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Questions to Ask and Why in a Customer Service Questionnaire

Madhuri Gourav
March 20, 2024
 mins read

Last modified on

Understanding your customers' needs and expectations is paramount in today's competitive business landscape. The customer service questionnaire is an effective tool for gauging customer sentiment. 

This crucial feedback mechanism can illuminate your business's strengths and areas for improvement, helping you tailor your services to meet customer demands better. 

But what questions should you include in your customer service satisfaction survey, and why are they significant? 

Let's explore how to create a customer service survey that delivers valuable insights.

Design effective customer service surveys through
the art of inquiry.

What is a Survey for Customer Service?

A customer service survey is a tool used by businesses to gather feedback from customers regarding their satisfaction with the service provided. It typically consists of questions designed to assess various aspects of the customer experience, such as the quality of service received, the helpfulness of staff, and overall satisfaction with the interaction. 

These surveys can be conducted through various channels, including email, phone calls, or online forms, and often include quantitative rating scales and open-ended questions to capture detailed feedback. 

The insights collected from customer service surveys help businesses understand customer needs, identify areas for improvement, and measure the effectiveness of their customer service efforts.

Customer Service Questionnaires

A customer service questionnaire is a set of questions designed to gather customer feedback about their experiences with your company's services. This feedback is essential for identifying what your business is doing right and where it can improve. Customer service surveys can provide a wealth of actionable data when structured effectively.

The questions in a customer service survey should be carefully crafted to elicit clear, insightful responses. Whether it's a customer service satisfaction survey, a customer experience survey, or a CSAT (Customer Satisfaction Score) questionnaire, the goal is to understand the customer's perspective on various aspects of your service.

Calculating CSAT score
Calculating CSAT score

Importance of customer surveys for business

Customer surveys are crucial for businesses looking to enhance their return on investment (ROI). They provide valuable insights into customer satisfaction and preferences, directly influencing customer retention, loyalty, and overall business success. 

Here's how customer surveys contribute to business ROI:

  • Informed Decision-Making: Customer service surveys offer businesses valuable data-driven insights, enabling them to make informed decisions, and tailor products, services, and strategies to meet customer needs, potentially increasing sales and market share.
  • Enhancing Customer Experience: Customer service surveys help businesses identify areas for improvement, leading to higher satisfaction rates, increased loyalty, repeat purchases, and positive ROI.
  • Improving Customer Retention: Utilizing customer service satisfaction survey questions can help businesses understand customer retention issues, improve service, and address concerns, ultimately leading to cost-effective and ROI-driven customer retention.
  • Identifying Upsell and Cross-Sell Opportunities: Customer service surveys help businesses identify upselling and cross-selling opportunities, understand customer needs, and tailor sales strategies to offer additional value, potentially increasing per-customer revenue.
  • Benchmarking and Measuring Improvement: CSAT questions and surveys offer quantifiable data for businesses to benchmark performance, measure customer service effectiveness, and understand their impact on ROI.
  • Employee Feedback and Engagement: Customer service questionnaires provide valuable insights into a company's effectiveness. They enhance employee engagement and performance, improving customer experiences and increasing ROI.

Customer surveys are crucial for understanding customer perceptions, improving experiences, making informed business decisions, and enhancing satisfaction, loyalty, and retention, which are critical drivers of solid ROI.

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Key Questions to Include in Your Customer Service Questionnaire

1. Overall Satisfaction

Question: How satisfied are you with our customer service?

Why: This is a foundational question in any customer service questionnaire for employees and customers alike. It provides a broad gauge of how well your team meets customer expectations.

2. Response Time

Question: How do you rate the speed of our response to your inquiries or concerns?

Why: Timeliness is a critical component of customer service. This question helps identify if your team is meeting expectations regarding responsiveness.

3. Resolution Effectiveness

Question: How effectively did we resolve your issue or answer your question?

Why: This question aims to assess the effectiveness of the solutions provided by your customer service team. It's a crucial metric for understanding the quality of your support.

4. Employee Conduct

Question: How would you rate the professionalism and courtesy of our customer service representative?

Why: The demeanor and professionalism of your staff play a significant role in customer satisfaction. This question helps you gauge how well your employees are representing your brand.

5. Communication Clarity

Question: Did our customer service team provide the information clearly and understandably?

Why: Clear communication is vital in customer service. This question helps you understand if your team is communicating effectively with customers.

6. Personalization

Question: How personalized was your service experience with our team?

Why: Personalization can significantly enhance customer satisfaction. This question assesses whether customers feel they are treated as individuals with unique needs.

7. Follow-Up

Question: Were you satisfied with the follow-up received after your initial query or concern was addressed?

Why: Follow-up is an essential aspect of customer service that ensures issues are fully resolved, and customers are satisfied with the outcome.

8. Likelihood to Recommend

Question: How likely are you to recommend our services to others based on your experience?

Why: This question is a key indicator of customer loyalty and satisfaction, often linked to the Net Promoter Score (NPS).

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Types of Customer Survey Questions

Customer surveys are a versatile tool for gathering feedback, and the questions within these surveys can vary widely depending on the survey's goals. Here are some types of customer survey questions that are commonly used across various industries:

1. Open-ended Questions

These questions allow customers to provide detailed responses in their own words, offering more profound insights into their thoughts and feelings. 

For example:

  • "What did you like most about our service?"
  • "How can we improve your experience with our company?"

2. Closed-Ended Questions

Closed-ended questions require a specific, often brief answer, making them easier to quantify and analyze. 

Examples include:

  • "Did our service meet your expectations? (Yes/No)"
  • "Which of the following features did you use?"

3. Likert Scale Questions

These questions ask customers to rate their agreement or satisfaction on a scale, typically ranging from "strongly disagree" to "strongly agree" or from "very dissatisfied" to "very satisfied." 

For instance:

  • "How satisfied are you with our customer service?"
  • "How likely are you to recommend our service to a friend?"

4. Multiple-Choice Questions

Customers choose from a list of predefined answers, offering structured yet insightful data. 

For example:

  • "What was the primary reason for your purchase? (Please select one)."
  • "Which of our services do you use most frequently?"

5. Matrix Questions

These questions present a grid or table format, allowing respondents to evaluate multiple items against the same scale points. They are efficient for comparing several aspects of a service or product simultaneously.

6. Net Promoter Score (NPS) Questions

NPS questions measure customer loyalty and the likelihood of recommendations. It typically asks:

  • "On a scale of 0-10, how likely are you to recommend our company to a friend or colleague?"

7. Demographic Questions

While not directly about customer service, demographic questions help segment responses and understand the needs of different customer groups. 

Examples include inquiries about age, location, or occupation.

8. Customer Effort Score (CES) Questions

CES measures the ease of the customer experience by asking questions like:

  • "On a scale of 'very easy' to 'very difficult,' how easy was it to get the help you needed?"

9. Customer Service Satisfaction Survey Questions for Employees

These questions are designed to gather employee feedback about their perception of the customer service experience, which can provide valuable insights into internal training and development needs.

Businesses can gather valuable data to inform their strategies, improve customer satisfaction, and ultimately drive their success by carefully selecting the types of questions to include in a customer service survey.

CSAT working process
CSAT working process

Efficient Techniques for Gathering Customer Feedback

Collecting customer feedback is critical to understanding and enhancing the customer experience. Effective feedback collection can lead to meaningful insights and significant customer service and satisfaction improvements. 

Here are some best practices for collecting customer feedback:

1. Define Clear Objectives

2. Keep It Concise and Relevant

3. Use a Mix of Question Types

4. Ensure Timely Distribution

5. Offer Multiple Channels for Feedback

6. Ensure Anonymity and Confidentiality

7. Act on the Feedback

8. Follow Up on Feedback

9. Train Employees on Feedback Importance

10. Regularly Review and Adapt Your Strategy

By adhering to these best practices, businesses can maximize the effectiveness of their customer feedback collection efforts, leading to improved customer satisfaction, enhanced products or services, and, ultimately, a more successful business.

Good CSAT score range
Good CSAT score range

Suggested read: How do you calculate CSAT without any calculation hassle?

Strengthening Customer Service Questionnaires with Convin's Conversational Intelligence

Convin is a conversational intelligence platform that helps businesses by analyzing customer interactions across various communication channels. Its role in enhancing customer service and feedback mechanisms is significant. 

Here's how Convin can contribute to the realm of customer service questionnaires and overall customer experience improvement:

1. Conversation Analytics

Convin analyzes customer conversations to identify common issues, concerns, and areas for improvement, guiding the development of targeted questions in customer service questionnaires.

Check out our latest checklist on speech analytics.

2. Improving Questionnaire Relevance

Businesses can craft more relevant and impactful questionnaire questions by understanding the key themes and topics in customer conversations. This ensures that surveys are closely aligned with actual customer experiences and needs.

3. Identifying Service Gaps

Convin's analysis can identify customer service gaps and dissatisfaction areas, enabling companies to conduct targeted surveys for improvement.

4. Training and Development

Convin's analysis provides valuable insights for training customer service teams, improving interaction skills based on customer feedback and trends, and enhancing service quality in future questionnaires.

5. Personalization

Conversation analysis helps businesses understand customer preferences and pain points, enabling personalized service and questionnaires and improving response rates and feedback quality.

Convin enhances customer service questionnaire effectiveness by providing insights into customer interactions, enabling businesses to ask appropriate questions, gather valuable feedback, and continuously improve their strategies.

Foster Customer Loyalty for Competitive Success

Thus, Convin's conversational intelligence platform enhances customer service questionnaire development by analyzing customer interactions, assisting businesses in crafting targeted questions, addressing service gaps, and personalizing customer experiences.

Ready to transform your customer service feedback process? Spare not more than 30 minutes with Convin and see how it can elevate your customer insight strategy.


1. What types of questions should be asked in a customer service questionnaire?
Use open-ended, closed-ended, Likert scale, and multiple-choice questions to gather comprehensive customer satisfaction and service experience insights.

2. What questions would you ask your customer, and why?
Ask about overall satisfaction, specific experiences with service or product, resolution effectiveness, and suggestions for improvement to understand their needs and enhance service quality.

3. What are the top customer service survey questions?
Common questions include rating overall satisfaction, timeliness and effectiveness of service, likelihood of recommending the service, and areas for improvement.

4. Why is a customer questionnaire important?
It provides critical insights into customer perceptions, needs, and expectations, helping businesses enhance service quality, customer satisfaction, and loyalty.

5. Why do we do customer surveys?
They are conducted to gather feedback on customer experiences, identify areas of improvement, inform business decisions, and ultimately enhance the customer journey and satisfaction.

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