Using customer experience surveys can help you measure the degree of success your business has interacting with customers. By tracking the customer experience through surveys, you can identify problem areas and make changes to improve the overall experience of your customers.

What is Customer Experience (CX)?

Organizations place a lot of emphasis on creating an excellent customer experience, and rightly so. The customer experience (CX) is the complete experience a customer has with your business. It is the combination of all interactions a customer might have with your organization. It also looks at how customers use those interactions to form opinions about your business.

Good customer experience is one that meets their expectations at every step of their journey. This could include the process of shopping for a company product online, making a purchase in a store, or calling customer service for answers to a question about a recent purchase. Each interaction is considered a touchpoint in the customer’s journey. Their experience at each touchpoint leads to their opinions about your business as a whole.

Consider that customers with positive customer experience are more likely to make a repeat purchase than those with a bad experience. Investing in your customer experience through a customer experience survey could lead to a direct increase in return customers.

Learn more: Customer Satisfaction (CSAT)

Why is CX important?

Positive customer experience is essential because customers today are incredibly tech-savvy. If they are unhappy with any particular brand, they are quick to find a replacement.

According to a study conducted by the White House Office of Consumer Affairs, 80% of Americans are ready to pay more for a product or service, just to ensure a superior customer experience.

This means that customers don’t shy away from spending more if a business can provide an extremely positive CX. Focusing on CX can help your company make more sales, even if your brand is not the cheapest option.

Learn more: Customer satisfaction surveys

What is a customer experience survey?

A customer experience survey allows you to capture a customer’s emotions based on their experiences at various touchpoints. To identify the most important touchpoints of your customers, you must map the journey of the customers.

For example, you want to track the customer experience from the moment they think of your brand to their return as a repeat customer in the future. In this process, you should keep a close eye on what the customers say about your brand at every step. Using customer survey software and CX survey questions can help you measure the customer experience at different touchpoints.

One such example is the integration of AeroCRS with QuestionPro. This integration helps AeroCRS get real-time insights before, after, and during the flight. This software provides a powerful method of analyzing your brand from a customer’s point of view.

A CX survey looks at both structured data and open-ended questions. Data and customer suggestions can define the overall customer experience of your brand and help you look for improvements. The most important aspect of analyzing client experience survey data is to form accurate and actionable insights.

Why are customer experience surveys so important?

The CX survey is essential for businesses and organizations to understand what their customers think about their brand. It also gives you better insight into the entire experience journey. Other reasons you should consider customer experience surveys include:

1. Helps customer retention: A happy customer is a returning customer. By tracking the entire customer journey, you can anticipate if any product or service is not heading in the right direction. Based on customer loyalty, you can also forecast future sales. Effective changes can be immediately incorporated to retain customers.

2. Helps identify your promoters: A customer experience survey helps identify brand promoters or advocates. You can use the Net Promoter Score (NPS) as a starting point to categorize customers as promoters or detractors. You can also use this information to send targeted messages to customers and help convert detractors into promoters.

3. Help gather data to make informed decisions: The best business decisions are based on data and rarely on a fluke. By gathering data, businesses can function smoothly and understand the choices of their customers.

Free customer experience survey template

Ten dos and don’ts of designing customer experience survey questions


1. Set your goals: The first question you need to answer before you start designing your survey: what do you want the investigation to accomplish? Is it customer feedback on one touchpoint or rating the entire experience? Writing down your goal simplifies your survey process.

2. Choosing the right tool: The CX survey platform designed by QuestionPro is one of the most effective solutions for evaluating the customer journey. The real-time dashboard allows you to begin analyzing responses as they come in. It also has a detractor recovery feature to help resolve customer issues quickly before you receive negative reviews or publicity.

3. Select a template and customize it if needed: It’s always easier to work on a template rather than designing your survey from scratch. You can also customize it by using your brand logos and colors to make it consistent with your brand.

4. Use open-ended questions: Open-ended questions often generate better responses than structured or multiple-choice questions. Customers often give more insights into their opinions when you offer them an open format. Include open-ended questions in your customer satisfaction survey questions to encourage customers to open up about their experience.

5. Review your survey: Once you finish designing, review it carefully for any loose ends. Put it through a pretest via a focus group to understand the responses in a better manner.


1. Ask too many questions: Keep your survey short and sweet. Respondents hate answering pages of questions that eat away at their free time. Ask what is most important in terms of collecting data. The most effective surveys have about five to ten relevant questions.

2. No “mandatory” questions: You can’t expect your respondents to answer every question in the survey. If you require an answer, you can expect your response rate to fall. Your respondents will likely lose interest and leave halfway through.

3. Don’t go too deep in the demographics: Usually, demographic questions may seem like a good option, but using these questions where it isn’t needed only makes your survey lengthy. Even if you want to include such items, it is advisable to ask them towards the end.

4. Avoid using jargon or technical terms: The survey should be easy to read and simple enough to understand. There is a fair possibility that your respondents may not be aware of the technical terms used by your organization. A customer who feels confused is unlikely to complete the survey or give you accurate answers.

5. Remember, it’s the “Age of Technology:” While you are pretesting your online survey, make sure that you try it across all handheld devices, including cell phones, tablets, and laptops. This pretest will give you a better idea of how the survey will appear and how readable it is in a different medium.

These Dos and Don’ts will help you create an engaging customer experience survey. Get started with QuestionPro to create your first survey and begin tracking the overall experience of your customers today.