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How to create a customer satisfaction survey that yields actionable insights?


Customers are the core of a business that makes it successful. They are the ones who can make a business grow or crash. By keeping your customers happy and satisfied, you can make sure they choose you over your competitors. Now, you must be thinking how can you know if your customers are happy and satisfied with your products or service? By conducting a client satisfaction survey you can know the satisfaction levels of your customer. Here, in this blog, we will tell how you can create a customer satisfaction survey for free.

What is a customer satisfaction survey? 

A customer satisfaction survey is created by businesses to help them know what customers think and feel about their products or service. By asking the right customer satisfaction surveys questions, companies can get detailed insights about their offerings. They can know whether they are able to meet customers’ needs and expectations. 

A customer survey can help them to identify the loopholes in their strategy and make significant product improvements. They can find ways to enhance the customer experience and deliver exactly what their target market needs. 

Different types of customer satisfaction surveys 

In this section, we will tell about the different types of customer satisfaction surveys that you can execute on your website. A  feedback survey can help you know more about your user experience. By conducting distinct surveys for customer feedback, you can get comprehensive information about your customer journey.

Customer Satisfaction Score (CSAT) 


This type of survey contains simple customer satisfaction survey questions with a binary response like yes or no. Some examples of customer satisfaction survey questions are as follows: 

  • How was your experience with our company [Name]?
  • Are you satisfied with our product or service?
  • Would you consider buying from us again?
  • Did our product/service meet your needs?

The CSAT scores are usually high in the 90%+ range. If you see a sudden drop in this score it means there’s a major issue that needs to be resolved soon. 

Net Promoter Score (NPS) 


A Net Promoter Score survey asks customers about how likely they are to promote or suggest your product or service to others. This type of customer satisfaction survey questions have the option of a rating scale of 0-10. 

To calculate the net promoter score, you can compare the percentage of promoters (9-10 answers) to the percentage of detractors (0-6 answers). This way you can know how many people are satisfied with your product/service and how many of them consider your product worth suggesting.

(Pro tip: A survey tool like WebMaxy Analyzer can help you to know your customer satisfaction level.)

Customer Effort Score (CES)


The Customer Effort Score measures how much effort a customer needs to put in either to use your product or solve a problem through customer support. A CES includes questions like: 

  • How easy was it for you to use our product or service?
  • How easy was it to resolve your issue with our customer support representative [Name]?
  • Was it easy to find the information you needed on our website?
  • How easy was it to interact with our team members?

For these customer service survey questions, the customers are given a 5-point scale with choices like ‘Very difficult’, ‘somewhat difficult’, ‘neutral’, ‘somewhat easy’, and ‘very easy’.

Milestone Surveys 


Milestone surveys are sent to the customers after a critical event to get a better understanding of their individual user journey. These surveys can be time-based (for example, a survey is sent after one month’s subscription) or experience-based (for knowing the users’ onboarding experience). 

Some of the examples of customer survey questions for service are as follows:

  • After using our product for one week, how did you find it?
  • How would you rate your experience with our product/service after using it for a month?
  • Did the product last as long as you expected?
  • What did you like about our product/service based on your experience?

Why is customer satisfaction survey important? 

As you know, customers play a crucial role in growing and sustaining a business. Therefore, it’s important you understand what your customers need and want. By understanding your customers, you can offer them a better experience. 

Most of the time business owners and marketers assume what customers require and desire. They make decisions and changes based on their guesswork and assumptions. However, it often leads them to make efforts and changes that deliver minimal results.

By conducting customer satisfaction surveys, you can get direct and accurate customer feedback. You can directly know from customers about their expectations and the experience they had with your business. 

Based on customer data, you can make data-led decisions and drive better results. Knowing your customers’ opinions and viewpoints can help you identify ways to delight and retain them in the long run. 

Best customer satisfaction survey questions

Here, we have given some customer survey satisfaction questions that you can include in your surveys to get detailed customer insights:

  • How satisfied are you with our product/service?
  • Were you able to find the information you wanted on our website?
  • What bought you to our website?
  • What do you think our website is missing?
  • From where did you get to know about our [Brand name]?
  • How likely are you to purchase from [Brand name]?
  • How would you describe your experience with [Company name]?
  • Which of the following words would you choose to describe our product/service experience?
  • How can we improve your experience with [product/service name]?
  • Would you like to suggest us something to improve our product/service?
  • Why did you choose us over other competitors?
  • What is your favorite feature of our product/service?
  • Does our product/service help you meet your goals?
  • How would you rate the value for money of the product/service?
  • How would you rate the quality of our product or service?
  • How would you rate your experience with our customer support representative?
  • How quickly were we able to resolve your problem or issue?
  • Is there something that you would like to change about our product/service?
  • Would you recommend our product or service to your friends or family? If not, then why?
  • How would you describe your experience with our [brand name] in a few words?

Tips for creating the best customer satisfaction surveys 

In this section, we will give you tips using which you can create customer satisfaction surveys that get maximum response

Choose the right survey tool for your business 

A survey feedback tool like WebMaxy Analyzer can help you to conduct surveys easily and quickly. You can use a customer satisfaction survey template for free and ask critical questions to your customers to get detailed information. 

WebMaxy Analyzer has different types of survey templates like customer satisfaction surveys, market research surveys, evaluation surveys, performance review surveys, and so on. You can customize a template for customer satisfaction survey as per your requirement and launch it directly. 

Ask simple and short questions in a survey  

People don’t like wasting their time taking long surveys, they often cancel them and exit from in-between. You don’t want this to happen with your customer satisfaction survey. Therefore, make sure that your survey is short and includes relevant questions only. 

Try to inculcate questions with options rather than asking open-ended questions. People find responding to multiple-choice questions easier than open-ended questions. Even when you add open-ended questions, keep a limited character count to get precise answers. 

Make sure to send the surveys at the right time 

Think carefully at which stage of the customer journey would you send a specific type of survey. For instance, it doesn’t make sense to send a survey to someone who has been on your website for just four seconds. 

You should decide the events after which you want to send a survey to your customers. For example, after a few weeks of them using your product, after they had an interaction with your customer support representative, or after a time period of three months. 

Try A/B testing your surveys 


As you know survey client satisfaction can help you reveal a great deal of information about your customers. You can know what they like or dislike and how they are experiencing your product or service. By executing A/B testing for your surveys, you can find out which survey is getting the maximum customer response. 

You can A/B test your surveys by changing their designs, fonts, the order of questions, the number of questions, etc. Send out both surveys to your different customer base and evaluate which one gets the most response. Then, you can use the survey with maximum responses to send to all your customers. 

Thank your customers for their time 

Most of the time people exit without taking the survey as its time-consuming. For that reason, you should thank your customers who put their valuable time to take surveys. You can thank customers for their feedback by providing them with discount coupons, reward points, gift cards, or simply by a thank-you email. 

How create a customer satisfaction survey for free?

You can create a customer satisfaction survey for free with WebMaxy Analyzer. Here, we will give you a customer satisfaction survey example that you can create with WebMaxy. 

Step 1: If you are just starting with WebMaxy Analyzer then first you need to create a WebMaxy Analyzer account. 

Step 2: Go to WebMaxy Dashboard and click on Engage. There you’ll see the Survey option. 

Step 3: Click on Survey and in the top right corner you’ll find a Create new survey option. You can create a blank survey or create a survey using a template. 

Step 4: Click on create survey using template and there you’ll see a wide range of survey templates. 


Step 5: Choose a customer survey template as per your choice. Add survey details like title, introduction message, thank you title and thank you message. 

Step 6: Customize survey questions for customer service and answers in accordance with the type of survey you want to conduct. 

Step 7: Create survey behavior & add survey triggers and publish the survey on your website. 

More ways to understand your customers better 

If you think you can get customer insights just through customer services survey questions then you are certainly wrong. Now, we will tell you some of the best ways that you can use to understand your customer’s perspective.

1. Session Recordings 

WebMaxy Analyzer session recordings feature can help you to see your website visitors’ activity. You can analyze how customers interact and engage with your website. It can help you to get a complete view of your customers and their interactions. You can see if they are getting stuck at any point or facing issues with your website. 

By watching user sessions’ you can make impactful changes to improve your website experience. 


2. Heatmaps 

Heat maps are graphical representations of your website visitors’ clicks and tap on your website. You can see which elements and CTAs people are clicking on your website. The highest clicked areas are represented by brighter colors and the least clicked areas are represented by hues of blue. 

Scroll maps can show you how much people scroll down on your website. You can analyze their attention span and place your content accordingly. 


3. User Personas 

Create user personas based on the customer data you receive from WebMaxy Analyzer.  This way you can understand your customers’ needs and offer them what they want. By knowing your customers, you can make accurate changes and stay ahead of your competitors.

4. Market research 

You can conduct market research using data from different sources. Extensive research can help you know your target market’s needs, interests, demands, and frustrations. You can use this information to make product improvements and enhance customer experience.

The Bottom Line 

A customer satisfaction survey can help you to get direct and accurate answers from your customers. Marketers can use surveys to get customer insights and information to make significant changes. WebMaxy Analyzer is a user behavior analytics tool that can help you to conduct surveys and know your users better. 

Additionally, WebMaxy Analyzer has many features like session recordings, heatmaps, polls, feedback, funnel view, form analytics, user insights, segmentation, push notifications, and many advanced integrations. For more information and details about WebMaxy Analyzer, connect with our experts on call or email us at

Get direct and accurate customer feedback from WebMaxy analyzer surveys.

Know your customers’ viewpoints and make changes that drive conversions.

Frequently Asked Questions (FAQs)

What is a customer satisfaction survey?

A customer satisfaction survey is a questionnaire sent to customers with a set of critical product or brand-related questions to know their opinions and viewpoints. This helps businesses and marketers to know what customers like or dislike and how much they are satisfied with their offerings.

What is a customer satisfaction index?

A customer satisfaction index (CSI) is a metric used to measure the overall satisfaction of customers with a product, service, or company in terms of product quality, pricing, customer service, etc. It helps the brands to determine the reasons for customer satisfaction and dissatisfaction.

How do you write a customer satisfaction survey?

A customer satisfaction survey can help you to know your customer satisfaction level. You can write a customer satisfaction survey using the following tips:
– Set clear objectives. 
– Keep it short & simple. 
– Include fewer open-ended questions. 
– Ask about overall satisfaction and then get to the details.

Why are surveys good for customer feedback?

Surveys are good for customer feedback as they can help you identify ways to improve your product and customer experience. You can know your customer’s preferences, needs, pain points, and desires. This way you can make significant changes, retain more customers and boost your revenue.

Adam Wilson

Adam Wilson comes with an experience of 12+ years in the IT industry. As a Customer Success Manager, he has been researching and trying to understand the customers’ behavior in different scenarios. He has also studied human psychology to relate it to the purchase journey of the customers. His published books on customer psychology and behavior have received many honors and awards from various enterprises.

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