If you want to grow a stronger business, launch better offers, or deepen customer loyalty, one of the smartest things you can do is ask this simple question:
“What do you think?”
Customer feedback is a powerful trust-builder and one of the easiest ways to improve your services, refine your messaging, and make your audience feel seen.
But many entrepreneurs either skip this step, overcomplicate it, or only ask for feedback when something’s gone wrong.
Let’s change that.
This article is designed to walk you through why feedback surveys matter, what tools to use, and the 10 best questions to include, so you can gather real insight and grow with intention.
Why You Should Be Asking for Feedback Regularly
Your customers are your most valuable source of insight. When you ask the right questions, they’ll tell you:
What’s working
What’s not clear
What they want more of
What made them say yes in the first place
And perhaps most importantly, they’ll tell you how they describe your brand, which is pure gold for your marketing and messaging.
Feedback builds:
Trust, because people feel heard.
Clarity, because you spot patterns in language and needs.
Retention, because you can fix issues early or adjust your offer before they leave.
Asking for feedback shows your audience you’re here to serve, not just sell.
What Tools to Use for Your Survey
Good news: you don’t need complicated software. Here are a few tools that are easy to use, free (or low cost), and get the job done:
Google Forms: Simple, customizable, and free. You can create multiple choice, rating scales, and open-ended questions in minutes.
Typeform: Beautiful interface and great for making your surveys feel more like a conversation. Free and paid options available.
SurveyMonkey: One of the original tools in this space. Great templates, analytics, and user-friendly setup.
Client Management Tools: If you use Dubsado, HoneyBook, or another CRM, most have built-in forms you can embed into your workflows.
Pro Tip: Keep your survey short (under 10 questions), and make it easy to complete in under 3 minutes. You can always go deeper in a 1:1 follow-up.
Our Top 10 Questions to Include in Your Feedback Survey
Mix and match these based on your goals from gathering feedback on a program, offer, product, or overall experience.
1. What made you decide to work with us (or purchase from us)?
This gives you insight into the real buying trigger, not just the benefits you’ve been promoting.
2. What were you struggling with before you found us?
Use this to better understand your audience’s pain points and pre-decision mindset.
3. What changed for you after using our product/service?
Helps you surface transformation stories and testimonials.
4. Was anything confusing or unclear during the process?
Great for improving your client experience and streamlining systems.
5. How would you describe our brand to a friend?
This question gives you priceless language that your audience already uses—and trusts.
6. What did you love most about your experience?
Identifies what’s resonating most so you can double down on your strengths.
7. What could we improve or do differently next time?
Shows that you value honest input and are committed to evolving.
8. Would you recommend us to a friend or colleague?
Simple yes/no that helps you measure loyalty and referral potential.
9. On a scale from 1–10, how satisfied are you with your experience?
Quick to answer and great for tracking over time.
10. Is there anything else you’d like to share?
Open-ended space for anything you didn’t think to ask.
Pro Tip: If you’re using feedback for testimonials, always include a checkbox asking for permission to share their responses (with or without their name).
Remember… Ask. Listen. Adjust. Repeat.
You don’t need to guess what your audience wants. You can ask. And when you do it well, with clarity, humility, and genuine curiosity, you’ll be amazed at what you learn.
So whether you’re refining an offer, planning your next launch, or simply want to improve how people experience your brand, take time this season to listen on purpose.
Want to learn more about listening on purpose? Read more here.
Want more advice on how to grow your business? Join eWomenNetwork, the #1 Business Community for Women Entrepreneurs, and learn how to grow your business with the support of like-minded women!
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