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Customer feedback forms are a great way to find out how satisfied your customers are, what they think about your products or services, and how you can improve them. However for your feedback forms to do all that you need to ask your customers the right questions.
The exact questions that you need to ask will depend on numerous factors. That being said there are a few important questions that you should try to add to your feedback forms:
1. How likely is it that you would recommend our product/service/brand to people you know?
Although it may seem innocuous, this is actually one of the most important questions you can ask. In a single question you will be able to gauge how satisfied customers are, and get a deeper insight into what they think about your product or service and your brand.
Essentially this question is used to help evaluate the Net Promoter Score (NPS) of customers. The answer should be a scale of 0 to 10, and you should try to aim for scores between 7 and 10. If a significant number of customers rate the question lower than that, you should take notice and try to identify why.
2. If you could change one thing about the product/service/brand what would it be?
Because this question is general youll probably receive a wide range of answers, but it should help you to identify the areas that need the most improvement.
If your customers seem to mostly identify the same specific area as being the one they want to change it is probably a pain point for them. By improving that area based on the suggestions they provided, you can show them that you value their opinions and are willing to act on them.
3. Which of the following words would you use to describe our product/service/brand?
The main strength of this particular question is it will let you find out what customers think by gauging the words they most closely associate with your product, service, or brand. It is also an excellent way to inject some personality into the feedback form based on the words that you choose to list as answers.
Keep in mind that although you can be a bit creative when it comes to the answers you should always keep them balanced between positive and negative options to avoid any response bias.
Alongside the right questions you need to be able to craft answers in the format you want for your satisfaction survey, whether it is rating scales, multiple choice, radio buttons, checkboxes, or other options. That can be tricky, but for example you could use a platform such as AidaForm to make it easier.
The next time you create a feedback form, try incorporating some of the questions listed above and see the type of responses you get. By asking your customers the right questions, you will be able to gain a far deeper insight into what they really think.