25 Customer Feedback Questions to Ask (Free Template)

The best customer feedback questions are short, neutral and specific: one rating, then a follow-up that changes with the answer. Start with satisfaction or likelihood to recommend, ask what went well or what went wrong, and finish with one open question. Below are 25 questions to copy, grouped by what you want to learn, plus a free template that branches for you.

Disclosure: I make Forms, the form builder whose templates appear below. The methods here work in any tool, and every outside figure links to its source.

What makes a good customer feedback question?

A good question asks about one thing, in words that don't hint at the answer you want. Nielsen Norman Group's guide to qualitative surveys by Susan Farrell gives four rules that matter most:

• Keep the survey short. Every extra question lowers the response rate and the quality of the answers. Farrell suggests 20 questions at most, and far fewer for a quick check-in.
• Use neutral wording. "How much did you enjoy..." assumes they did. "How was..." doesn't.
• Test the survey first. Watch a few real customers answer it out loud before you send it widely.
• Mark optional questions clearly. Write "(optional)" next to the question, not an asterisk people miss.

The other half is structure. Ask the rating first, then let the next question depend on it. A happy customer tells you what to keep; an unhappy one tells you what to fix, and nobody answers a question that doesn't apply to them.

Which questions measure overall satisfaction?

Start with one closed question you can track over time. These are the most common:

1. Overall, how satisfied are you with [product or service]? (1 to 5)
2. How likely are you to recommend us to a friend or colleague? (0 to 10, the Net Promoter Score question)
3. How easy was it to [complete the task] today? (1 to 5)
4. How well does [product] meet your needs? (Not at all to Completely)
5. How would you rate your visit? (1 to 5 stars)

The first is the classic customer satisfaction (CSAT) question. As Qualtrics explains, CSAT is usually the share of people who answer 4 or 5 on a 5-point scale: satisfied answers divided by all answers, times 100.

Which questions improve a product?

Product questions work best right after someone uses a feature, while it's fresh.

6. What were you trying to do when you opened [product] today?
7. Were you able to do it? (Yes / Partly / No)
8. What, if anything, almost stopped you?
9. Which feature do you use most?
10. What's one thing you'd add or change?
11. How would you feel if you could no longer use [product]? (Very disappointed / Somewhat / Not disappointed)

Which questions check customer service?

Send these straight after a support conversation, about that conversation only.

12. Was your issue resolved? (Yes / Partly / No)
13. How satisfied are you with the help you received? (1 to 5)
14. How long did it take to get an answer? (Faster than expected / As expected / Slower)
15. Was the person who helped you clear and friendly? (Yes / No)
16. What could we have done better?

Which questions reveal how people found you and why they bought?

These help marketing more than any analytics dashboard, because they're in the customer's own words.

17. How did you first hear about us?
18. What made you decide to buy today?
19. What almost stopped you from buying?
20. What did you compare us with?
21. Was anything on our website unclear?

Which questions check value and pricing?

Ask carefully: people rarely volunteer that a price is fine, so measure value, not price alone.

22. How would you rate the value you get for the price? (1 to 5)
23. Which plan or option fits you best, and why?

Which open questions should end the survey?

Finish with one or two optional open questions. They're where the best ideas come from.

24. Anything else you'd like to tell us? (optional)
25. May we contact you about your answers? (Yes / No, plus email if yes)

How many questions should a feedback survey have?

As few as answer your question. A post-purchase or post-support survey works with three to five questions. A quarterly product survey can run longer, but Nielsen Norman Group's advice holds: every extra question costs you responses and accuracy.

Showing one question per screen helps longer surveys feel shorter, especially on a phone. I covered when that format helps in one question at a time vs one long page.

Where can I get a free customer feedback template?

Forms has eight free feedback templates, including customer feedback, customer satisfaction, NPS, product feedback, event feedback, an employee pulse survey, course evaluation and beta app feedback. Each opens with a rating and asks a different follow-up for low and high scores.

The customer feedback template asks four questions in about two minutes: a star rating, "What went well?" or "What went wrong?" depending on the score, then an optional open question. Responses can go straight to Google Sheets, and Forms stores no IP addresses, so surveys can be fully anonymous if you leave out name and email.

When should I send a feedback survey?

Right after the moment you're asking about. Ask about support within a day of the conversation, about a purchase once the order has arrived, and about the product after someone has used it a few times. Put the question in the same place the experience happened: an email after an order, an embedded form on the help page, or a QR code on a receipt.

How do I turn feedback into action?

Read every open answer, not only the averages. Group comments by theme, count how often each comes up, and fix the most common problem first. Then tell customers what you changed; people who see their feedback used are more likely to answer next time.

Keep the closed questions the same between surveys, so you can compare scores over time and see whether a change actually helped.

Last updated: 2 October 2026. Pick a free feedback template, no card needed, or talk to me about your project.