ddddd

Totally
Disagree

SAFETY

Totally
Agree

ratin
g

10

10

11

10

11

10

11

10

11

(RETAILER)
offers safe
[PRODUCTS]

ENVIRONMEN
T-FRIENDLY
PRODUCTS
(RETAILER)
offers a wide
enough choice of
[PRODUCTS]
that have been
produced in an
environmentfriendly way.

INNOVATIO
N
(RETAILER)
continuously
offers a wide
enough choice
of new
products and
innovative
ideas that
meet your
needs.

ETHICAL
STANDARD
S
(RETAILER)
offers a wide
enough choice
of
[PRODUCTS]

that have been

produced
according to
specific
ethical
standards (e.g.
fair trade,
produced
without the
use of child
labour, etc.).
5

PRODUCT
LABELING

10

11

10

11

10

11

Product
information
provided by
the
producer/man
ufacturer on
labels and/or
on the
packaging is
clear, accurate
and sufficient.
6

ENOUGH
CHOICE OF
PRICES
(RETAILER)
offers a wide
enough choice
of
[PRODUCTS]
at different
prices.

PRICE
COMPARABI
LITY
You can easily
compare
prices of

products at
(RETAILER)
when buying
[PRODUCTS]
8

ENOUGH
CHOICE OF
QUALITIES
(RETAILER)
offers a wide
enough choice
of
[PRODUCT]?
of different
qualities.
9
QUALITY
COMPARABI
LITY
You can easily
compare the
quality of
products at
your retailer
when buying
[PRODUCTS]
.
10
SECURE
PAYMENTS

10

11

10

11

10

11

10

11

10

11

(RETAILER)
offers easy
and safe ways
to pay for
[PRODUCT].
11

AFFORDABI
LITY
[PRODUCTS]
at
(RETAILER)
are affordable.

12

TRANSPARE
NCY
Prices are
clear and

accurate, i.e.
you know
exactly what
you are going
to pay, before
you buy the
product.
13

OVERALL
PRICE

10

11

Overall,
(RETAILER)
s prices offer
reasonable
value for
money.

Totally
disagree

OPENING HOURS
You can do your shopping for
[PRODUCT] when it is
convenient to you.
EASE OF PURCHASE

Totall
y
agree

rati
ngs

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

It is quick and easy to find the

products you want at
(RETAILER).
3

STAFF
The staff are well-informed
about [PRODUCT] and are
helpful to you when you need
it

OVERALL
(RETAILER) offers a quality
service overall.

Totally
disagree

ADVERTISING
Advertising from (RETAILER)
does not deceive, mislead or
omit relevant information.
PROTECTION OF PRIVACY

Totall
y
agree

ra
ti
ng

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

At (RETAILER), your privacy is

protected, i.e. none of your
personal information is
recorded, shared with third
parties or used for purposes
other than those you have
agreed to.
3

COOLING-OFF PERIOD
ASK ONLY IF PRODUCT
PURCHASED BY MAIL, BY
PHONE ORDER, VIA THE
INTERNET OR SALES AT HOME
(RETAILER) would let you
return [PRODUCT] you bought
through distance sale within
(NUMBER OF DAYS
ACCORDING TO COUNRY) days
(known as the cooling-off
period).

DEFECTIVE GOOD
(RETAILER) would agree to
replace, repair, reduce the
price or give you your money
back if the [PRODUCT] was
defective or not fit for
purpose.

AGGRESSIVE PRACTICES

You have felt unduly coerced

or pressurised to buy
[PRODUCT] at (RETAILER)
6

CLEAR CONTRACT TERMS

1 2

6 7

10

11

When a written guarantee or

contract is provided by
(RETAILER), it is clear and easy
to understand (i.e.
transparent to you).
7

When a written contract is

provided by (RETAILER), the
contract terms are fair.

1 2

6 7

10

11

TRUSTWORTHY STAFF

1 2

6 7

10

11

1 2

6 7

10

11

The staff are trustworthy, i.e.

they do not provide you with
information that deceives,
misleads or omit relevant
information.
9

OVERALL
Overall, (RETAILER) is
trustworthy and adheres to
the rules set in place to
protect consumers.

Quality of the product (e.g.

defective/damaged product, lacked
durability/freshness)

Quality of the service (e.g. poor, no

service provided, wrong product)

Delivery problems (e.g. late or not at all)

Repair problems (e.g. failure or delay)

Problems for getting refunds or with

cancellation rights

Problem with retailer (e.g. refusing to

help, being difficult, obstructive)

Problems for returning unwanted goods

Problems with claims arising under

guarantee

Problems with product or service safety

10

Contract, terms and Conditions (e.g.

unfair, not clear, not enough
information)

11

Selling methods (e.g. under pressure,

multi-packs, bogus selling)

12

Incorrect information (e.g. incorrect

labelling, wrong description,
cancellation, misleading advice)

13

Prices (e.g. to high, not indicated, wrong

advertised price)

14

No answer

They provided a solution to my problem

and I was satisfied with it

They provided a solution to my problem

but I was not satisfied with it

They did not provide a solution to my

problem

Totally
disagree

COMPETITION
You have a wide enough
choice of retailers that you
can purchase [PRODUCT] from
conveniently.
PRICE COMPARABILITY

Totall
y
agree

ra
ti
ng

1 2

6 7

10

11

1 2

6 7

10

11

You can easily compare prices

from different retailers when
buying [PRODUCT] in
(COUNTRY).
3

CROSS BORDER PRICE

COMPARABILITY

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

1 2

6 7

10

11

You can easily compare prices

from retailers in (COUNTRY)
with prices from retailers in
other EU-countries when
buying [PRODUCT].

QUALITY COMPARABILITY
You can easily compare the
quality of products from
different retailers when
buying [PRODUCT] in
(COUNTRY).

CROSS BORDER QUALITY

COMPARABILITY
You can easily compare the
quality of products from
different retailers in
(COUNTRY) with the quality of
products from retailers in
other EU-countries when
buying [PRODUCT].

CHOICE
There is enough choice of
[PRODUCT] on the market, i.e.
the products you want are
available.

TRUST
Retailers on the market are
trustworthy.

OVERALL

Overall, you are satisfied with

the market for [PRODUCT].
9

1 2

6 7

10

Yes, and you bought them via the

internet.
Yes, but you bought them in a shop
(face-to-face).
Yes, but you did not buy them.
No
Rating

Examples of Great (and Not-so-Great)

Customer Service Survey Questions
How to write consumer feedback questionnaires to get you
the most accurate data

11

Weve all taken them. Weve all abandoned them. The poorly written, unclear, too-specific or toogeneral customer satisfaction surveys. We opened the survey in good faith, ready to provide our wisdom to the
organization who seemed to care about our opinion, only to find leading questions geared toward receiving only
glowing reviews. These are the kind of surveys people quit in disgust halfway through, or thoughtlessly complete
and provide worthless data. Make sure this doesnt happen to you. Take a look and the right - and the wrong ways to write consumer feedback questionnaires that will get you the insightful data you need.

5 Ways Not to Write Customer Satisfaction Surveys

1.

Restrictive multiple choices. When your answers dont include the response your participant wants, youve
created a frustrated experience for your respondents. Theyre now faced with the decision of answering
inaccurately, skipping the question, or abandoning the questionnaire altogether. Not very productive. Try offering
I dont know or other options along with the multiple choices, or consider adding a way for your respondent to
add their own response.

2.

Two-part questions with only one response option. Did you enjoy our service and our selection? Yes or no?
What if your service was impeccable but your selection was lacking? If theres no way for the participant to
answer this question accurately, youre going to get skipped questions, or, perhaps even worse, inaccurate
responses. Make sure youre asking for one distinct answer per question. Take a look at our blog post
aboutgetting the most insightful information out of multiple-choice and follow-up questions.

3.

Requiring a response to every question. Yes, it would be great if every single question in your consumer
feedback survey was answered thoughtfully and completely. That just doesnt happen in the real world; people
are busy and distracted. Sometimes a question is missed as an oversight, sometimes the respondent doesnt
want to provide the information, and sometimes theyre just confused by the question. If you require an answer to
every single question - even the most rudimentary ones - youre going to find yourself with a high abandonment
rate. Keep the required questions to a minimum and let them skip what they want.

4.

Too many questions. Please dont interrogate your kind participants with page after page of highly detailed
questions of every facet of your business. Keep your client feedback survey as succinct as possible, and youll
have a better chance of getting meaningful data. Sometimes, a simple one-question survey like a Net Promoter
Score questionnaire is all you need. Remember, you can always do follow-up surveys, and youll learn more with
each poll you do.

5.

Forgetting the goal. Its easy to ask a lot of questions in order to get the most information you can. But each
survey should have a specific goal in mind, one that every question should help reach. Stay focused on your
goal, and youll get valuable information.

5 Ways to Write Great Consumer Feedback Surveys

1.

Stay unbiased. Its hard to be objective when you think your customer service is outstanding. Take a step back
from what you think you know and let your shoppers do the talking. Avoid embellishing your questions with
superlatives, such as, What do you think of our friendly customer service representatives? This is a leading
question, and isnt likely to provide accurate results. Instead, ask a focused question about an aspect of your
customer service, such as, How quickly did the customer service representatives at our company help you?

2.

Avoid the hypothetical. Its hard for most people to accurately determine what they may or may not do in a
hypothetical situation. Dont fabricate customer service what if situations that may not have happened to the
respondent. Focus on situations that accurately portray real-world customer service issues. Use a Likert
Scale rating question to ask customers to rate their experiences.

3.

Use painless questions. If your participants have to read questions several times in order to understand them,
or if theyre repeatedly asked to write essay-like responses, youll end up with a lot of abandoned questionnaires.
Write questions that are easily scanned and answered without having to think too much or take a lot of time. A
question like, How responsive is our company? is much easier to read and answer than, If you have used our
website, phone system, or email help system in the past, did our customer service representative get back to you
in a timely manner?

4.

Dont ask unnecessary questions. Youre probably eager to collect as much information as you can from each
survey, but avoid the temptation. Customer service surveys that veer off course and ask seemingly unrelated
questions can distract or confuse the respondent, and in some cases may even evoke suspicion.

5.

Try using a how. You could ask questions like, Is our company professional? with a yes or no option. But
theres a subtle spectrum of positive and negative responses. To get even richer data, try asking a how
question, such as, How professional is our company? with available responses like, extremely professional,
moderately professional, and not at all professional. This gives you a better idea of where your customer
service needs are.

Sample Online Customer Satisfaction Survey Templates

At SurveyMonkey, weve developed a collection of methodologist-certified customer satisfaction survey templates
to get you started quickly and easily. Of course, youre always welcome to customize the questions to make your
survey as specific as youd like.

Customer Satisfaction Template

Use this customer satisfaction survey template to measure consumer satisfaction with your company, product,
and services. Use skip logic to allow your customers to answer questions about products or services they've
used, and gain insights for improvement.

Customer Satisfaction with Customer Service Survey Template

See how your front-line customer service and support agents are doing. Measure customer service hold times,
problem resolution, product/service knowledge, and representative attitude.

Business-to-Business Survey Template

This customer satisfaction survey template is designed for when your clients aren't just clients, they're
businesses too. Identify how satisfied your customers are with your timeliness, professionalism, and service.