Customer Attitude Survey Template
How do customers feel about you?
Questions it can answer
- How do you feel about our product/service?
- How do we compare to our competitors?
- What do you like and dislike?
What is a customer attitude survey?
Customer attitude surveys explore how people feel about a product or service as well as their thoughts and opinions of the business and how it compares with competitors. These surveys are best used when you want a well-rounded view of opinions about the product and more broadly about the business.
Related guide: For question design and sampling, see our survey research guide.
Do it faster with a Claude skill: Survey designer. Builds a first draft of this study in Claude that you can edit before you send it.
The questions in this template
These are the questions in the Great Question customer attitude survey template. Replace the text in angle brackets with your own.
Overall how satisfied are you with <insert product or service>?
Linear Scale
- Extremely dissatisfied
- Somewhat dissatisfied
- Neither satisfied nor dissatisfied
- Somewhat satisfied
- Extremely satisfied
Why do you feel that way?
Long Text
What features of <insert product or service> are most valuable to you?
Multi Select
- Feature 1
- Feature 2
- Feature 3
How do you think <insert product or service> compares with similar products on the market?
Linear Scale
It's the worst on the marketIt's the best on the market
How likely are you to recommend <insert organization name> to a friend or colleague?
Linear Scale
Not at all likelyExtremely likely
Why have you given that score?
Long Text
What can we do to improve?
Long Text
Advantages
- Broad range of possibilities
- Changing attitudes can be measured over time
- Focus on specific features can focus work
Limitations
- Results might be too broad
- Sample size may be larger
- Comparing scores over time can be statistically risky
Frequently asked questions
What does a customer attitude survey measure?
How people feel about your product: overall satisfaction and why, which features they value, how it compares with similar products on the market, how likely they are to recommend you, and what you could improve.
How is it different from a satisfaction survey?
A satisfaction survey usually asks about one experience. An attitude survey covers the wider view of the product, including how it compares with others and whether people would recommend it.
How often should I run it?
Once or twice a year with the same questions, so you can compare results over time. Changing the wording between waves makes the comparison unreliable.