70 satisfaction survey questions and the role of AI

Satisfaction surveys are one of the most effective tools to know the real opinion of customers and detect areas for improvement in products, services, and internal processes.

Thanks to them, companies can transform customer perception into clear data that guide strategy and allow for smart decision-making.

Measuring satisfaction not only helps assess if customers are happy, it also allows the discovery of hidden frictions, improvement of user experience, and strengthening of brand loyalty.

When results are properly analyzed, surveys become a key resource to increase productivity, anticipate needs, and reduce the risk of customer churn.

In this article we will see how to design good satisfaction surveys, what questions to ask in each context, and how to make the most of the results to boost your business efficiency and the quality of customer experience.

Why Conduct Satisfaction Surveys?

Satisfaction surveys allow you to directly measure how customers perceive their interactions with a company.

Through them, it is possible to identify if the experience has been positive or negative, detect friction points, and obtain useful information to make strategic decisions.

Beyond a simple questionnaire, these surveys are a channel to listen to the customer’s voice and turn it into a driver of continuous improvement.

By collecting objective data, organizations can compare results over time and evaluate the impact of changes in processes, products, or services.

Key Benefits of Satisfaction Surveys

One of the most notable benefits is the ability to measure customer experience at different stages of their journey, from the first interaction to after-sales service.

This helps to have a complete vision, not just a partial one, of the relationship with the brand.

They also allow detecting problems early, before they turn into major complaints or even the loss of a customer.

This early learning translates into improvements in support, product design, and operational efficiency.

The third major benefit is customer loyalty.

By showing that the company listens and acts based on feedback, trust is reinforced and the likelihood that users remain loyal to the brand increases.

Examples of Common Metrics

There are three metrics that have become standard:

CSAT (Customer Satisfaction Score): measures satisfaction level after a specific interaction.

NPS (Net Promoter Score): evaluates loyalty by asking how likely the customer is to recommend the company.

CES (Customer Effort Score): analyzes how much effort it takes for the customer to resolve their need.

Used together, these metrics provide a more complete and balanced view of customer experience.

The Problem with Surveys and How AI Solves It

Although valuable, satisfaction surveys face a challenge: the data is often partial and lacking context.

Many times the customer answers quickly or incompletely, and organizations lack enough information to connect those responses with the rest of the interactions.

This is where artificial intelligence makes the difference.

By processing large volumes of data in real time, AI allows detection of hidden patterns, connects surveys with previous conversations, and generates practical recommendations.

At this point, Harmonix AI brings unique value. Installed on top of any CRM without replacing it, it centralizes all communication channels, calls, emails, WhatsApp, or LinkedIn, in a single place.

This not only guarantees omnichannel capability, but also multiplies the available data to interpret customer satisfaction more accurately.

Thanks to this integration, users are more productive and faster in their work, since they do not need to manually log interactions or search for scattered information.

In addition, companies obtain a much more complete strategic vision, based on real and updated data.

In conclusion, satisfaction surveys, combined with AI and solutions like Harmonix AI, stop being simple forms to become a powerful tool that elevates customer experience and improves business efficiency.

6 Examples of NPS (Net Promoter Score) Questions

Net Promoter Score (NPS) is one of the most widely used metrics to evaluate customer loyalty.

It is based on one central question and others that help understand the reasons behind the response.

Some specific questions you can include are:

• On a scale from 0 to 10, how likely are you to recommend our company to a friend or colleague?
  
  
• What aspect do you value most about our company/product/service?
  
  
• What could we improve to make your experience more satisfying?
  
  
• What most influenced your score?
  
  
• Have you recommended our company recently? Why?
  
  
• How likely are you to choose us again in the future?
  
  

How to Interpret the Results

The answers are divided into three groups:

Promoters (9-10), who are loyal and enthusiastic customers,
Passives (7-8), satisfied but vulnerable to changing provider,
and Detractors (0-6), dissatisfied customers who may damage the brand’s reputation.

NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.

A high score indicates that the company generates loyalty and brand ambassadors, while a low score points to the urgent need to resolve experience problems.

8 Examples of CSAT (Customer Satisfaction Score) Questions

Customer Satisfaction Score (CSAT) measures immediate satisfaction after a specific interaction, such as a purchase, support received, or product usage.

It is ideal to detect frictions in key customer journey moments.

Common CSAT questions are:

• How satisfied are you with the service received today?
  
  
• On a scale from 1 to 5, how would you rate your experience with our product/service?
  
  
• Was your query resolved satisfactorily?
  
  
• How would you rate the speed of the service you received?
  
  
• Would you repeat your purchase or use the service after this experience?
  
  
• How easy was it to resolve your need this time?
  
  
• Did the product quality meet your expectations?
  
  
• How useful did you find the information we provided?
  
  

Difference Between Measuring Immediate Satisfaction and Loyalty

CSAT reflects immediate satisfaction, focused on a specific moment in the relationship with the company.

In contrast, NPS measures long-term loyalty, showing if customers are willing to recommend the brand and keep trusting it.

Together, these metrics offer a complementary view: CSAT helps detect and correct immediate issues, while NPS allows anticipating risks of churn or identifying loyalty opportunities.

Integrating them into the customer experience strategy is key to obtaining a complete reading of the relationship with customers.

Examples of CES (Customer Effort Score) Questions

Customer Effort Score (CES) measures how much effort it takes for a customer to complete an action.

The lower the effort, the higher the satisfaction and the greater the probability of loyalty.

This type of question is essential to detect barriers in purchasing, usage, or support processes.

7 Questions to Measure Process Ease

• How easy was it to complete your purchase on our website?
  
  
• On a scale from 1 to 5, how simple was it to register on our platform?
  
  
• How would you rate the ease of finding the information you were looking for?
  
  
• Did you have to take more steps than expected to achieve your goal?
  
  
• How easy was it to manage your subscription or plan change?
  
  
• Do you consider the payment process fast and hassle-free?
  
  
• Were you able to resolve your need without additional help?
  
  

8 Post-Service or Support Questions

CES is especially useful in support agent interactions. It evaluates time, clarity, and problem resolution.

• How easy was it to contact our support team?
  
  
• Was your query resolved on the first attempt?
  
  
• How clear was the advice you received?
  
  
• On a scale from 1 to 5, how easy was it to follow the instructions given?
  
  
• How much effort did it take to get the answer you needed?
  
  
• Was the waiting time appropriate to receive attention?
  
  
• How would you rate the speed with which your problem was solved?
  
  
• How simple was it to reopen or follow up your case?
  
  

8 Questions About Purchase or Product Usage Experience

CES also allows measuring ease of use in ecommerce, software, or services.

This way, companies can adjust their proposal to reduce friction in the customer’s daily life.

• How easy was it to find the product/service you were looking for?
  
  
• Was navigation on the website or app intuitive?
  
  
• Did you have difficulties using any functionality of the software?
  
  
• How easy was it to customize your order or service configuration?
  
  
• How easy was it to install or start using the product?
  
  
• Did you need to contact support to complete your purchase or usage?
  
  
• Was the return or cancellation process simple and clear?
  
  
• Did you require external help to take advantage of all product features?
  
  

In sum, these questions allow evaluating if the company is offering a smooth and frictionless experience.

Reducing customer effort not only increases immediate satisfaction, it also strengthens trust and long-term loyalty.

8 Open-Ended Questions to Obtain Qualitative Insights

Open-ended questions in satisfaction surveys allow the customer to express themselves freely and in detail.

Although more complex to analyze, they provide valuable qualitative information that is hard to obtain with closed responses or numerical scales.

Examples of Open-Ended Questions

• What did you like the most about your experience with our company?
  
  
• If you could change something about our service/product, what would it be?
  
  
• What factors influenced the rating you gave us?
  
  
• How can we improve your next experience?
  
  
• Was there something that exceeded your expectations?
  
  
• What difficulties did you encounter when using our product/service?
  
  
• What aspect of the service received would you highlight as the most important?
  
  
• What would you recommend to make working with us easier?
  
  

Why They Are Valuable

Open-ended questions offer context and nuances that quantitative metrics do not capture.

They allow discovering perceptions, emotions, and specific details that help understand the customer’s real experience.

Although they require greater analysis effort, they provide deep insights that can guide strategic decisions.

Specific Questions by Channel

The communication channel influences how the questions should be posed:

Phone: short and conversational. Example: “Was there something our agent could have done better during the call?”

Email: more structured, with space for long responses. Example: “Tell us in detail what aspects you value most about our service.”

WhatsApp: close and direct tone. Example: “What was the easiest or hardest part of your experience today?”

Online chat: quick questions, focused on immediacy. Example: “What can we improve in this chat to help you better?”

Omnichannel capability is key here: being able to unify responses from different channels makes it easier to compare experiences and detect common patterns.

Differences in Tone and Length

The tone must adapt to the channel.

For example, in chat brevity is essential, while in email it is possible to encourage extended explanation.

The length of the survey also matters: in phone and WhatsApp it is better to limit to 1 or 2 open questions, while in email it is possible to include several.

In addition, tools like an automatic call dialer can further streamline the survey process by reducing manual effort and increasing efficiency in call-based feedback collection.

How to Structure an Effective Survey

A well-designed survey must be short and clear. The ideal is to combine closed and open questions: closed questions help measure trends and open questions provide depth.

In addition, the sending time is decisive.

The best is to ask right after an important interaction: a purchase, a support call, or a service delivery. This way, the memory is fresh and the response is more authentic.

In summary, open-ended questions are an essential resource to complement metrics like NPS, CSAT, or CES.

Well formulated and adapted to each channel, they provide qualitative insights that help design more fluid, human, and effective experiences.

25 Extra Satisfaction Survey Questions

• Expectations vs. reality: To what extent did the product/service meet what you expected before purchasing it?
  
  
• Time to value: How long did it take to obtain the first clear benefit since you started using it?
  
  
• Quality–price ratio: Do you consider the value received aligned with the price paid?
  
  
• Trust: How confident do you feel continuing to use our brand compared to alternatives?
  
  
• Clarity of information: Did the documentation or guides seem understandable and complete?
  
  
• Personalization: To what extent did you feel that the experience was tailored to your needs?
  
  
• Self-service: Were you able to resolve your need on your own with FAQs, tutorials, or help center?
  
  
• Accessibility: Did you encounter accessibility barriers (language, design, compatibility) when using the service?
  
  
• Updates: How would you rate the impact of the latest improvements or versions on your experience?
  
  
• Consistency: Was your experience consistent at different times, or did you notice variations?
  
  
• Incident communication: How clear and timely was the communication during service interruptions?
  
  
• Team empathy: Did you feel empathy and understanding from our side when handling your case?
  
  
• Total time invested: Was the time you spent completing your goal with us reasonable?
  
  
• Delivery/result accuracy: Was the final result (shipment, configuration, service) exactly as requested?
  
  
• Policies and guarantees: Were the return, exchange, or warranty policies clear?
  
  
• Competitive comparison: Compared to other options, in what aspects do we stand out and where do you see room for improvement?
  
  
• Content relevance: Are the messages, emails, or notifications you receive useful and timely?
  
  
• Ease of learning: How quickly did you learn to use the key features?
  
  
• Omnichannel consistency: Was your experience coherent when interacting through different channels?
  
  
• Security perception: How confident do you feel with our privacy and data protection measures?
  
  
• Impact on your work/life: How has your daily life improved thanks to our product/service?
  
  
• Availability of human help: When needed, was it easy to access a person to assist you?
  
  
• Prioritized suggestions: If we could improve only one thing this month, what would it be and why?
  
  
• Satisfaction with integrations: How satisfied are you with how our product integrates with other tools you use?
  
  
• Churn signals: What would have to happen for you to stop using our product/service? What would prevent it?
  
  

These questions expand the survey’s scope towards expectations, trust, consistency, accessibility, and security, helping detect improvement levers that do not always emerge with traditional NPS, CSAT, or CES.

Best Practices to Analyze Responses

Designing effective surveys is only the first step.

The real value lies in how responses are analyzed and what decisions are made based on them.

Good information management allows transforming opinions into strategic actions that directly impact satisfaction and loyalty.

How to Group Quantitative Data

Closed questions, such as NPS, CSAT, or CES, generate data that is easy to measure.

A recommended practice is to group responses into clear categories (for example, promoters, passives, and detractors in the case of NPS).

This allows visualizing trends and calculating key indicators easily.

It is also useful to compare results between customer segments (new vs. returning, by region, by contact channel).

This way, significant differences are detected that help prioritize specific improvements.

How to Identify Patterns in Qualitative Data

Open responses are more complex to analyze, but they hide valuable insights.

An effective practice is to classify comments by themes: price, support, ease of use, delivery times, etc.

This makes it easier to identify recurring patterns, such as frequent complaints about the same process or praise for a specific area.

A well-structured qualitative analysis helps understand not only the what, but also the why behind the ratings.

The Importance of Acting Quickly

There is little point in collecting feedback if it is not turned into action.

Responding quickly shows the customer that their opinion has real impact.

Resolving a problem detected in a survey can make the difference between losing a customer or building long-term loyalty.

Companies that manage incidents quickly generate a positive perception, even if the initial error was significant.

The key is to close the feedback loop as soon as possible.

The Common Problem: Data Without Action

Many organizations collect surveys systematically, but do not react in time.

Reports pile up, problems repeat, and customers perceive that their comments do not generate real change.

This damages loyalty, because the customer feels they are only asked out of obligation.

Even worse, a detractor who does not receive quick attention may amplify their negative experience on social networks or recommend competitors.

A common example is that of a customer who gives a low score to support response time.

If the company takes weeks to react, the problem turns into mistrust, and in many cases, into abandonment.

Acting fast not only improves metrics, it also protects the long-term relationship.

Applying survey insights is also a way to improve sales prospecting, since understanding customer needs more deeply helps teams target the right opportunities.

How Harmonix AI Transforms Satisfaction Surveys

One of the biggest challenges for companies is that, traditionally, they manage satisfaction surveys in isolation and through a single channel, whether by email, calls, or WhatsApp.

This causes data to be fragmented and decisions to be made based on an incomplete view.

With Harmonix AI, this scenario changes completely.

The platform centralizes multichannel feedback within the CRM, integrating emails, WhatsApp conversations, call logs, and other contact points in one single place.

This omnichannel capability offers a global picture of the customer, making it easier to detect problems and opportunities much more effectively.

AI That Interprets Feedback

Thanks to its artificial intelligence engine, Harmonix does not stop at collecting responses.

The tool is capable of automatically analyzing open surveys, detecting satisfaction patterns, and even identifying tone and emotions in comments.

This makes it possible to discover insights that would otherwise go unnoticed.

In addition, Harmonix AI generates automatic alerts when a customer leaves negative feedback.

This way, the team can act immediately, reducing the risk of churn and showing that the customer’s voice has real impact on company decisions.

Integration with the CRM

Harmonix is installed on any CRM without replacing it, which makes it practical and simple to implement.

By working directly inside the existing system, it connects each response with the customer’s complete interaction history: calls, emails, WhatsApp, and virtual meetings.

In this way, users can be more productive and faster in their work, since they do not need to switch between multiple tools.

At the same time, management obtains more strategic data to anticipate needs and adjust processes in real time.

Narrative Example

Imagine a customer responding to a survey after a support call. In their open comment they mention frustration with waiting times.

Thanks to omnichannel capability, Harmonix connects that complaint with their history: several unanswered emails and a pending WhatsApp message.

The AI sends an automatic alert to the account team, which immediately acts by offering a personalized solution.

The problem is not only solved on time, but the customer perceives a proactive approach. Instead of leaving the company, they become a more committed and satisfied user.

In short, Harmonix AI turns satisfaction surveys into a strategic resource: it centralizes, interprets, and acts on information in real time, ensuring that every interaction translates into value both for the customer and for the company.

Frequently Asked Questions (FAQs)

What is the best time to send a satisfaction survey?

The sending time determines the quality of the responses.

The ideal is to do it right after a key interaction: a purchase, a service received, or a support conversation. When the memory is fresh, the feedback is more authentic and useful.

In longer processes, such as hiring a service or a B2B project, it is also advisable to send the survey at intermediate points, not just at the end, to anticipate potential problems.

How many questions should a satisfaction survey have?

The best surveys are short and clear.

Between 5 and 10 questions is usually enough to obtain relevant insights without tiring the customer.

A survey that is too long increases the risk of abandonment or hurried responses.

A good practice is to mix closed and open questions: the first allow measuring trends quantitatively and the second provide qualitative context to understand the reasons behind the ratings.

What is the difference between NPS, CSAT, and CES?

• NPS (Net Promoter Score): measures loyalty and the likelihood that a customer will recommend the company.
  
  
• CSAT (Customer Satisfaction Score): measures immediate satisfaction after a specific interaction.
  
  
• CES (Customer Effort Score): measures the effort the customer makes to achieve an objective, such as buying or solving a problem.
  
  

Used together, these metrics offer a complete view: from immediate satisfaction to long-term loyalty.

How can I analyze open responses without wasting time?

Open responses require more analysis effort, but there are techniques to simplify the process.

One option is to group comments by categories (price, support, usability, delivery times).

Another is to use natural language processing tools, which identify patterns and keywords.

The important thing is not to leave these responses unreviewed, as they often contain the most valuable insights to improve the experience.

How can Harmonix AI help in this process?

This is where artificial intelligence makes the difference.

Traditionally, companies manage surveys and communications in isolated channels, such as email, calls, or WhatsApp, which limits analysis.

With Harmonix, all feedback is centralized in one single place, ensuring omnichannel capability.

The AI detects emotions and patterns in open comments and generates automatic alerts for negative feedback.

In addition, since it is installed on any CRM without replacing it, it connects responses with the complete history of interactions.

This allows users to be more productive and faster in their work, without having to manually collect data.

At the same time, management obtains more strategic information to act quickly and make better decisions based on the customer’s voice.