7 Customer Feedback Survey Questions to Ask your Customers

by Admin October 01, 2018
user feedback survey

Customer feedback is an important, and unfortunately, often overlooked step in the product development process. Many people think that they can simply ask their customers a list of survey questions and the customer will take the time to fill it out accurately. However, this just isn’t the case.

When customers receive a long list of questions, they often end up giving up halfway through because the survey was just too long. You don’t want to waste your customer’s time or your data analyst’s time for that matter so it’s crucial to select the most important questions.

Let’s take a look at how to create the best customer feedback questions that will provide you with the strongest data to grow your business.

How does collecting customer feedback help product managers?

Collecting the right type of customer feedback can help product managers make better decisions with their feature prioritization. After all, the last thing you want is to spend a lot of time building a feature that no one wants.

It all starts by measuring your customers’ satisfaction with your product. Obtaining consistent user feedback will help you identify product features that are in high demand with low competition, allowing you to differentiate yourself in the market and create a stronger product.

Your most unhappy customers are your greatest source of learning.

-Bill Gates, Founder of Microsoft

How to get started with customer feedback?

Customer feedback starts with a short list of well thought out questions. The quality of the questions is better than the quantity.

One simple way to not bombard your customers with a list of questions longer than the SAT is to create a skip logic survey. This will allow you to ask questions based on previous question responses.

For example, if you ask “do you like our product?” A) yes B) no

With skip logic, you can ask those that said no “why not?” and those that said yes “what’s your favorite feature?”

But that’s a very basic question, we’re going to provide you a list of questions the best startups use in their user feedback surveys.

So, let’s get started!

1. How disappointed would you be if {product name} no longer existed tomorrow?

A) Very disappointed

B) Somewhat disappointed

C) Not disappointed. Your product really isn’t that useful.

D) Not applicable. I’m no longer a customer

The goal with this question is to have 40% or more of the people answering it to select that they would be very disappointed if your product were to disappear tomorrow. Ask those that answered A, B, and C questions 2-5. Ask those that answered D questions 6 and 7.

2. What would you likely use as an alternative if {product name} were no longer available?

A) I probably wouldn’t use an alternative

B) I’d probably use _________.

The goal here is to figure out if your product is different enough that there are no alternatives. It’s also a good idea to leave question B open-ended so they can fill in the name of the product that they would use. It may be a competitor you never even thought of!

3. How can we improve {product name} to better meet your needs?

You want to leave this question open-ended so users provide you with their unique feedback. You will receive varying answers so it’s important to have someone that will be responsible for sorting through everything and start recognizing patterns.

We really listened to what our users wanted, both qualitatively listening to the words they say, and quantitatively looking at the behavior they take.

-Mark Zuckerberg, Founder & CEO, Facebook 

4. What is the primary benefit that you have received from {product name}?

Using your skip logic survey, this is a question that you want to ask your existing customers.  Leaving the question open-ended will help you figure out some primary benefits that you may have thought of as small, less important features.

You can then allocate your resources to making that feature stronger if there are a lot of customers stating that as their primary benefit.

5. Have you recommended {product name} to anyone else?

A) Yes

B) No

If the customer answers yes, then you can ask a follow-up questions asking “Thank you for your recommendation! How did you describe {product name} to your friend?” This follow up question will help you identify keywords that you may want to rank for in Google.

The way people talk and describe your product may be completely different than the way you talk about your product internally.

6. We’re sorry to see you go. What made you cancel?

You only want to ask those that no longer use your product this question. Finding out why they canceled is a way to get some great feedback about your product. Is your price too high? Does the competition have other features that are more important? Leave this question open-ended so the customer can vent and provide you with the best feedback.

I know sometimes it’s better said than done, but it’s important not to take things personally here. Especially if it’s your first company and you’ve invested so much time and money into it. If you find yourself in this camp, take a step back and look at the big picture. These answers will provide you with insights that you may not have thought of before.

7. How can we improve our product to make you come back?

Another question here to ask canceled, or churned customers. The goal here is to find out what you can do to win them back. Perhaps it’s as simple as a free trial to understand how your product works better, but you never know until you ask.

There you have it. 7 crucial questions to ask your customers to get better insights into your product. User feedback is a growth hack that many of the most valued companies have been using for a while now. To get a more detailed list of survey questions and growth hack secrets we recommend the book Hacking Growth by Sean Ellis.

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