Examples of customer survey content and objectives
The content of your customer survey is closely linked to the objectives of your customer survey, as well as its location, timing and target group. You should also consider the templates available in our survey tool.
Examples of customer survey content:
Customer survey about support – objective: measure customer satisfaction
Possible content:
- Questions about problem resolution
- Questions about the support team’s friendliness
- Questions about expertise
- Questions about availability
You should also ask which of these aspects are particularly important to customers and which are not. If availability is especially important, improving it through appropriate measures should be a priority. If customers consider the expertise of their contacts inadequate but unimportant, this is also a useful finding.
Customer survey about a product – objective: product satisfaction
Possible content:
- Questions about product benefits
- Questions about durability
- Questions about quality
- Questions about design
Ask customers to rank these options as well. Is design more important than quality? It may well be.
Customer survey about pricing – objective: determine the optimum price
Possible content:
- Questions about similar products (What does the customer currently use and how much does that product cost?)
- Questions about customer expectations
- Questions about expected additional benefits
- Questions about usage (frequency, type and whether the product is shared with others)
Bear in mind here, too, that the wording of your questions can influence the results.
Customer survey about product development – objective: optimise product design
Possible content:
- Questions about design
- Questions about benefits and additional benefits
- Questions about desired features
- Questions about how the product is used
Here, too, questions should be worded sensibly and carefully with the desired findings in mind. Many customers might say that yellow suits your product best. However, if you also ask which colour each customer would personally choose when buying the product, the answer might be red.
