Sample customer survey questions

Knowing the right questions to ask in your customer survey is difficult. Below is an example of a customer survey where the questions are based on categories that may be important to your organisation. You can change the categories so it's specific to your organisation. You may also use a survey rating scale, such as 1-7 or 0-10, depending on your preferred measuring system.

Contact us for more information on conducting a customer survey.

Customer survey questions

1. Customer communication                                                                      

1.1 How would you rate Company X's overall performance with regard to communication (on a scale of # to #)?

In answering this question you may like to think of communication in terms of:

  • Ease in contacting the right person
  • Clarity of the feedback you receive
  • Quality of the feedback you receive
  • Listening to your needs
  • Responsiveness to queries           

1.2 Having rated Company X for communication, what would they need to do differently to receive the highest rating?

2.  Customer focus

2.1 How would you rate Company X's overall performance with regard to customer focus?

In answering this question you may like to think of customer focus in terms of:

  • Understanding your needs
  • Being concerned about your needs
  • Being flexible to your needs
  • Going the extra mile to meet your needs                                                                           

2.2 Having rated Company X for customer focus, what would they need to do differently to receive the highest rating?

3.  Customer delivery

3.1 How would you rate Company X's overall performance with regard to delivery?

In answering this question you may like to think of delivery in terms of:

  • Responsive to your requests
  • Proactive in their dealing with you
  • Timeliness in responding to you
  • Meeting delivery times
  • Following up on requests and queries
  • Being innovative in meeting your needs                                              

3.2 Having rated Company X for delivery, what would they need to do differently to receive the highest rating?

4.  Staff

4.1 How would you rate the overall performance of Company X's staff that you have dealt with?

In answering this question you may like to think of staff in terms of:

  • Friendliness
  • Continuity
  • Honesty  
  • Knowledge of products and services
  • Level of experience
  • Level of trust and openness in your dealings with Company X

4.2 Having rated Company X for staff, what would they need to do differently to receive the highest rating?

5.  Image/promotion

5.1 How would you rate Company X's overall performance with regard to image/promotion?

In answering this question you may like to think of image/promotion in terms of:

  • Community involvement and support
  • Quality in their written communications (particularly tenders & technical reports)
  • Professionalism
  • How Company X is viewed externally (e.g. their recent corporate identity change)

5.2 Having rated Company X for image/promotion, what would they need to do differently to receive the highest rating?

6.  Product quality

6.1 How would you rate Company X's overall performance with regard to product quality?

In answering this question you may like to think of product quality in terms of:

  • Reliability
  • Ease of use
  • Ease to maintain
  • Minimally defective
  • Matches your needs/expectations

6.2 Having rated Company X for product quality, what would they need to do differently to receive the highest rating?

7.  Performance management

7.1 How would you rate Company X's overall performance with regard to performance management?

In answering this question you may like to think of performance management in terms of:

  • Value for money
  • Price
  • Loyalty to Company X

7.2 Having rated Company X for performance management, what would they need to do differently to receive the highest rating?

8.  Overall

8.1 Of the seven categories that we have just discussed:

  1. Communication
  2. Customer focus
  3. Delivery
  4. Staff
  5. Image/promotion
  6. Product quality
  7. Performance management

8.2 Which three categories would you regard as having the greatest importance/priority for you?

8.3 How would you rate your overall satisfaction with Company X (on a scale of # to #)?

8.4 Overall, how would you rate Company X against other organisations that you have dealt with over the past 12 months?

8.5 Would you like to make any other comments about your experiences with Company X?                                                                                   


Contact us for more information on conducting customer surveys and online customer surveys.