How to Make a Customer Questionnaire

A questionnaire is a series of questions asked to individuals to obtain statistically effective information about a given topic. When correctly constructed and responsibly administered, questionnaires develop into a vital instrument by which statements can be made about specific groups or people.

Customer Questionnaires are frequently used in quantitative marketing research and social research. They are a valuable method of collecting a wide range of information from a large number of individuals, often referred to as respondents. For example, when your company or business has a group of customers, you want to offer a questionnaire to determine what it is about your company that they like as well as issues that your customers experience while using your product or service.

Inappropriate questions, incorrect ordering of questions, mistaken scaling, or bad questionnaire format can make the survey valueless, as it may not accurately reflect the views and opinions as intended by your customers. 

A useful method for checking a questionnaire and making sure it is capturing the intentional content is to test it often. An example of a successful customer satisfaction questionnaire is posted below.

Customer Satisfaction Survey Questionnaire

1. How did you find out about our products and services?

o   Media (television, newspaper, radio)

o   Internet

o   Word of mouth

o   Other

2. How often do you use our services/products? (Kindly pick one)

____Occasionally

____Frequently

____Never

____Often

____Very often

3. Which products/services do you find most appealing and satisfactory?

_________________________________________________________

4. On a scale of 1-5 when 1 is very bad and 5 is excellent, how would you rate the

above products/services? 1 __ 2__ 3__ 4__ 5__

5. Would you recommend our products and services to another person?

Yes             No

Kindly give a reason for your answer

________________________________________________________________________

________________________________________________________________________

6. How are the prices of our products and services?

Cheap

Affordable

Expensive

Very expensive

Give reasons for your answer

________________________________________________________________________

7. (i) Are our products readily available?

Yes                 No

Give reasons for your answer

________________________________________________________________________

What recommendations and improvements, if any, would you suggest?

___________________________________________________________________

___________________________________________________________________

You see how this questionnaire offers many open-ended questions, leaving room for the customer to vent and explain. This is what you want. The more the customer tells you about the products, the more your company can accommodate and make your customer satisfied.

Customer service is crucial to creating a successful business and with great customer satisfaction surveys and questionnaires you will be able to make your customers happy and make your business successful.