We all need people who will give us feedback. That’s how we improve.

– Bill Gates

What is a feedback survey?

Definition of feedback survey:  Feedback survey is a process used to identify if the different business entities are happy and satisfied with the products/services or the working environment of the company. The survey usually consists of a series of questions neatly designed to fundamentally understand the business users by giving them the liberty to express their experience, requirements, and suggestions through survey answers.

Feedback survey motivates companies to embrace a customer-focused culture. In fact, for a majority of customer-driven companies feedback is like a battery, which keeps them going on. Just like a battery has ‘negative’ and ‘positive’ points, feedback also has a positive (praise for your product/service) and a negative (criticism for a product/service) side. Many businesses, treat customer feedback as a gift worth nurturing because admiration gives strength to keep up the good work and criticism gives ideas to make the product even better.

A feedback survey can be of any type, it can be a consumer feedback survey to understand buyers reaction related to the company’s products, services, or policies, it can be an employee feedback survey related to working environment, opinions related to performance evaluation or performance feedback,  anything related to the performance expected and the performance exhibited.

Five reasons why feedback survey matters

Whether it is positive feedback or negative feedback, it should not really matter. It’s good if the company considers and accepts all the feedback making it a never-ending cycle of improvising product and customer experience. Top companies are at the top because they do not rest after getting negative feedback for their product or services; in fact, their work starts after they receive pessimistic feedbacks. For them, continuous improvement is not just a phrase, but eternal efforts to make their best products even better by focusing on the feedback they receive from the entire organization including employees, customers, clients, suppliers, vendors, and stakeholders. If you want to be on top, you not just have to ask for feedback, but also accept and understand it; so you could convert weaknesses into strengths.

1. Where there is a business there is a feedback

It does not matter whether you are selling products, offering services, or handling a bunch of employees; a feedback survey is the best medium to listen to opinions and suggestions. An employee feedback survey helps companies to understand the areas needing improvement, gauging the performance of employees, analyzing the sustainability of the training program, etc. As a matter of fact, every time a business is communicating with a customer, employee, vendor, or stakeholder it is indulging in verbal feedback.

2. Demonstrate how every feedback matters  

Whether took verbally or online, the respondent needs to be ensured that his/her opinion or feedback is received understood, and accepted. By letting respondents know that their responses are adding value to the betterment of product or services, surveyors are actually displaying a positive image of their business. Therefore, conveying respondents that their feedback is making the change they expect by communicating them how their feedback will be used is a great strategy.

3. Use feedback to motivate the change

When you ask employees for feedback not only it helps in increasing their morale to perform well, but it also helps in motivating them to look at things from a different perspective. Asking respondents, whether consumers or employees to provide their feedback is like creating a feeling of belongingness and letting them know that their opinions do matter to formulate the business strategies. Feedbacks received from the clients, vendors, stakeholders, etc. acts as a dose of motivation to outperform their expectations and develop better working relations.

4. Negative feedback is a fuel to perform better

Never mistake negative feedback for criticism. A good business must consider negative feedback as ‘fuel’ to enhance its performance. In fact, a negative criticism when considered as constructive feedback helps the business make better decisions meant to increase performance and satisfaction.

5. The feedback survey is a process of continued learning

It takes some of your time and a good online survey making tool to gather opinions from consumers and employees. A continued feedback process involving a different set of respondents is a modern day business requirement. If you want to remain aligned with organizational goals, develop business strategies, enhance performance, undertake product and service improvements, and enhance relationships, then there is no better tool than continuous feedback.

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Create a feedback survey-The most straightforward guide

A feedback survey is dangerous if used wrongly, but is super powerful when used correctly and in the right context. Whether Net Promoter Score questions or using any other method to interact with people for collecting their responses, surveys by far as the most popular, convenient, and effective method to gather and gauge public feedback at scale. However, the problem with surveys is organizations conducting those surveys, mess them up with too many questions, leading questions, target surveys poorly, ask questions not specific enough to the motive of the survey, etc.

A recent survey by Cint, states that 62% of consumers are inclined to buy from the brand that has asked them for an opinion. Additionally, 52% of consumers experience a loyalty boost when a certain brand asks them for feedback. However, consumers are fed up with constant surveys and feedback calls, as a majority of businesses are indulging in feedback surveys. Yet, you need surveys-properly designed surveys to look into the brains of people and figure out their perception.

At QuestionPro we have years of experience to tailor perfect surveys meeting customer expectations, and today we are sharing it with you

  • Design an engaging feedback survey offering ‘ on brand’ experience.
  • Align the survey questionnaire with the motive of the survey.
  • Let the survey achieve the right customer journey milestones.

Design an engaging powerful feedback survey

A holistically designed survey is ought to yield a good completion rate. Create a feedback survey questionnaire that will keep potential respondents interested and incentivized. Create a survey design in such a manner that it creates an environment that is comfortable and convenient to the audience’s expectations, interests, browsing habits, and most importantly to their mobile device.

Here are a few things that will help you build a good feedback survey

  • Keep the survey length shorter

A good survey questionnaire follows the principle ‘less is more’. When the questions are targeted and aligned with the motive of the survey it is a better practice to keep survey length shorter. It is highly appreciated if your survey has not more than five questions. In fact, the most effective feedback surveys we designed contains only two questions. First was a Net Promoter Score question and the second was an open-ended question asking respondents to describe in their own words the reason behind their answer to the first question.

  • Ask at least one quantitative question

When the survey is intended to collect feedback from the respondents then asking them open-ended questions won’t work. Moreover, it will become harder to eventually analyze the answers or to find trends. Quantitative questions, on the other hand, gives space to respondents in answering the question in numerical form. A net promoter score question ranging from 1 to 10 and from ‘strongly agree’ to ‘strongly disagree’ or from ‘strongly satisfied’ to ‘strongly dissatisfied’ makes it easier to analyze the response. A quantitative question gives you the liberty to have a metric included in the survey based on which you can adjust the filter, and compare qualitative responses.

  • Answers must include balanced options

Especially, when you are putting an NPS or a quantitative question think of symmetrical options. A range starting from very dissatisfied to somewhat satisfied and from neutral to very satisfied is a good example of symmetrical and balanced answer options for the respondent.

  • Maintain unbiased language throughout

To keep your respondents satisfied and to collect the most executable data, it is always a better practice to maintain unbiased language throughout the survey. For example, when you are asking a quantitative question phrase it like ‘how likely would you recommend us to your family and friends?’ and avoid asking ‘how likely will you tell your family and friends about our amazing product?’

  • Customize it to reflect the brand

Do not miss the opportunity of adding branding elements to the survey. By adding the brands, imagery, and color, think about using a brand image at the background that actually does not distract but engages audiences. Adding multimedia questions to add images of your products, especially when you are adding a question related to the product will make the feedback survey more engaging.

  • The survey has to be mobile-optimized

Google has started giving due importance to the mobile first indexing. Moreover, after mobile devices have taken a front seat in the technology, more and more people opt for completing surveys on their mobiles. Therefore, it has become more than important to create, test and deploy a mobile version of your survey. Ensure you have tested the mobile responsiveness of the survey by checking readability, tap size functions, and general functionality of the survey before distribution.

Align the survey questionnaire with the motive of the survey

Decreasing customer churn is one of the prime objectives of designing and branding the survey. Nevertheless, before creating the survey, it is necessary to understand the motive behind the survey creation, Ask yourselves, why are you conducting this survey, what do you want to achieve from the survey, how are you going to utilize the data collected through surveys, and what audience you specifically want to target?

Answering all these questions will help you understand the goal or motive behind a specific survey. Once you understand the goal of the survey, it becomes easier to select the type of questions that are well aligned to meet your motive.

There are two obvious choices for question types when you want to create a feedback survey. Customer Effort Score and Net Promoter Score survey questions. CES questions are a good choice when you want to analyze the underlying components affecting customer satisfaction. These questions help to understand the common issues faced by clients needing improvement and the loopholes in your customer support needs an immediate fix. However, since CES questions are related to customer efforts, there are certain limitations as to when and how you can use them. For instance after a support call, after an online support chat or after clients or customers access online helps.

For Example:


On the contrary, Net Promoter Score or NPS questions being less dependent on situations or having no limitations of context; offers wide options for using the question righteously. More often, NPS questions are used to analyze customer loyalty and can be asked at any point of the customer journey. You can ask NPS question before or after the signup, before or after the purchase, or as an icebreaker to motivate the customer journey.

For Example:


Well! Only CES and NPS are not the only questions that can go along with the feedback survey. There are numerous question types to choose from, but it again depends on the online survey making tool you opt for and the motive of your survey.

Achieve the right customer journey milestones

Handing off the customer one department to another is the most problematic area for many businesses. All you need is a comprehensive customer journey map to understand if your customers are finding the interdepartmental transition hard or if they are enjoying the seamless experience. When you start looking at your business from the customer’s point of view then it is possible to bring about positive internal changes beneficial for both staff and customers.

In addition to that, a comprehensive customer journey map helps you enhance the performance of each individual department. For example, improving the performance of sales team by eradicating a set of obstacles affecting their moral will give a big boost to your business. A feedback survey to understand the pain points in the sales department from staff, as well as the customer’s point of view, will provide you the right insights to act wisely and informingly.

Use a customer journey map for  continuous improvement

Most of the responses collected from customers during their journey are qualitative as well as quantitative. These surveys are specifically designed to gather qualitative data as if what they are thinking, what issues they face, and what questions they ask. On the other hand, the quantitative data is in a numeric form representing the dropout rate key business metrics, rating, etc.

When you wisely use intelligently designed feedback surveys and mapping them to the right point of the customer journey, then it makes it harder for customers as well as prospects t leave in the middle. The data collected at each stage and in each survey bring in an abundance of value to understand the changes you need to make at every stage and in every department to enhance customer journey at every point. Using feedback surveys to improve business and update customer journey has to be a never-ending process.

Create a free feedback survey!

Small, medium or large; business size does not matter when it comes to fostering and building stronger relationships with customers, employees, stakeholders, etc. In order to remain profitable and competitive business, it is imperative for businesses to listen, learn, and meet the needs of each business entity. The feedback survey is a medium that allows businesses to gather measurable insights so that the feedback data can be used to develop newer and effective business strategies, build new relationships, retain loyalty, and scale growth.