your cx surveys according to the purpose. Are you trying to measure a key metric, or is it a generic annual survey? Or, do you want to conduct it after a customer touchpoint such as a product order or customer support call?
Determine the desired outcome and plan the survey schedule.
The survey should not take more than 15 minutes for a respondent. There should be 8 to 15 customer experience survey questions to ensure that the respondents don’t drop off. Ask relevant and direct questions.
If you must add too many questions use survey software that allows you to add skip logic.