7 Important Questions to Ask Customers for a Better Customer Experience

With that in mind, here are the seven most important customer experience questions that you’ll want to ask your customers.


Melissa Cartew

April 16, 2019

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Providing a solid customer experience (CX) can be incredibly hard for many companies. In an increasingly competitive global market, the experience that you provide to your customers is often the only thing that sets you apart from your competitors.

Getting it just right is all about asking the right customer experience questions. You need to get to know your target audience by listening to what they have to say and then taking what you learn and putting those insights into action to make changes for the better.

With that in mind, here are the seven most important questions that you’ll want to ask your customers.

1. Overall, how satisfied are you with the customer service experience that you received from us?

This question can be accompanied by a 10-point scale and serves as an overall rating that gives you a top-down view of how successful your customer service experience is. Other questions provide more specific answers, but this gives you an overall thumbs up or thumbs down from the people you sell to.

2. How likely is it that you would recommend our product/service to a friend or colleague?

This is arguably the most important of all the customer experience questions because it helps you to track the likelihood that your existing customers will bring in referrals. You should also track this metric over time because a sudden drop suggests that something has gone badly wrong.

3. If you were less than totally satisfied, what could we have done to serve you better?

The idea behind this question is to find aspects of the customer experience that are less than satisfactory so that you can figure out how to improve them for future customers. In most cases, it’s better to receive occasional negative feedback than it is to receive no negativity at all. We learn from our mistakes.

4. How easy is our website to navigate?

This is one of the power questions that can make all of the difference. Pay attention to both visual aspects and written copy, and consider hiring a third-party paper writing service and a user interface specialist to look at the site with the specialist perspectives that they have to offer. Remember that if visitors can’t navigate your website, they’ll click away and head elsewhere.

5. How happy are you with our attention to detail and thoroughness?

This applies to everything from your customer service to the way that information is presented on your website. According to one report, U.S. businesses are losing $75 billion per year through poor customer service alone. Ensuring that you’re paying attention to the small things helps to increase consumer confidence and ultimately to provide a smoother customer experience.

6. How could we have exceeded your expectations?

If you can exceed your customers’ expectations, you make it more likely that they’ll come back to you and shop with you again. For example, if a customer pays for regular postage and their item arrives the following morning, they’re going to remember the service they received and come back when they need something in a hurry.

7. What was the most memorable thing from your experience with us?

Note that the answers to this question can be both good and bad. If the most memorable thing is negative then the customer will go away and tell their friends how much you sucked. If it’s positive, they’ll go away and tell their friends that it’s a pleasure to do business with you. Listen to what people are saying and do more of what they love and less of what they don’t.

Conclusion on customer experience questions

Optimizing your customer experience will make all the difference, and the best way to do it is by asking the customer experience survey questions that we’ve shared in this article. Aim to make it an ongoing process in which there’s no such thing as perfection.

At the same time, you should try to avoid overwhelming your customers by asking them too many questions. You can also experiment with different approaches, from one-on-one Skype interviews to automated electronic surveys.

And remember that the feedback you receive is only any good if you act upon it. Actions speak louder than words, especially when it comes to key metrics like conversion rates and returns on investment.

Editor’s Note: This article reflects the opinion of our guest author.

About the guest author

Melissa Cartew is a former user interface designer turned writer. 

Melissa Cartew is a former user interface designer. She writes about user journeys and conversion rate optimization for websites across the globe and has a healthy obsession with metrics and data. She asks the questions on this list at least once per week and encourages others to do the same.

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