6 Tips for Writing a Customer Survey

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Lately, I’ve spent some time discussing customer surveys. I don’t want to run the topic into the ground, but it’s something that I believe is very important for companies to focus on. Too many companies have no real idea what their customers think about them, so they continue aimlessly down a path that might actually be harming them.

To get the most out of your customer surveys, you have to construct them carefully. Here are 6 tips to keep in mind when writing your survey.


  1. Know the point of the survey—What are you hoping to find out from your surveys? If you don’t have a specific objective, your survey could end up being too long and unfocused.
  2. Be as clear as possible—Clarity is of the utmost importance. You can’t leave your questions open to interpretation or confusion.
  3. Don’t ask more than one thing per question—Keep each question focused on one particular thing. For example, you don’t want to say “I found your website’s ordering process to be fast, easy, and secure” because that’s really 3 different things.
  4. Use the same questions each time—If you conduct surveys on an annual basis, you want to be able to compare the results from year to year, side by side. The only way to do this accurately is to ask the same questions each time.
  5. Give customers multiple choices—Multiple choice questions make it easier for you to categorize the responses, so you can get a clearer picture of what customers think of your company. For example, your answer choices could be “I agree strongly,” “I somewhat agree,” “I somewhat disagree,” “I disagree strongly,” etc.
  6. Add in a few open-ended questions—Open-ended questions really give your customers a chance to speak their mind. You probably don’t want your entire survey to be open-ended questions (unless it’s really short), but having a few at the end is a good idea.


What are some tips you’d add for writing a great customer survey? Share your thoughts by leaving a comment.

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