Patient questionnaires: what to ask and how to set them up?

After my most recent teleconference I received this email from Mubbasher Khanzada from Welltime, following up from what was discussed in the call about how to best capture the patient experience through feedback mechanisms. This is what he said:
I am interested in finding out what practices do to capture patients’ feedback, more specifically:
1. What information are practices looking to capture?  How would that information help / assist the practice in improving?
2. How long should the questionnaire be?   (Essentially, should one go for brevity / high response but possibly superficial information vs. in-depth insight gathering with smaller response rate)
3. What questions should be asked?
4. What should be the frequency? (can a paper-based questionnaire be run continuously throughout the year, what are the advantages and disadvantages of paper questionnaires vs. electronic email questionnaires)
5. What is the best way to get testimonials?  (In particular, ones that are engaging, create trust and credibility for the patients and help with the Search Engine Optimization, yet are easy to get from the patients)
I have uploaded a draft electronic questionnaire here to save time for your followers, and would appreciate their comments and critique on it.
Any help and suggestions from your followers will be greatly appreciated.

Mubbasher Khanzada
CEO, Welltime Ltd.,
Direct:    +44 (0)1625 573 854
Mobile:                   +44 (0)7950 383 749


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Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.