How to Make a Client Satisfaction Survey

Clients are necessary if you want a successful business. As we know, customer retention is key to maintaining that success. That’s because satisfied repeat customers spend 67% more than new ones, and they’re five times more likely to buy from you again in the future. So, how do you keep customers satisfied? The answer is simple: Ask for their feedback.

Client feedback is one of the most valuable tools a business can have, and client satisfaction surveys are one of the easiest ways to gather that information. Through them, you can learn what’s working, what’s not, and even come up with new ideas for your business. And, most importantly, it shows that you care about what your customers have to say. But what kind of questions should you ask? How should you ask them? 


Here, we’re sharing simple steps and tips you can use to create your own client satisfaction survey so you can start listening — and start acting.

Questions you should ask

There are several different ways you can approach a client satisfaction survey. Still, you want to strike a balance between gathering useful information while not taking up too much of their time. Here are some ideas and categories to help you get started:

Customer information

While you ask for feedback, this is also an excellent opportunity to gather demographic information about your customers. This data can help inform future marketing decisions, like who to target, what type of content to produce, and what customers you may be missing out on. Ask your clients for basic information, like:


  • Age (specific or age range)
  • Gender (Pro tip: make this a write-in answer as to be inclusive of all genders and identities)
  • Where they live
  • Job title, description, or field
  • Marital status
  • Number of children


Another tip is to make these answers optional, as some customers may not want to share their personal information. Also, if possible, make note that you will not share their info with any outside or third-party companies.


Reason for their visit or purchase

For some businesses, this answer may seem obvious. But it’s still important to gather this information as it could provide some insight you didn’t know you needed. For example, if you own a hair salon and learn through client feedback that most customers come in for hair coloring, you can adapt your future marketing and outreach. First, you can offer discounts or specials for hair colors to get customers back in the door, or you can focus on promoting some of your less-used services, like blowouts, hair products, and beard trimming. 


Here are some other ideas for questions in this category:


  • How often they use product or service
  • Their favorite part of the product or service
  • Any part of the service or product that needs improvement

How to make a client satisfaction survey

Customer satisfaction

Here is where you can gather feedback about your customers’ overall satisfaction. You can ask these questions in one of several ways, including:

  • A number scale rating their satisfaction from 1-10 or 1-5
  • A more descriptive scale that uses phrasing like ‘very satisfied,’ ‘somewhat satisfied,’ or ‘not satisfied’
  • Open-text questions that let the customer type their answer so they can provide more feedback or context


As for the questions, you can ask about their satisfaction regarding things like:

  • Their purchase or service
  • Ease of scheduling, rescheduling, or canceling
  • Customer service
  • Use of their website
  • Communication style (emails, SMS text messages, etc.)
  • Overall customer experience

Open-text questions

These types of questions allow your customers to provide feedback beyond selecting a number on the scale or answering a multiple-choice question. With open-text questions, your customers can write out their answers to provide more in-depth answers from their perspective. While this type of feedback may take longer to read and sort through, it can provide valuable insight from your clients to improve your business and, more importantly, their experience. You can ask questions like:


  • What’s your favorite part of our (company, product, service)?
  • What’s your least favorite part?
  • How can we improve your experience?
  • How can our employees do better?
  • Any additional feedback or comments?

How you should ask for feedback

Many businesses may be hesitant to ask for feedback, as they don’t want to sound spammy or turn customers away by asking for more of their time. But if you ask them in a way that’s friendly and emphasizes it won’t take much of their time, you’re much more likely to get more engagement. Use helpful tools like Typeform to create your survey, then send it through channels like:


  • Email
  • SMS text
  • Follow-up emails or texts (after purchase or appointment)


Pro tip: If possible, offer an incentive for the completion of your surveys, like a discount code for their next purchase or an add-on product or service for next time. A reward can help entice customers to provide feedback that’s valuable for them and you. Win-win! 

How to make a client satisfaction survey

Improve client satisfaction with FlexBooker

In addition to listening to your customers’ feedback, improve their overall experience and satisfaction by using FlexBooker scheduling software. With 70% of customers preferring to book their services online, you can help get them through the door again and again with convenient features like:


  • Schedule management
  • Calendar integration
  • Personalized SMS and email confirmations and reminders
  • Online payments

What’s more, you can use FlexBooker to gather client metrics, manage your employee schedules, and much more. Ready to see for yourself? Schedule a demo or try it free for 14 days!

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