7 Questions To Ask in a Survey To Improve Business


Have you ever wondered how tapping into your audience’s insights can transform your marketing strategy, elevate brand success, and unveil the potential of your business?

As a small business owner, you know that listening to your customers is one of the most critical aspects of your business strategy. You want to learn what’s working, what isn’t, and what can be improved. 

One of the best ways to gain valuable business insights is to use surveys. But how can you use surveys effectively? In this post, we will explore why you should use surveys, what questions to ask, and insights on how you can maximize surveys for your business strategy.

Why Should You Use Business Surveys?

Business surveys are an effective way to gather feedback from your customers and improve your business. By understanding your customers’ needs, preferences, and pain points, you can improve your products, services, and customer experience. 

Surveys can also help you identify new opportunities and stay ahead of the competition. By using surveys to gather insights, you’ll have a better understanding of your customers and can develop a more effective business strategy.

7 Survey Questions Examples

When creating a survey, it’s essential to ask the right questions to get the most valuable insights. You should identify your goals and focus on questions that will help you achieve them.

Here are seven questions to ask when you are conducting a survey: 

Customer Satisfaction 

On a scale of 1-10, how would you rate your overall satisfaction with our product/service?

Asking questions about customer satisfaction not only gauges the overall customer sentiment towards your product or service but also provides a broad snapshot of how your business is performing in the eyes of the customers. 

This question, though simple, can reveal a wealth of insights – from individual product attributes to the effectiveness of your customer service. By tracking customer satisfaction over time, you can identify trends, address recurring issues, and measure the impact of improvements or changes made within your business. 

Ultimately, this will lead to greater customer loyalty, positive word-of-mouth, and increased business growth.

Ask your customers to rate their overall satisfaction with your product or service. This can help you understand if you’re meeting customer expectations and identify areas for improvement. 

Product Improvement

What specific aspects of our product/service do you think require improvement?

This question is vital as it directly taps into the user’s experience and their expectations for your product or service. By encouraging customers to share their ideas, you show them that their opinions matter, fostering a stronger business-customer relationship. 

Furthermore, this information serves as a direct line to your customer’s needs and wants, allowing you to prioritize improvements and new features based on their feedback. 

Ask for specific feedback on your products or services. This can include questions about the functionality, aesthetics, reliability, or other aspects of your offerings.

Customer Support

On a scale of 1 to 10, how satisfied are you with our customer service team?

Customer service plays a pivotal role in the overall customer experience, impacting customer retention and brand loyalty. By regularly assessing your customer service performance through surveys, you can ensure your team is effectively meeting customer needs and exceeding their expectations. 

By continually improving your customer service, you can enhance customer satisfaction, foster customer loyalty, and, consequently, drive business growth.

Gauge the effectiveness of your customer service team. Ask questions related to the speed, quality, and helpfulness of their responses.

Price Perception

Do you feel that our product/service offers good value for the price? Would you be willing to pay more for additional features or services?

Price perception can be a significant factor in your customer’s decision-making process. This question helps you understand whether your customers see your product or service as a worthwhile investment or not. 

If many customers perceive the value for money as low, it might indicate that you need to revise your pricing strategy. You can also communicate the value of your product or service more effectively.

Inquire about your customer’s perception of your pricing. Do they think your product or service offers good value for money? Are they willing to pay more for additional features or services?

Purchase Decision

Why did you decide to buy from us?

The purchase decision question is invaluable as it provides insights into the customer’s future behavior and their loyalty toward your brand. A high likelihood of repeat purchases signifies a high level of customer satisfaction, while a low likelihood might indicate dissatisfaction and areas where improvement is needed.

By asking customers about their future purchase intentions, you can gauge the success of your current product or service offerings and identify opportunities for growth and customer retention. Remember, retaining existing customers is often more cost-effective than acquiring new ones. 

Understand what factors influence your customers’ decision to purchase. This can include aspects like product quality, brand reputation, customer service, or price.

Revisit Intentions

Do you intend to use our product/service again in the future?

A high likelihood of customers planning to revisit signifies a positive customer experience, while a low likelihood might indicate areas that need improvement. 

Regularly asking your customers about their revisit intentions enables you to fine-tune your strategies, improve customer experience, and foster customer loyalty. 

Ask your customers whether they intend to return to your business in the future. This can provide insights into customer loyalty and identify potential incentives to increase retention rates.

Recommendation Propensity

On a scale of 0 to 10, how likely are you to recommend our product/service to others?

This question indicates your brand’s reputation among your existing customers. A high likelihood of recommendations implies a strong brand endorsement, while a low probability may suggest areas where improvement is essential. 

By asking your customers about their propensity to recommend your product or service, you can evaluate your brand’s standing and the effectiveness of your customer service.

Understand your customers’ endorsement of your brand. Ask them if they would suggest your product or service to others. Ask about your customers’ propensity to recommend. Their responses can help you evaluate brand reputation and customer satisfaction.

The Truth: Customers’ Answers and Actions Can Be Different

One thing to keep in mind is that what customers say and what they actually do can be different. For example, a customer might say they are delighted with your product or service but never actually come back. 

On the other hand, a customer might say they aren’t satisfied but continue to use your business. It’s essential to consider both what customers say and what they do and use a combination of surveys and other data to gain insights into customer behavior.

How To Maximize Surveys in Your Business Strategy

 In the dynamic landscape of business strategy, leveraging surveys can be a game-changer. However, it’s crucial to recognize that surveys are just one piece of the puzzle.

Surveys Are Only a Gauge

Another thing to keep in mind is that surveys are only a gauge, not a definitive answer. While surveys can help you gather valuable insights, they are not the only source of information you should use. 

It’s necessary to consider other data points, such as sales data, website analytics, and customer conversations. By combining data from multiple sources, you’ll have a more accurate and holistic view of your customers and your business.

Don’t Just Use Tech, Speak to Customers

While surveys are an effective way to gather feedback, don’t rely solely on technology to learn about your customers. It’s important to have conversations with your customers and listen to their feedback directly. 

By speaking to your customers, you can gain deeper insights and learn more about their experiences. You can also build stronger relationships with your customers and create a more personal touch.

Prioritize Survey Results and Use Them

Once you’ve gathered data from surveys and other sources, it’s crucial to prioritize the results and use them to inform your business strategy. Identify the most important insights and utilize them to make data-driven decisions. 

For example, if customers consistently complain about a particular aspect of your service, focus on improving that area. By prioritizing survey results, you can use them to make meaningful changes that improve your business and satisfy your customers.

Share Survey Results With Your Team

Finally, it’s important to share survey results with your team and make sure everyone is on board with your business strategy. By sharing survey results with your team, you can get buy-in from everyone and create a team effort to improve your business. 

You can also get valuable feedback from your team and identify areas where you can make improvements. By creating a culture of feedback and learning, you can develop a more innovative and successful business.


Using surveys effectively can help you gain valuable insights into your customers and optimize your business strategy. By asking the right questions, combining survey data with other sources, and prioritizing the results, you can make data-driven decisions that improve your business and satisfy your customers. 

By sharing survey results with your team and creating a culture of feedback and learning, you can develop a more innovative and successful business. So start using surveys today and take your business to the next level!

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