11 Customer Satisfaction Survey Questions [+Survey Template]

At HubSpot, we use feedback to understand our customers and what the market demands. This approach has driven dramatic changes over the years—taking us from a small marketing app to the more complete front-office software suite we are today.

Today, I’m sharing the most important things I’ve learned about customer satisfaction surveys, so you can take some of my learnings and use them to adopt a practice of customer feedback at your business and grow better by mastering your market. I cover:

What is a customer satisfaction survey?

A customer satisfaction survey is a questionnaire designed to help businesses understand what their customers think about their products or services, their brand, and their customer support. Customer satisfaction surveys allow companies to improve products strategically, optimize user experience, and deliver exactly what the market demands.

At HubSpot, we use customer satisfaction surveys to understand the micro-level experiences of individual users and address their concerns, but we always return to macro-level questions like “Where is the market going,” “How is our product on the cutting edge,” and “Where do we need to improve?” as well. 

4 types of customer satisfaction surveys

There are several ways to understand if your customers are happy, loyal, and satisfied with your product or service, and each can help you learn something about your users’ experience. Here are four of the most effective surveys you can use to understand your customers.