10 Questions You must Ask in Customer Survey


In the previous post on “How to Hold onto Your Existing Customers” we mentioned that regular customer feedback is one of the important tools you should use to keep a pulse on your business and understand how your customers perceive the value they are getting from you. The customer feedback also will raise any red flags that you need to address before they get out of control and the business is deteriorated significantly.

There are several avenues you can use to get customer feedback. If you have a web site for the business you can use the online poll using free survey tools such as Surveymonkey , Free Online Surveys. If you have a physical store you can use a simple typed form that customers can fill in while they are waiting. Even social media sites such as Facebook have poll utilities you can use to get customer feedback.


The important thing to remember when asking for customer feedback is to keep it short and simple. Many people don’t want to spend time to fill out survey forms; however you can improve your response rate by keeping the questions short and making it easy for them to answer them.

Below we have identified 10 questions you should include in the customer feedback form. The goals of the questions are several – to understand what you are doing well, what you can improve, what else customers are looking for how effective is your marketing and which competitors you need to watch for.

  1. How long have you been our customer?
    • First time
    • Less than 3 months
    • One year
    • Three years
    • Five years
  2. What is one thing you like the most about us?
  3. What is one thing would you like us to change?In the last 6 months how has our performance changed?
    • Worse than before
    • Same as before
    • Better
  4. What do you find most attractive about our company?
    • Price
    • Product
    • Customer Service
    • Location
  5. Would you recommend us to your friends and families?
    • No
    • May be
    • Definitely
  6. How do you compare the value we provide against our competitors?
    • The competitors are better
    • Same as competitors
    • You provide better value
  7. Which one competitor do you like the most besides us?
  8. How do you hear about our company?
    • Word-of-mouth
    • Newspaper
    • Internet
    • Social Media
    • Other
  9. Do you want us to me on Social Media sites such as Facebook, Twitter, Yelp?
    • Not really
    • May be
    • Absolutely



What other questions would you add to this list?

Image Courtesy:   horiavarlan

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