Best questions for ecommerce shopper survey about customer support experience

Here are some of the best questions for an ecommerce shopper survey about customer support experience, plus tips for making your survey insightful. You can generate a complete customer support survey for ecommerce in seconds using Specific’s AI survey builder.

Best open-ended questions for ecommerce shopper survey about customer support experience

Open-ended questions unlock deeper feedback and real stories—they’re perfect when you want depth over data points. Use them when you want nuanced insights or to spot issues you’d never think to ask about. Here are our top open-ended questions for ecommerce shopper surveys on customer support:

1. Can you describe a recent experience you had with our customer support team?

2. What’s something you wish had gone differently during your last support interaction?

3. How easy did you find it to get your question or issue resolved?

4. What could our customer support team do to make your experience better next time?

5. Share a moment when our support team exceeded your expectations—or missed the mark.

6. In your opinion, what’s the most important quality for an ecommerce support representative to have?

7. How do you usually feel after contacting our support—what stands out most to you?

8. Were there any challenges or annoyances you faced during your last support exchange?

9. If you could change one thing about our customer support process, what would it be and why?

10. Do you have any suggestions to make getting help from us faster or easier?

Pro tip: According to recent research, 74% of online shoppers are annoyed by having to repeat information when contacting customer service[2]. Asking about pain points directly can uncover blockers harming your experience—and make your support stand out.

Best single-select multiple-choice questions for ecommerce shopper survey about customer support experience

Single-select multiple-choice questions shine when you need to quantify how shoppers feel, track improvements, or keep the conversation flowing. They’re less mentally demanding than open-ended questions and can nudge people to respond honestly, even if they’re in a hurry. I usually start with these, then follow up for more detail with open questions or “why?”.

Question: How satisfied are you with the speed of our customer support?

• Very satisfied

• Satisfied

• Neutral

• Dissatisfied

• Very dissatisfied

Question: Which support channel do you prefer when shopping online?

• Live chat

• Email

• Phone

• Social media

• Other

Question: How easy was it to get your issue resolved?

• Very easy

• Somewhat easy

• Neutral

• Somewhat difficult

• Very difficult

When to follow up with "why?" When someone picks an answer (like “Dissatisfied” or “Social media”), ask “Why did you choose that?” That opens the door for richer insights, especially when responses are unclear or surprising. For example, if a shopper selects "Very dissatisfied," asking "Why did you feel dissatisfied with our support?" uncovers the detail you need to improve.

When and why to add the "Other" choice? Use “Other” when you’re not 100% sure you’ve covered every scenario. This lets respondents surface unexpected feedback, which often sparks valuable improvements you might otherwise miss—especially if you follow up with “Can you tell us more about your choice?”

NPS and why it matters for customer support surveys

Net Promoter Score (NPS) is the gold standard for understanding loyalty. It asks one simple question—“How likely are you to recommend us to a friend?”—and distinguishes promoters from detractors. For ecommerce, a sudden drop in NPS linked to support interactions is a red flag you’ll want to catch fast. NPS is proven to correlate with business growth and repeat purchases: 89% of consumers are likely to make another purchase after a positive customer experience[3]. Since support experience is often the last brand touch before repurchase, tracking NPS here is a must.

If you want to see NPS in action, check out this NPS survey for ecommerce shoppers about customer support experience.

The power of follow-up questions

Smart follow-ups take your survey from static to conversational. They let you dig for context, clarify vague answers, or simply nudge for a real story. With Specific’s automated follow-up questions, AI builds on each answer in real time. Based on what shoppers say, the AI interviewer probes for missing details—just like an expert would—making feedback both richer and more actionable.

This is a game-changer. For example, without a follow-up:

• Ecommerce shopper: “It was okay.”

• AI follow-up: “What could have made the experience better for you?”

Now, you get something actionable instead of a vague “okay.”

How many followups to ask? Generally, 2-3 targeted follow-ups are enough per question. Let people skip further questions when you’ve got what you need—Specific offers settings for exactly this, so you never annoy respondents.

This makes it a conversational survey, turning one-way questions into a two-way chat. Respondents feel heard, and you collect context-rich insights that forms alone can’t touch.

AI response analysis, survey insights: Even with all the unstructured feedback you’ll gather, it’s astonishingly easy to analyze it using AI-powered tools. See how AI survey analysis works for ecommerce shopper surveys—we show you how Specific summarizes, categorizes, and highlights actionable points for you. No time-intensive manual sorting!

Automatic, smart follow-up questions are a new standard. Try generating a conversational survey and see how much richer your insights can be compared to old-school forms.

Prompting ChatGPT or other AI to generate ecommerce shopper support survey questions

Don’t want to brainstorm questions from scratch? AI can help you generate tailored questions for ecommerce shopper surveys with the right prompt. Here’s how I’d do it:

Ask for open-ended questions directly:

Suggest 10 open-ended questions for ecommerce shopper survey about customer support experience.

Give context to improve results. The more specific you are about your role, your goals, your shoppers, or the type of store, the better:

I run an online electronics shop and want to improve my post-sale support. Suggest 10 open-ended questions for ecommerce shoppers to understand their latest support experiences, any frustrations with shipping or product returns, and what could turn a negative into a positive experience.

Let the AI organize your ideas further:

Look at the questions and categorize them. Output categories with the questions under them.

Then drill down even more by asking:

Generate 10 questions for categories Resolution Speed, Communication Clarity, and Channel Preference.

It’s quick, scalable, and works for beginners or pros. But if you want to skip all this, try Specific’s preset prompt and let our AI do the heavy lifting.

What is a conversational survey?

Conversational surveys transform the experience from a cold, rigid form to a dynamic, friendly chat. Instead of facing a laundry list of questions, shoppers answer one, get a smart, relevant follow-up, and feel as if someone is truly listening. These are not just more enjoyable—they drive up completion rates and deliver responses that are rich, detailed, and actionable.

Here’s a quick comparison:

Your shoppers will notice the difference. Learn how to create a conversational survey step-by-step—and give your customers a reason to actually finish it.

Why use AI for ecommerce shopper surveys? Because today’s consumers expect to be heard—and fast. 82% of consumers want immediate responses (within 10 minutes!) when contacting brands via live chat[1]. Our surveys adapt in real-time, delivering both speed and relevance. Plus, Specific offers the best-in-class user experience for conversational surveys, making feedback a breeze for you and your shoppers alike. If you’re looking for a modern AI survey example or want to test an AI survey builder, Specific should be your first stop.

See this customer support experience survey example now

Boost the quality of your ecommerce shopper insights instantly—get actionable feedback with rich, real stories, not just boxes ticked. Try a conversational survey with Specific and unlock the kind of customer understanding that sets the leading brands apart.