Your business is evolving, and so too should your client survey questions. In chapter 2, we talked about the value of a satisfaction score, a measure we recommend asking every time you survey your clients. It’s critical to have this constant question asked on a longitudinal basis so you can track trending over time.

While the satisfaction score should always be included, take advantage of your survey’s second question to probe different dimensions. Maybe you’ve launched new product features and want to know how they’ve been adopted? Or perhaps you’ve hired new employees and want to make sure you’re still providing strong customers service? A rotating question gives you the flexibility to probe on these and many other dimensions.

Here are just a few ways to use simple binary, scale, or open-ended questions to probe on your evolving business:

Business Evolution Question Idea
You created a new service and you want to know if customers are using it. Have you tried out our new offering? Yes or No? And please explain why.
You’ve had recent changes in your account management team and want to make sure you’re maintaining service standards. On a scale of 1 to 10, how highly would you rate the customer service you’ve received in the past month?
You’re considering adding a significant (XYZ) feature to your product and want to know if your clients might be interested in it. On a scale of 1 to 10, how likely would you be to use a XYZ feature if we added it to our product?
You’re considering expanding your service hours and want to know if clients would appreciate this. What are the most convenient hours for you to use our service?

And here’s one straight from our CLIENTpulse survey:

Just remember, limit yourself to just one rotating question. You always need to balance the desire for information gathering with the need to keep your surveys short and simple.

Quick Tip:


As a company that makes pre-programed client surveys, we know it can be tough to come up with awesome questions for your clients. You don’t get to ask often, so each question really needs to count.

We thought we’d drop a few ideas for great questions to ask. These are actually some of the questions we ask in our CLIENTpulse surveys, and they’ve offered up some truly insightful feedback.


  • What would be a reason you would stop doing business with us?
  • In your experience with us, have you received exceptional service?
  • Do you foresee being a client of ours in a year from now? Yes or No?
  • What do you like most about our offering?
  • What do you dislike most about our offering?

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