Your customer is the main source of insight into your business. Their feedback shows what's working and what needs improvement. But how do you collect their thoughts effectively? The answer is simple: CSAT surveys. Whether you're designing one from scratch or using a customer service survey template, these surveys make it easy to gather valuable feedback and act on it to drive continuous improvement.
The key, though, is asking the right questions. Poorly worded or irrelevant questions can leave you with data that's hard to use—or worse, frustrate your customers. That's why this article explores 12 CSAT questions that are clear, actionable, and designed to give you the insights you need to keep growing.
What is a customer satisfaction survey?
A customer satisfaction (CSAT) survey is a simple tool to measure how happy customers are with your products, services, or overall experience. It typically consists of one or two direct questions asking customers to rate their satisfaction, often on a scale of 1 to 5 or 1 to 10.
The goal? To understand how well you're meeting your customers' expectations and identify areas for improvement. CSAT surveys are short, easy to complete, and can be sent after key interactions like resolving a support ticket or making a purchase.
How to measure user satisfaction?
A typical CSAT survey asks something like: "How satisfied were you with [specific experience]?"
This simple CSAT question allows you to gauge the satisfaction level of customers right after a particular interaction. To measure user satisfaction accurately, you need to:
1. Use a rating scale.
Allow customers to rate their satisfaction, like 1-5 (1 = Very Dissatisfied, 5 = Very Satisfied).
2. Calculate your CSAT score:
- Add up the number of satisfied responses (those rating 4 or 5).
- Divide that number by the total responses.
- Multiply by 100 to get your percentage.
This method gives you a clear snapshot of how well you meet your customers' expectations and helps identify areas needing attention. The CSAT score can be tracked over time to evaluate whether your changes improve customer satisfaction.
How to explore customer experience?
Understanding your customer's experience requires more than just surface-level data. You need to dig deeper, analyze feedback, and connect the dots to see the bigger picture. Here's how:
Conduct targeted CSAT surveys to collect specific information
One-size-fits-all surveys often fall short when exploring customer experiences. Instead, create targeted CSAT questions for different touchpoints:
- After a purchase: "How satisfied are you with the checkout process?"
- After a support interaction: "How satisfied are you with how we resolved your issue?"
- Post-product use: "How satisfied are you with the product's ease of use?"
By focusing on specific moments in the customer journey, you can identify what's working and where there's room for improvement.
Create custom CSAT surveys tailored to every customer interaction
Start with free trialAnalyze customer feedback from satisfaction surveys
Gathering feedback is only the first step. The real value comes from analyzing it. Look for patterns and recurring themes:
- Are multiple customers mentioning slow response times?
- Do many responses highlight appreciation for your friendly support team?
Use tools like text analysis or sentiment analysis to uncover trends in open-ended feedback. These insights can help you prioritize improvements and deliver a better experience.
Use a customer journey map for deeper insights
A customer journey map visualizes every interaction a customer has with your business. Combine CSAT data with this map to uncover areas of friction or delight. For example:
- If CSAT scores drop after onboarding, it might indicate a need for more precise instructions or better support.
- High scores after product delivery could point to effective logistics.
By aligning CSAT results with your customer journey, you gain a holistic view of the customer experience, making it easier to spot and fix weak points.
What types of questions are used in the CSAT survey?
When thinking of CSAT surveys, people usually picture a single, straightforward question like, "How satisfied are you with our service?" But there's more to it than that. Effective customer feedback surveys use various question types to fully understand customer experiences and provide richer insights. So, let's look at them.
Rating scale questions
These are the most common CSAT survey questions. They ask customers to rate their satisfaction on a numeric or descriptive scale, such as:
"On a scale of 1 to 5, how satisfied are you with your recent support experience?"
"Rate your satisfaction from Very Unsatisfied to Very Satisfied."
Why use them?
Rating scale questions provide quantifiable data, making it easy to calculate your CSAT score and track trends over time.
Rating scale in the NPS and Survey app
Open-ended questions
These CSAT questions invite customers to share their thoughts in their own words:
"What did you like most about your experience?"
"How could we improve your experience?"
Why use them?
Open-ended questions provide qualitative insights, offering rich detail that helps you understand the why behind customer ratings.
Open-ended question in the NPS and Survey app
Yes/no questions
Simple and direct, these questions focus on binary feedback:
"Were you satisfied with your experience? Yes/No."
"Did we resolve your issue? Yes/No."
Why use them?
Yes/no CSAT questions are quick to answer and ideal for gauging satisfaction with a specific aspect of your service.
Yes/no survey in the NPS and Survey app
Likert scale questions
These questions measure agreement or disagreement with a statement:
"I am satisfied with the resolution provided by the support team." [Strongly Disagree to Strongly Agree]
Why use them?
Likert scales offer more nuanced feedback than simple rating scales, capturing the intensity of customer opinions.
Likert scale in the NPS and Survey app
How is customer satisfaction measured?
As we strive to understand how customers feel about their experience with our company, measuring satisfaction becomes essential. It's not just about collecting opinions—it's about turning those insights into meaningful actions. Here are three practical ways to measure customer satisfaction:
Using CSAT surveys to quantify customer satisfaction
CSAT questions are one of the most straightforward ways to measure customer satisfaction. By asking customers to rate their satisfaction on a scale, you can easily quantify their experience. Using a customer service survey template can simplify the process, ensuring your surveys are clear, consistent, and effective. The CSAT score is calculated based on the percentage of positive responses (e.g., 4 or 5 on a 5-point scale).
This can give you a clear, numeric measure of satisfaction that you can track over time and compare against other periods or customer segments.
Gain measurable insights from CSAT data
Numbers tell part of the story, but the details lie in customer feedback. When analyzing responses, focus on:
- Patterns in open-ended comments.
- Positive mentions that highlight your strengths.
- Recurring issues that signal areas for growth.
Tools like text analysis software or manual categorization can help you break down feedback into actionable insights. By doing this, you can better understand customer needs and expectations.
Tracking key metrics to measure customer satisfaction
Beyond individual surveys, it's important to track key metrics that measure customer satisfaction over time. Common metrics include:
- Customer Effort Score (CES): Measures how easy it was for a customer to resolve an issue or complete a task.
- Net Promoter Score (NPS): Measures customer loyalty by asking if they would recommend your service.
- Retention and Churn Rates: Happy customers stay; dissatisfied ones leave. Keeping an eye on these rates can reveal the impact of your efforts.
Why are customer satisfaction surveys important?
Customer satisfaction surveys aren't just questionnaires—they're your ticket to understanding your customers at a deeper level. Think of them as a mirror reflecting not just your product or service but how customers feel about every touchpoint with your brand. Every response is a clue to what makes them happy, what frustrates them, and how you can keep improving.
Unlock insights with tailored satisfaction surveys in Zendesk
Try it nowIn a world flooded with choices, customers want to know that their voices matter. When you actively listen, they're more likely to stick around, spread the word, and even become advocates for your brand. Here's why that's crucial:
- Uncover Hidden Insights: Sometimes, customers don't speak up unless asked. Surveys give them a platform to share thoughts they might not voice otherwise.
- Take the Guesswork Out: Instead of assuming what your customers need or think, you get real, actionable data that reveals the truth.
- Fuel Innovation: Feedback often holds the key to new ideas, product tweaks, and service improvements that you might not have thought of on your own.
- Build Trust: When customers see their feedback directly influencing change, it strengthens their trust in your brand. They know you're listening and evolving.
In short, user satisfaction surveys turn vague impressions into clear insights, and that's exactly what helps you build a better, more customer-centric business.
Varieties of customer experience surveys
Customer experience surveys come in many forms, each designed to measure a specific aspect of the customer journey. Selecting the right survey type—or even the right customer service survey template—depends on the insights you want to gather. Here's a breakdown of the most popular types:
CSAT Surveys
CSAT, or Customer Satisfaction Survey, focuses on a single experience or touchpoint. They ask customers to rate their satisfaction with a recent interaction, whether it's a product purchase, a support ticket, or a service experience.
Example question: "How satisfied are you with the support you received today?"
Why it matters: CSAT surveys are quick and simple, giving you immediate feedback about how your customers felt at a specific moment. They're perfect for measuring short-term satisfaction and pinpointing areas that need attention.
NPS Surveys
Net Promoter Score (NPS) surveys take a broader look at customer loyalty. They ask a question that helps categorize customers as promoters, passives, or detractors.
Example question: "How likely are you to recommend us to a friend or colleague?"
Why it matters: NPS surveys give you a pulse on overall customer loyalty. High scores indicate strong brand advocates, while low scores may highlight areas that require a deeper focus on customer retention. NPS is often a key indicator of long-term business success.
CES Surveys
Customer Effort Score (CES) surveys measure how much effort your customers had to put in to resolve an issue or complete a task. They're perfect for understanding pain points in your service process.
Example question: "How easy was it to resolve your issue with our support team?"
Why it matters: CES surveys help you identify friction points in your customer journey, making it clear where improvements are needed to make experiences more seamless and less stressful for customers.
12 Best Questions for the CSAT Survey
The right questions can unlock insights that drive real improvements in customer satisfaction. A well-crafted CSAT question can give you all the instruments to refine your processes, products, and customer support. Below are 12 essential CSAT question examples for your survey, each one designed to provide a unique perspective on the customer experience.
Question 1: How satisfied are you with our [product/service]?
This is the most straightforward and essential question for gauging overall customer satisfaction. It captures a general sentiment about your product or service after a customer interaction. Whether you're launching a new product or assessing the success of an existing one, this question helps determine if your offering meets customer expectations. It's a great starting point to measure satisfaction in a clear, direct manner.
Question 2: How would you rate the quality of your interaction with our support team?
Your support team plays a vital role in customer retention, and this question focuses on that very interaction. It measures how well your agents communicated, solved problems, and treated customers. If you want to improve your customer service, this question provides invaluable feedback. It's perfect after a customer has interacted with your team and helps identify areas where additional training or process improvements might be needed.
Question 3: Did we meet your expectations?
This question is particularly useful for determining whether the customer's experience aligns with what they expected when they engaged with your business. It helps you identify where expectations may be misaligned with what was delivered, giving you the opportunity to adjust your messaging, processes, or offerings. For example, if a customer expected quicker delivery but faced delays, this question would highlight that gap.
Question 4: How well does our product/service solve your problem?
This question takes a deeper dive into the core value of your offering. Does your product or service truly meet the customer's needs? By asking this, you gather insight into the product's functionality, effectiveness, and real-world application. It's especially useful for identifying potential improvements or areas where customers may not fully realize the benefits of what you offer.
Question 5: Was your issue resolved to your satisfaction?
Post-interaction customer feedback surveys like this one provide clear insights into how effective your support team or resolution process is. If a customer came to you with a problem, did you solve it quickly and to their satisfaction? This question is crucial for improving problem-solving and reducing customer frustration. If you frequently see low satisfaction with this question, it may point to weaknesses in your resolution process or the need for more personalized support.
Question 6: How easy was it to complete your task with us?
Customer effort is an important indicator of overall satisfaction. This question focuses on whether customers could navigate your platform, complete their purchases, or receive the needed service with minimal friction. If a task is difficult or complicated, your customer satisfaction will likely take a hit. Use this question to pinpoint bottlenecks or obstacles in the customer journey, especially for online tasks like purchasing or account management.
Question 7: How satisfied are you with the speed of our service?
Time is precious, and customers value fast responses, quick delivery, and immediate resolutions. This question measures the timeliness of your service and helps you identify whether delays negatively impact your customer satisfaction. If your customers are constantly frustrated by slow response times, this insight will help you prioritize improvements, such as better resource allocation or streamlining internal processes.
Question 8: Do you feel valued as a customer?
Customers want to feel like more than just another transaction. They want to know that their business matters to you. This question gauges how appreciated your customers feel during their interaction with your company. Low scores could indicate a lack of personalized service or an impersonal experience. This feedback helps you understand the emotional aspect of customer satisfaction and improve customer loyalty through more thoughtful human interactions.
Question 9: How would you rate the value for money of our product/service?
This question explores the perceived worth of your offering. It asks whether customers believe they're getting good value for what they're paying. This is a key question when assessing pricing strategies or after a product update. If customers rate this question poorly, it may indicate that the pricing does not align with the perceived value, which can be a cue to review your pricing model, highlight additional features, or offer promotions.
Question 10: What could we do to improve your experience with us?
While CSAT questions typically focus on the positive aspects, this open-ended question invites constructive feedback on where you could do better. It allows customers to provide detailed suggestions that might not be captured in structured questions. You may find recurring themes that highlight areas for improvement, such as better communication, faster response times, or enhanced features in your product or service.
Question 11: How likely are you to recommend us to a friend or colleague?
Although this question is often associated with NPS (Net Promoter Score), it can provide valuable insight when added to your CSAT survey. It measures customer loyalty and whether your customers would actively promote your brand. High ratings here indicate strong customer advocacy, while low ratings could reveal areas where you need to focus on strengthening relationships and delivering more value.
Question 12: How satisfied are you with your overall experience with us?
This final question is a broad, high-level evaluation of the customer's complete experience. It's a way to summarize everything: product quality, customer service, and overall interaction. This question helps you see the bigger picture and provides a useful benchmark for customer satisfaction. Use it to gauge if any specific area of your service is dragging down the overall experience or if customers are generally satisfied with their journey.
At what point should I send surveys to customers?
Timing is everything when it comes to customer satisfaction surveys. A well-timed customer feedback survey increases the likelihood of responses and ensures the feedback you gather is accurate and meaningful. Here's a breakdown of the best moments to send surveys:
After a support interaction
The most common time to send a CSAT survey is immediately after a support ticket or customer service interaction is closed. This captures the customer's experience while it's fresh in their mind. It's especially effective for understanding how satisfied they were with the assistance they received, whether their issue was resolved, and how the process made them feel.
Best for: Assessing support quality, agent performance, and resolution effectiveness.
Following a purchase
After a customer completes a purchase, especially for significant or high-value items, sending a survey can provide insights into their shopping experience. Did they find what they needed easily? Was the checkout process smooth? This feedback can help optimize your sales funnel and improve the customer journey.
Best for: Evaluating the ease of purchase, product selection, and checkout experience.
Post-delivery or service completion
Once a product is delivered or a service is completed, a follow-up survey can gauge satisfaction with the final outcome. Did the product meet expectations? Was it delivered on time? For service-based businesses, this is an ideal time to ask about the overall quality and effectiveness of the service provided.
Best for: Measuring delivery, product quality, or service fulfillment satisfaction.
After milestones in the customer journey
For long-term relationships, such as subscription services or ongoing contracts, you can send surveys after specific milestones—like completing a training session, onboarding, or a renewal period. These moments provide valuable feedback on how well you're meeting customer expectations at critical touchpoints.
Best for: Monitoring long-term satisfaction, loyalty, and engagement with ongoing services.
During product or service updates
If you've introduced new features or made significant changes to your product or service, surveys can help you understand how customers are responding. Are they finding the updates useful? Do they have suggestions for improvement? This feedback can guide future enhancements.
Best for: Gathering insights on new features, updates, or service changes.
Periodically for general feedback
Sometimes, it's helpful to send surveys on a recurring basis, such as quarterly or annually, to get a broader view of customer satisfaction trends. This allows you to identify long-term patterns and make data-driven improvements over time.
Best for: Tracking overall customer satisfaction and identifying trends.
When churn is likely
If you notice signs of dissatisfaction—such as customers downgrading plans, canceling orders, or being inactive for extended periods—sending a survey can help you identify the root cause. Understanding why customers are leaving gives you a chance to address the issues before they escalate.
Best for: Reducing churn and understanding customer dissatisfaction.
Final tips for creating customer satisfaction surveys
To make the most of your surveys, we have some more useful tips to keep in mind:
Keep It short and sweet
Customer feedback is valuable, but customers don't always have time to answer long, drawn-out surveys. Aim for brevity—limit your survey to 5-10 questions. Focus on the most important areas that will help improve your service or product. A quick survey increases the likelihood of responses and avoids frustrating your customers with survey fatigue.
Tip: Use a mix of question types (ratings, open-ended, yes/no) to keep the survey engaging and varied.
Use a balanced scale
When using rating scale questions (e.g., 1-5 or 1-7), ensure the scale has a balance between positive and negative options. Avoid leaning too much toward one side. A 1-5 scale is often enough to gauge satisfaction levels. Ensure that each number on the scale has a clear meaning so customers can easily decide where their feedback fits.
Tip: Always include a neutral option to avoid skewing results, especially when the question may not apply to everyone.
Test and iterate
Before launching your survey to a wider audience, test it on a small group of customers to identify issues with question clarity or flow. Use their feedback to refine your survey. Over time, as you collect more data and learn from your customers' answers, consider tweaking your questions to improve your results and keep the survey fresh.
Tip: Review your survey data periodically and update it based on customer trends or changes in your business.
Personalize the experience
When possible, personalize your surveys to show customers that you value their feedback. Address them by name or reference, as well as their recent purchase or support interaction. Personalized surveys feel more relevant and are more likely to be completed.
Tip: For example, "Hi [Customer's Name], we'd love to hear your thoughts on your recent experience with our team."
Follow up on feedback
Collecting feedback is just the first step. To truly improve customer satisfaction, you need to act on the data you receive. If a customer provides feedback that suggests dissatisfaction, follow up with them to let them know you're addressing their concerns. It shows customers that their opinions matter and helps build trust.
Tip: For every survey you send, create an action plan for how you'll use the results to make improvements.
Analyze results with an open mind
When analyzing your survey results, keep an open mind and avoid jumping to conclusions too quickly. Look for trends and patterns in the data. Are there recurring issues? What areas need improvement? Use both the quantitative (ratings) and qualitative (open-ended) responses to form a well-rounded picture of customer sentiment.
Tip: Don't just focus on the negative feedback—celebrate the positive too! Recognizing what's working well can be just as helpful in guiding your efforts.
Conclusion
Customer satisfaction surveys are more than just a checkbox—they're a conversation with your customers. When you ask the right questions and listen carefully to the answers, you unlock a treasure trove of insights.
So, as you put these CSAT questions to use, remember that every response is a step toward improvement. Your customers are speaking; all you have to do is listen, act, and grow. After all, the best businesses don't just meet expectations—they continuously strive to exceed them.
