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Retail Customer Experience & Friction Assessment

Measures omnichannel shopping ease, issue recovery effectiveness, and security-measure friction for retail customers who shopped in the last 30 days. Includes NPS benchmarking and qualitative follow-up.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

29 questions · ~12 min
Q01
Message

Welcome! This survey asks about your recent shopping experience with this retailer. It takes approximately 8–10 minutes to complete. Your participation is voluntary and you may stop at any time. There are no right or wrong answers—we are interested in your honest opinions. All responses are confidential and will be reported in aggregate only. By continuing, you agree to participate in this research.

Q02
Multiple Choice

Have you made a purchase or shopping visit with this retailer in the last 30 days?

  • Yes
  • No
Q03
Multiple Choice

How did you shop with this retailer in the last 30 days? Select all that apply.

  • In-store
  • Retailer website
  • Retailer mobile app
  • Curbside or in-store pickup
  • Self-checkout kiosk
  • Other (please specify)
Q04
Ranking

Rank these shopping tasks by importance to you (1 = most important).

  1. Finding products
  2. Comparing prices
  3. Fast checkout
  4. Payment options
  5. Easy returns or exchanges
Drag to rank
Q05
Multiple Choice

Did you experience any of the following issues in the last 30 days? Select all that apply.

  • In-store issue (e.g., self-checkout, price scanner)
  • Website issue
  • Mobile app issue
  • Payment or checkout issue
  • Customer service or chat issue
  • None – I did not experience any issues
Q06
Message

We'd now like to ask about security and anti-theft measures you may have noticed while shopping in-store.

Q07
Opinion Scale

Overall, how satisfied are you with your shopping experience at this retailer over the last 30 days?

Scale: 1 – 7
Min:Not at all satisfiedMax:Extremely satisfied
Q08
Long Text

Based on your responses in this survey, what one change would most improve your experience with this retailer?

Q09
Dropdown

In which region do you primarily shop with this retailer?

  • United States
  • Canada
  • United Kingdom
  • Australia
  • European Union
  • Other
  • Prefer not to say
Q10
Message

Thank you for completing this survey! Your responses are confidential and will be used to improve the shopping experience. You may now close this window.

Q11
Dropdown

Approximately how many shopping visits or orders did you make with this retailer in the last 30 days?

  • 1
  • 2–3
  • 4–6
  • 7–10
  • 11 or more
Q12
Opinion Scale

Overall, how easy or difficult was it to shop with this retailer in the last 30 days?

Scale: 1 – 7
Min:Very difficultMax:Very easy
Q13
Long Text

Please briefly describe the issue you experienced and what you tried to do next.

Q14
Multiple Choice

Which security or anti-theft measures, if any, did you notice while shopping in-store in the last 30 days? Select all that apply.

  • Locked cases for products
  • Staff escort to retrieve items
  • Security tags on items
  • Alarms or gates at exits
  • Limits on self-checkout use
  • Receipt checks at exit
  • Cameras or prominent theft signage
  • None – I did not notice any
Q15
Opinion Scale

How likely are you to recommend this retailer to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q16
AI Interview

Thank you for your feedback so far. We'd like to ask a few brief follow-up questions to better understand your shopping experience.

Q17
Dropdown

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q18
Dropdown

If you shopped online or used a digital service, which device did you use most in the last 30 days?

  • iPhone
  • Android phone
  • Tablet
  • Laptop or desktop computer
  • Not applicable – I only shopped in-store
  • Other
Q19
Opinion Scale

How easy was it to find the products you were looking for?

Scale: 1 – 7
Min:Very difficultMax:Very easy
Q20
Opinion Scale

When something went wrong, how clear was the guidance or information provided to help you resolve it?

Scale: 1 – 7
Min:Not at all clearMax:Extremely clear
Q21
Opinion Scale

Overall, how did these security measures affect your shopping experience?

Scale: 1 – 7
Min:Very negativelyMax:Very positively
Q22
Dropdown

What is your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q23
Opinion Scale

How easy was the checkout and payment process?

Scale: 1 – 7
Min:Very difficultMax:Very easy
Q24
Multiple Choice

How did you try to resolve the issue? Select all that apply.

  • Retried the action
  • Tried a different device, browser, or register
  • Asked a staff member
  • Used help center or chat
  • Waited and tried later
  • Abandoned the purchase
  • Other (please specify)
Q25
Multiple Choice

Which of these security measures, if any, caused friction during your shopping experience? Select all that apply.

  • Waiting for a case to be unlocked
  • Staff unavailable to unlock items
  • False alarm at exit
  • Item unavailable due to theft-related restrictions
  • Extra ID or receipt checks
  • Limits on quantities per purchase
  • None – no friction experienced
Q26
Dropdown

What is the highest level of education you have completed?

  • Less than high school
  • High school or equivalent
  • Some college / no degree
  • 2-year degree
  • 4-year degree
  • Graduate or professional degree
  • Prefer not to say
Q27
Opinion Scale

How satisfied were you with the helpfulness of staff during your visit?

Scale: 1 – 7
Min:Not at all satisfiedMax:Extremely satisfied
Q28
Dropdown

In the last 30 days, how often were items you wanted out of stock at this retailer?

  • Never
  • Rarely
  • Sometimes
  • Often
  • Always
Q29
Opinion Scale

How confident are you that prices and promotions ring up correctly at this retailer?

Scale: 1 – 7
Min:Not at all confidentMax:Extremely confident

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

Frequently asked questions

What questions are in the “Retail Customer Experience & Friction Assessment” template?

The template includes 29 ready-to-use questions, starting with: “Welcome! This survey asks about your recent shopping experience with this retailer. It takes approximately 8–10 minutes…” · “Have you made a purchase or shopping visit with this retailer in the last 30 days?” · “How did you shop with this retailer in the last 30 days? Select all that apply.”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 29 questions in about 12 minutes.

Can I customize this template?

Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.

Is this template free to use?

Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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