How do I know what to ask?

Consider the purpose of your survey. What do you need this information for? Who will use it?

Consider the customer touchpoints in your process. What experiences do your customers have with your company?

Consider the “hot buttons” your customers have. What concerns do you believe your customers have?

Consider how your customer compares you to your competition. Are you better than your competitors? What is the competition doing that you are not?

These will provide basic topics for your survey questions.