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  3. 15 High-Value Questions Your Customer Satisfaction Survey Should Ask

Article 15 High-Value Questions Your Customer Satisfaction Survey Should Ask

Lauren Sickel Feb 3, 2022

Enhancing customer satisfaction is the key element in driving every SaaS business towards success. The company with the happiest customers wins. But what are your customers really thinking? It’s probably not what you think they’re thinking.

Customer satisfaction surveys have a way of surprising business leaders. They provide actionable information that will help you understand your ever-changing customer needs, expectations, and pain points. You’ll also learn what’s working well so you can do more of it.

An effective and ongoing customer satisfaction survey uses a range of questions in various formats at different stages of the customer journey. With it, you elicit specific information about your customers’ personal experiences, unmet needs, and satisfaction levels. Having and using this invaluable knowledge brings enormous benefits to your business.

The Benefits of Customer Satisfaction Surveys

SaaS is so competitive that customer experience is one of the few ways to make your business stand out. A recent PWC Voice of Customer (VoC) survey brings home how essential CX is to consumers:

  • 74% said customer experience has a significant influence on buying decisions

  • 65% said a good brand experience influenced them more than advertising

  • 42% are willing to pay more for friendly and welcoming service

customer experience survey

But only 49% of respondents said companies are doing a good job with CX. This presents an opportunity for you.

The most powerful benefit of using customer satisfaction surveys frequently is that you get actionable insights directly from your customers’ minds. You can use the information to:

  • Develop your products

  • Optimize user experience

  • Deliver precisely what customers are demanding

You’ll then be able to reap all the subsidiary benefits, including:

  • Improved customer loyalty

  • Higher retention rates

  • Reduced churn

  • Easier upsells and cross-sells

  • Fewer negative comments

  • Differentiating you from competitors

Asking the right questions at the right time is key to getting the information needed to enjoy these benefits and more.

15 Valuable Customer Satisfaction Survey Questions

Fortunately, customer satisfaction surveys have been around long enough to develop questions that are proven to work well.

Timing is important. Immediately after purchase is an excellent time to send a survey about a purchase decision. However, you may want to wait until the buyer has had time to use your product before sending a product evaluation survey.

One Question Surveys

Short, one-question surveys are growing in popularity because they are fast and easy for respondents. They also give you immediate feedback on what’s working or needs improving. They often employ clickable emojis to make them appealing and easier to use.


"Was this page helpful? 😊 😢"

With this question, you can discover which pages need improving.

"Did we solve your problem? Yes No"

A no answer requires immediate follow-up to solve the problem and turn a disaster into a satisfied customer.

Product Usage Questions

It would be best to ask product usage questions after customers have had time to become familiar with your product. These questions give you information on what improvements need to occur on existing features as well as what new features need to be added.


"How easy is it to use [product name]?" Providing a clickable sliding scale from 1 to 5 gets more answers.

"What features do you use most?"

"What features don’t you use?"

"What is the single feature you would most like added?"

"What would you improve?"

"Where have you encountered friction while using [product name]?"

"Would you recommend [product name] to a friend?"

customer satisfaction survey

The Value of Open-Text Questions

Asking questions that require respondents to write their answers in a text box offers unique and sometimes surprising information. When people share their own words instead of responding to your generated text, you hear the customer’s genuine voice and get to know their core values.

Writing answers to open-text questions and analyzing them takes time, but you can use a character limit to speed the process or use a platform like Quala to mine the data for you.


"What similar products did you consider prior to purchasing [product name]?"

"What would you say to someone considering purchasing [product name]?"

"How can we improve your experience?"

Using Satisfaction Scales

Clickable satisfaction scales give customers a fast, easy way to provide feedback. Plus, you get quantifiable information to evaluate essential aspects of your service.


"On a scale of 1 - 10, how would you rate our [friendliness, service, speed, or usability]?"

A descriptive scale gives you a window into the powerful world of your customers’ emotions.

"How happy are you with our service/product? Very Happy It’s OK Very Unhappy"

A clickable picture scale using emojis is engaging, fast, and easy.

"How do you feel about [product name]?"


7 Tips on Using Customer Satisfaction Surveys

Here are the seven most critical customer satisfaction design tips. Using them will make your effort successful.

  1. Pace your survey. Use short, yes/no questions at the beginning, multiple-choice questions in the middle, and save longer, open-text questions for the end. This strategy makes it easier to get people started and keeps them moving through your survey.

  2. Ask only one question at a time. Break up questions like, “What are the best and worst parts of our service?” into two questions — “What part of your experience with [product name] did you enjoy most?” and “What was the least enjoyable part of your experience with [product name]?

  3. Active listening works well for live surveys. Interjecting short agreeable or sympathetic statements keeps the flow going and encourages more profound answers.

  4. Offer a bonus. A free trial, coupon, or account credit may gain you sales and not hurt you financially.

  5. Use consistent rating scales. Using 1-5 for one question and 1-10 for others confuses customers and makes evaluation difficult.

  6. Shorter is better. Concise surveys of under two minutes have high response rates and don’t require incentives. Two to five minutes is acceptable. Survey completion rates drop off markedly if you ask more than 12 questions or if it takes more than 10 minutes to answer. You’ll need to use incentives to motivate completion.

  7. Be concise. You can keep your survey short by being concise (i.e. using yes/no and multiple-choice questions) and only asking questions you need answers to.

Always-on Customer Feedback

Customers give you valuable input each time they interact with your business. Surveys are one way to capture that feedback.

Quala uniquely combines all of your survey data with day-to-day email, chat, and voice interactions with customers so that you can mine all of your customer interaction data from multiple channels, all in one place. Quala even incorporates observations from frontline teams such as Sales, Support, and Customer success.

If you are looking to get closer to your customer, check out a free Quala demo today.