Customer satisfaction survey: 5 short questions that actually tell you something

A good survey is short and helps you change something on Monday morning. A bad one has 15 questions and ends with "customers are generally satisfied".

The basic rule: one question = one decision

Before adding a question, ask yourself: if this score is low, what will I do differently? If you have no answer, the question does not belong there.

5 questions that work almost anywhere

1. Overall, how satisfied are you with today's visit?
   Your headline score. Track it over time.
2. How was the waiting time?
   The most common source of dissatisfaction, especially at handover.
3. Did our colleague clearly explain what you are getting?
   Measures communication, not just friendliness.
4. Was your order ready when promised?
   Shows whether the promises made at intake are realistic.
5. Would you recommend us to a friend?
   The best closing question.

Variants by type of business

Optical practice

• Did the optometrist explain the results of your eye exam?
• Did you feel helped to choose the right lenses?
• Were your glasses adjusted comfortably at pickup?

Repair service or workshop

• Did you understand what was repaired and why?
• Was the final price the one estimated at intake?

Shop or salon

• Did you find what you were looking for?
• How did you find the atmosphere?

Which scale to use

For a survey answered standing at the counter, 3- or 5-level emoji faces are the fastest. Nothing to read, understood at a glance. 1–10 scores are good for analysis but slow customers down.

Mistakes that ruin a survey

• Two questions in one: "Were the staff friendly and competent?" If they were friendly but not competent, what does the customer tick?
• Leading questions: "How much did you enjoy our excellent service?"
• Too long: after the fifth question, answers become random.
• Mandatory text fields: most customers give up.
• Questions changed too often: you can no longer compare months. Keep the set for at least a quarter.

Where to put it

It works best on a tablet at the counter, right at order pickup. Here is why: How to find out what customers think, right when they collect their order.