Growth Journal

The Top Nine Survey Questions to Help You Understand Your Customers

By April 22, 2019 No Comments

The other day, our team members were engaged in three tasks; One went for a meeting with a prospective client, a second was busy making a strategy for how we can serve our customers better, while the third was concentrating on coming up with the next set of services we were going to offer.

Noteworthy indeed, the three team members had one thing in common for the day, they were all using client questionnaires. As increasing sales and providing a high-quality service to customers remains a priority for companies, good client survey questionnaires must remain of paramount importance.

So, what makes a good questionnaire?

  1. General questions:

So, first you need some questions that will help you understand how well known your brand to your customers and what they think about your brand:

  • Where did you hear about us?
  • What is the first thing that comes to mind when you hear our brand name?

Questions, questions all the way

  1. Product-related feedback:

As the name suggests, this type of feedback directly addresses the product and asks for direct user experience. There are a few prominent questions to be asked for product related feedback:

  • What sorts of words or phrases do you use when describing our products?

E.g. Perfect | Very good | Good | Average| Unsatisfactory

  • Did the product meet your expectations?

E.g. Exactly how I wanted | Almost how I wanted | Could be better | Failed to meet my expectations

  • What are the top features of our product?
  • What problems in your life does our product solve?
  • What features would you add to improve the product?
  • What feature would you most like to change?
  • Is the product price fair? If not, what price range would you consider?
  1. Product derived feedback:

  • Have you stopped using any of our products, and why?
  • If any of our products became unavailable, would you consider purchasing a similar product from our brand?
  • Name three products from our brand which are expensive but still worth their price.


  1. Usability related feedback:

Website accessibility and usability are the two most important factors for customer retention. To find out how easy your website is to use, ask your customers some of the following questions:

  • How easy is the website to navigate?
  • How easy was it to locate the desired information?
  • Did you find what you were looking for?
  • Was the level of effort acceptable?
  • Did our website solve your problem?
  • How much improvement have you seen since the last time you visited our website?
  1. Feedback on the competition:

Your competitors are your greatest friends. In this competitive market, without analyzing how your competitors are doing you won’t be able to plan to outshine them.

  • How would you rate our service in comparison with our competitors?
  • Why did you choose our company over our competitors?
  • What are the things that our competitors do better than us?
  • What other brands did you consider before making a purchase from us, and why?

Understanding your customer through surveys

  1. Overall experience related feedback:

  • How likely are you to recommend us to your friends (on a scale of 1 to 10)?
  • How likely are you to purchase from our brand again?
  • What would you say if your friend asked about us?
  • Is there anything else that you want us to know?
  • Is there anything further that you want us to share with you?
  • If applicable, what held you back from using our product(s)?
  1. Customer personal life-related feedback:

Yes, we know, this may not sound important to you, but we cannot stress enough how important this is in narrowing down the buyer persona:

  • What is the biggest challenge that you face in your professional life?
  • What goals do you have in the short-term and what types of purchases are needed for this?
  • What are the values you look for in a company?
  • What sorts of things would make you switch from one brand to another?
  1. Online habits related feedback:

  • Which websites do you trust the most when making a purchase online?
  • Celebrity or non-celebrity: which type of influencer affects your purchasing decision the most?
  • What blogs or web content do you read related to the product niche?
  • When do you hear about this industry, which top three people come to mind?
  • Which search engine do you use the most?
  • Which social media groups are you active in?
  • What types of content do you consume the most on the internet? 
  1. Employee satisfaction related feedback:

Why do I need to know about employee satisfaction in my survey questionnaire? You need to seed the plant properly to get good quality fruits! These questions are exclusively for your in-house employees, know them better to serve customers better.

  • What time of day do you feel most tired?
  • On a scale of 1 to 10, how well does our company cater to your personal development?
  • When do you feel the most stressed while at work?
  • If you quit this job tomorrow, what would be the reason for your resignation?
  • Do you feel your pay is sufficient?
  • How proud are you of the brand name associated with your profession?
  • Does this job take up a proportion of your personal life?
  • How much job satisfaction do you have?

It is time to make the effort; listen to what your customers and employees are trying to say. They have many things to say, trust us!

Ash Bhattacharya

Author Ash Bhattacharya

Ash is an Australia based Digital Marketing leader helping Entrepreneurs, Startups and Businesses of all sizes, inject immediate cashflow into their business by generating more leads and sales.

More posts by Ash Bhattacharya

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