12 Examples of Customer Satisfaction Surveys

The satisfaction survey is a tool that helps you collect opinions, needs, and expectations of your customers in order to refine your products, services, and the relationship with your clientele.

How to develop an effective customer satisfaction questionnaire? What questions should be included? And what survey models should be followed? This detailed guide provides all the necessary information to design successful satisfaction surveys that will help strengthen customer loyalty.

You will also find 12 examples of satisfaction surveys specifically designed for various fields of activity.

You can use these templates to create your own custom satisfaction questionnaire, perfectly tailored to your sector and objectives.

What is a good customer satisfaction survey?

A good satisfaction questionnaire is essential for reliably and relevantly measuring your customers' satisfaction. It must be specifically designed according to your sector of activity, what you offer, and your objectives.

This questionnaire must also follow certain standards in terms of design and distribution to ensure a high response rate and useful feedback.

To effectively design your questionnaire, consider these five key tips:

1. Set a precise objective for your survey: Define what you want to understand, identify who will answer your survey, and determine the period you want to evaluate.
2. Choose the appropriate medium and time to distribute your questionnaire: Whether by VoIP phone, professional email, website, or text message, consider your clients' profile, their availability, and their preferences. It is crucial to choose the right time to gather their opinions, ideally after a purchase, delivery, or service provision.
3. Organise your questionnaire logically: Start with general questions and then progress to more detailed and specific questions. Group questions by categories to avoid confusion and ensure smoothness by avoiding sudden transitions.
4. Ensure your questions are clear, concise, and relevant: Avoid ambiguous, too long, too complex, or too personal questions. Steer clear of closed questions that limit possible answers or those suggesting a response. Prefer open-ended questions, multiple-choice questions, or those based on a scale.
5. Limit the length of your questionnaire: Respect your clients' time and commitment by avoiding too long and laborious surveys. Focus on essential questions to your objective, eliminating any superfluous or repetitive elements.

By following these valuable tips, you will be able to create an effective satisfaction questionnaire that will provide you with essential data to improve your products or services and strengthen your customer relationship.

Why conduct a customer satisfaction survey?

A satisfaction questionnaire offers multiple benefits for both your business and your customers. It is an essential tool for:

• Precisely understanding your customers' needs and expectations: This allows you to adjust your product or service offerings to better meet their preferences and resolve their issues.
• Identifying satisfying and dissatisfying elements: You can thus amplify what works well and improve less effective aspects to increase customer satisfaction.
• Observing the evolution of customer satisfaction and the impact of your improvement efforts: This helps you evaluate the relevance of your customer satisfaction strategy and adjust your initiatives based on the feedback received.
• Actively listening to your customers: This strengthens trust and creates a closer relationship with them, showing that you value their opinion and well-being.
• Effectively communicating with your customers: You enhance your brand image and encourage the sharing of positive experiences on social media or review platforms.
• Supporting your decisions with concrete data: Objective and reliable feedback from your customers provides a solid foundation to guide your strategic and operational decisions.
• Strengthening loyalty and retention: By raising the level of customer satisfaction and recommendation, you help reduce the customer churn rate.
• Anticipating market trends: You can identify new trends and opportunities, thus adapting to changes in your customers' behaviour and demands.

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Examples of questions to ask in a customer survey

To develop an effective satisfaction questionnaire, it is crucial to choose questions adapted to your objectives, your target audience, and what you offer. Although there is no fixed model, some types of questions are commonly used to assess customer satisfaction:

• Socio-demographic questions: These questions help you understand who your respondents are. You can classify the collected data according to various criteria such as age, gender, profession, and location. Examples: What is your age group? What is your current job? What is your gender?
• Overall satisfaction question: This question is designed to assess the general satisfaction level of your customers with your company, product, or service. Example: On a scale of 1 to 5, how would you rate your satisfaction with our products/services?
• Specific questions about products and services: These allow evaluating various aspects such as quality, performance, design, and value for money of your offerings. Examples: What rating would you give to the quality of our products/services? What do you think are the strengths and weaknesses of our products/services?
• Dissatisfaction questions: These aim to identify the reasons for your customers' dissatisfaction to help you intervene effectively. Examples: What disappointed you about our products/services? What improvements would you like to see in our products/services?
• Open-ended questions: These offer your customers the freedom to express their opinions, suggestions, expectations, and needs without being limited to predefined choices. Examples: What do you particularly value in our products/services? Do you have any suggestions to help us improve?

The above examples are not exhaustive, but they can be adjusted according to the context and sector of your business. The important thing is to ask simple, clear, and relevant questions that will provide valuable data to strengthen your customers' satisfaction.

12 examples of satisfaction surveys by sector

This section aims to offer you 12 examples of satisfaction surveys specific to various sectors. These templates will serve as inspiration for designing your custom satisfaction survey.

1. E-commerce Satisfaction Survey

For online store owners, it is crucial to assess customer satisfaction regarding different aspects such as the website, catalogue, order process, delivery times, and after-sales service. Here is a template you can adapt:

1. How did you discover our site?
2. How often do you visit our site?
3. What factors led you to make a purchase on our site?
4. How would you rate the ease of navigation on our site?
5. What is your appreciation of the quality of information available about our products?
6. How do you evaluate the variety of our product offerings?
7. What is your opinion on the value for money of our products?
8. Is the order process on our site simple?
9. Are you satisfied with the delivery speed?
10. How would you rate the quality of the packaging?
11. What is your opinion on our after-sales service?
12. What do you think are the strengths and weaknesses of our site?
13. Do you have any suggestions to help us improve our site?
14. Would you recommend our site to your acquaintances?

2. Physical Store Satisfaction Survey

For retail businesses, measuring customer satisfaction regarding the reception, advice, atmosphere, product range, prices, and loyalty is essential. Here is a questionnaire template:

1. How did you learn about our store?
2. How many times have you visited our store?
3. What prompted you to make a purchase from us?
4. How do you evaluate the in-store reception?
5. Are you satisfied with the advice provided?
6. What is your overall impression of the store's atmosphere?
7. How do you find the diversity of our products?
8. What is your opinion on our value for money?
9. How do you rate our loyalty program?
10. What are the strengths and weaknesses of our store?
11. Do you have any recommendations for improving our store?
12. Would you recommend our store to your friends and family?

3. Recruitment Agency Satisfaction Survey

For recruitment agencies, it is important to evaluate client satisfaction regarding the service, responsiveness, professionalism, listening, and follow-up. Below is a sample questionnaire:

1. How did you hear about our agency?
2. What was your initial need?
3. How do you evaluate our understanding of your need?
4. Are you satisfied with our responsiveness?
5. How do you rate our professionalism?
6. How would you rate the quality of the candidates proposed?
7. Are you satisfied with the follow-up of the mission by our team?
8. Did you find our respect for deadlines satisfactory?
9. What is your opinion on the value for money of our service?
10. What do you think are our strengths and weaknesses?
11. Do you have any suggestions for improving our services?
12. Would you recommend our services to your network?

4. Insurance Company Satisfaction Survey

For an , it is crucial to evaluate customer satisfaction with the offer, pricing, contract terms, claims processing, compensation, and customer relationship. Here is a sample questionnaire:

1. How did you discover our insurance company?
2. What type of insurance did you subscribe to?
3. How do you evaluate the clarity of our offer?
4. Are you satisfied with our prices?
5. Does our contract seem clear and simple to you?
6. Have you had to file a claim?
7. If so, was the procedure easy?
8. How do you rate the speed of our claims processing?
9. What is your appreciation of the compensation received?
10. How do you evaluate our customer relationship?
11. What are our strengths and areas for improvement according to you?
12. Do you have any suggestions for us?
13. Would you recommend our insurance company to your acquaintances?

5. Insurance Broker Satisfaction Survey

This questionnaire is a key tool for any insurance broker wanting to evaluate customer satisfaction on various aspects such as advice, support, comparison, and follow-up of offers. Here is a template to consider:

1. How did you discover our firm?
2. What was your specific need during your first visit?
3. How do you rate the advice provided by our firm?
4. How do you evaluate our support throughout the process?
5. Were you satisfied with our ability to compare and present the best offers?
6. How do you find the clarity and precision of the information given?
7. How do you assess our responsiveness and availability?
8. What is your appreciation of the follow-up after the subscription of your contract?
9. What is your opinion on our value for money?
10. What do you consider to be our strengths and weaknesses?
11. Do you have any suggestions for improving our service?
12. Would you recommend our brokerage firm to your network?

6. Fitness Center Satisfaction Survey

For a fitness centre, it is important to measure client satisfaction on the reception, facilities, equipment, courses, schedules, cleanliness, and ambiance. Here is a template to use:

1. How did you discover our fitness centre?
2. How often do you come to our fitness centre?
3. What motivated you to join our fitness centre?
4. How do you rate the reception at the entrance?
5. How do you evaluate the quality and availability of our facilities?
6. Are you satisfied with the variety and quality of our equipment?
7. How do you find our course schedule?
8. What is your opinion on the professionalism of our coaches?
9. How do you evaluate the cleanliness of our premises?
10. What is your overall impression of the atmosphere in the fitness centre?
11. What are our strengths and weaknesses in your opinion?
12. Do you have any suggestions for us?
13. Would you recommend our fitness centre to your friends?

7. Restaurant Satisfaction Survey

For restaurants, measuring customer satisfaction with the reception, menu, dishes, service, ambiance, cleanliness, and prices is crucial. Here is a sample questionnaire:

1. How did you hear about our restaurant?
2. How often do you visit our restaurant?
3. How do you rate the reception upon your arrival?
4. How do you evaluate the diversity and originality of our menu?
5. How do you rate the quality and presentation of our dishes?
6. How do you find the professionalism and friendliness of our staff?
7. What is your opinion on the waiting time between order and service?
8. How do you rate the cleanliness of our premises?
9. What is your appreciation of the ambiance in our restaurant?
10. What is your opinion on our value for money?
11. What do you think are our strengths and weaknesses?
12. Do you have any suggestions for improving our restaurant?
13. Would you recommend our restaurant to your acquaintances?

8. Hotel Satisfaction Survey

For hotels, evaluating customer satisfaction regarding the reception, room quality, cleanliness, facilities, services, and ambiance is essential. Here is a sample survey:

1. How did you discover our hotel?
2. How often do you stay in our hotel?
3. How do you rate the reception upon your arrival?
4. How do you evaluate the quality and comfort of our rooms?
5. How do you rate the cleanliness of the premises?
6. What is your opinion on the quality and diversity of our facilities?
7. How do you find the efficiency and friendliness of our staff?
8. What is your opinion on the speed and quality of our services?
9. How do you rate the ambiance and decoration of our hotel?
10. What is your opinion on our value for money?
11. What are our strengths and weaknesses in your opinion?
12. Do you have any suggestions for us?
13. Would you recommend our hotel to your friends?

9. Bank Satisfaction Survey

For banks, it is crucial to measure customer satisfaction with the reception, offers, pricing, service, responsiveness, and relationship. Here is a sample questionnaire:

1. How did you discover our bank?
2. How long have you been a customer of our bank?
3. How do you rate the reception at our branches?
4. How do you evaluate the diversity and relevance of our offers?
5. What is your opinion on the clarity of the information provided?
6. How do you rate the pricing of our services?
7. How do you evaluate the responsiveness and availability of our advisors?
8. What is your appreciation of our online services?
9. How do you find the efficiency and speed of our processes?
10. What is your opinion on the quality of our customer relationship?
11. What are our strengths and areas for improvement in your opinion?
12. Do you have any suggestions for us?
13. Would you recommend our bank to your acquaintances?

10. Telecom Company Satisfaction Survey

For telecom companies, evaluating customer satisfaction with the reception, offers, pricing, service, network quality, and after-sales service is important. Here is a sample questionnaire:

1. How did you discover our telecom company?
2. How long have you been a customer of our company?
3. How do you rate the reception at our branches?
4. How do you evaluate the diversity and relevance of our offers?
5. What is your opinion on the clarity of the information provided?
6. How do you rate the pricing of our services?
7. How do you evaluate the quality and reliability of our network?
8. How do you find the efficiency and speed of our customer service?
9. What is your appreciation of our after-sales service?
10. What are our strengths and weaknesses in your opinion?
11. Do you have any suggestions for us?
12. Would you recommend our telecom company to your friends?

11. Beauty Salon Satisfaction Survey

For beauty salons, measuring customer satisfaction with the reception, facilities, treatments, products, and ambiance is crucial. Here is a sample survey:

1. How did you discover our beauty salon?
2. How often do you visit our salon?
3. How do you rate the reception upon your arrival?
4. How do you evaluate the quality and comfort of our facilities?
5. How do you rate the professionalism and friendliness of our staff?
6. What is your opinion on the variety and quality of our treatments?
7. How do you find the quality of the products used?
8. What is your appreciation of the cleanliness of our premises?
9. How do you evaluate the ambiance in our salon?
10. What is your opinion on our value for money?
11. What are our strengths and weaknesses in your opinion?
12. Do you have any suggestions for us?
13. Would you recommend our beauty salon to your acquaintances?

12. Car Dealership Satisfaction Survey

For car dealerships, evaluating customer satisfaction with the reception, offers, pricing, service, vehicle quality, and after-sales service is important. Here is a sample survey:

1. How did you discover our dealership?
2. How often do you visit our dealership?
3. How do you rate the reception upon your arrival?
4. How do you evaluate the diversity and relevance of our offers?
5. What is your opinion on the clarity of the information provided?
6. How do you rate the pricing of our vehicles?
7. How do you evaluate the quality and reliability of our vehicles?
8. How do you find the efficiency and speed of our customer service?
9. What is your appreciation of our after-sales service?
10. What are our strengths and weaknesses in your opinion?
11. Do you have any suggestions for us?
12. Would you recommend our dealership to your acquaintances?

These satisfaction survey templates are adaptable according to your activity and specifics. The important thing is to ask direct, simple, and targeted questions to obtain constructive feedback for improving the customer experience.

How to launch a satisfaction survey after a call?

Launching a post-call satisfaction survey is essential for gathering the opinions of customers who have interacted with your customer service by phone. This tool helps you assess their satisfaction, identify areas for improvement, and consolidate customer loyalty.

To set up a satisfaction survey, the use of a sophisticated telephony solution such as Ringover is recommended. Ringover, a cloud telephony solution, facilitates the management of your professional calls from various devices (computer, smartphone, etc.) while offering multiple features.

With Ringover, the creation and distribution of satisfaction surveys is simple, thanks to the following features:

• Customise the content of your questionnaire: the name of the questions, the rating scale, their quantity, etc.
• Create your announcements directly in the online studio using the available voices
• Create an end message
• Analyse the responses obtained

By opting for Ringover, you can easily deploy post-call satisfaction surveys, providing you with key data to constantly improve the customer experience.

Conclusion

At this stage, you have all the necessary information to effectively develop and distribute a satisfaction survey. You understand the importance of a well-designed satisfaction questionnaire, know the types of relevant questions to include, and have learned how to launch a satisfaction survey after a call.

To achieve this, you can opt for an advanced communication platform such as Ringover. This tool offers you the ability to create and share automatic satisfaction questionnaires, while allowing you to analyse the responses in real-time. It's time to act and take advantage of the free trial offered by Ringover to significantly improve your customer service.

Customer Satisfaction FAQ

What questions should be asked in a satisfaction survey?

The questions to include in a satisfaction survey should be adapted to the type of product or service being evaluated and the company's objectives. Here are some universal questions, customizable according to your needs:

• What is your overall level of satisfaction with our product/service?
• Would you recommend our product/service to a friend or colleague?
• What are the strengths and weaknesses of our product/service?
• How can we improve your experience as a customer?
• What are your expectations and needs regarding our product/service?

How to build a satisfaction survey?

To develop an effective satisfaction survey, follow these key steps:

1. Clearly define the objectives and identify the target of your survey to collect the desired data on customer satisfaction.
2. Select the type and number of questions, favouring clear, simple, and direct formulations, adapted to the distribution channel (phone, email, web, etc.).
3. Formulate precise questions and response options to avoid biases and ambiguities, offering measurement scales or multiple choices.
4. Test the questionnaire with a representative sample of your clientele to verify its comprehension and relevance.
5. Analyse the collected responses using satisfaction indicators and statistical tools to draw useful conclusions.

What is the objective of the satisfaction survey?

The main objective of a satisfaction survey is to measure the degree of customer contentment with a product, service, or experience. It also serves to understand the needs, preferences, and viewpoints of customers to identify the positive aspects and areas for improvement of the offering.

What questions should be asked to customers?

The choice of questions to ask customers varies according to the context and specifics of the product or service. Here are some generic questions to understand needs and expectations:

• What are your short- and long-term goals?
• What challenges or problems are you currently facing?
• How do you evaluate the solutions considered for these problems?
• What criteria do you prioritise in choosing a product or service?
• What are your budget constraints, availability, and decision-making processes?