Today, customer service is king – and it’s critical for any business that wants to compete in a crowded marketplace. Forbes reports that more than 95% of customers say that customer service is important in their choice of loyalty to a brand. For this reason, conducting a service evaluation survey is a necessity. However, when conducting them you want to be sure to do it the right way. We’re here to help.

Why is Customer Service Important?

Customers have more choices than ever before due to the availability of products, services, and information online. This huge increase in choices has given customers leverage over many corporations. So, if a company is unable to meet their service expectations, they’ll simply find a business that can. And the facts prove it. 

Here are some more eye-opening statistics to consider from Forbes. 

  • Companies that lead in customer experience outperform others by nearly 80%.
  • 84% of companies that work to improve their customer experience report an increase in their revenue.
  • 73% of companies with above-average customer experience perform better financially than their competitors.

But how do you know if you’re providing a good customer experience? You’ll need to conduct a service evaluation survey. 

Conducting a Service Evaluation Survey Using Images

An online survey for service evaluation can really help you understand the needs and wants of your customers (we even have a free service evaluation survey template). You can also conduct surveys using a survey kiosk. These are in-store touchscreen devices that ask people to rate their experience as they leave (read more about kiosk surveys here). 

Now, if you’re going to conduct a service evaluation survey, it’s important to do it the right way. That means choosing a survey with photos. Pictures make surveys much more engaging, and they help trigger memories of the experience. That provides better data accuracy when analyzing survey results. 

Just take a look at the difference, as presented on the mobile surveys below. We’re sure you’ll find the first survey more appealing, evocative, and customer-friendly!

SurveyLegend                                 Competitors

Is My Service Evaluation an NPS Survey?

Perhaps! A Net Promoter Score (NPS) is a customer loyalty score that ranges from -100 to 100. It’s calculated by asking customers how likely they would be to recommend your service to a friend or colleague on a scale of one to ten. 

If you’re not a numbers person, don’t worry: Calculating your NPS is easy! But first, there are a few things to understand. Respondents who answer your NPS question go into three categories:

  • Promoters (score of 9 and 10). Your most enthusiastic and satisfied customers!
  • Passives (score of 7 and 8). Customers who are ambivalent. Because they don’t impact your reputation, positively or negatively, they are not included.
  • Detractors (score of 0 to 6). These customers do not like your services, and may actively discourage others from using them on social media, etc.

So, to determine your NPS, simply subtract the percentage of detractors from the percentage of promoters. Any score above 0 reads as “good” because it shows that you have more promoters than detractors; below 0 is “bad” because the opposite is true. Read more about NPS Score here.

Service Evaluation Survey Tips

What do you want to ask on a service evaluation? Of course, every company and industry is different. Before we list some starter questions, here are some things to keep in mind when developing your survey.

Make Your Survey Short

People don’t have patience for long-winded surveys, and when asking about service, it’s just not necessary. So, keep your survey as short as possible. We recommend about five questions. That way, it shouldn’t take more than a minute or two to complete and people will finish it without opting out.

Make Your Survey Simple

You don’t want to ask people to type out answers. So, keep it simple by using a rating scale (as we did in the example above), emoji answers, star ratings, yes/no questions, and so on. The only time to leave an open-ended question is at the end for “additional comments”. 

Make Your Survey Engaging

How do you do that? By making it a visual survey! We highlighted above the difference between a survey with pictures and a text-only survey. Remember, you’re going to get more responses with an image-based survey!

10 Sample Service Evaluation Survey Questions

Now, here are a few service evaluation questions to consider starting with when creating your service feedback form.

  1. How satisfied were you with our services? 
  2. Why did you choose our services?
  3. What made you choose us over other service providers?
  4. Where did you first hear about us?
  5. Have you used our services before?
  6. What is something we could improve upon?
  7. Rate your purchase experience.
  8. Do you think the price you paid for the service was reasonable?
  9. Rate your customer service experience.
  10. Any additional comments you’d like to add?


Providing a good customer service experience is healthy for your bottom line, but it does more than that. It helps you understand customer loyalty and your brand perception, it helps you identify touchpoints that need more attention, and it helps you set goals and develop new ideas. Last but not least, it shows customers that you care about their opinion. 

We’ve written a lot more about customer experience surveys here. Check it out, or, maybe you’re ready to start now! Our online survey for service evaluation is free to begin. It offers beautifully rendered imagery, internet security, and mobile responsiveness. And it’s easy to use. See for yourself by clicking below!

Do you wonder if your customer service is up to par? Have you used a service evaluation survey in the past? Let us know in the comments!

Frequently Asked Questions (FAQs)

What is the customer experience?

Customer experience, known as CX or commonly customer service, consists of everything from the customer’s first interaction with your company to their last.

How can companies measure customer experience?

Companies typically use online surveys or kiosk surveys to measure customer service. A method employed on these surveys is often Net Promoter Score, or NPS, which measures customer loyalty.

What does Net Promoter Score mean?

A Net Promoter Score (NPS) is a customer loyalty score ranging from -100 to 100.

Should service evaluation surveys include images?

Using pictures is always beneficial in a survey. It generates more engagement and helps people remember their experience better.

About the Author
Born entrepreneur, passionate leader, motivator, great love for UI & UX design, strong believer in "less is more”. Big advocate of bootstrapping. BS in Logistics Service Management. I don't create company environments, I create family and team environments.