Customer Satisfaction Surveys

Improve customer retention, increase brand awareness and reduce risk in decision making.


Why is customer feedback important?

A high level of customer satisfaction will ensure high retention and a low churn rate. On top of this, satisfied customers tend to refer others and create more business for you in the process.

By collecting feedback, you can identify the strengths and weaknesses of your product or service and action changes that increase satisfaction.


When to ask for feedback

It’s important to ask for customer feedback at the right junctures. For example, you could set an automated survey to be sent a week after a purchase has been made. In doing so, your customer has a chance to test your product and is able to provide constructive feedback.

You should also ask for feedback from customers who leave. This is the best opportunity to learn how to win them back and prevent future losses.

What to ask

You’ll want to address all aspect of your business or at least those that influence the customer journey. discover what they like most and what’s caused the most friction in their experience with your company.

These could include product quality, prices, customer service staff or even access of information. Whatever can be improved to meet the growing customer and prospect needs.


Determine your Net Promoter Score

NPS is the standard by which you gauge customer loyalty to your organization by asking: “On a scale of 0-10 how likely are you to recommend our product/service to a friend or colleague?

You should ask customers to determine this rating based on their most recent experience with you. Those that select 0-6 are labelled as Detractors, whilst 7-8 are Passives and 9-10 are Promoters.

Types of Customer Satisfaction Surveys

You should have a clear and singular goal for your survey, whether it’s to improve a product or to improve the customer journey. Asking too much can make your survey seem convoluted to respondents and increase your drop out rate.

Product development

Discover what your customer like and dislike about your current products and test concepts.

Customer experience

Highlight the blind-spots in your customer journey or sales funnel and improve engagement.

Market research

Identify market trends to inform your owns strategy and improve return on investment.

Purchase intent

Find out whether a customer intends to make a first or repeat purchase with you and why. 

Brand awareness

Measure how recognizable your brand messaging is and how it compares to competitors.

Customer support

Collect feedback on customer support representatives and help documentation.

Popular Customer Satisfaction Survey Questions

What questions you ask customers depends on the type of survey you created. If you aim to improve your product or service range, then you don’t need to measure brand awareness, as your customers will already aware of you. However, they will always focus on experiences with company and whether they meet what customers expect.

Here are a few examples of customer feedback questions for satisfaction, product evaluation and competition:


  1. On a scale of 0-10, how satisfied are you with our organization/product/service?
  2. How easy is it to navigate our website/ store?
  3. Is there any information you couldn’t access easily?
  4. Did your experience match your expectations?
  5. Have customer support staff been responsive and helpful?
  6. How likely are you to make a purchase from us again?
  7. If you had to describe us to your best friend in three words, what would they be?

Products and Services

  1. On a scale of 0-10, how would you rate our product/service’s value for money?
  2. How would you rate the quality of our product?
  3. What problem were you trying to solve when you bought our product/ service?
  4. How well does the product meet your needs?
  5. Which features/ services are most valuable to you?
  6.  If you could change one thing about our product/ service what would it be?

Competitor Analysis

  1. Compared to [competitor] is our product/service better, worse or the same?
  2. Why did you choose us over [top competitor]?
  3. What other options did you consider before coming to us?
  4. What products/services do our competitors provide that you wish we did?

Features for customer surveys

22 Question Types

KwikSurveys has a range of question types available for customer satisfaction surveys, including both closed and open-ended questions:

  • Opinion Scales Question (Singular and Multi-Factor)
  • Multiple Choice Questions (Single and Multi-Select)
  • Net Promoter Score
  • Star Ratings
  • Drop Down Lists
  • Order Rankings
  • Sliders (Singular and Multi-Factor)
  • Text Boxes
  • Dates (Singular and Ranges)
  • Matrices
  • Picture Select (Singular, Multi and Comments)

A/B testing

Conduct split testing of text, images and videos in your surveys to identify what content receives the best feedback from customers.

For example:

  • Determine what brand messaging is more popular with customers.
  • Measure the effectiveness advertising or video content.
  • Test new logo or product concepts with randomized audiences.


KwikSurveys’ theme editor allows you to customize our prebuilt themes to align with your own branding. This includes adding text, images, videos and a logo and the ability to change colors and fonts. You’re also able to customize the colors of your reports.

Exit pages can also be customized to deliver branded messaging to respondents who complete your survey. Alternatively, you can redirect them to a landing page for a promotion or offer on completion.


Personalization is essential to keeping respondents engaged and maintaining a high response rate. By using Page Logic, you’re able to direct customers and prospects to sets of survey questions relevant to them. This feature can also be used to create qualification questions.

You can also personalize question text and answer options with our Text Piping feature. I.e. When a respondent makes an answer choice, you can pass that text into a field that follows.

For example:

Question 1: Which of these products did you purchase?

A: Product 1 | B: Product 2 | C: Product 3 | D: Product 4

Question 2: Why did you choose Product 1?

The Hidden Fields feature allows you to pass custom variables (such as customer names and email addresses) into reports to provide you with external information on a respondent. E.g. If you’re asking a customer for feedback on a recent purchase, you could use Hidden Fields to include their purchase information.

Advanced reporting

In the results section of your project, you’ll have access to the collated results from all customer and prospects and the individual responses of each. A custom graph is produced for each question result to visualize your data.

Here’s what else you can achieve with your report:

  • Filter and compare data
  • Customize report themes
  • Add text, images and videos
  • Create multiple reports from the same data set
  • Share your digital report with a URL link
  • Export data as a spreadsheet or PDF

Segment data

When measuring customer satisfaction, it’s important to segment your results for a more in-depth analysis of trends and patterns.

For instance, if you’ve run an NPS survey you’ll want to segment your results based on the ratings customers have provided. Then create separate reports for your detractors, passives and promoters to more easily identify what you’re doing right and where you need to improve.

Benchmark performance

For customer satisfaction surveys to have the greatest impact, they should be run repeatedly to bench mark your progress.

For example, you may run a brand awareness survey and conclude that you need to invest more in PPC and online advertising to increase exposure. Once you make those changes, run the same survey after at a later date to determine if your change was effective.

This is where our comparison tool should be used to identify the similarities and differences in feedback from two survey runs. This comparison should be made within the context of any changes you made based on the feedback from the first run.

E.g. If the the responses are similar in both runs, the changes you made were likely ineffective.

White label surveys and custom domains

Fully brand your project by removing all KwikSurveys imagery from projects (surveys, quizzes and forms) and email templates.

And host your survey on your own domain.

Only available with the Business Plan.

Mobile surveys

All projects you create with KwikSurveys are responsive across all devices.

Whether your customers are responding by desktop, mobile tablet or kiosk, your survey will display perfectly.

Not created an account yet?