How to Create a Customer Experience Survey in 2025

Every step of the customer journey matters, from the moment they land on your website to their first interaction with your product or service. The customer experience (CX) at every touchpoint (positive or negative) can have a lasting effect; it can determine whether the customer makes a repeat purchase, leaves a review, or recommends your brand. 

Positive customer experience can increase conversions, reduce complaints, boost loyalty, and build a strong brand reputation. In this article, we’ll explore what customer experience surveys are, why they’re important, and how to create ones that work for your brand. 

Understanding the Importance of Customer Experience Surveys

Creating exceptional CX means understanding what your brand is doing right and where improvements can be made. Customer experience surveys are a simple, yet effective way to learn about customer preferences and needs, and discover pain points. With this data, brands can gain the necessary insights to exceed expectations and gain a competitive edge.

What is a Customer Experience Survey?

A customer experience survey is a questionnaire that asks customers to share their feelings about a company’s products and interactions with the brand. These questions can be about their experience as a whole or can be more targeted (for example, a survey about the checkout process). 

This feedback helps identify strengths and weaknesses, create targeted solutions, and enhance the overall CX. For maximum impact, these surveys should be sent at specific places in the customer journey, such as after a purchase or customer support interaction to help identify exactly where improvements can be made. 

Why Implement Customer Experience Surveys in Your Brand Strategy?

Seeking feedback through CX surveys allows companies to understand customer needs, expectations, and overall satisfaction. When done regularly, you can observe trends in customer behavior, sentiment, and preference tracked over time. This data-driven approach can help brands identify and address issues, and improve products and services. 

This builds loyalty because when customers have a positive experience or notice a company’s commitment to improving CX, they’re much more likely to make repeat purchases and share their positive experiences with others. This leads to increased brand awareness and trust, which drives growth. CX surveys also help identify areas where processes can be streamlined and efficiency can be improved, leading to reduced costs. 

5 Steps to Launch a Successful Customer Experience Survey

Creating a survey can be deceptively simple, but it does take some strategy. You’ll need careful planning, effective execution, and insightful analysis. 

Step 1: Define Your Goal

First, you’ll want to clearly determine what you want to study. Pick a specific area you’re interested in learning more about, for example: how the website is functioning. This information will help you determine where in the customer journey to deploy the CX survey and keep your questions on topic.

Step 2: Create The Survey

Once you know what you want to study, you can begin creating your survey. Pick out the types of questions you want to ask, and how you want your customers to answer them (multiple-choice, scale, or open-ended). Remember to keep your survey concise and use simple language. Then, test it to identify any issues or confusing questions. 

Step 3: Pick How Your Survey Will Be Distributed

The timing and delivery method of your CX survey can significantly impact response rates and the quality of the feedback you receive. Consider these factors when planning your survey:

• Delivery Channel: Choose the most appropriate channel based on your target audience and the feedback you’re looking for. Channels examples include: post-purchase emails, post-review, on-site, or social media. 
• Timing: Strategically plan the timing of your survey to maximize engagement. For example, if you’re interested in learning about the checkout experience, an on-site survey can capture immediate impressions. For longer-term feedback (like after a customer receives a product), a survey sent through email post-purchase may be more appropriate.

Step 4: Analyze Your Results

Once you’ve collected your data, it’s time to decipher what it means. Easy-to-understand survey analytics tools, like those from Okendo, can help you visualize your data, identify trends, and generate insightful reports. Armed with this powerful information, you can identify key themes and pain points, and uncover deeper insights. 

Step 5: Act on Feedback

Once you’ve made sense of the data you’ve collected, it’s time to put that information to good use. Start by addressing the most pressing issues first. Share your key findings with relevant teams and implement necessary changes to products, services, or processes to address customer pain points and improve overall satisfaction. Also, consider sending a follow-up message to respondents, thanking them for their feedback and sharing how their input has been incorporated into improvements.

How to Create Effective Customer Experience Survey Questions

Crafting a CX survey is a balancing act: You need to make it relevant and keep the respondee engaged so they finish the survey, while also trying to get clear, useful data. One way to do this is by including secondary keywords in your survey. This can increase the relevance of the survey and engagement. 

To keep your survey from feeling monotonous, vary the ways in which questions are answered (multiple choice, on a scale, open-ended, etc), and the types of questions you ask. There are three main types of survey questions that measure different aspects of CX: 

• Customer Satisfaction Score (CSAT): These questions measure customer satisfaction with your products, services, or experience. For example: “How satisfied are you with our loyalty program?” 

• Net Promoter Score (NPS): These questions measure loyalty and how you’re perceived by your customers. For example: “How likely are you to recommend our products to a friend?”

• Customer Effort Score (CES): These types of questions measure how much effort it takes a customer to achieve a certain goal. For example: “How easy or difficult was it to get your issue resolved?”

5 Recommended Customer Experience Survey Questions

Every company is unique, so your CX survey should be unique to your brand as well. While you should avoid using boilerplate questions, there are some basic ones you may want to consider including: 

1. Ask About Overall Satisfaction: For example “On a scale of 1 to 10, how satisfied are you with your overall experience with [Company Name]?” This question establishes a baseline for customer sentiment before getting into specifics. 
2. Ask Customers to Rate a Specific Experience: For example: “How would you rate your experience with our customer service chat?” By focusing on one particular area, you can pinpoint its strengths and weaknesses.
3. Ask for Open-Ended Feedback: For example “What can we do to improve our product?” These questions let customers freely express their thoughts, which may lead to insight into issues or opportunities you didn’t know existed.
4. Ask About Brand Perception: For example “How likely are you to recommend our product to a friend?” These types of NPS questions measure loyalty and advocacy. 
5. Ask About Value: For example “How would you rate the value of our loyalty program?” These questions will help you understand the perceived value and effectiveness of your product or service. 

Factors to Consider When Crafting the Ideal Customer Experience Survey

To gain the most from your survey, make sure you create one that gives useful insights and that customers are likely to complete (rather than be confused by). These are a few best practices to consider when creating your CX Survey to achieve these goals:

Keep Your Survey Short

Answering questions requires time and effort. Keeping your survey short (10 questions max) will make it more likely the entire survey will be completed. 

Make Your Questions Direct

Questions should be as clear as possible, to the point, use plain language, and stick to a single topic per question. This will make the survey easy to complete and give you clear data.

Gear Your Survey Toward Your Target Audience

Think about the specific people you’re trying to reach. Target your language, images, and examples to them. 

Avoid Survey Bias

To ensure you get unbiased responses, avoid using leading questions and language. Write in a neutral tone and stick to objective questions to prevent swaying respondents’ answers.

Choosing the Right Customer Experience Survey Tool

When choosing a customer experience survey product, look for one that is user-friendly, like Okendo Surveys. This will help streamline the entire process, from creating and distributing surveys to analyzing results. Here are a few features to look for:

• Ease of Use: A simple-to-use and easy-to-understand interface can save time and effort.
• Customization Options: The ability to personalize surveys to your specific needs, including flexible styling options, question types, question logic, and types of incentives, will help you create the exact survey you’re looking for.
• Allow For Various Distribution Channels: The tool should allow you to choose between a variety of distribution options, such as email, in-app, sms, and on-site surveys.
• Easy Data Analysis: Look for user-friendly data analysis. If you can understand your data, you can use it to spot trends, measure the impact of changes, and uncover other valuable insights. 
• Integration with Other Tools: To streamline your workflow, look for a tool that’s compatible with other tools you use, like a customer marketing platform. 

By selecting a CX survey tool with these key features (such as Okendo Surveys)  you can create a personalized, intuitive survey that allows you to collect valuable feedback, and gain deeper insights into your customers’ experiences. This data can then be used to improve conversion rates, boost customer retention, and loyalty, and help you continuously improve your overall customer experience.

Getting Started With Okendo

If you’re ready to get started and dive deeper into understanding your CX, book a demo with Okendo. We’ll help you create personalized surveys that lead to actionable insights and better marketing.