Guide: 7 Most Important Customer Survey Questions to Ask

The questions you select and choose to ask in your customer survey have a huge impact on the quality of your survey insights. But in many organizations, defining the questions to ask in the next customer survey is a root cause of frustrations, because among all the questions you could ask, which are the best and most important questions to include in a customer survey?

How do you find out what your customers think about you? Conduct a customer survey and be sure you include the best customer survey questions. The questions in your customer survey is essential for you to get insights that will increase your customer satisfaction and loyalty. If you want all the essential insights on this, download the guide and find out what to ask about in your customer survey to get a customer survey with maximum impact on your customer experiences.

In this article, we will briefly introduce you to the most important and best customer survey questions to ask - download the guide if you want all the great details about the customer survey questions. 

1. Always Keep the Questions Relevant for your Customers

The world is awash with poorly designed surveys that will not make the customers feel you truly appreciate them but that you are only chasing your own vanity for high scores.

A simple way of assuring that you are keeping your questions in the customer survey relevant, is to consider the following for each question you put into a survey:

1. Value

2. Quantitative versus qualitative

3. Importance 

The guide gives you more information on this. 

2. Choose the Key Metrics that give the Insights you Need 

Customer Satisfaction, Net Promoter Score, Value for money. There are many different metrics to include in your customer survey, and each metric has its own pros and cons. So, you must be very clear on what kind of insight that are the most beneficial for your exact wants and needs in the organization.

The questions and design you select should reflect your needs and perspective - if not, you will end up with a lot of great, but also useless customer feedback because the insights is not coherent to your needs.

Get much more insights on this and see all pros and cons to the three key metrics in the guide. 

3. Ask About the Customer's Trust in you 

No customer will willingly do business with you and your organization, if she or he does not trust you.

Maintaining integrity and trustworthiness should therefore always be of a high interest of your and be reflected in you customer survey questions. If your customers do not perceive you as trustworthy it is essential for you to know that - and to find out how to turn that around. 

4. Ask if you Differ From the Competitors 

You should absolutely not make a customer survey without asking your customers about your ability to show dedication and differentiate yourself positively from others.

When you appear dedicated, customers can see how you differ from the others in the market - you stand out from the competitors. In defining the best customer survey questions, remember to ask how you differ from your competitors. 

5. Include Customer Survey Questions About your Product 

The actual product will always be a cornerstone of a good customer experience. After all, there would be no business without your products. And in many cases, the product itself is the customer’s primary connection with the brand. So, do not forget to ask about the product of yours. The best customer survey questions include questions about your product.

When that is said, there is also a trap here and a big "no go". Download the guide and see what to avoid and always keep out of your customer survey questions. 

6. Ask Questions About how you Treat your Customers 

Your customers will not only compare you with your competitors - they will benchmark you against ANY context where they are a customer of ANY brand or product. So, you are up against a lot of organizations and a lot of customer experiences.

Therefore, the best customer survey questions also have to give you insights into your treatment of your customers. 

7. Other Customer Survey Questions that Might be Relevant to Include 

You may need to consider a few more things to include in your strategic customer survey questionnaire.In the guide, we have listed more examples in detail of some of the topics that we often find are relevant to include as you customer survey questions.