Retail store customer satisfaction survey

What the survey should tell you

A retail store customer satisfaction survey should tell each store what to fix. That means asking about the visit the shopper just made, at the store they visited, about the parts of the visit the store controls: finding products, getting help, paying and returning. For a printable form layout, see the retail store feedback form template; this guide covers the survey questions, delivery and reporting.

Core questions

1. "How satisfied were you with your visit to [brand] [store] today?" (1 to 5)
2. "What is the main reason for your rating?" (open)

Availability

• "Did you find everything you came for?" (yes / some items missing / no)
• "If something was missing, what was it?" (open)
• "Was the size or variant you wanted in stock?" (yes / no / did not look)

Staff help

• "Were staff available when you needed help?" (yes / had to wait / no / did not need help)
• "How knowledgeable were staff about the products?" (1 to 5)
• "How would you describe the staff's manner?" (1 to 5)

Billing

• "How long did you wait to pay?" (under 5 minutes, 5 to 10, over 10)
• "Was the price at billing the same as on the shelf or tag?" (yes / no)
• "Were offers and loyalty points applied correctly?" (yes / no / not applicable)

Returns and exchanges

Only show these to customers whose transaction was a return or exchange.

• "How easy was it to return or exchange your item?" (1 to 5)
• "Was the policy explained clearly?" (yes / no)
• "How long did it take?" (bands)

The store itself

• "How clean and tidy was the store?" (1 to 5)
• "Were trial rooms available and clean?" (for fashion stores)
• "Was parking or access a problem?" (yes / no / did not drive)

Sending the survey

Send by SMS or WhatsApp within a few hours of the bill, using the phone number captured at billing with consent, and pass store ID, date and time as hidden fields. Print a QR code on receipts for shoppers who share no number. Keep the survey to about five questions; rotate the detailed modules monthly if you need more.

Reporting by store

• CSAT per store with counts, compared with similar formats.
• Driver questions per store: availability, waits, staff help.
• Cuts by day of week and hour.
• Top themes in open comments with quotes.

An example

A fashion chain finds that low scores cluster on weekend evenings at mall stores. The billing wait question confirms long queues, and open comments mention trial room queues too. The action is weekend roster changes at those stores, checked against the same questions six weeks later.

Common mistakes

• Brand-level questions in a store survey.
• Return questions shown to every shopper.
• Long surveys sent days later.
• Ranking stores without counts.
• Staff asking shoppers for top scores.

Common questions

Checklist

• Visit-level question.
• Availability, staff, billing, store covered.
• Return questions conditional.
• Sent within hours.
• Store ID and time captured.
• Store reports with counts.

In short

A retail store customer satisfaction survey should ask about the visit, at the store visited, covering availability, staff, billing, returns and the store, sent within hours and reported by store with counts.

Doing this with Falcon

Falcon does not run surveys or feedback forms. It analyses the unprompted feedback customers already leave in Google Maps reviews of your locations and Google Play reviews of your app: each review is classified into themes, sub-themes and specific issues from your own taxonomy, with the sentiment of each mention and the exact quote behind it. For retail chains, Falcon shows negative share for availability, billing, staff and returns by store and month from Google reviews, so store-level survey results can be checked against what shoppers write publicly.