Top 10 questions to ask when seeking customer feedback

Top 10 questions to ask when seeking customer feedback

We’d all like to think our customers held us in high regard and were advocates for our business. But it’s not until you ask that you really gain an understanding of exactly how customers feel about products and services and whether they’d be likely to recommend a business to their peers.

That’s where customer feedback comes into its own, ensuring a business knows exactly what they’re doing right and wrong, and the areas where a little extra attention might be required.

But the big question is, what exactly should you ask?

Here are our top 10 suggestions when it comes to customer feedback questions that help business better understand their patron’s experience.


Did we meet your expectations?

This question gets straight to the heart of whether a customer had a positive or negative customer experience. It can be set up as a yes or no question, or alternatively asked as ‘how well did we meet your expectations?’ so consumers can reply by smiley faces or on a scale of 1 – 10.


How would you rate your experience with us today?

Instead of the question above, you might ask ‘how would you rate your experience with us today?’. This also taps into how satisfied a customer is with their experience and can be answered in a 1-10 rating form or via smiley face emojis.

Likelihood is you are then going to dive deeper into the reasons for that response, asking ‘what prompted you to give us this rating’ which could be answered as a text response, or via categories they can tick or individually rate, like customer service, variety of products etc.


How would you rate your interaction with our staff?

This question is all about customer service and staff knowledge. Again, it can be answered as a 1-10 rating or in smiley face form.


How would you rate the business environment?

The answer to this question gives you an insight into how good people felt within the business premises; whether they felt safe, comfortable, thought the venue was clean, appealing etc.

This is another question you might wish to delve into more deeply through further questions that rate the cleanliness, layout, and ambience, or provide a text response.


Was it easy to find what you were looking for?

This question speaks to both product variety, and store or venue layout. The answer might indicate more attention needs to be paid to product range, placement, signage, customer assistance etc.


Was it easy to purchase products or services?

It’s no good having a great range of products and services if customers have trouble actually purchasing them. This question tells you a lot about time sent in the queue, ease of checkout, customer assistance and more.

Again, it can be followed by more detailed questions that get to the ‘why’ of their response.


How likely are you to recommend our products/services to a friend?

This question assists with the net promoter score, allowing you to identify whether a customer is considered a ‘Promoter’, a ‘Passive’ or a ‘Detractor’.


What is your reason for giving us this score?

This question encourages customers to put feedback in their own words, allowing a business to identify areas for improvement along with aspects that the customer appreciates.

If an open response is likely to be too time-consuming, prompt them with categories that they can then rate.


What would have made your experience with us better?

The best answers to this question will generally be provided by an open text response from the customer where they jot down their thoughts. But if time is of the essence at the feedback kiosk, you can prompt them with categories and the ability to rate them.


Is there anything you would like us to know about your experience?

The answer to this will generally be an open response, allowing customers to offer feedback in their own words. You could also follow up by asking whether they consent to have someone contact them about their feedback and provide a space for them to enter their contact details.

This ensures the customer feels heard and walks away with the impression their feedback will be acted upon.


A word to the wise on question volume

Seeking feedback is a careful balance of asking the right questions in the right volume. Too few and you’ll glean little from the survey. Too many and the consumer will be overwhelmed or feel you have commanded too much of their time.

Generally, six to eight questions is considered ideal and these questions should have a natural flow to them, leading the customer to provide a full insight of their experience.

Meanwhile, quick answers like smiley faces or ratings often work best as they require little effort on the part of the survey participant, but crafted well can still give you deep knowledge of the experience a customer enjoyed with your business.

Moodly provides an innovative hardware and software system that allows you to position feedback kiosks anywhere in your business and tailor customer surveys to suit your needs.

The state-of-the art software then instantly compiles this information into a clear and simple net promoter score that you can access on a concise up-to-the minute dashboard.

You can view our feedback terminals here.

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