70 excellent customer service survey questions

A great customer service experience stands out because it’s rare, so rare that when it happens, we remember it and tell others. Beyond word-of-mouth, excellent service has a direct impact on business success, boosting revenue, retention, and customer loyalty.

To consistently deliver great service, you need to understand what your customers think. A customer service survey is one of the best tools for collecting that insight and turning it into action.

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What are customer service survey questions?

Customer service survey questions are designed to gather feedback about a customer’s experience with your company’s support team, product, or overall service process. These questions help you measure satisfaction, identify areas of pain, and pinpoint opportunities for improvement.

They typically fall into several categories — yes-or-no, rating scale, open-ended, and demographic — each offering different insights into how well your business meets customer expectations.

By asking the right mix of questions, you can gain a deeper understanding of what’s working, what’s not, and how to optimize the customer journey from start to finish.

Why your business needs customer feedback

Using surveys for customer input is a quick way to see what your customers like and dislike. As you listen to the needs and desires of your customers, you’ll uncover a clear pathway to improve the products and services that meet the needs of your target demographic.

Research studies have found that high levels of customer satisfaction are predictors of

• Customer loyalty
• Customer retention
• Product/service repurchases
• Customer referrals

Survey feedback can provide your business with valuable insights to reinforce the right interactions with customers, helping to maintain relationships with current customers while also bringing in new ones.

Timing and implementation of a customer survey program

Timing matters when asking for customer feedback, which is why it’s essential to consider how these surveys fit into the buying cycle. Here are a few factors you need to consider when determining the right timing of customer surveys:

• When the customer purchased the product/service
• The type of service or product
• Intended use of the service or product
• Frequency of customer interactions

For example, you might design a survey to get post-purchase feedback from customers. Or it can be valuable to measure periodic satisfaction as the customer continues using your products and/or services.

The purpose of a customer experience survey

The critical insights you gain from customer feedback will help you enhance every part of the customer journey. You can use this intel to identify strengths and weaknesses, improve customer service, develop new products and services, pinpoint and deliver what your target audience wants, and grow as a company.

Other objectives include

• Improving customer retention
• Gathering ideas for new products and services
• Identifying poor performers among current products and services
• Evaluating the performance of customer service and sales representatives
• Collecting voice of the customer (VOC) language to improve web copy and other key content and copy assets

Customer service survey questions

When it comes to which questions to ask on your customer service survey, include questions that will give you insight into what changes you can make to improve your most important key performance indicators. Those will differ from business to business.

It’s wise to use a mix of yes-or-no questions, rating questions, and open-ended questions. Some respondents may only answer the easy yes-or-no questions and skip the others. While it may be tempting to exclude rating and open-ended questions entirely in order to increase survey completion rates, the answers to these questions often reveal profound customer insights and honest opinions you wouldn’t discover any other way.

Here are 70 customer service survey questions to choose from.

Yes-or-no customer service survey questions

1. Did the customer service representative resolve your issue to your satisfaction?
2. Was the customer service representative knowledgeable and helpful?
3. Was the customer service representative polite and friendly?
4. Did the customer service representative seem well trained?
5. Did the customer service representative make you feel valued as a customer?  
6. Did someone resolve your issue quickly?
7. Did you find it easy to contact us?
8. Overall, were you satisfied with the customer service representative’s performance?
9. Did the representative follow up with you after your inquiry?
10. Would you use our customer service again in the future?

Rating customer service survey questions

11. Based on your experience, on a scale of 1–10 (1 = not at all likely; 10 = extremely likely), how likely are you to recommend us to friends, family, or colleagues?
12. On a scale of 1–10 (1 = unhappy; 10 = very happy), how would you rate your satisfaction with the customer service representative you spoke to?
13. On a scale of 1–10 (1 = difficult; 10 = very easy), how would you rate the effort you had to make to get in touch with us?
14. On a scale of 1–10 (1 = difficult; 10 = very easy), how would you rate the effort you had to make to speak directly to someone on the customer service team?
15. Overall, how would you rate the quality of your customer service experience? (1 = poor; 10 = excellent)
16. How likely are you to use our services again? (1 = unlikely; 10 = very likely)
17. How would you rate the friendliness of the support team?
18. Rate the speed of our customer service response time.
19. Rate the clarity of the information provided to you.
20. How satisfied were you with the resolution process?

Open-ended customer service survey questions

21. How well did the customer service representative understand your question?
22. How helpful and clear was the advice the customer service representative provided?
23. What did you enjoy most about your customer service experience with us?
24. What did you enjoy least about your customer service experience with us?
25. How would you describe your customer service experience with us in a few words?
26. What suggestions do you have for improving our customer service experience overall?
27. What can we do to improve your specific experience with us?
28. What else would you like us to know?
29. What did you think about the tone and attitude of the service team?Do you have any other suggestions?
30. If you could change one thing about the support process, what would it be?

Product/service usage questions

31. How often do you use the product/service?
32. Did the product/service meet your expectations? Why or why not?
33. What would you change about the product/service?
34. How well does our product/service meet your needs?
35. Which features are most valuable to you?
36. Are any important features missing?
37. On a scale of 1 to 10, please rate the value of the product/service based on the money you spent.
38. How likely are you to recommend this product/service to a friend?
39. How satisfied are you with the available shipping options?
40. How intuitive is the product/service to use?

Demographic survey questions

Questions that ask for demographic data will help you define your target audience. This information will be useful to your sales and marketing teams when prospecting for ideal or most likely buyers.

It’s a good idea to make answering these questions optional or to give respondents a “prefer not to say” choice among the answer selections.

41. How old are you? (Offer age range options.)
42. What is your gender? (Only ask if necessary. Offer a multiple-choice list of options that includes nonbinary, the option to self-describe, or the ability to opt out of the question.)
43. Where do you live?
44. What is your employment status?
45. What is your marital status, and do you have children?
46. What is your annual household income?
47. What is your highest level of education?
48. What industry do you work in?
49. What is your role at your company?
50. How frequently do you purchase similar products/services?

Customer satisfaction survey questions

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You can use the responses to these questions to gauge brand image and perception, customer loyalty, and price vs value perception.

51. How would you rate the value of the product/service against its cost?
52. What are two to three things we could do better?
53. Do you consider yourself a loyal customer of our brand?
54. What would you tell a friend or colleague who asked about us?
55. How likely are you to buy from us again?
56. How confident are you in our ability to meet your needs in the future?
57. What other products/services would you like us to offer?
58. Have you experienced issues with our service more than once?
59. What’s your level of trust in our brand?
60. How would you describe our company in three words?

This information can help you strengthen your value proposition, among other things.

Marketing and competition survey questions

Marketing and competition survey questions can help you assess the impact of your marketing efforts and find out how you stack up against the competition in your space. This is very useful information to have when identifying marketing opportunities, determining your marketing strategy, and designing effective marketing campaigns.

61. Where did you learn about our products/services?
62. Why did you choose our product/service over similar products/services on the market?
63. Do you find our products/services better, worse, or about the same as those of our competitors?
64. Do you follow us on social media? Which platforms?
65. Do you read our blog and/or subscribe to our email newsletter?
66. Have you seen any of our recent ads? Where?
67. What kind of content would you like to see from us on social media?
68. Are there other brands you considered before choosing us?
69. What stands out about our marketing compared to competitors?
70. Would you be interested in joining a referral or loyalty program?

Use the questions above as a starting point to brainstorm ideas for your own customer survey questions, and you’ll be on the way to getting the kind of juicy customer feedback that will help you improve all the touchpoints of your business.

But what about the technical aspect of creating these surveys? Whatever your survey needs, Jotform can help.

Of course, every business wants to increase revenue and profits, but those things often come from providing a stellar customer service experience, which generates strong brand loyalty and happy lifetime customers. And happy lifetime customers spend more — and spread the good word about your business far and wide.

Jotform offers the largest selection of free form templates available online for nearly every kind of business, including a fully customizable client satisfaction survey along with survey templates that you can easily embed on your website or send via a link directly to your customers and clients.

You can also use our free drag-and-drop survey maker and add your own questions, set up conditional logic, and share your custom survey online to start collecting responses instantly.

You can even consolidate customer feedback from surveys in a single database using our table templates. Choose from among 270-plus free table templates or create your own customized customer feedback log.

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