• 12 Customer Feedback Questions to Improve Your Business

Customer Feedback Questions to Improve Your Business

One of your best resources is your current customer base. You should do more than sell to them, though. If you reach out to current clients to ask for feedback, you can tap into a wealth of information. Use the right questions and you can identify problems with your current product or service, improve the customer experience, find ways to grow, and better understand your customers and their needs.

Like the rest of us, your customers don’t want their time wasted. So be sure that you don’t overwhelm them with questions. Instead, start with a brief selection to begin learning more about your business directly from the people who know the most. Here are a few ideas on how the right customer feedback questions can benefit you and your clients.

Customer Feedback Questions to Improve Your Business1) Why did you choose us?

Current customers can provide important information because they are the ones you converted. Do you know how or why? We’d like to believe it’s the power of our products or the quality of our service. You won’t really know until you ask, though.

Once you find out what helped flip the switch to turn prospects into clients, you can incorporate that information into your future marketing. Customers who already trust you will be a great source for helping you explain what makes your company unique.

2) Where else did you look?

It is also helpful to learn who else (or what products) your current clients considered. You are likely already familiar with your competition, but it’s useful to know what comparisons your prospects are making when they consider you.

Once you better understand who you are competing with, you can frame your marketing in a way that highlights your strengths.

3) How did you find us?

In addition to knowing who else your customers were considering, you will want to learn more about the path they took to choose you. This question will give you a better sense of what marketing avenues are working and which are underperforming. Your analytics should provide some of this information, but it is useful to hear directly from your customer whether they found you on Google, through social media, or via word of mouth.

Speaking of getting found online, is your Google My Business listing up to date?



4) How would you rate/describe your last experience with us?

This question can be a bit scary. No one wants to hear that clients are dissatisfied. But wouldn’t you much rather hear it from them directly rather than have them leave with no explanation?

Also, the answer is very likely positive. You aren’t asking just for the compliments though. Instead, you want to know exactly what happy clients like about their experience with you. It will help you understand both your strengths and weaknesses.

5) Would you recommend us to a colleague/friend?

While this is a similar question to the previous one, it asks customers to think just a bit deeper. It is one thing to claim that you like a product. But you probably only recommend it if you are truly impressed. That is what you want from your customers as well.

You want to find out if your service is so good that clients are ready to refer friends and colleagues to you. This is especially important in service businesses where word of mouth is often your best marketing tool.

6) If you could get rid of one thing, what would it be?

Often, clients are happy to work with you, and they plan to continue doing so in the future. But there could be one issue that keeps them from completely falling in love with your company. It could be a minor fix that actually wouldn’t cost you much time or money. By asking directly, you can identify and potentially remove that friction, leading to an even stronger relationship.

7) If you could change one aspect of [our product/service], what would it be?

This is a similar question. Instead of asking customers to remove a pain point, however, you are looking to discover if they have any ideas on how to improve your offerings. Perhaps they get frustrated with hard-to-open packages. Or maybe they would like faster shipping. Maybe they want to be able to chat with customer service instead of calling.

Asking customers what they would like to see different allows you to continually improve. And, if you happen to take their suggestions, they will be thrilled to know that you are actually listening.

8) What did you like most about your experience?

In addition to the parts that need improvement, you also want to know what is currently working. This is a chance for your clients to brag on your sales team, your customer service representatives, or your hassle-free returns.

You’ll want to pass along any compliments, of course, but you should also look for patterns in customer responses. If they continue praising the same things over and over, you know that you are tapping into an important value for them. You should keep doing that, and you’ll want to emphasize it in your marketing.

9) Were you able to find everything you needed on our website?

You’ve invested a lot of time, money, and energy into your online presence. Be sure that your site continues to provide value by asking customers about their experience. This question will help you identify areas of your website that need improvement or more information.

10) Were you ever confused in the process?

A confused prospect is not likely to convert to a new client. If your current customers had to overcome some confusion in order to choose your product/service, you’ll need to identify where that misunderstanding happened. Correcting it could lead to higher conversion rates and happier customers.

11) Do you plan to use us again? Why or why not?

Much like the referral question, you will want to know whether or not your current customer is likely to be a repeat customer. Give them a chance to tell you why they value your offerings. And if they do not plan to return, you definitely want to find out what is keeping them away.

12) What else do you think we should know?

Useful customer feedback doesn’t always come in nicely pre-packaged questions. By leaving space for more open-ended feedback, you allow customers to surprise you. This means you don’t have to feel like you have every possibility covered. Instead, customers will tend to share what they care about the most. That information is invaluable in crafting your message and designing your products and services.

Successful companies know how to please customers. While we may think we know exactly how we’re serving our audience, we can actually learn a lot by asking them to provide some targeted feedback about how we’re doing. Often, their insights will help reinforce what we already know. Sometimes, it can lead us in new and exciting directions.


What your customers say about your business has a major impact on your growth. Learn more with our free eBook below:


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