How to Create a Customer Service Satisfaction Survey

How to Create a Customer Service Satisfaction Survey

Last updated on Jan 23, 2025 by Josephine Remo | Reader Disclosure Disclosure: Our content is reader-supported. This means if you click on some of our links, then we may earn a commission. We only recommend products that we believe will add value to our readers.

Do you want to know how your customers feel about your customer service? Then you should use a customer service satisfaction survey!

Customer service satisfaction surveys are powerful tools for understanding what your customers really think about your business. They help you gather honest feedback, spot areas where you need to improve and show your customers that you value their opinion. That last part is especially important for building long-term customer relationships!

Creating your first survey might feel a bit overwhelming – especially if you’re not sure where to start or what questions to ask. But don’t worry! You’re in the right place.

In this article, I’ll walk you through everything you need to know about creating an effective customer service satisfaction survey. I’ll cover why these surveys are so valuable for your business, what questions you should include, and some proven strategies that really work, and I’ll even show you the easiest way to set one up on your WordPress website.

Here’s what I’ll cover:

Why Use a Customer Service Satisfaction Survey?

Running a business without asking for customer feedback is like driving with your eyes closed. You might think everything’s fine, but you really don’t know for sure.

What’s scary is that 79% of consumers will leave for a competitor if they provide a better customer experience. That’s why I always recommend using customer service satisfaction surveys as a regular part of your business strategy to determine whether your customer service is on point.

Here’s why I believe these surveys are absolutely essential:

  • Spot Problems Early: You can identify and fix issues before they become bigger problems that might drive customers away.
  • Get Real Feedback: Instead of guessing what your customers think, you’ll hear it directly from them.
  • Show You Care: When you ask for feedback, you signal to customers that their opinions matter to you.
  • Make Better Decisions: Use actual customer data to guide your service improvements, not just hunches
  • Boost Customer Loyalty: When customers see you acting on their feedback, they’re more likely to stick around.
  • Save Money: It’s cheaper to keep existing customers happy than to find new ones.

Now that you understand why these surveys are so valuable, let’s talk about what questions you should include to get the most helpful feedback from your customers. I’ll share some tried-and-tested questions that have worked really well for businesses like yours.

Customer Service Satisfaction Survey Questions

When it comes to creating a customer service satisfaction survey, I’ve found that simpler is usually better. You want to focus specifically on the customer service experience – after all, that’s what you’re trying to measure!

Long, complicated surveys often lead to lower response rates, and nobody wants that.

Here are some effective questions I recommend including in your survey:

  • “How satisfied were you with your recent customer service experience?” (Use a 1-5 scale)
  • “Was your issue resolved?” (Yes/No)
  • “How long did you wait for assistance?” (Multiple choice)
  • “Was our customer service representative friendly and helpful?” (1-5 scale)
  • “Did our representative have the knowledge needed to help you?” (Yes/No)
  • “How easy was it to get the help you needed?” (1-5 scale)
  • “Would you recommend our service to others?” (Yes/No)
  • “What could we have done better?” (Open-ended)

It’s important to mix different types of questions. I like to use a combination of:

  • Rating scales (1-5 or 1-10)
  • Yes/No questions
  • Multiple choice options
  • At least one open-ended question where customers can share their thoughts freely

Keep in mind that every question should have a clear purpose. I always ask myself, “What will I do with this information?” If I can’t answer that question, then it probably doesn’t belong in the survey.

In the next section, I’ll share some important tips and strategies to make your survey even more effective and get better response rates.

Best Customer Service Survey Practices

Customer loyalty analysis benefits

Now, before we dive into creating your customer service survey, I want to share some proven best practices. I’ve seen many surveys fail to get responses simply because they weren’t set up properly. Let me help you avoid those common mistakes and set you up for success.

1. Timing Is Everything

  • Send your survey right after the customer service interaction – when the experience is still fresh
  • Don’t wait more than 24 hours – memories fade quickly!
  • Avoid sending surveys during busy holidays or weekends

2. Keep It Short and Sweet

  • Stick to 5 questions max
  • Make sure it takes less than 5 minutes to complete
  • Put your most important questions first

3. Choose the Right Placement

  • Add a survey link in your follow-up emails
  • Place it on your website’s support page
  • Include it in your post-customer service automated messages
  • Consider adding a simple feedback button on your website

4. Make It User-Friendly

  • Use mobile-friendly design – lots of people will answer on their phones
  • Keep language clear and simple
  • Include a progress bar so people know how much is left
  • Make sure it works well on all devices

5. Encourage Honest Feedback

  • Make surveys anonymous when possible
  • Explain how you’ll use the feedback
  • Don’t get defensive about negative responses
  • Thank customers for their time and input

6. Follow Up

  • Actually use the feedback you receive
  • Let customers know what changes you’re making
  • Share positive feedback with your team
  • Address negative feedback promptly

Remember, the goal isn’t just to collect data – it’s to improve your customer service. Every question you ask should help you understand your customers better and improve their experience.

Now that you know these best practices, I’ll show you step-by-step instructions on creating your survey in WordPress.

How to Create a Customer Service Satisfaction Survey (WordPress)

Now that we’ve covered all the theory, let’s roll up our sleeves and make your survey!

For this guide, I’ll show you how to use UserFeedback, which in my experience is the most user-friendly and powerful survey plugin for WordPress.

UserFeedback

Step 1: Get Started with UserFeedback

First, you’ll need to install UserFeedback on your WordPress site. Trust me, it really is the best solution for creating quick and effective surveys.

With UserFeedback, adding customer satisfaction forms and suggestion boxes to your WordPress site is a breeze. It’s easy to install, offers a wide range of survey form templates, and allows you to pose various types of questions.

Visit the pricing page to select a plan that suits your needs. The Plus license grants access to the customer satisfaction survey template and includes features like custom branding and comment boxes.

I suggest upgrading to the Pro license for a more advanced approach to customer surveys. This provides access to detailed targeting options, the ability to schedule surveys in advance (for instance, during a promotion on your website), and numerous other features.

After purchasing, just follow the installation guide to get the plugin up and running on your site.

If you need help setting it up, read How to Create a Survey in WordPress

Step 2: Setting Up Your Templates

Once you’ve installed UserFeedback, there are a few quick things to set up:

  • Go to UserFeedback » Addons in your WordPress dashboard

Find and install these essential addons:

  • Additional Templates
  • Question Types
  • Branding

Click Install Addon and then Activate for each one:

customer satisfaction survey

Pro tip: I suggest installing all available addons for your license level – it’ll give you the most flexibility when creating your surveys.

Then, head to UserFeedback » Surveys in your WordPress admin. Press the button that says Create New at the top.

userfeedback create new

For this tutorial, pick the one titled B2B Satisfaction Survey (PRO):

b2b satisfaction survey

Step 3: Create Your Survey

Now that we have our templates set up, let’s add our survey questions!

Remember what I mentioned earlier about keeping surveys short? Even though UserFeedback lets you add as many questions as you want, I recommend sticking to 5 questions max. This helps ensure people actually complete your survey.

Adding questions is super simple. Just click the Add Question button and choose your question type.

You can use rating scales to measure satisfaction levels, yes/no questions for quick answers, or multiple choice when you want specific option:

Question types userfeedback

I usually structure my surveys with the easiest questions first.

Start with a simple rating scale about overall satisfaction, then add a few specific multiple-choice questions about different aspects of the service. I always like to finish with an open-ended long answer question – this is where customers can share detailed feedback that you might not have thought to ask about.

Check out my setup:

customer service satisfaction survey

Pro tip: If you’re using UserFeedback Pro, you can set up something really clever called conditional logic. This means you can show different follow-up questions based on how someone answered earlier questions. For example, if someone gives a low rating, you can automatically show them a question asking what went wrong:

UserFeedback example conditional logic survey gif

Don’t Forget the Thank You Message! This is something many people overlook, but it’s super important.

Click the Arrow for Thank You Message to customize what customers see after completing your survey. A simple “Thanks for helping us improve our service!” works great.

Add a thank you message

For Pro users, here’s a neat trick: you can redirect customers to a special page after they complete the survey. You can chose to redirect all users or redirect based on user responses like I’ve done below.

conditional redirects to reviews page

Here, I’m redirecting users to a reviews page, but you could also send them to a special discount code page or a loyalty program.

Step 4: Customize Your Survey

Let me help you make your survey look great and work smoothly!

First, let’s make it match your brand. Click Preview in the top right corner of UserFeedback to customize the appearance:

customer satisfaction survey preview

You can adjust colors for everything – the widget, text, buttons – either by using the color wheel or typing in your brand’s exact color codes. You can even add your logo and choose where the survey appears on the screen.

Pretty cool, right?

Step 5: Adjust Your Survey Settings

Now for the important stuff – the settings.

I always start by turning on Google Analytics tracking. This connects with MonsterInsights (if you’re using it) to help you track all those valuable responses.

Tracking settings UserFeedback

If you’ve got the Pro version, you get some extra powerful targeting features:

  • Choose which devices show your survey (mobile, desktop, or both)
  • Pick exactly which pages display the survey
  • Set up smart targeting rules for specific audiences

Advanced survey targeting

The Behavior settings are really important too. You can control:

  • When your survey pops up
  • How often it shows to the same person
  • How long your survey campaign runs

customer satisfaction survey behaviourFor notifications, you can choose to get emails when people respond. With Pro, you can even set it up to only notify you about certain types of responses – like when someone gives a low rating that needs immediate attention.

Notifications settings UserFeedback
Finally, when everything looks good, hit that Publish button to go to the last page!

If you’re using Pro, you can even schedule your survey to start at the perfect time – super helpful for planning campaigns.

publish UserFeedback survey in WordPress

When you’re ready, go ahead and click Save and Schedule or Publish if you’re launching your survey right away.

Congratulations! You’ve now created a perfect customer service satisfaction survey on your website. Remember to monitor and use these invaluable insights to make improvements, keep your customers happy, and grow your business.

I hope you liked this article and found it very useful. I’d recommend you also check out these articles:

Haven’t tried UserFeedback yet? Get started today!

And don’t forget to follow us on X and Facebook to learn more about collecting user feedback online.

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NEITHER PARTY'S LIABILITY WITH RESPECT TO ANY SINGLE INCIDENT ARISING OUT OF OR RELATED TO THIS AGREEMENT WILL EXCEED THE AMOUNT PAID BY YOU HEREUNDER IN THE 12 MONTHS PRECEDING THE INCIDENT, PROVIDED THAT IN NO EVENT WILL EITHER PARTY’S AGGREGATE LIABILITY ARISING OUT OF OR RELATED TO THIS AGREEMENT EXCEED THE TOTAL AMOUNT PAID BY YOU HEREUNDER. THE ABOVE LIMITATIONS WILL APPLY WHETHER AN ACTION IS IN CONTRACT OR TORT AND REGARDLESS OF THE THEORY OF LIABILITY. HOWEVER, THE ABOVE LIMITATIONS WILL NOT LIMIT YOUR PAYMENT OBLIGATIONS UNDER THE “FEES” SECTION OF THE AGREEMENT.

IN NO EVENT WILL EITHER PARTY HAVE ANY LIABILITY TO THE OTHER PARTY FOR ANY LOST PROFITS, REVENUES OR INDIRECT, SPECIAL, INCIDENTAL, CONSEQUENTIAL, COVER OR PUNITIVE DAMAGES, WHETHER AN ACTION IS IN CONTRACT OR TORT AND REGARDLESS OF THE THEORY OF LIABILITY, EVEN IF A PARTY HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. THE FOREGOING DISCLAIMER WILL NOT APPLY TO THE EXTENT PROHIBITED BY LAW.

THE FOREGOING LIMITATIONS SHALL ALSO APPLY WITH RESPECT TO ANY DAMAGES INCURRED BY REASON OF ANY CONTENT OR SERVICES PROVIDED ON ANY THIRD PARTY SITES OR OTHERWISE PROVIDED BY ANY THIRD PARTIES OTHER THAN UserFeedback AND RECEIVED BY YOU THROUGH OR ADVERTISED ON THE SITE OR RECEIVED BY YOU ON ANY THIRD PARTY SITES. YOU ALSO AGREE THAT UserFeedback WILL NOT BE RESPONSIBLE OR LIABLE FOR ANY LOSS OR DAMAGE OF ANY KIND INCURRED AS THE RESULT OF ANY INTERACTIONS OR DEALINGS WITH ADVERTISERS OR AS THE RESULT OF THE PRESENCE OF SUCH ADVERTISERS ON THE SITE.

UserFeedback reserves the right to modify, suspend or discontinue the Site and/or Services, or any portion thereof, with or without notice at any time and for any reason, including, but not limited to, a failure to comply with the terms of this Agreement. UserFeedback shall have no liability whatsoever for any damages, liabilities, losses or any other consequences that you may incur as a result of any such modification, suspension or discontinuance.

Indemnity

You agree to indemnify, defend, and hold harmless UserFeedback, and its subsidiaries, affiliates, co-branders, all third-party advertisers, technology providers, service providers or other partners, and each of their respective officers, directors, agents, shareholders, employees and representatives, from and against any third party claim, demand, loss, damage, cost, or liability (including, reasonable attorneys' fees) arising out of or relating to this Agreement or the Site, including but not limited to in relation to: (a) your use, non-use or misuse of, or connection to the Site, the Services and any Content, including without limitation your Content and any third party Content, forming part of the Site; (b) your breach or alleged breach of this Agreement; and (c) your violation of any rights, including intellectual property rights, of a third party. UserFeedback reserves the right, at your expense, to assume the exclusive defense and control of any matter for which you are required to indemnify UserFeedback and you agree to cooperate with UserFeedback's defense of these claims. You agree not to settle any matter without the prior written consent of UserFeedback. UserFeedback will use reasonable efforts to notify you of any such claim, action or proceeding upon becoming aware of it.

Cancellation and Termination

If you wish to cancel your Subscription, you can do so by logging into your account and proceeding with this option through the billing section menu. If you are unable to find this option within the billing section or if you have questions or need assistance, please contact Support and they can assist you with the cancellation process. You will remain liable for all charges accrued on your account up to the time that you downgrade or cancel your Subscription, including full monthly fees for the month in which you cancelled, provided however that if you cancel your Subscription within the first fourteen (14) days of opening your UserFeedback Account, you will receive a refund of your Subscription fee.

Upon cancellation of your Subscription, UserFeedback is under no obligation to maintain or store your account information or Content. UserFeedback may, at its option, either delete your information and Content immediately or retain it (in full or in part) in accordance with UserFeedback’s processes and practices.

UserFeedback reserves the right at any time, and without cost, charge or liability, to terminate this Agreement at its sole discretion for any reason, including, but not limited to, a failure to comply with the terms of this Agreement. In addition, UserFeedback may, in its sole discretion, at any time, temporarily or permanently suspend access to your account, Subscription or Services for any violation or suspected violation of this Agreement. UserFeedback also reserves the right to deny access to anyone, including, but not limited to those users who use proxy servers and/or IP addresses residing in certain geographical areas outside of Canada and the United States. UserFeedback reserves the right to terminate any portion of the Site at any time, for any reason, with or without notice.

Automatic Renewal

Unless you notify MonsterInsights, LLC before the end of the applicable subscription period that you want to cancel your renewal, your subscription will automatically renew and you authorize us to collect the then-applicable annual or monthly subscription for such Renewal using any credit card or other payment medium we have on record for you. A subscription can be cancelled at any time in the My Account and Billing section of your dashboard.

Refund Policy

The UserFeedback no-risk money back guarantee offers that, if at any time within the first 14 days of opening your paid Account you decide that UserFeedback is not for you, then just let our awesome support team know (we make it easy!).

We will stop your Subscription and issue you a refund. Your request for a cancellation must be received within 24 business hours of the 14 days of the date and time of opening your paid Account. While some refunds may be instant, refund credit can take up to 5 - 10 business days to show up in your credit card statement.

If adequate notice is not received and your credit card is subsequently charged, you will not receive a refund.

Free trial accounts and renewals are not eligible for refunds.

Discount Policy

On occasion, UserFeedback may offer purchase incentives in the form of subscription discount codes. Discount codes are applied on an introductory basis, meaning that are only applied for the first term of the subscription selected. Discount codes do not perpetuate with the life of the subscription. After your initial term has passed, subscriptions will be charged the regular price.

Agreement to Governing Law and Jurisdiction

If there is any dispute between you and UserFeedback about or involving this Agreement, the Site or the Services, you hereby agree that the dispute shall be governed by and construed in accordance with the laws of the state of Florida, without regard to its conflict of law provisions. You hereby agree to submit to the exclusive jurisdiction of the courts in West Palm Beach, Palm Beach County, Florida, with respect to any claim, proceeding or action relating to or otherwise arising out of this Agreement, the Site or the Services, howsoever arising, provided always that UserFeedback may seek and obtain injunctive relief in any jurisdiction.

Severability

If any portion of this Agreement is deemed unlawful, void or unenforceable by any arbitrator or court of competent jurisdiction, this Agreement as a whole shall not be deemed unlawful, void or unenforceable, but only that portion of this Agreement that is unlawful, void or unenforceable shall be stricken from this Agreement.

Legal Remedies

You agree that this Agreement is specifically enforceable by injunctive relief and other equitable remedies without proof of monetary damages.

You agree that if UserFeedback does not exercise or enforce any legal right or remedy which is contained in the Agreement (or which UserFeedback has the benefit of under any applicable law), this will not be taken to be a formal waiver of UserFeedback’s rights and that those rights or remedies will still be available to UserFeedback.

Surviving Provisions

The sections of “Submission of Content”, “Intellectual Property Rights”, “Confidential Information”, “Disclaimer of Warranties”, “Third Party Sites and Content”, “Limitation of Liability/Exclusion of Consequential and Related Damages”, “Indemnity” and “Agreement to Governing Law and Jurisdiction”, “Severability”, “Legal Remedies”, and any other provisions that by their nature are intended to survive will survive any actual or purported termination of your account or termination or expiration of this Agreement and shall continue in full force and effect.

Manner of Giving Notice

Except as otherwise specified in this Agreement, all notices, permissions and approvals hereunder shall be in writing and shall be deemed to have been given upon: (i) personal delivery, (ii) the second business day after mailing, (iii) the second business day after sending by confirmed facsimile, or (iv) the first business day after sending by email. Billing-related notices to you shall be addressed to the relevant billing contact designated by you. All other notices to you shall be addressed to the relevant contact designated by you.

Miscellaneous
NPS is a registered trademark, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

For any questions, feel free to reach out at 561-408-1057

Privacy Policy

Your privacy is very important to us. At UserFeedback we have a few fundamental principles that we follow:

Monster Insights LLC (“UserFeedback”) operates several websites including UserFeedback.com. It is UserFeedback’s policy to respect your privacy regarding any information we may collect while operating our websites.

Website Visitors

Like most website operators, UserFeedback collects non-personally-identifying information of the sort that web browsers and servers typically make available, such as the browser type, language preference, referring site, and the date and time of each visitor request. UserFeedback’s purpose in collecting non-personally identifying information is to better understand how UserFeedback’s visitors use its website. From time to time, UserFeedback may release non-personally-identifying information in the aggregate, e.g., by publishing a report on trends in the usage of its website.

UserFeedback also collects potentially personally-identifying information like Internet Protocol (IP) addresses for logged in users and for users leaving comments on our blogs. UserFeedback only discloses logged in user and commenter IP addresses under the same circumstances that it uses and discloses personally-identifying information as described below, except that blog commenter IP addresses are visible and disclosed to the administrators of the blog where the comment was left.

Gathering of Personally-Identifying Information

Certain visitors to UserFeedback’s websites choose to interact with UserFeedback in ways that require UserFeedback to gather personally-identifying information. The amount and type of information that UserFeedback gathers depends on the nature of the interaction. For example, we ask visitors who comment on our blog to provide a username and email address. Those who wish to receive UserFeedback updates via email, we collect their emails. In each case, UserFeedback collects such information only insofar as is necessary or appropriate to fulfill the purpose of the visitor’s interaction with UserFeedback. UserFeedback does not disclose personally-identifying information other than as described below. And visitors can always refuse to supply personally-identifying information, with the caveat that it may prevent them from engaging in certain website-related activities.

Aggregated Statistics

UserFeedback may collect statistics about the behavior of visitors to its websites. For instance, UserFeedback may monitor the most popular pages on the UserFeedback.com site or use spam screened by the Akismet service and/or Google reCAPTCHA to help identify spam. UserFeedback may display this information publicly or provide it to others. However, UserFeedback does not disclose personally-identifying information other than as described below.

Protection of Certain Personally-Identifying Information

UserFeedback discloses potentially personally-identifying and personally-identifying information only to those of its employees, contractors and affiliated organizations that (i) need to know that information in order to process it on UserFeedback’s behalf or to provide services available at UserFeedback’s websites, and (ii) that have agreed not to disclose it to others. Some of those employees, contractors and affiliated organizations may be located outside of your home country; by using UserFeedback’s websites, you consent to the transfer of such information to them. UserFeedback will not rent or sell potentially personally-identifying and personally-identifying information to anyone. Other than to its employees, contractors and affiliated organizations, as described above, UserFeedback discloses potentially personally-identifying and personally-identifying information only in response to a subpoena, court order or other governmental request, or when UserFeedback believes in good faith that disclosure is reasonably necessary to protect the property or rights of UserFeedback, third parties or the public at large. If you are a registered user of an UserFeedback website and have supplied your email address, UserFeedback may occasionally send you an email to tell you about new features, solicit your feedback, or just keep you up to date with what’s going on with UserFeedback and our products. We primarily use our various product blogs to communicate this type of information, so we expect to keep this type of email to a minimum. If you send us a request (for example via a support email or via one of our feedback mechanisms), we reserve the right to publish it in order to help us clarify or respond to your request or to help us support other users. UserFeedback takes all measures reasonably necessary to protect against the unauthorized access, use, alteration or destruction of potentially personally-identifying and personally-identifying information.

Cookies

A cookie is a string of information that a website stores on a visitor’s computer, and that the visitor’s browser provides to the website each time the visitor returns. UserFeedback uses cookies to help UserFeedback identify and track visitors, their usage of UserFeedback website, and their website access preferences. UserFeedback visitors who do not wish to have cookies placed on their computers should set their browsers to refuse cookies before using UserFeedback’s websites, with the drawback that certain features of UserFeedback’s websites may not function properly without the aid of cookies.

Business Transfers

If UserFeedback, or substantially all of its assets were acquired, or in the unlikely event that UserFeedback goes out of business or enters bankruptcy, user information would be one of the assets that is transferred or acquired by a third party. You acknowledge that such transfers may occur, and that any acquirer of UserFeedback may continue to use your personal information as set forth in this policy.

Ads

Ads appearing on any of our websites may be delivered to users by advertising partners, who may set cookies. These cookies allow the ad server to recognize your computer each time they send you an online advertisement to compile information about you or others who use your computer. This information allows ad networks to, among other things, deliver targeted advertisements that they believe will be of most interest to you. This Privacy Policy covers the use of cookies by UserFeedback and does not cover the use of cookies by any advertisers.

Comments

Comments and other content submitted to Akismet anti-spam service and/or Google reCAPTCHA are saved on our servers unless they were marked as false positives, in which case we store them long enough to use them to improve the service to avoid future false positives.

Privacy Policy Changes

Although most changes are likely to be minor, UserFeedback may change its Privacy Policy from time to time, and in UserFeedback’s sole discretion. UserFeedback encourages visitors to frequently check this page for any changes to its Privacy Policy. Your continued use of this site after any change in this Privacy Policy will constitute your acceptance of such change.