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Customer Experience Survey Questions: Here’s what you need to know!

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Happy and satisfied customers are the building blocks of a successful business. 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! In this post, we’ll discuss the customer experience survey questions (and their types) that can help you make the most of your CX surveys:

Customer Experience Survey Questions

If you need to gather actionable feedback from your customers about your brand, you have to ask them the right set of questions. As sharing information isn’t as simple as it looks and providing constructive criticism about a business isn’t the customer’s duty, surveyors should create thought-provoking customer experience survey questions that can solicit insightful information while engaging the respondents.

Based on what you need to measure, there are various types of customer experience survey questions you can ask for getting 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.

What are the types of Customer Experience Survey Questions?

  • Multiple Choice Questions
    Being a popular question type in CX surveys, multiple-choice questions enables customers to select answers from a predefined list of options. This question type comes with mutually exclusive options for producing data that can be easily analyzed. With fixed answer options, it also ensures a seamless survey-taking experience for the respondents. Moreover, a multiple-choice question generates a high number of responses as the customers don’t have to put any effort to answer these questions
  • Likert Scale Questions
    By playing a crucial role in every customer experience survey, Likert scale questions can help to gather customers’ feedback as well as opinions using a psychometric scale. By giving customers a range of answer options starting from “completely disagree” scaling up to “completely agree”, Likert scale questions help you gain detailed feedback about your products/service. These survey questions offer a 5, 7, or 9-point agreement scale to measure respondents’ opinions or perceptions over a particular scenario.
  • Dichotomous or Binary Scale Questions
    By providing customers with two possible answer choices, a dichotomous question is mainly used for screening purposes in a CX survey. It includes answer options like yes/no, true/false, right/wrong, agree/disagree, etc. to seamlessly filter out as well as segment the target audience. This question type can help to limit the ambiguity that usually arises with subjective responses of the customers.
  • Rating Scale Questions
    Rating scale questions are used in surveys to gather customer feedback in a comparative form for a specific product or service. By offering multiple-choice answers on a numeric scale, this question type enables the customers to rate a product feature or attribute effectively. The rating can be about customer satisfaction on a scale of 1-5 (CSAT survey) or the likelihood of recommending a company on a scale ranging between 0 to 10 (NPS® survey).
  • Open-ended Questions
    Being known as free-form questions, an open-ended survey question enables customers to answer freely depending on their understanding, perception, and knowledge. This question type supports an open text format and is not confined to a limited number of answer options.  As there are no limitations of already specified answers, this question type not only helps to gather new ideas but identify customer issues also that you were unaware of.
  • Demographic Questions
    Playing a crucial role in a CX survey, a demographic question is used to collect information related to the customer’s background. By identifying qualifiers like age, gender, income, geographic location, marital status, family members, etc., demographic questions are preferred by marketing and sales teams for segmenting customers and visualizing the target audience. This helps to build a promotional strategy for leads that are likely to convert. 

Top Customer Experience Survey Questions that you must ask

Customer Experience Survey Questions

Question 1: On a scale of 1-10, how likely are you to recommend [product or company name] to your friends or colleagues?

This customer feedback question is known as the NPS® survey question which enables businesses to understand the customer pain points related to their product or service. This is followed by another open-ended question: ‘Why you gave us that score?’. Based on the rating given by customers, they can be categorized as promoters (with a rating between 9-10), passives (7-8), or detractors (0-6).  

Question 2: How likely are you to shop again from our website?

While Google Analytics can help you discover the number of customers that made a repeat purchase, it won’t work in case you started a new business or you’ve been selling durable goods like furniture or cars. As people don’t buy them every month, you can’t wait for years to check if customers will come back or not. Asking customers through surveys can help to capture their intent and that’s where this question type can help.

Question 3: In comparison to our competitors, do you find our product/service better, worse, or about the same?

Being straightforward and easy to measure, this customer experience survey question helps you get a clear picture of your products as compared to your competitor offerings. While you can add follow-up questions further to dive deeper into the customer’s opinion, but this question itself proves to be an insightful factor for further decisions.

Question 4: How easy was it for you to find the information you needed on our website?

This is a Customer Effort Score (CES) question that helps to identify how easy or difficult it is for a customer to find the required information on your website. By determining the customer experience, this question 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! 

Making the most of your Customer Experience Survey Questions

  • Keep it simple
    Using confusing or extremely wordy questions in your CX survey can irritate your customers and they might not participate in it. Since your customers aren’t committed (as much as you’re) to your survey, it’s important to pique their interest and convince them to complete your survey. Adding simple and direct questions that are easy to understand will give you accurate results. 
  • Don’t include restrictive answer choices
    If the answers don’t include the option that your customer wants, they’ll get frustrated and might abandon your survey. Or they might answer inaccurately, providing you with vague survey results. So, it’s imperative to include an answer option like “Others” in your survey that lets customers add their own answers. 
  • Never ask too many questions
    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. Also, keeping your cx surveys as succinct as possible can help you gather more meaningful data. 
  • Avoid repetitive questions
    There’s no doubt that customers don’t like answering surveys. By participating in your survey and giving feedback that you need, they’re doing a favor and you need to value that. So, it’s essential to avoid asking repetitive questions in your survey. This not only saves respondents’ time but elevates their overall experience also. Leveraging an exceptional CX platform like Voxco can help you focus on the necessary questions only.
  • 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!

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Elevate experiences that impact NPS® using Voxco Surveys

Voxco offers best-in-class NPS® surveys that help you gather actionable data at important touchpoints along the customer journey. By understanding how customers feel about each aspect of your product or service, you can easily turn your detractors into promoters. To improve your Net Promoter Score® and stack up against industry competition, you can use Voxco’s free NPS® Calculator.

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