How To Create a Customer Survey


All About Customer Satisfaction Surveys

Customer surveys are incredibly beneficial to a company. They are a concise and straightforward way to get valuable consumer feedback. All-encompassing, they provide helpful information in several ways, including:

  • Determining expectations to see the ever-evolving public mindset
  • Measuring satisfaction to find out what works or needs improving
  • Performing research for marketing as well as marketable products and services
  • Detecting buyer motivation to give the customer what they want

The majority of individuals don’t mind doing short questionnaires. However, in reality, people value a genuine company seeking their feedback to improve products and services. Off-topic questions, long surveys requiring many personal questions turn people off from taking a survey. As a result, it’s critical to design a simple survey that caters to customers that lead busy lives.

Next, let’s go over some ideas that offer many points to consider when creating a customer survey. From the initial thought to implementing results, these suggestions can help generate custom ways to gain optimum potential for your own particular needs.

Define the Goal of Your Customer Survey

The purpose of customer surveys can vary dramatically. Sometimes, you may require general feedback on products and services. Other times, you might want to put your feelers out to see how interested consumers would be in a change of practice or introducing new goods. Determining the precise objective should always be the first move in the survey creation process.

Once you know what you want, you need to figure out what you’ll do with the information before going any further. With this type of focus, you’ll be able to prepare the survey to reach your goal.

Types of Customer Surveys

Countless customer surveys have been created throughout time to increase profit. In comparison, a business should depend on a tailored strategy to accomplish specific objectives.

Let’s have a look at some of the popular survey types.

Customer Satisfaction (CSAT) Survey

The CSAT is the easiest indicator of a customer’s experience. Typically it’s only one question, which measures on a scale of 1-5 how satisfied a customer is with the overall service.

Net Promoter Score (NPS) Survey

Another method of simply posing one question, the NPS, is a 0-10 scale that asks how likely a customer would be to recommend the company to others. This variant offers a more detailed and fine-tuned response.

Customer Effort Score (CES) Survey

Based on customer service interaction, the CES asks how easy it was for the consumer to get the help they needed. Scales can vary, and the addition of a follow-up question to briefly explain a response is not uncommon.

Post-Purchase Survey

Post-purchase surveys assess the level of service provided at the point of sale or after a client has had the opportunity to utilize a product or service. It’s often graded on the same 1-5 scale as the CSAT.

Product Development Survey

Also known as concept testing, product development surveys expose customers to a new idea to seek advice. Often designed for loyal patrons, this survey is more extensive, revealing the concept, a description or sample, and cost.

User Experience (UX) Survey

UX-related surveys focus on ease of use for goods, apps, services, or websites. In addition, this information-gathering method collects data related to demographics, problems, solutions, and more.

Churn Survey

A churn survey focuses on customers who are canceling or decreasing their services. The goal is to identify why the client canceled or downgraded.

Important Points to Make and Avoid Regarding Your Customer Service Questionnaire

When it’s time to come up with questions, base your ideas on what you’ve learned so far. Some approaches are highly beneficial, while others you’ll want to avoid.

Be Clear

Ask precise questions that will get you specific answers, as vague questions will only yield vague statements.

Limit Topics

Addressing multiple subjects usually leads to messy and useless data. Therefore, it’s essential to keep things simple and direct.

Refrain From Opinions

Swaying your audience one way or another won’t provide honest answers, so stay clear.

Less is More

Don’t go overboard with the number of questions. The more time-consuming your survey is, the less likely people will be to respond.

Cover All Points

Ensure that your questions are specific to your needs and provide answer options. Don’t forget to include an “other option” field so the user can provide information other than what’s on your list.

Keep an Eye on Formatting

Sticking to one or two styles of questions, such as multiple choice or comment boxes, keeps the survey neat and easy to understand.

Brand yourself

Don’t forget to add your business colors and logo to your survey, as it’ll be a coordinated and consistent reminder of who you are.

Keep it Interesting

Ultimately, you want your survey to be attractive and simple to fill out. Anything complex will discourage your surveyees.

Offer an Appreciation Incentive to Take Your Survey

A huge part of a company’s goal is to make a sale. Take this notion and apply it to surveys, too. Just as you want to sell a product or service, you need to sell your survey.

Most consumers don’t actively seek out a survey, so you’ll want to draw them to it. However, you have to come on strong from the beginning. Offering incentives is a great way to increase the number of responses while showing appreciation.

What Stimulates Response

Incentives provide a business with greater flexibility when conducting surveys. While you don’t want to create lengthy surveys that your customers would disregard, incentives enable you to break the rules. A one-minute survey is more likely to be completed than a 15-minute survey. They will be more willing to complete the 15-minute survey if there is an incentive to do so. The following are some instances of incentives:

  • Discounts
  • Free products/services
  • Gift cards
  • Prize drawings
  • Promotional items


Incentives also provide advertisement. When a person fills out a survey and receives a reward, your business is more likely to stay in their head, increasing the chance of them returning in the future and promoting you to their friends. In addition, giving incentives can keep your company in the public spotlight, particularly if you give away branded promotional products that your customers will use daily.

Review Your Survey

Treat your survey just like any other written piece. First, review it and edit it. After that, put it away for a few days. This way, you’ll have a fresh perspective, so check for grammatical errors, typos, awkward phrasing, and anything else that makes your survey look unprofessional.

Email Tips Related to Your Survey

Email is, by far, one of the best ways to initiate a survey. To generate a high volume of responses, you need to grab peoples’ attention. In an email, you’ll have to say a lot in a small amount of space. Make it short, sweet, and to the point, but remember that you need to motivate people from the get-go.

Enticing Subject Line

The email subject line can make or break your effort. Readers will probably ignore the email if it’s bland, and all your effort is wasted.
Use catchy words to grab people’s attention. Make the subject line inclusive and personal. Let the customer know that they are valued and appreciated. Revealing the incentive you’re offering will also help. Some ideas include:

  • Have a minute? We’d appreciate your feedback!
  • Get 50% off your next item by taking our quick survey!
  • Receive a thank-you gift card just for telling us what you think!

Call to Action (CTA) Invitation

The email body should be simple and easy to understand. Use a welcoming tone and be honest. Briefly explain the survey and its length, revisit the incentive item if applicable, and wrap it up – this shouldn’t take more than a few sentences. At the end of the email, include a clear CTA link to the survey.

Check Your Email for Spam

Before you send it, make sure to run your email through a spam checker. The last thing you want is your email ending up in spam folders.

Take Your Servey for a Test-Run

It’s best not to send out your survey to all recipients immediately. Instead, it’s a good idea to dip your toe in the water first.

Select a Cross-Representation Group

If you email everyone on your list and no one gets back to you, you have wasted a significant amount of time and effort. However, if you send your email to a small test group first, you’ll be able to measure the response volume or lack thereof.

You may need to revisit your subject line, incentive, email wording, survey layout, or clarity. Ask yourself a few questions, and adjust your survey depending on your results.

  • Are certain questions being avoided?
  • Do written answers seem consistently vague?
  • How is the overall reception?
  • What’s the rate of return?

Change It up Use a Split Test

Another great idea is to create two different emails while still sticking with a small test group. This split test will provide valuable insight into which variant provides better feedback. Allow some time for response, analyze these results, and go with the email people liked more.

How to Send Out Your Survey

Repeat your testing until you see effective results. Once you have this necessary data, it’s time to send the email to the remainder of the group. After a few days, consider sending a brief reminder to those who have yet to participate in the survey. Then, include the link once again.

Use The Data Received

One of the most crucial things to complete is to put the information you’ve gathered to good use. If you don’t act on the valuable knowledge that took a lot of time and effort to acquire, the whole procedure is a waste of time.

It’s essential to act as soon as the results start coming in.

Organize Your Data

When you first designed your survey, you thought about what you’d do with the information. Now is the moment to put your thoughts into action. Organize, analyze, and utilize your data as it comes in to enhance your goods and services.

Send a Follow-Up Email

In addition to any potential incentive, it’s a personal gesture of gratitude and appreciation to let the customer know they’ve helped you. Offer more than just a simple thank-you.

Explain to them how their contribution helped change or keep particular products and services.

It’s not necessary to dive into great detail here. However, you very well may want to do so. Some companies go so far as to create cause-and-effect reports on survey results and how they directly affect sales and or policy.

Building for the Future

You’ll acquire expertise that will assist you in future efforts after determining specific requirements, designing customized surveys to suit your objectives, sending them out, collecting data, and applying the findings.

When done correctly, surveys may improve business in various ways, even though they cost time, effort, and money.

Keep a careful eye on how well your ideas worked out in the end.

Keep note of how events unfolded.

Learn from this experience and use what you’ve learned in the future.

Customer Survey Resources

Knowing what type of survey you want is a great starting point in choosing what you should do next. After that, you can certainly come up with a survey entirely on your own.

However, certain resources can help you out if you don’t have the time or the confidence to build a layout from scratch.
From start to finish, online survey tools help craft the perfect setup for your needs. Additionally, you can use templates to optimize your personalized goals.

See our resources below for tools and services and resources related to customer surveys.

Customer Survey Services

If you don’t want to create and send out a customer survey, you may want to consider using a company specializing in creating and sending out one for you. There are many companies out there, and it’s worth looking at the latest Google search results for customer survey services.

Customer Survey Software

To help you with your customer survey, have a look at the software on the market. The software can help simplify the task and set up a survey that looks professional and designed to create and send out your customer survey.

Have a look at the latest Google search results for customer survey software.

Customer Survey Samples

You can learn a lot by going through examples of successful campaigns. In addition, by looking at samples, you’ll be able to pick up on issues you may not have considered for your survey.

It’s worth the time to take a look at the examples available on the web. Then, have a look at the latest Google search results for customer survey samples. You will also benefit from looking at the latest Google search results for customer survey formats.

Customer Survey, Cover Letter Examples

Some surveys may require a cover letter, especially if you send your survey through the mail. If your survey requires one, it’s worth looking at the latest Google search results for customer survey cover letters.

Customer Survey, Email Subject Line Examples

As mentioned earlier, the email subject line is an important part of having a successful survey. If people don’t open your email, then your efforts have been wasted.

Look at the latest Google search results for customer survey email subject lines to spark your creativity, and develop a subject line that gains attention and gets your emails opened.

Customer Survey Templates

Templates are a great way to save time and make sure you have all your bases covered. There are many templates designed for customer service. Take a few minutes to go through the latest Google search results for templates that focus on customer surveys.

MS Word is also a popular program many people use. You may also want to look at the latest Google search results for Customer Survey Templates For Word.

Customer Survey Questions

It may be challenging to come up with your survey questions; other times, you may ask too many. So it’s important to ask the right amount in the least amount of time and effort so the participants can fill in your survey without wasting time.

By going through examples, you’ll get ideas of the questions that get the results you want. See the latest Google search results for customer survey questions.