How to Make a Most Comprehensive Design of Customer Satisfaction Survey Questionnaire

SurveyPluto 03/21/2024 987 words

How to Make a Most Comprehensive Design of Customer Satisfaction Survey Questionnaire

When it comes to customer satisfaction surveys, it is usually to understand customer feedback on products or services, including customer satisfaction with the product usage and feedback on the company customer services. Therefore, designing a comprehensive and effective customer satisfaction survey is particularly important.

When designing a customer survey questionnaire, it typically includes the following types of questions: 

1. Basic Customer Information

Collecting basic customer information enables companies to handle customer feedback accurately and quickly. If a customer is dissatisfied with a product and lodges a complaint, the company can quickly assist the specific customer in addressing specific issues, gaining the trust of the user. If a customer is very satisfied, feedback from such customers can be collected to pinpoint the highlights and selling points of the product while discovering new customer groups.

2. Overall Customer Satisfaction

Typically rated on a scale of 1-10, with 1 being dissatisfied and 10 being very satisfied. 

Satisfaction can be further divided into the following two aspects:

● Overall satisfaction rating for the product/service: This is the direct rating that customers give to the product based on their actual usage experience, providing the most direct feedback on the product.

● Overall satisfaction rating for the company: This is the customer's overall satisfaction and recognition rating for the company's values, pre-sales and after-sales services.

Customer Satisfaction Survey Questionnaire - Overall Customer Satisfaction

Read also: Enhancing Customer Experience: The Key to Building a Stronger Business

3. Product/Service Experience

Usually collected through evaluation information from the following three aspects:

● Product quality evaluation: Customer evaluation of product quality, such as whether it is easily damaged, whether the product matches the description, and whether it meets customer expectations.

● Service response speed evaluation: Customer evaluation of the speed of pre-sales inquiries, product inquiries, and after-sales inquiries.

● Service personnel professionalism evaluation: Customer evaluation of the professionalism of service personnel, accuracy of guidance information, and politeness.

This is an important part of the survey questionnaire, collecting evaluations of product quality and service is the foundation of the entire survey questionnaire. Collecting direct feedback from users on products and services helps companies optimize products and services and understand genuine customer needs.

4. Issue Resolution

● Encountering problems or difficulties: Refers to whether customers encounter difficulties when seeking help after encountering problems while using products or services, such as being unable to contact the merchant, receiving no response from the merchant, or being dissatisfied with the merchant's handling results.

● Efficiency and satisfaction of issue resolution: Refers to the efficiency of the merchant's response when customers seek solutions to problems. This is a crucial investigation as issues raised by customers are often the most genuine feedback and provide important guidance for future product and service improvements.

Customer Satisfaction Survey Questionnaire - Product/Service Experience

5. Communication & Feedback

● Evaluation of company communication methods and effectiveness: Customer evaluation of post-sale communication and issue resolution effectiveness.

● Availability of channels for providing opinions or suggestions: To understand if customers can easily provide feedback and suggestions to the company.

6. Customer Loyalty

● Willingness to recommend the company or product to others: If customers are willing to recommend the company or product to others, it indicates their satisfaction with the product and service, which may bring new customers to the company, providing positive feedback.

● Willingness to repurchase or continue using products/services: If customers express willingness to repurchase or use products and services again, it indicates their approval of the product or service; if they indicate otherwise, it may be because the product did not meet their needs or certain after-sales issues were not properly addressed, requiring follow-up by the company.

Customer Satisfaction Survey Questionnaire - Customer Loyalty

7. Improvement Suggestions

● Suggestions for improving products/services: Collecting customer improvement suggestions helps optimize products or services and discover the most critical points of demand for customers, providing significant guidance for product development.

● Other desired new features or services: Collecting new demands from customers helps with future product optimization and planning.

8. Future Needs

● Customer's future potential needs or expectations: Collecting customer's future needs and expectations can guide later product optimization.

9. Additional Information

● Willingness to participate in follow-up surveys or interviews: Understanding customer views on satisfaction surveys; if customers are willing to continue participating, it indicates that this satisfaction survey meets user feedback needs.

Customer Satisfaction Survey Questionnaire - Feedback


The above is a complete example of a customer survey questionnaire, covering common types of questions in customer satisfaction surveys to help businesses fully understand customer needs and feedback. Of course, when designing a questionnaire, adjustments and customization can be made according to specific business needs and survey purposes.

Get the data you need to improve  from your customers. Get started with our free customer satisfaction templates.

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