Running a business in Nigeria today is not beans. Customers have options, competition is tight, and one tiny mistake can make someone switch to the shop next door. That’s exactly why a customer feedback questionnaire is important to have.
Think about it: how do you really know what your customers think? How do you know why sales dropped last week, why your dispatch rider keeps getting complaints, or why people view your WhatsApp status but won’t buy?
A simple, intentional questionnaire can answer all that.
In this article, I’ll walk you through how customer feedback actually works in real Nigerian markets, how you can create a questionnaire that people will actually complete, and how to turn those insights into better service and higher revenue.
Let’s dive in.
Why Customer Feedback Matters More Than Ever in Nigeria
Most business owners assume they know what their customers want until reality humbles them.
Maybe this has happened to you before:
- You dropped a new product, and nobody really cared.
- You increased price a little, and sales suddenly went flat.
- Customers like your product but don’t come back.
- People complain privately but still smile in your face.
A customer feedback questionnaire solves that by giving you clear, honest answers directly from the people who keep your business alive.
What Nigerian customers really want:
- Faster delivery
- Better communication
- Honest pricing
- Transparency
- Reliable customer service
- Value for their money
- Brands that listen
When customers feel heard, they stay. When they feel ignored, they quietly leave.
What Exactly Is a Customer Feedback Questionnaire?
A customer feedback questionnaire is simply a structured set of questions that helps you understand customer experiences, preferences, and expectations.
It could be:
- A Google Form
- A WhatsApp survey
- A short list of questions posted on Instagram Stories
- An in-store printed sheet
- A QR code generated from Insight IQ Hub
- A feedback popup on your website
The goal is the same: collect insights that help you improve.
Benefits of Using Customer Feedback Questionnaires (Especially in Nigeria)
Here’s what business owners often tell me after they start collecting feedback:
1. You reduce guesswork.
Instead of assuming what your customers think, you get direct answers.
2. You improve customer experience fast.
Tiny fixes like better packaging, clearer communication, or more payment methods can drastically increase customer loyalty.
3. You increase repeat purchases.
When customers feel heard, they buy again.
4. You stand out from your competitors.
Many Nigerian businesses don’t collect structured feedback. Doing so instantly puts you ahead.
5. You identify hidden problems early.
Instead of waiting for social media to drag you, you catch issues from your own questionnaire.
Types of Customer Feedback Questionnaires You Can Use
| Type of Questionnaire | When to Use It | Example Questions |
|---|---|---|
| Post-purchase survey | After someone buys from you | “How satisfied were you with your order?” |
| Service experience survey | After delivering a service | “Did our technician/driver treat you well?” |
| Product quality survey | After product usage | “Did the product meet your expectations?” |
| Website or app feedback | When testing digital platforms | “What part of our website confused you?” |
| Market research questionnaire | Before launching something new | “Would you pay ₦X for this product?” |
How to Create a Customer Feedback Questionnaire That Nigerians Will Actually Answer
It doesn’t matter how great your questions are. If your customers don’t answer, it’s useless.
Here’s how to make it work.
1. Keep it short
Maximum 5-7 questions. Nobody wants to fill a full WAEC exam.
2. Use simple language
Avoid corporate grammar. Speak like a human.
Example:
❌ “Evaluate the efficiency of our service delivery framework.”
✔ “How fast did you get your order?”
3. Make some questions multiple-choice
This reduces stress and increases completion rates.
4. Add one open-ended question
This gives customers a chance to express themselves fully.
Example:
“What’s one thing you wish we would improve?”
5. Offer a small incentive
Not a giveaway — even 5% discount is enough.
6. Send the questionnaire at the right time
For example:
- After delivery
- After installation
- After product usage
- After a complaint is resolved
Examples of High-Converting Questions to Include
Here’s a ready-to-use customer feedback questionnaire you can copy:
- How satisfied are you with your recent purchase?
- Did the product/service meet your expectations?
- How was your delivery or service experience?
- What did you like the most about doing business with us?
- What didn’t you like or what can we improve?
- How likely are you to recommend us to someone?
- Any additional comments?
These questions work because they are clear, simple, and specific enough to guide action.
How to Use a Customer Feedback Questionnaire on Insight IQ Hub
One of the easiest ways to collect feedback in Nigeria — without stress, without coding, and without designing anything — is to use Insight IQ Hub. The platform was built specifically for African business owners who want simple, professional feedback tools that help them grow.
Here’s how it actually works:
1. Register Your Business (Takes Less Than 2 Minutes)
You start by signing up on Insight IQ Hub with your basic business details.
- Business name
- Business category
- Contact information
- Location
The setup is straightforward, and you don’t need any technical knowledge.
2. Add the Questions You Want Customers to Answer
During registration, the platform will ask you to include the questions you want in your customer feedback questionnaire.
This is where you list the questions about:
- Product experience
- Delivery experience
- Customer service
- Pricing
- Satisfaction rating
- Suggestions
You can choose from pre-loaded templates or type in your own custom questions.
Everything is already structured so you don’t have to start from scratch.
3. Get Your Feedback QR Code Automatically
Immediately after registration, Insight IQ Hub generates a unique QR code for your business.
That QR code is the doorway to your questionnaire.
When customers scan it, they are taken straight to your form — no login, no stress.
4. Place the QR Code Everywhere Your Customers Can See It
You can:
- Print it and place it at your cashier desk
- Add it to your product packaging
- Put it on your shop entrance
- Display it at your waiting area
- Add it to your Instagram page
- Include it in your WhatsApp product catalog
- Send it after every order
Anywhere your customers can point their camera, they can scan and drop feedback in seconds.
5. Start Receiving Real-Time Feedback
Once customers scan the QR code and answer your questions, you’ll see everything on your Insight IQ Hub dashboard.
You’ll be able to track:
- What customers love
- What annoys them
- What they wish you would improve
- Their service experience
- Their suggestions
- Their ratings
This helps you make better decisions without guessing.
Why This Is Important
Using a customer feedback questionnaire on Insight IQ Hub removes all the stress of collecting feedback manually. No paper forms, asking customers one by one, and no missing information.
Customers scan → answer → you learn & implement → your business improves.
This is how it works
What To Do With the Feedback (This Part Many Businesses Miss)
Collecting feedback is the easy part. Acting on it is where the magic happens.
Here’s what you can do:
- Group feedback into categories
(pricing, product quality, delivery, packaging, communication, website, etc.) - Look for patterns
If 8 people complain about delivery time, that’s not noise, it’s a signal. - Share insights with your team
Even your dispatch rider should know. - Fix issues fast
Nigerian customers appreciate quick responses. - Communicate improvements
Let customers know: “We listened. Here’s what we improved.”
“A business that listens once grows. A business that listens consistently scales.”
Case Study: How a Lagos Fashion Brand Increased Repeat Customers by 43%
A small ready-to-wear brand in Yaba used a simple Insight IQ Hub feedback questionnaire. Within two weeks, they learned:
- Customers wanted more color options
- Delivery took too long
- Many people weren’t aware they could customize pieces
They improved packaging, partnered with a faster logistics rider, and posted customization options more frequently.
Result?
Repeat purchases increased by 43% in 60 days.
FAQs
Why is a customer feedback questionnaire important?
It helps you understand customer expectations, identify issues early, and improve product/service quality.
How many questions should I include?
5-6 well-structured questions are ideal to avoid overwhelming customers.
Where should I share my questionnaire?
WhatsApp, email, Instagram, website popups, or a direct link after purchase.Conclusion
A customer feedback questionnaire is one of the most powerful tools for any Nigerian business that wants to stay competitive, win customer trust, and improve continuously.
Was this helpful? Let us know in the comments
