What is a customer satisfaction survey?
A customer satisfaction survey is a set of questions used to measure how well your product, service, or overall experience meets customer expectations. It gives you a direct way to understand what customers think and how they feel about their experience with your business.
Customer satisfaction surveys can help you identify dissatisfaction, understand customer needs, and find areas that may affect retention.
They can reveal:
- What customers value
- Where they're facing problems
- How they feel about your customer support
- What you can improve
This template gives you a ready-made starting point with questions covering product quality, product usage, customer support, brand perception, loyalty, and areas for improvement. You can adapt the questions, answer options, rating scales, and survey design to fit your business.
Questions included in this CSAT survey template
The questions in this survey template are based on a hypothetical earphone manufacturing company. We created this example to show how a customer satisfaction survey can look in practice when it's customized for a specific product and brand.
Here are the questions included in the sample survey:
- What are the top reasons that made you choose us?
- How often do you use our product?
- How would you rate the quality of our product?
- Did you face any problems while using our product?
- Have you contacted our customer support?
- How satisfied are you with the competency of our customer support?
- Off the top of your head, what are three words you'd use to describe us?
- What's the best feature of our product?
- How likely are you to recommend us to a friend or colleague?
- How likely are you to purchase from us again?
- If there was one new feature you could suggest, what would it be and why?
These questions cover different parts of the customer experience, from product usage and quality to customer support, brand perception, loyalty, and product improvement.
Check out the template below to see how these questions can come together in a more standard customer satisfaction survey.
Customer satisfaction survey questions
The template above uses an earphone brand to show how a customer satisfactionsurvey can be customized for a specific product and customer experience.
If you need a more general starting point, you can adapt the following customer satisfaction survey questions to suit almost any product, service, or industry:
- How satisfied are you with your overall experience? (1-5 rating scale)
- How would you rate the quality of our product or service? (1-5 rating scale)
- How easy was it to get what you needed from us? (1-5 rating scale)
- How satisfied are you with the support you received? (1-5 rating scale)
Customers who never contacted support can't answer it. In such a case, using display logic and skip logic would help show the right follow-up questions based on a respondent's answer.
- How likely are you to purchase from us again? (1-5 rating scale)
- What did we do well? (open-ended)
- What could we do better? (open-ended)
- Is there anything else you would like to share with us? (open-ended)
Together, these questions cover several important areas of customer experience, including overall satisfaction, product or service quality, customer effort, support, loyalty, and areas for improvement.
The rating questions (1–6) give you measurable data that you can track over time. The open-ended questions (7–9) give customers a chance to explain their experience in their own words.
You don’t need to use all nine questions in every survey. Choose the questions that match the experience you’re trying to measure, and keep the survey focused. A shorter, more relevant survey is often easier for customers to complete.
With Echo, SurveySparrow’s conversational AI agent, you can replace a fixed open-ended question with an automatic follow-up that asks about the specific score each customer gave.
When to use this template?
Send a customer satisfaction survey shortly after the experience you want to measure, while the details are still fresh:
- After a purchase: Ask about the buying experience and product quality within a few days of delivery.
- After a support interaction: Ask how well the issue was handled soon after the ticket closes.
- After onboarding: Ask new customers how easy it was to get started once they complete key setup steps.
- On a regular schedule: Survey active customers every few months to track satisfaction over time.
How to use this template?
Every business has different customers, products, and goals. Customize this template to measure the experiences that matter most to your business.
- Click Use this template above.
- Sign up for a free SurveySparrow account.
- Customize the questions, branding, and theme to match your business
- Set up your distribution (Email, link, embed, or in-app).
- Responses start flowing in automatically, with real-time reporting available from your dashboard
The template is designed to give you a strong starting point, so you don't have to build your customer satisfaction survey from scratch. But, let's say if you really want to, you can use the AI survey feature to wing one in seconds.
Take a sneak peek of our AI survey generator.
Share the survey and analyze responses
Send the survey where your customers already interact with you, by email, SMS, website pop-up, in-app message, WhatsApp, or QR code. You can also trigger it automatically after events such as a closed ticket or completed order through integrations with tools such as Salesforce, HubSpot, and Zendesk.
As responses come in, dashboards show your CSAT score by channel, location, or customer segment. CogniVue, SurveySparrow’s text analytics feature, groups open-ended answers into themes and scores their sentiment, so you can see which issues come up most often.
How to calculate your CSAT score?
Your CSAT score is the percentage of customers who report being satisfied. On a 1–5 scale, satisfied customers are those who answer 4 or 5.
CSAT score = (Number of 4 and 5 responses ÷ Total responses) × 100
Example:
You ask 200 customers, “How satisfied are you with your overall experience?” on a 1–5 scale. 160 of them pick 4 or 5, meaning they’re satisfied.
160 ÷ 200 = 0.8
0.8 × 100 = 80%
Your CSAT score is 80%. That means 8 out of every 10 customers are satisfied.
Track your score over time and by touchpoint, such as purchase versus support. A drop in one area tells you where to look first.
SurveySparrow automatically calculates CSAT from survey responses and lets you view the distribution of positive, neutral, and negative responses. You can also use dashboards and reports to analyze your feedback.
The CSAT score gives you a measurable view of customer satisfaction. Open-ended responses add context by helping you understand why customers gave those ratings and what they want you to improve.
FAQs
1. What is a customer satisfaction survey template?
A customer satisfaction survey template is a ready-made set of questions (A questionnaire) for measuring how satisfied customers are with your product, service, or a specific interaction. It usually combines rating questions, which give you a score to track over time, with open-ended questions that explain the reasons behind the score.
2. What questions should a customer satisfaction survey include?
Start with an overall satisfaction question rated on a 1–5 scale. Then add questions about the specific experience you’re measuring, such as product quality, ease of use, or support. Finish with one or two open-ended questions asking what you did well and what you could improve.
3. How do you calculate a CSAT score?
Divide the number of customers who answered 4 or 5 on a 1–5 satisfaction scale by the total number of responses, then multiply by 100. For example, 160 satisfied responses out of 200 total gives a CSAT score of 80%.
4. When should you send a customer satisfaction survey?
Send it soon after the experience you want to measure, such as a purchase, a support interaction, or onboarding. Feedback collected while the experience is fresh tends to be more accurate and specific.
5. What is the difference between CSAT, NPS, and CES?
CSAT measures satisfaction with a specific product, service, or interaction, usually on a 1–5 scale. NPS measures how likely customers are to recommend you, on a 0–10 scale, and reflects overall loyalty. CES measures how easy it was for customers to complete a task, such as resolving an issue.
6. Is this customer satisfaction survey template free?
Yes, this template is free, but there's a few limits. On SurveySparrow, you can run a maximum of upto 3 surveys with only 10 questions in a survey.
But its enough to get started. Customize it to fit your business and feedback goals.
Check SurveySparrow's current plan and pricing details for information about available features and usage limits.
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