40 Top Customer Feedback Questions to Build Better Products

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In 2008, the economy was in shambles, and the world was experiencing a recession. Unfortunately for Starbucks, that meant that most people didn't have overpriced coffee high on their list of priorities.

To win back sales, they launched My Starbucks Idea, a platform where anyone could leave customer feedback and suggestions for new ideas.

The result was Starbucks Rewards, a program used by 31 million people in 2024, with an annual growth of 16%. All it took was asking the right questions.

Today, we'll show you how to do something similar and provide great examples of customer feedback questions to ask your target audience. 👇

Top customer feedback questions to ask your target audience in 2025

Ready to increase customer satisfaction, boost customer service experience, and unlock more revenue from new and existing customers? Here are some great examples of customer feedback questions sorted by topic.

General feedback questions

No matter what your product or service may be, these questions are excellent starting points to get the conversation going. You can use these to gauge your customer satisfaction score, as inspiration for your customer surveys, or simply as an addition to your regular communication:

1. How satisfied are you with our product/service? (Scale 1–10)
   Ask this question to determine the customer satisfaction score for your service or product. It is most commonly used in templated customer satisfaction surveys.
2. What do you like most about our product/service?
   Helps you determine your unique selling point and value proposition. It's an easy way to figure out what makes customers flock to you instead of competing brands.
3. What do you dislike or find frustrating about our product/service?
   This superb open-ended question helps you gauge customer sentiment. Even loyal customers have complaints now and then, and this question helps you bring out quality feedback in detail.
4. Is there anything missing from our product/service that you wish we offered?
   To maintain customer loyalty, stay in the loop about their wishes and desires. Before they opted for your business, they probably scoped out some competitors too, and they know what your product is missing to be the leader in your niche and industry.
5. How likely are you to recommend us to a friend or colleague? Why?
   This is a classic Net Promoter Score (NPS) survey question that your customer service team can use to measure the likelihood of your customers promoting you to others. The great thing about using NPS to collect customer feedback is that it's pretty standardized, and you compare your score against others in your industry. For example, the average NPS in the SaaS industry stays around 36.
6. What was your primary reason for choosing our product/service?
   One of the most popular customer feedback survey questions is to determine your main advantage compared to your strongest competitors.
7. Have you used similar products/services before? How do we compare?
   When customers have switched to yours from another similar product, it's smart to collect customer feedback and discover what made them switch to you. The survey responses can be used to further improve your product, sales, and marketing positioning, and much more.

Product/feature feedback questions

You can use these customer survey questions to find out which aspects of your product are great and which ones need work to improve the overall satisfaction of your customers. We've also mixed in some questions regarding product features:

8. Which features do you use most frequently?
   Helps discover which features your satisfied customers find the most valuable so you can explore going in a similar direction or refining those features to provide more value.
9. Are there any features you feel are unnecessary?
   To avoid feature bloat and adding more features that don't move the needle for your target audience, it's useful to find out what not to work on anymore.
10. What feature(s) would you like us to add or improve?
    Feature request in another shape and form. With this question, you'll learn what you can add to improve the customer experience.
11. How easy is it to navigate and use our product/service?
    Your product or service may provide great value, but it's useless if the user experience is subpar. This question reveals what to add or remove to provide exceptional UI and UX.
12. Did you encounter any bugs or issues while using the product? If so, please describe them.
    Asking this question in customer feedback surveys is a good way to be proactive about fixing issues before they escalate. However, embedding feedback widgets in your website or product is even quicker and more effective.
13. How well does our product meet your needs?
    Whether an open-ended or a question with a scale, this lets you determine how well your product helps solve pain points for your existing customers. This shows you where to invest time and money in future endeavors.
14. Are there tasks you struggle to complete with our product?
    Use this question to measure customer satisfaction and determine what is standing in your customers' way to achieve their goals. The answers can help improve customer retention and lifetime value.

P.S. Always remember to close the feedback loop and respond to customers once they submit feedback through a channel.

Featurebase helps you do this on autopilot—all customers who have requested the feature you shipped will be automatically notified via email when it's completed. 👇

✨ Start collecting & managing feedback with Featurebase for free →

Customer experience questions

After customers complete most of the customer journey, they'll gradually start using your product. These questions will help you determine whether you're meeting customer expectations and whether overall customer satisfaction is high enough to make your business flourish in the long run.

15. Was the setup or onboarding process easy to follow?
    Customers won't get to your most useful features if the user interface and onboarding are poorly built. Ask this question during or just after the onboarding process.
16. Did you feel supported during the onboarding process?
    Lets you see if customers have all the available resources to master your product fully from the beginning. For example, access to customer service representatives, help center documentation, tutorials, how-to guides, and more.
17. How would you rate your overall experience with our team?
    Determine if the customer interactions your team manages are valuable for the end users.
18. Did our team resolve your issue/question in a timely manner?
    It allows you to measure customer experience and determine how quickly your team responds when issues arise.
19. How can we improve our communication with you?
    Get actionable insights on where and how to be more present to be helpful to your customers. For example, your customer support team may be active on the phone, but your live chat could be very slow.
20. Was there anything about your interaction with us that stood out?
    Find out if certain channels, customer support reps, or interactions have been exceptionally good or bad.

Pricing and value questions

Understand if customers perceive the value they get from you as exceptional, fair, or poor. Instead of only comparing your pricing against competitors, ask your customers for detailed feedback on your pricing structure and make more informed decisions regarding your pricing plans in the future:

21. Do you feel our pricing reflects the value you receive?
    Gain insights about customers' subjective opinions on how much value they get for the amount of money they spend.
22. How do we compare to competitors in terms of value for money?
    For market research purposes, ask your customers if your pricing is better or equal to your competitors. You'll get direct feedback on pricing and find out which competitors your customers have scoped out before choosing you.
23. Would you consider our product/service to be affordable?
    This is one of the most important customer feedback questions because it shows you their attitude towards the value they get. Note that the question includes the phrase "affordable", not "cheap".
24. If you could change anything about our pricing, what would it be?
    Unlock valuable insights about your pricing plan structure, the features included in each plan, and the overall satisfaction levels of customers with your pricing.

Website or app feedback questions

Use these questions to determine if your website's user experience and app meet your customers' expectations. The answers can be a mix of qualitative and quantitative feedback:

25. Did you find what you were looking for easily on our website/app?
    Your users can tell you if finding the main features in your product is as intuitive as you may think or if it's an uphill battle.
26. Are there any parts of our website/app that are confusing?
    Find out what customer preferences are regarding the UX in your app and website. You may be wrongfully assuming that a feature is not useful when, in fact, it could be just difficult to find or set up.
27. How would you rate the speed and performance of our website/app?
    Under heavy loads and with large data sets, your app could be underperforming. Use this question to get customer insights about the page load speed and overall performance issues.
28. Did any errors occur while using our website/app?
    While it is better to get bug tracking data and issues as they happen immediately, you can use this question to learn if there are recurring issues with customer experience in your app or website.

One of the best ways to collect website feedback are embeddable feedback widgets.

For example, with Featurebase, you can embed a neat feedback form straight into your website or web app so customers don't have to leave your product.

Post-purchase questions

Every business should measure customer satisfaction after the purchase. To build an army of loyal customers, you must find out if you're delivering the value you promise before they grab their credit cards.

29. What convinced you to make your purchase?
    Learn what made you stand out among your competitors and what moment was the tipping point that made the customer spend money with you.
30. Were there any barriers to purchasing?
    Uncover issues such as complex pricing, difficult check-out process, issues with completing an order, etc.
31. Did you receive what you expected?
    Improve customer satisfaction by determining if you deliver the value you promise to potential or existing customers. It's a lesson on how well your marketing and sales efforts are reflected in the product.
32. What would have made your purchase experience better?
    Improving customer satisfaction starts with providing an easier way to purchase. The answers will tell you if reps need more training if the checkout was complex if the pricing page is confusing, and much more.

Churn and retention questions

Building deeper customer connections sometimes requires talking to people who don't want to be your customers anymore. When someone churns, it's up to you to make the best of the situation and learn from them to better anticipate and meet customer needs in the future.

33. If you’ve stopped using our product, can you explain why?
    Build better customer relationships in the future by asking for the exact reason someone stopped using your product. Ask the customer to describe the reason for leaving in their own words.
34. What would persuade you to return or continue using our service?
    A decent opportunity to win back some customers by asking them what would make the customer experience good enough to spend money again.
35. Is there a competitor you’re using instead? What made you choose them?
    You may not like the answer, but this is one of those customer feedback questions that can teach you more than years of research in the field.
36. What could we have done differently to keep you as a customer?
    Pinpoints the exact aspects of the customer service experience, the purchase process, or the features that could have been done better.

We use Churnkey for payment recovery and exit surveys. As of this blog's writing, it has saved us over $8k and 50 customers during the two years we have spent building our startup.

Open-ended questions

One of the finest ways to collect customer feedback is to give them a blank canvas to express their thoughts. While qualitative data can be more challenging to work with (e.g., analyzing survey responses can take a long time), it is incredibly valuable. However, you must ask the right customer feedback questions, as seen below:

37. What’s one thing we could do to improve your experience?
    Gain a competitive advantage by asking customers to describe in detail what you could be doing better to meet customer expectations.
38. What’s one thing you think we’re doing exceptionally well?
    This is an excellent customer satisfaction survey question to determine what you should replicate and do more.
39. If you could wave a magic wand, what’s one feature or change you’d make to our product?
    Let your customers' imaginations run wild and gather actionable insights about their desires, even if they're not easy to fulfill.
40. Is there anything else you’d like to share with us?
    Leave a blank space in the feedback survey for customers to discuss whatever is on their minds.

Best places to ask customer feedback questions

Want to test out your customer loyalty, determine your customer effort score or just collect some really good customer feedback... But don't know where to do it?

Here are some of the best places to ask customer feedback questions for the biggest impact:

1. On your website or app

• Use pop-up surveys or product feedback forms triggered after purchase, during onboarding, or on the “Contact Us” page.
• Add a customer feedback widget to capture customer feedback on the spot, get bug reports or just make it easy for customers to share their thoughts quickly.

2. Via email

• Send post-purchase emails or onboarding follow-ups with links to surveys such as NPS, customer effort score (CES), CSAT, and others.
• Use personalized feedback email campaigns to ask for in-depth feedback.

3. On social media

• Post polls, Q&A sessions, or direct questions on platforms like Twitter, Instagram, and LinkedIn.
• Respond to comments and DMs to solicit additional insights.

4. At physical locations or events:

• Place QR codes leading to surveys at counters or tables.
• Ask customers directly during events or workshops.

5. After key interactions

• Implement transactional surveys (e.g., post-purchase or support interactions).
• Conduct usability tests after product demos.

With Featurebase, you can target exactly when and to who your surveys are shown. This is perfect for transactional surveys, such as CSAT, which aim to measure immediate feedback after an action.

Methods to use

You know the what and where, but now you need to determine how to ask. Should you use in-app surveys or send an email? These are some of the best methods you can use to ask customer feedback questions without breaking a sweat:

• Surveys: Ask targeted questions with a mix of open-ended and multiple-choice formats. Use customer feedback tools like Featurebase for structured feedback.
• Live chat: Use chatbots or live chat tools like Intercom & Zendesk to ask quick questions during real-time interactions.
• Net Promoter Score (NPS): Use a simple 1–10 scale asking, “How likely are you to recommend us?” followed by a reason for their score.
• One-on-one interviews: Schedule calls with selected customers for deeper product insights.
• Focus groups or communities: Create exclusive "customer advisory boards" or groups (e.g., Slack or Facebook) to foster discussions and gather feedback organically.
• Usability testing: Observe users interacting with your product to identify friction points through session replays and heatmaps (we use PostHog for this)
• Third-party review sites: Monitor platforms like G2, Trustpilot, or Capterra for spontaneous customer feedback.

An increasingly popular method among SaaS startups is to also have a public feedback forum where users can submit and vote on each other's feature ideas. This gives users a dedicated place to freely suggest their ideas and feel like their voices are heard. 👇

Conclusion

Asking the right customer feedback questions can help you fix just about any problem in your product/service. However, collecting customer feedback requires a lot of time and effort, and most companies don't know where to get started. But you don't have to worry about that.

Featurebase is a modern feedback tool that helps you collect all of your customer feedback in one place with the help of surveys, feedback forms, integrations, and a public Feedback Forum. You can then connect your customer data to the feedback and prioritize ideas based on customer revenue, company size, etc., to build what really matters.

It comes with a Free plan, and the onboarding is super simple, so there's no downside to trying it out! 👇

✨ Start collecting & managing feedback with Featurebase for free →