How to create a customer feedback survey

Every step

1. 1

   Determine Survey Goals

   Decide what you want to learn. Example: Are you measuring post-purchase satisfaction or gathering input on a new feature? Write a one-line goal, like 'Assess customer satisfaction with the online ordering process.'

   CHECKPOINT · Survey goal written and reviewed.
2. 2

   Draft 5-7 Focused Questions

   Use a mix of question types: rating scales (1-5), Yes/No, and one open question. Example: 'How easy was it to place your order? (1=very difficult, 5=very easy)'. Keep questions short and unambiguous.

   CHECKPOINT · Survey contains 5-7 well-structured questions.
3. 3

   Test with a Sample Response

   Fill out the survey yourself using an example customer scenario. For instance, 'I ordered a product, encountered an error at checkout, and rated the experience 3 out of 5.' Note if any question feels unclear or irrelevant.

   CHECKPOINT · Sample response completed and unclear questions identified.
4. 4

   Revise for Clarity and Brevity

   Edit to remove double-barreled or leading questions. Example: Change 'How did you find our website and checkout process?' to 'How would you rate our checkout process?'

   CHECKPOINT · Revised survey reads clearly and is concise.
5. 5

   Add Instructions and Privacy Note

   Open with a short intro: 'We value your feedback. Please answer honestly.' Include a sentence about response privacy such as, 'All responses are confidential.' Tailor this to your actual privacy practices.

   CHECKPOINT · Introduction and privacy note included.