Customer Feedback Questions (75+) You NEED To Improve Your Business

Listening to customer feedback is the best way to improve your business.

And to know exactly what your customers think and feel about the products or services you provide, you need to ask them.

It’s important to ask your customers the right questions, however, as well as present your questions effectively.

After all, you want your questions to be short and simple but effective enough to produce valuable answers. 

Customer feedback surveys present a variety of approaches. You can choose your survey questions to require written answers from your customers or answers selected from a list of options.

You can also create your surveys to be short or long, or even focused on a specific area of your business.

But no matter the kind of survey you want to create, the following includes all the main customer feedback questions you need to ask your customers to help you improve your business.

As another important method for collecting customer feedback to improve your business, we also cover how your business can quickly and effectively get more reviews.

Customer Feedback Questions For Improving Your Business

Customer Insight Questions

Learning about your customers is just as important as learning what they think about your business. This includes their desires, interests, buying habits, and pain points in regard to a specific product, service, or industry.

By understanding your customers better, the benefit is that you can improve your products and services in more informed ways.

  • What are the main benefits/features you look for in a (product/service)?
  • What is your main concern when buying (product/service)?
  • How often do you use (product/service)?
  • Have you used our business before?

It’s also worth gathering data on your customer demographics.

This data can provide greater insights into the survey answers you receive as well as help tailor your products, services, and marketing strategies.

So when asking for feedback, you might also choose to ask your customers a few personal questions.

  • What is your age/age group?
  • Which city/state do you live in?
  • Which gender do you identify as?
  • What is your occupation?

Bear in mind that questions like these can be too personal for some customers, so it is important to phrase them carefully – or perhaps mark them as optional. These questions can also come across as too forthright to ask first, so you may opt to ask them at the end instead.

Business Feedback Questions

Receiving feedback about your business, specifically whether it delivered on its promises and met the customer’s expectations, is vital.

This can also include customer feedback questions about the store/in-person experience and website experience your business provides.

Business feedback questions that you can use include:

  • What is the main reason you chose our business?
  • What did you find that you liked the most about our business?
  • What did you like the least about using our business?
  • Did any part of our service exceed your expectations?
  • Is there any way that we did not meet your expectations?
  • How could we have done better or exceeded your expectations?
  • How satisfied are you overall with our business?
  • How likely are you to recommend our business?
  • How would you describe our store experience?
  • Is our store clean, organized, and visually appealing?
  • How would you describe our website experience?

Additionally, you may include questions to receive customer feedback about your business in regard to competitors.

This kind of customer feedback is worth receiving if you are curious about how your customers view similar businesses, such as what your business does better or where it might be lagging behind the competition.

  • Why did you choose our business over other businesses?
  • Is there anything our business does better than other businesses?
  • Do you think you will use our business again or try a different business?
  • Which business(es) did/will you consider over ours?
  • Do you use other businesses with similar products/services?

Products/Services Feedback Questions

The more specific the feedback you receive, the more it can help you to improve your business.

And one area that you should aim to receive specific feedback about is what your customers think and feel about your products and services, individually and as a whole.

This kind of feedback can help you to understand what your customers think of the overall quality and value for money your business’s products and services provide, along with the general level of customer satisfaction, the reason(s) for buying, and more.

  • What do you like the most about our (products/services)?
  • What do you like the least about our (products/services)?
  • How would you rate the quality and value of our (products/services)?
  • Do you think our (products/services) are worth the price?
  • How can we improve our (product/service)?
  • How satisfied are you overall with the (product/service) you received?
  • How likely are you to recommend our (products/services)?
  • Why did you choose our (products/services) over other options?
  • Is the quality of our (products/services) the same across the board?

Quality and satisfaction aside, it is just as important to ask your customers where your products and services might be lacking. 

This can offer insightful feedback on the choice of products or services you provide, what customers might not be finding useful, and the benefits or features your customers might want to see your business include, helping you to improve your products and services overall.

  • What products and services would you like to see us provide?
  • Is our selection of (products/services) too much or not enough?
  • Do we offer enough opportunities for you to trial/test our products?
  • Is there anything that almost stopped you from buying our (products/services)?
  • Is there anything that our (products/services) lack?
  • Is there anything about our (products/services) that are not useful or beneficial to you?

Customer Service Feedback Questions

If your business has a physical store or customer support service, it is essential to get customer feedback on their experience interacting with your employees.

This includes the friendliness and helpfulness of your staff, as well as the general quality of the customer service you provide.

  • Were you greeted by staff when you arrived in our store?
  • Did you feel welcome in our store?
  • Were you served in a timely manner that was satisfactory?
  • Were our staff friendly and approachable?
  • Were our staff helpful?
  • In what way did our employees/staff help you?
  • Did our staff answer all your questions to a satisfactory degree?
  • How could our staff have served you better?

Another area of customer service to take into account is customer complaints and how quickly and professionally issues are resolved. 

Much like the friendliness and helpfulness of your staff, how customer issues are dealt with by your business is a big factor that can improve or harm your business’s reputation, making it important to find out how your business is handling any issues from the customer’s point of view.

  • Was your online inquiry/question replied to promptly?
  • Were any issues resolved in a satisfactory time and manner?
  • Did you have to wait long when phoning customer support?
  • How satisfied are you overall with our customer service/support?

Delivery And Returns Feedback Questions

If you manage an eCommerce business, knowing what your customers think about your shipping services and returns policies is more important than you might think. 

Many customer complaints arise from delivery problems, such as late deliveries and issues with delivery services, so this is an area that needs to be regularly evaluated using customer feedback.

  • Did we ship your product quickly enough?
  • Did you receive your product in the expected time?
  • How satisfied are you with our choice of delivery options?
  • How satisfied are you with the delivery service we use?
  • Is the cost for the delivery of our products fair?
  • Are you satisfied with our returns policy?
  • If applicable, did you receive your refund in the expected time?

You might also choose to get feedback on what your customers think about the packaging of the products they have ordered.

This can involve how securely it was packaged, the condition it arrived in, and what they think about the presentation of the product packaging itself.

  • Did your product arrive well-packaged and in satisfactory condition?
  • Is there any way we can improve the quality of our product packaging?
  • Does our packaging provide everything you need to know about the product?

Website Feedback Questions

Your website isn’t just a platform where customers can discover your business and make purchases, but where customers should be able to find out about everything they need to know about your business.

This includes contact information, frequently asked questions, and all the necessary details about the products or services you offer.

A business website should also reflect your brand and business values, and be designed and managed professionally – especially if you are regularly accepting personal customer details and payment information.

On the whole, receiving feedback on your business website is important for evaluating your website’s user experience (how user-friendly it is) as well as the accessibility and quality of the information your website provides.

  • Do you like the look and design of our website?
  • Is our website easy to use and navigate?
  • How can we improve our website?
  • Is there anything our website is missing?
  • Did you find all the product/service information you needed on our website?
  • How quickly did you find the product/service you were looking for on our website?
  • Did our FAQ page provide all the answers you were looking for?

A checkout or login process that seems unsafe or unsecure can quickly scare customers away, resulting in a lost sale.

This makes it just as important to find out what your customers think about your website’s checkout experience, login process, and account management system.

  • Is our online store quick and easy to use?
  • How smooth do you find our website’s checkout experience?
  • Did our website’s checkout process feel safe and secure?
  • Does logging in to our website feel safe and secure?
  • How easy is it to access your account information?
  • How easy is it to change your account information?

Marketing Feedback Questions

Customer feedback questions about marketing will not only help you to understand where your customers are coming from (how your customers discovered your business), but where to fine-tune your marketing efforts going forward.

The answers you receive here can be more useful and valuable to your marketing strategy if your survey includes questions that provide an insight into who your customers are (customer demographic), including the details mentioned above: the customer’s age, gender, location, and occupation.

  • How did you find out about our business?
  • Is it easy to find our website/social media pages online?
  • What made you want to try our business?

You can go further by including customer feedback questions that specifically ask about your marketing strategies.

This can include the quality and quantity of your social media content, email content, and marketing campaigns (big or small), such as advertising, special offers, partnerships, and competitions.

  • Do you find (social media platform) content interesting and engaging?
  • Do you find our (social media platform) content useful or helpful?
  • Do you find our emails interesting and engaging?
  • Do you find our emails useful or helpful?
  • Do we send too many, too few, or just the right amount of emails?
  • Do you think we offer enough promos/deals/special offers?

Similar to marketing, customer reviews play a big part in influencing customers and whether or not they decide to use a business.

This also makes it worth asking about customer reviews, including whether they had an influence and which website the customer used to read your reviews.

  • Did customer reviews influence your decision to use our business?
  • Which customer review websites do you visit?

How To Ask Customer Feedback Questions

You need to hear your customers’ opinions. But to guarantee they provide their feedback, you need to design your customer feedback survey to be as appealing as possible.

This includes keeping your questions short, easy to understand, and listed in a presentable way that flows from one question to the next.

If you have numerous questions, it’s a good idea to split them into separate sections.

In addition, it’s important to choose the best questions for the kind of survey you want to put out. 

Simple questions that require selecting an answer from a list of options are quick and easy to answer with a high response rate, but provide less in-depth information.

As a result, they’re best suited for short surveys, such as comment cards that you can hand out in person.

On the other hand, open-ended questions that require written answers provide in-depth information, but have a lower response rate as they are not as quick or easy to answer.

In general, these are best suited for long-form surveys, such as online questionnaires sent by email.

There is nothing wrong with including a mixture of questions, however, or creating separate surveys to receive customer feedback on different areas of your business.

Ultimately, your main objective should be to make any feedback process as easy as possible for your customers.

Reviews Are Customer Feedback That Will Improve Your Business

Creating a customer feedback survey isn’t the only way to find out what your customers think and feel about your business.

Getting customer reviews is another method, which will not only help you to improve your business through the feedback you receive, but grow your business’s online reputation and presence.

Customer reviews offer valuable insights into what your business is doing right and where it can be improved.

But the benefits of reviews do not stop there, as reviews can also help to increase your business’s discoverability, authority, and sales.

This makes getting customer reviews just as important as receiving general customer feedback through surveys.

Customer reviews do not just offer valuable feedback, but benefits that can boost sales, reputation, and online visibility (SEO). 

Like getting customers to answer feedback questions, however, it’s not always easy to get your customers to write reviews. 

Similar to creating quick and simple surveys, it is possible to make submitting reviews easier for your customers (by sending review request emails, for example).

However, this does not always guarantee reviews and requires more effort and time than is really needed.

Get Customer Reviews & Feedback With ReputationStacker

Getting a variety of customer feedback through questions and surveys is essential for improving your business.

But for building your reputation and increasing customer reach and sales, getting reviews is just as—if not more—essential.

In fact, getting customer feedback through online reviews can be much easier and less time-consuming than creating feedback surveys – especially if your business is using a tool like ReputationStacker.

With ReputationStacker, the review process is fully automated from start to finish, making it effortless for your customers to submit reviews.

The result you’ll get is more customer reviews, more valuable feedback for improving your business, and a growing online reputation that will help drive more business.

Receiving customer feedback is hard enough.

But for the best kind of customer feedback you need to improve your business, ReputationStacker will take care of the hard work for you.

Frequently Asked Questions

How Many Customer Feedback Questions Should I Ask?

In general, you need to ask as many questions as possible to receive feedback that covers various aspects of your business, including your products or services, customer service, and overall buying experience.

Despite that, it’s important that your customer feedback survey isn’t too complicated or long-winded, as the required effort and time will reduce the survey’s appeal and the customer’s desire to complete it.

10 simple survey questions can take up to five minutes to complete, giving them a high response rate.

Feedback surveys with a higher number of questions, including open-ended questions that require written answers, will have a lower response rate, but are better for collecting more valuable information.

A good approach is to tell your customers how long the survey will take to complete beforehand, or offer an incentive that rewards them for their time and effort. 

What Customer Feedback Questions Should I Ask?

It’s important that the customer feedback questions you ask apply to satisfied and unsatisfied customers.

Your customer feedback questions should also give the customer the ability to provide feedback on various areas of your business without bias or limitations.

So it is worth considering the types of questions you want to ask, first and foremost.

Questions that can be answered by choosing from a list of options (yes/no, very unsatisfied/very satisfied, on a scale of 1-5, etc.) are quick and easy to answer with a generally high response rate.

Questions that require written answers, however, are not as easy to answer and will have a generally lower response rate.

Despite that, these questions produce in-depth answers that can offer more valuable information for improving your business.

Overall, try to present a variety of questions that are suited to the kind of survey you want to put out.

This might be a short handout with quick questions or an online questionnaire requiring written answers – or a mixture of the two.

By evaluating the response rate afterwards, it’s possible to adjust your feedback approach in the future.

What Is The Difference Between Reviews And Surveys?

Customer reviews and surveys are both important ways that you can receive customer feedback for your business. 

The main difference, however, is that customer feedback from online reviews is public and submitted on third-party platforms (review websites), while customer feedback from feedback surveys is private and collected by businesses for various uses.

Both kinds of customer feedback are essential for finding out where you can improve your business.

However, customer reviews can offer more valuable benefits to businesses, such as improving local search rankings (SEO), building online reputation, and increasing customer reach and sales.

This makes it important to get more reviews for your business as, in addition to the benefits of reviews, customer reviews can also provide answers to the questions you want to ask your customers in your surveys.


Ian Kirby has been working in digital marketing for over 15 years. Having worked both with and for digital marketing agencies and in-house with multiple companies, he has a specific interest and expertise in online reputation management, online reviews, and the implementation of business systems. Ian’s writing, videos, and interviews have garnered millions of reads, views, and listens.


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