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Customer Satisfaction

10 Customer Satisfaction Questions & Strategies for Better Feedback

Written By:

Hunter Ellis;  Account Manager

Use these 10 customer satisfaction questions and strategies every time to get the best information from the customer.

1)  Gauging the quality of your service.
2)  Establishing a clear connection between the customer and the company.
3)  Ask open-ended questions and encourage open-ended answers.
4)  Discuss product usage and encourage feedback/critique.
5)  Asking for contact information such as email to promote longevity between customers and company.
6)  Provide an answer scale that allows customers to accurately gauge their satisfaction.
7)  Ask questions that dig into the respective line of work. (Ex: “How does this product help with your line of work? What worked and what didn’t?”)
8)  At the end of the survey, giving the customer a chance to discuss anything about their experience. Framing a question to ask “Anything else you’d like to add?”
9)  When it comes to phone surveys, it’s crucial for the survey facilitator to remain conversational and allow for the customer to speak their mind.
10) Keep the questions clear, concise, and engaging.

Here’s how to apply the framework to your individual business:

A customer satisfaction (CSAT) survey is an important tool for any type of business. While CSAT surveys serve many purposes, they are perhaps most effective at engaging customers and capturing their feedback. We at Techtonic Sales pride ourselves on maintaining a personal, engaging relationship with our customers. Therefore, asking customer satisfaction questions are a critical part of our daily operations.

Gauging the Quality of Our Service:

One of the main goals of the customer satisfaction survey is to accurately gauge the quality of the company’s service. To accomplish this, we strive to ask questions that bring meaningful answers. Rather than just asking if the customer’s experience was good or bad, we ask them to rate their experience on a scale. This allows us to have a better understanding of what worked and what didn’t work in terms of service. Giving the customer a voice benefits both parties.
We, asking the customer satisfaction questions, are collecting information that’s vital to the success of our vendor. In turn, the customer can engage in meaningful conversations with the survey facilitator which can potentially lead to future business partnerships.

Establishing a Clear Connection:

At Techtonic Sales, we strive to provide a service that promotes brand loyalty. This starts with establishing a healthy relationship between our vendor organization and their customer base. While these customers are pre-existing, we take steps to ensure that their business needs to stay with the company. Establishing a clear connection between the customer and the company is critical to our success. We can accomplish this by asking questions that pertain specifically to the company.

For instance, we may ask a question in the CSAT Survey that mentions the overall quality of the company’s products. Discussing the company’s product line as a whole allows the customer to open up about their opinions and preferences.

Mix in Open-Ended Questions:

Many customer satisfaction questions embedded in the survey are written to be answered on the aforementioned scale system. This question format makes up a bulk of the survey. While these are perhaps the most effective way to gauge customer satisfaction, we also include questions that are only to be answered openly. For example, near the end of the survey, we ask the customer “If there is one thing you could change about this product, what would it be?” This is a crucial question in the survey. It gives the customer a chance to freely discuss exactly what they would alter about the product. Also, this question bolsters the company’s information base as customers are creatively suggesting ways to make the products better.

Encourage Feedback and Critique:

Gathering as much information as possible is the cornerstone of any successful survey. However, the conversation must remain a two-way street. While the survey facilitator has the responsibility of asking questions and collecting information, they’re also tasked with responding to criticism. Our customer satisfaction questions dive deep into the buying process and the survey team walks the customer through each step. Through each layer of the survey, the customer is encouraged to give specific information on what they did and did not enjoy about their buying experience.

Collecting Contact Information:

Engagement is essential. The relationship customers have with our vendor is something we want to strengthen as much as possible. An easy way to promote longevity between customers and companies is to gather contact information. Asking the customer for their email address is a part of every CSAT Survey done at Techtonic Sales. This way, customers can be in the know with future promotions and information about the company. Also, this serves as a way to establish a further connection with the customer. It shows that they aren’t merely valued for their feedback on what they’ve already bought, but are a part of a growing network of customers.

Be Specific:

As previously mentioned, engagement is something that we pride ourselves on at Techtonic Sales. A pitfall many other surveys can fall into is the non-specific questions. Questions that don’t engage the customer likely won’t yield meaningful results and could drive the customer away. We want to be as specific as possible. We want to convey to the customer that we are understanding and willing to listen.

Therefore, customer satisfaction questions that dive specifically into the customer’s repertoire come in very handy. For instance, if our customer is buying a product to help out with construction, we may ask questions that are tailored towards that field. We include questions similar to “How does this product help with your line of work? What worked and what didn’t?” This will, in turn, give us primary source information that can help our vendor improve on what they already have.


A CSAT Survey thrives when both parties can share the stage. As a survey facilitator, it’s important to recognize that there is a real person on the line. Engaging and reacting accordingly build the foundation for a successful phone conversation. A key point is to balance the time between speaking and listening. Dominating a phone conversation isn’t effective. The aforementioned methods of allowing the customer to answer on both a scale and open-ended can only work when the customer is allowed time to speak. We want to give the customer on the phone ample time to express their ideas, concerns, and feedback.

Overall, CSAT Surveys Are a Pillar of Successful Customer Relations.

They’re useful for engaging customers and capturing their feedback. They are beneficial to the customer in that they are designed to allow for open dialogue about the company and its products. All-in-all, the CSAT survey serves as a bridge between consumer and business.

If you need help unlocking real-time customer insights, talk to one of our experts!

Give us a call at (888) 326-6118 or shoot us an email at You’ll see how a well-designed and executed VoC program can help your company consistently deliver a better CX.
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