1. Very satisfied.
2. Moderately satisfied.
3. Moderately dissatisfied.
4. Very dissatisfied.
These types of questions are simple to understand and answer, and will provide you with quantifiable data as to how satisfactory the experience is. However, the real attitude of your customers can’t usually be deduced by just this type of question alone. Customers might have specific drivers that aren’t highlighted by this question, or they might feel reluctant to choose an “extreme” option, even if it is true for their experience.
Binary questions provide you with the quickest response to any feedback survey question. By asking a simple yes/no question (or its equivalent), you can get the general sense of whether customers’ needs have been met.
For example, you could ask:
Did you find what you were looking for today?
[Yes/No]
Again, this does not provide you with the full context of their answer.
Multiple choice questions can enable you to find out more about customers and their experiences.
For example, you could ask:
Which of our services was most useful for you today?
[Service A]
[Service B]
[Service C]
This type of question can be more leading for your customers, as you are providing the text answers for them to choose from. However, it can offer you more insight than a simple binary or Likert scale question.
This type of question allows your customer to provide a description in their own words of how satisfied they are with your products or services.
For example, you could ask:
What could we have improved on today?
[Open text box]
Open-ended questions can give you a much more specific insight into a particular customer’s problems or highlights. However, they are also higher effort for your customers – which may put them off responding.
