50+ Customer Experience Survey Questions

A customer experience survey is a structured way to capture thoughts, feelings, and insights directly from your customers. When you consistently collect and act on customer feedback, you build a business that listens and adapts. You can measure satisfaction, identify pain points, and discover opportunities to enhance your products, services, and customer support.

Businesses prioritizing customer experience (CX) and making it part of their strategy often see stronger retention, higher lifetime value, and long-term growth. A well-crafted CX survey is the foundation of that strategy. In fact, companies that lead in CX outperform competitors across nearly every key metric from repeat purchases to brand advocacy.

In this article, you will learn more about CX surveys, how to create them using a form builder, key metrics, and everything you need to build a powerful survey.

What is a customer experience survey, and why does it matter?

A customer experience (CX) survey is a questionnaire designed to collect insights about how customers perceive and interact with your brand across various touchpoints. It goes beyond a single transaction or product, focusing instead on the customer’s overall journey with your company from discovery to post-purchase support. 

These surveys are essential because they provide the feedback businesses need to make meaningful improvements and deliver more satisfying, smooth experiences.

How do CX surveys work? 

CX surveys are typically distributed after a specific event or stage in the customer journey, such as a purchase, support interaction, or product use. They integrate data collection methods to collect quantitative data (like ratings or scores) and qualitative input (like open-ended feedback), helping teams understand what customers think and why they feel that way.

Responses are analyzed to uncover trends, pain points, and moments of delight. This feedback loop enables companies to improve services, train employees, optimize digital interfaces, or even adjust business strategies.

CX surveys vs. customer satisfaction (CSAT) surveys 

While they may seem similar, CX surveys and CSAT surveys serve different purposes:

• Customer Satisfaction (CSAT) surveys typically measure how happy a customer is with a specific product, transaction, or service interaction. They are narrower in focus and usually ask questions like, “How satisfied were you with your recent purchase?”
• Customer Experience (CX) surveys, on the other hand, take a broader approach. They aim to understand the entire journey a customer has with your brand. This includes everything from finding your website, speaking to support, navigating your app, or using your product over time.

Sample CX survey questions

1. Customer Satisfaction (CSAT) questions

These questions help measure how satisfied your customer is with a specific interaction, product, or overall experience. Here are some customer satisfaction survey question examples 

1. How satisfied are you with your overall experience today?
2. How would you rate the quality of the service you received?
3. Did our product/service meet your expectations?
4. How satisfied are you with the value for money of our product/service?
5. How satisfied are you with the professionalism of our staff?
6. How well did we resolve your issue or inquiry?
7. How satisfied are you with the time it took to resolve your issue?
8. How likely are you to use our service/product again?
9. Did you find the checkout process easy and efficient?
10. Overall, how satisfied are you with [Company Name]?

 2. Net Promoter Score (NPS) questions

These questions measure customer loyalty and their likelihood of recommending your business.

1. On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?
2. What is the primary reason for your score?
3. What can we do to improve your experience?
4. What did we do well?
5. Would you refer others to [Company Name]?

3. Customer Effort Score (CES) questions

These questions measure how easy it was for the customer to complete an action, like making a purchase or getting help.

1. How easy was it to complete your purchase today?
2. How easy was it to find the information you needed on our website?
3. How much effort did you personally have to put forth to get your issue resolved?
4. How quickly were you able to reach a support representative?
5. Was the resolution process smooth and hassle-free?

 4. Website/app experience questions

These are helpful for understanding how your digital platforms perform.

1. Was it easy to navigate our website/app?
2. Did you experience any technical issues during your visit?
3. How would you rate the speed of our website/app?
4. Was the information you needed available and easy to understand?
5. How visually appealing did you find our website/app?

5. Product/service feedback questions

Focused on the product or service itself, these customer feedback questions help you understand satisfaction, features, and quality.

1. How would you rate the quality of our product/service?
2. Does our product/service meet your needs?
3. Are there any features you feel are missing?
4. How easy is our product/service to use?
5. How likely are you to continue using our product/service?

6. Support/service team evaluation questions

These help gauge the effectiveness and courtesy of your customer-facing teams. 

1. Was our support staff courteous and professional?
2. Did the representative understand your issue?
3. How knowledgeable did the support agent appear?
4. Were your questions answered clearly?
5. Would you like to recognize any team member in particular?

7. Delivery and fulfillment questions

For businesses involving shipping, delivery, or in-store pickup.

1. Was your order delivered on time?
2. Did the packaging meet your expectations?
3. Were you notified promptly about your delivery status?
4. Did you experience any issues with the delivery process?
5. How would you rate the condition of the product upon arrival?

8. Post-purchase/follow-up questions

Used shortly after a transaction to gather feedback and encourage long-term relationships.

1. How do you feel about your purchase now?
2. Did our product live up to its description?
3. Was the onboarding/setup process smooth?
4. Would you like assistance getting started?
5. Have you used the product/service yet? If yes, how was your experience?

9. Emotional and brand perception questions

These help you understand how customers feel about your brand overall.

1. What three words would you use to describe our brand?
2. How do you feel when interacting with our company?
3. Do you trust our company to do the right thing?
4. How well do we communicate with you?
5. Do you feel valued as a customer?

10. Open-ended questions 

These allow customers to speak freely, revealing nuanced insights.

1. What’s one thing we could have done better?
2. What stood out the most in your experience with us?
3. What almost stopped you from buying or using our service?
4. If you could change one thing about your experience, what would it be?
5. Any additional comments or suggestions?

Key metrics and question types in CX surveys

Creating an effective customer experience (CX) survey starts with understanding what you want to measure and how. Every question type you include should be tied to a specific goal, evaluating customer loyalty, ease of interaction, and overall satisfaction. To do this well, you need to combine the right metrics with the right question formats. Each of these metrics gives insight into a different part of the customer journey and when combined, they provide a holistic view of your customer experience. 

The three most widely used metrics in CX surveys are:

Core metrics used in CX surveys

Net Promoter Score (NPS): NPS measures customer loyalty by asking how likely someone is to recommend your company to others. It uses a 0–10 rating scale and categorizes respondents into Promoters, Passives, or Detractors.
Sample question: “On a scale of 0 to 10, how likely are you to recommend our brand to a friend or colleague?”

CSAT: CSAT measures how satisfied customers are with a specific product, service, or interaction. It’s usually asked right after a key moment like a purchase or support call.
Sample question: “How satisfied were you with your recent interaction with our support team?”

Customer Effort Score (CES): CES gauges how much effort a customer had to put in to complete an action, like resolving an issue or completing a checkout.
Sample question: “How easy was it to resolve your issue today?”

Open-ended vs. closed-ended questions

A balanced CX survey often includes a mix of closed-ended and open-ended questions:

Closed-ended questions offer limited response options, making them easy to analyze. These include yes/no questions, rating scales, and multiple-choice formats.

Example: “Did our product meet your expectations?”

Open-ended questions allow customers to express thoughts in their own words, revealing deeper insights you might not get from fixed responses.

Example:“What could we do to improve your experience?”

Rating scales and formats

Here are some common formats used to quantify responses:

Numerical Rating Scale (0–10 or 1–5): Often used for NPS or general satisfaction.

Likert Scale: Ranges from “Strongly Disagree” to “Strongly Agree,” used to measure agreement with specific statements.

Emoji/Visual Scales: Friendly alternatives for casual or mobile-focused surveys.

Multiple Choice & Dropdowns: Useful when offering specific categories of feedback.

Best practices for creating a customer experience survey

Designing an effective customer experience survey is about asking the right questions in the right way. A poorly designed survey can lead to unclear data, low response rates, and misguided decisions. To avoid that, here are the key best practices every business should follow when creating a CX survey.

1. Start by defining clear objectives

Before writing a single question, ask yourself: What do I want to learn from this survey? Are you measuring loyalty? Evaluating a support interaction? Understanding a new customer’s onboarding experience? Clear objectives will guide the structure, tone, and format of your customer service survey and ensure that the data you collect is both actionable and relevant.

2. Keep the survey short and focused

Respect your customers’ time. Surveys that are too long often lead to drop-offs or rushed, low-quality responses. Focus only on the most important questions and limit your survey to 5–10 minutes or less. A shorter, well-targeted survey is more likely to be completed and provide useful insights.

3. Use clear and neutral language

Avoid jargon, technical terms, or emotionally charged language. Your goal is to understand the customer’s true experience, not lead or influence their answers. Questions should be simple, direct, and unbiased.

4. Mix question types thoughtfully

Use a combination of types of questions, like closed-ended questions (e.g., ratings, multiple choice) and open-ended prompts, to capture both measurable data and personal insights. Overloading the survey with open-ended questions makes the experience feel burdensome and reduces completion rates.  

5. Test the survey before launching

Always test your survey internally before sending it to customers. A dry run helps you identify:

• Confusing wording
• Technical issues (especially on mobile)
• Logic or branching errors

Best CX survey tools

Tool	Best For	Key CX Features
Microsoft Forms	Microsoft 365 users & quick internal surveys	– Seamless integration with Excel, Outlook, and Teams- Supports Likert scales & branching- Mobile-friendly & easy to use
TIGER FORM	Designing user-centric forms with feedback focus, QR code integration	– Pre-built CX templates for NPS, CSAT, CES- QR code surveys & mobile-friendly forms- Drag-and-drop builder- Real-time response tracking
Google Forms	Lightweight, no-cost survey needs	– Free with unlimited responses- Auto-sync with Google Sheets- Simple drag-and-drop interface- Basic logic and mobile compatibility
Survey Monkey	Advanced analytics & scalable programs	– Pre-built CX templates (NPS, CSAT, CES)- AI-driven insights & sentiment analysis- Custom branding- CRM and marketing tool integrations
Tally	Free, stylish surveys with no-code setup	– Unlimited responses even on free plan- Logic flows without coding- Clean, modern design- Integrates with Notion, Airtable, Zapier
Qualtrics	Enterprise-level CX management	– AI-based text analytics- Cross-channel survey delivery- Real-time dashboards- Smart alerts & predictive insights- CRM integration
Zoho Survey	Affordable CX tools for SMBs	– Ready-to-use NPS, CES templates- Skip logic, piping, and multilingual support- Rich reports & graphs- Integrates with Zoho CRM, Mailchimp

How to access and export your CX survey data results

The whole point of a survey is to gather insights and make informed decisions. So once your responses are in, here’s how to easily access and export the data from your form with TIGER FORM analytics:

• Head to the dashboard
  While you’re on the form creation page, click the “Manage Form” icon to go to the form management page.
• Find your form
  On the dashboard, you’ll see a list of all the forms you have created. Select the one you want to work with.
• View submissions
  Click that form’s “Submissions” button to view all the collected survey responses.
• Export your data
  In the submissions view, click the “Actions” button. From there, choose “Export” to download your data.
  Bonus: This is also where you’ll find the “Delete” option if you need to remove entries.

Launch your survey with TIGER FORM today

Creating an impactful customer experience survey is all about having clear goals, asking the right questions, choosing the right moment to ask, and acting on the insights you collect. A well-designed CX survey goes beyond just collecting opinions; it opens a window into how customers truly feel about your brand at each stage of their journey. 

 It helps companies understand what’s working well and where improvements are needed. A versatile form generator like TIGER FORM makes this entire process simple and effective with its user-friendly builder, smart logic tools, and built-in analytics. 

Every form you create can be made to fit specific touchpoints in the customer journey. This allows you to capture real-time sentiments when they’re fresh and most accurate, increasing both response rates and the value of the feedback. Visit our website to get started and create your survey with TIGER FORM today.

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