Customer surveys help you build a better business. When you use them strategically, you can learn why people buy, what keeps them loyal, and what turns them away.
To do this, you need to ask the right questions, at the right time, and in the right way.
In this guide, we’ll show you how to create surveys customers want to complete and that give you the insights you need.
Every successful survey starts with a clear, focused goal. Without one, you risk creating a scattergun survey. One that collects a lot of data but doesn’t really tell you anything useful.
Your goal will dictate everything else. Like the questions you ask, the survey format, and how you analyze the results.
Here’s a couple of tips on how to set your goal:
As an example, let’s say you’re looking to minimize product returns and costs.
Your goal could be: “Understand the main reasons customers are returning products, so we can reduce return rates by 15%.”
Every question in your survey should serve this goal.
Pro tip: Write your goal down and keep it front and center as you design your survey. It’ll help you stay focused and avoid adding unnecessary questions.
There are different types of customer surveys, and each one serves a specific purpose. Choosing the right type ensures you get the most relevant data.
Here’s a quick rundown of some of the most popular:
Think about what you want to learn. If you need a quick snapshot of customer sentiment, go with CSAT or NPS. If you need detailed insights into a specific area, a product feedback survey might be better.
For inspiration, check out our guide to the 10 types of customer surveys every eCommerce merchant should use.
Pro tip: Don’t overwhelm customers with long surveys. It’s often better to send shorter, more frequent surveys that target different aspects of the customer experience.
The questions you ask will make or break your survey. Vague, confusing, or biased questions lead to unreliable data. Whereas clear, focused questions get you the insights you need.
Keep the following tips in mind when writing your customer survey questions:
Use simple language: Keep your questions straightforward and easy to understand. Avoid jargon or technical terms.
Example: Instead of “What is your overall sentiment regarding our customer support service?” ask, “How would you rate our customer support?”
Focus on one topic per question: Double-barreled questions (those that ask about two things at once) can confuse respondents and skew your results.
Example: Instead of “Was our checkout process fast and easy?” ask two separate questions about speed and ease.
Be specific: General questions lead to general answers. Target specific aspects of the customer experience.
Example: Instead of “Did you enjoy shopping with us?” ask, “How satisfied are you with our delivery speed?”
Pro tip: After you’ve drafted your questions, test them. Ask a co-worker to review them and point out anything that’s unclear or confusing. You might be surprised by what they catch.
Different types of questions serve different purposes, and using a mix keeps respondents engaged. Plus, it allows you to collect a variety of data types - both quantitative and qualitative.
Here’s a look at some common customer survey question types and when to use them:
Pro tip: Start with simple, closed questions to build momentum. Then include one or two open-ended questions at the end. That way, respondents are more likely to stick with the survey and provide thoughtful feedback.
Loaded or leading questions can bias your results, giving you a distorted view of what customers really think. These types of questions push respondents toward a particular answer, often without them realizing it.
A loaded question contains an assumption within its wording. For example: “How satisfied are you with our excellent customer service?”
This assumes the service was excellent, which might not match the respondent's experience. A better version would be: “How would you rate your experience with our customer service?”
A leading question guides respondents to a specific answer. For instance: “Don’t you think our delivery time was fast?”
This suggests the expected answer is “yes.” A better option here would be to ask them to rate delivery times as either “slow”, “as expected” or “fast”.
Pro tip: After writing your survey, review each question with a critical eye. Ask yourself: Am I influencing the answer with my wording? Better yet, have someone unfamiliar with the survey review it to catch any biases you might miss.
Conditional logic (also known as skip logic or branching) is a game changer for customer surveys.
It allows you to tailor the survey flow based on a respondent's answers. This means they only see questions that are relevant to them, reducing frustration and survey abandonment.
It also allows you to collect more detailed and meaningful feedback by adjusting each survey to the individual.
For example, in a product feedback survey, you might start by asking, “How would you rate the product you purchased?”
REVIEWS.io’s customer survey tools allow you to set up conditional logic easily. When designing your survey, think about which questions depend on previous answers, and plan your survey flow accordingly.
Pro tip: Keep your logic simple. Over complicating it can lead to errors and a confusing experience for respondents.
Surveys don’t stand in isolation. They’re part of a customer’s ongoing experience with your brand. Because of that, they should match your identity as closely as possible.
They should also be designed with the user experience in mind. Good design ensures your survey is easy to navigate, looks great, and leaves a positive impression.
To create a clear, engaging survey:
Use your brand colors and logo: This reinforces trust and recognition. Customers should immediately know the survey is from you.
Keep it clean and simple: Avoid clutter. A simple, well-structured layout is easier to navigate and feels more inviting.
Make it mobile-friendly: Many users will complete your survey on their phones. Test it on different devices to ensure it looks good everywhere.
A consistent, branded experience shows customers you care about their feedback. And a clean design prevents drop-offs by making the survey easy to follow.
Pro tip: Use a survey tool that allows for customization, like REVIEWS.io. Our code free editor makes it easy to design surveys that match your brand’s unique look and feel.
When and how you send your survey can significantly impact response rates. A well-timed, well-delivered survey feels like a natural part of the customer journey, rather than an interruption.
Here’s some guidance on timing for different types of customer surveys:
Post-purchase surveys: Send these within 24 - 48 hours after the customer receives their order. This window ensures the experience is still fresh in their minds.
Service-related surveys: If you’re gathering feedback on customer support, send the survey immediately after the interaction. Delays can lead to lost or less accurate feedback.
Abandoned cart surveys: Timing is critical here. Send a follow-up within a few hours of the abandonment to understand why they didn’t complete the purchase.
You also have different options for delivery. Choose the method that best suits the type of survey you’re conducting:
Email: Great for longer surveys. Personalize the subject line to grab attention and clearly state the benefit of participating.
SMS: Perfect for short, quick-response surveys. Ensure the message is concise and includes a direct link.
In-app or website pop-ups: Use these to capture real-time feedback during the customer’s browsing experience. However, be careful not to disrupt their flow. Consider triggering pop-ups based on specific actions, like after they view a product or complete a purchase.
Pro tip: Experiment with different sending times and days. Mid-week afternoons often yield better response rates than early mornings or weekends, but this can vary depending on your audience.
Your customers are busy people. Completing a survey takes time and effort, so offer a reward to show your appreciation.
If you run a loyalty program, award loyalty points for every survey completed. This gives customers an added reason to complete your survey. It also ties into ongoing customer engagement and encourages repeat purchases.
The reward should match the effort required. A small number of points works for a 2-minute survey, while more significant rewards suit longer ones.
Communicate the incentive upfront but avoid wording that might skew responses.
For example, “Complete this survey and get a reward!” may encourage the customer to rush through the survey just to earn points. Instead, focus on the benefit. An alternative message might read: “Your feedback helps us improve. As a thank-you, you’ll receive bonus loyalty points.”
Pro tip: You can easily link loyalty points to surveys with the REVIEWS.io and Influence.io integration. You can scale these points according to the length of your survey, fairly rewarding customers for their input.
Customers want to know their feedback matters, and following up shows you’re listening. It’s a simple but powerful way to build trust and loyalty.
After they complete a survey, send a personalized thank-you message. This lets them know their input is appreciated. It’s also a good idea to share what you’ve learned and the improvements you’ve made. For example, you might tell them, “Based on your feedback, we’re improving our shipping process to make it faster and more reliable.”
When customers see their feedback leads to real change, they’ll be more likely to engage with future surveys.
Customer surveys are a powerful way to understand your audience, strengthen relationships, and drive smarter decisions.
By choosing the right survey types and engaging customers effectively, you gain insights that can directly improve your products and services. And when you make participation worthwhile, you’ll see higher response rates and more valuable data.
Ready to put these tips into action?
Start unlocking valuable insights today with REVIEWS.io’s customer survey tools - or book a demo to see how they can transform your customer feedback into real results.
