What to Include in a Customer Feedback Survey

If you run a business, asking your customers for feedback is one of the easiest and smartest things you can do. A good customer feedback survey can show you what’s working, what needs fixing, and what your customers really think about you. Whether you're using a form, sending out a quick email, or using a platform like https://reputationbuilder.us, the important thing is to make sure your survey includes the right questions.

Start by asking some basic questions about the customer’s experience. Was the product or service what they expected? Was the team helpful? Did they get what they needed in a reasonable amount of time? Keep these questions short and clear. You don’t want to confuse or overwhelm people, or they might give up halfway through the survey.

Next, throw in a few rating scale questions. For example, you could ask, “On a scale of 1 to 10, how likely are you to recommend us to a friend?” This kind of question helps you measure overall satisfaction. It’s also a good way to spot unhappy customers before they share bad reviews. You can follow up with another question asking why they gave that score—this often gives more helpful feedback than the number alone.

Don't forget open-ended questions. This is your chance to hear directly from your customers in their own words. Ask simple questions like, “Is there anything we could do better?” or ​“What did you like most about your experience?” You might be surprised by the honest and thoughtful answers you get.

You should also consider including a question about how the customer found you. This gives insight into which advertising or marketing channels are working for you.

Try to keep your survey short—5 to 10 questions is usually enough. Most people don’t want to spend a lot of time answering long surveys, so the shorter and simpler it is, the better your chances of getting helpful answers.

Finally, always thank your customers for their time, even if they just answer one question. A little appreciation can go a long way.

Creating a customer feedback survey doesn’t have to be complicated. Keep it clear, stay curious, and listen closely to what your customers are telling you. Their replies might just be the key to making your business better.

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