Many companies aim to measure their customer experience, yet often end up with surface-level responses that don’t reflect reality or highlight what truly needs improvement. Why? Because the questions asked are often too general, repetitive, or lack the needed depth.

While the wrong question wastes the customer’s time, the right one uncovers the full scope of their experience and helps enhance every touchpoint.

At BSure, we believe a professionally designed survey starts with a smart question. That’s why we’ve prepared 10 ready-made, carefully crafted questions to help you accurately measure customer experience, understand their emotions, and analyze their behavior in a way that leads to smarter decisions and a more distinctive experience.

✦ Why Measure Customer Experience?

Measuring customer experience helps you:

            •          Understand your audience’s needs and expectations

            •          Discover strengths and pain points in their journey

            •          Continuously improve your products or services

            •          Build stronger, more human connections with your customers

✦ What Makes a Good Customer Experience Survey Question?

The right question is key to collecting honest, valuable data that improves customer experience. The wrong question, on the other hand, wastes time and yields useless insights that can block sound decision-making.

Key traits of a good survey question:

            •     Clear and specific: Easy to understand with no room for misinterpretation

            •     Neutral and unbiased: Does not lead the customer toward a specific answer

            •     Purpose-driven: Focuses on gathering information that supports real improvement

            •     Short and direct: Keeps customers engaged and avoids confusion or fatigue

            •     Easy to analyze: Preferably closed-ended or rating scale questions for efficient analysis

✦ 10 Ready-to-Use Customer Experience (CX) Questions

To create a well-rounded, effective survey, make sure to cover these key areas, each question includes its purpose for better insight:

• Overall Satisfaction & Loyalty

Gives you a glimpse into the customer’s overall feeling and loyalty toward your brand:

    1.        Overall, how satisfied are you with your experience with [Company/Product]?

(Purpose: Measures general satisfaction and emotional response.)

            2.       How likely are you to recommend [Company/Product] to a friend or colleague?

(Purpose: Net Promoter Score - NPS; measures loyalty and brand perception using a 0–10 scale.)

 • Product/Service Experience

Reflects how customers perceive the quality and usability of your offering:

            3.         How would you rate the quality of the product/service you received?

(Purpose: Identifies strengths and weaknesses.)

            4.         How easy was it to use the product/service or navigate our website?

(Purpose: Evaluates ease of use and effort, relates to CES, usually rated on a 7-point scale.)

 • Customer Support Interaction

Focuses on a critical moment in the customer journey, support quality:

            5.         How would you rate your interaction with our customer support team?

(Purpose: Measures responsiveness, communication, and helpfulness.)

 • Brand Perception

Captures how customers emotionally and mentally perceive your brand:

            6.         In three words, how would you describe our brand?

(Purpose: Offers qualitative insight into brand identity and perception.)

• Competitive Comparison

Shows how you stack up against competitors:

            7.         How does [Company/Product] compare to other options you’ve used?

(Purpose: Assesses market position and areas of advantage or weakness.)

• Value and Future Intent

Assesses how customers value your offering and whether they plan to stick around:

            8.         Do you feel the product/service offers good value for the price?

(Purpose: Understands perceived value.)

            9.         How likely are you to continue using our product/service in the future?

(Purpose: Indicates customer retention and repurchase intent.)

• Open Feedback (Optional)

Ends the survey with an open-ended question to capture ideas directly from the customer:

            10.       What can we do to improve your experience?

(Purpose: Gathers suggestions and unique feedback that may not be captured elsewhere.)

Conclusion..

These questions don’t just collect data, they send a clear message:

“We hear you, and your experience matters.”

Every answer is a chance to understand better and improve smarter.

Start now with BSure and elevate your customer experience with precision and confidence.