The best customer satisfaction survey examples are well-designed and capture valuable feedback from customers. A good survey must cover all bases, from asking relevant questions to great design, to get a holistic picture of customer expectations and satisfaction.
However, creating an effective customer satisfaction survey can pose a bit of a challenge.
To help, we’ve handpicked ten customer satisfaction survey examples from some of the most successful SaaS companies. Use this as a guide to design your own surveys and collect honest feedback from your customers.
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What is a customer satisfaction survey?
A customer satisfaction survey is a questionnaire designed to evaluate a customer’s opinion on a product or their experience with a brand. Its main goal is to check the extent to which companies meet customer expectations and understand the major pain points they’re still facing.
Surveys like this pose a simple question, like: “How would you rate your experience today?” to measure the customer effort score and sentiment towards the product.
What should a customer satisfaction survey template include?
The best practice for designing effective customer satisfaction survey templates is to keep them simple, straightforward, and relevant.
Usually, it contains the following, but you can switch it up each time so you don’t feel stuck:
- Start with a thank you note to the customer for using your services: A simple “thank you” goes a long way and can turn a dreadful feedback experience into a positive one.
- Follow this up with a direct question like: “How would you rate the [product/customer service] experience?”: Asking detailed questions helps you see the world from your customer’s perspective.
- Answers to this question are provided on a numeric scale with a 1–5 or 1–7 point factor, which can range from strongly disagree (0–1) to strongly agree (6-7). The numerical scale can also be replaced with an emoticon scale, which makes use of emojis to help users express their results in a more visual and intuitive manner.
- You can ask a multiple-choice question when the actual answers to your survey are visible. Take, for example, a survey to uncover your best marketing channels could have a list of possible media channels to reduce cognitive stress for the respondent.
- To get more valuable insights, follow up with a qualitative, open-ended question to collect more details on the reason for the customer’s response. Asking “why” gives users the freedom to clarify their responses and express their opinions, which is subjective to them.
What’s the importance of customer satisfaction surveys?
Every smart business understands that retaining customers is crucial to its success. In addition to measuring product quality, efficiency, and reliability, customer satisfaction surveys are a good indicator of customer loyalty.
Measuring customer satisfaction can help your business to:
- Measure the effectiveness of your customer service team.
- Monitor customer sentiment at different stages of the customer journey.
- Build a base of loyal customers.
- Disclose areas with high customer effort scores (CES) where users struggle to achieve their goals.
- Measure your product efforts during the customer lifecycle and understand if they’re meeting customer needs.
- Establish a solid relationship with customers and make them feel valued.
- Improve customer experience which reduces customer churn and the spread of negative word of mouth.
3 Types of customer satisfaction surveys
Customer satisfaction surveys are essential tools for businesses to understand how their customers perceive their products or services. There are various types of surveys designed to measure different aspects of customer satisfaction.
Here are three common types of customer satisfaction surveys:
Customer satisfaction score (CSAT)
The Customer Satisfaction Score (CSAT) survey is a straightforward and widely used method to measure customer satisfaction with a product, service, or interaction. It typically involves a single question that customers are asked to answer on a scale, often ranging from dissatisfied to very satisfied. The question usually asks, “How satisfied are you with [product/service/interaction]?”
The CSAT survey is valuable for obtaining a quick snapshot of customer satisfaction and identifying areas that may need improvement. The results are typically expressed as a percentage, with higher percentages indicating high customer satisfaction.
“On a scale of 1 to 5, how satisfied are you with your recent experience with our customer support?”
Customer satisfaction survey results can be used to benchmark your company’s performance against competitors.
Net Promoter Score (NPS)
The Net Promoter Score (NPS) survey is designed to measure customer loyalty and the likelihood of customers recommending a company’s product or service to others. NPS is based on a single question: “On a scale of 0 to 10, how likely are you to recommend our [product/service/company] to a friend or colleague?” Respondents are categorized into three groups based on their scores:
- Promoters (score 9-10): These are loyal and enthusiastic customers who are likely to recommend your business.
- Passives (score 7-8): These customers are satisfied but not enthusiastic and may not actively promote your business.
- Detractors (score 0-6): These customers are dissatisfied and may share negative feedback about your business.
The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. The resulting score can range from -100 to +100, with higher scores indicating stronger customer loyalty.
“How likely are you to recommend our products to a friend or colleague, on a scale of 0 to 10?”
Customer Effort Score (CES)
The Customer Effort Score (CES) measures how much effort it takes for customers to either use your product or fix a problem through customer support. It focuses on the customer’s perception of the effort required to complete a task. The CES question typically asks, “How easy was it to [complete a specific task]?” Respondents rate their experience on a scale, often ranging from “Very Easy” to “Very Difficult.”
CES is valuable for identifying areas where customers encounter unnecessary obstacles or difficulties, which can lead to frustration and decreased satisfaction. Improving the ease of interactions can enhance customer loyalty and customer retention too.
“How easy was it to find the information you were looking for on our website?”
Customer satisfaction survey questions
Here’s a list of customer feedback questions that you can use or adapt to gather valuable feedback from your customers:
- Overall Satisfaction:
- On a scale of 1 to 10, how satisfied are you with our [product/service/company]?
- How would you rate your overall experience with us?
- Product/Service Quality:
- How would you rate the quality of our [product/service]?
- Were our products/services up to your expectations?
- Customer Service:
- How satisfied are you with the assistance you received from our customer support team?
- Were our customer service representatives helpful in resolving your issues?
- Ease of Use:
- How easy was it to use our [product/service]?
- Did you encounter any difficulties while using our [product/service]?
- Website/User Interface:
- Was our website/user interface user-friendly?
- Did you find it easy to navigate our website and find the information you needed?
- Response Time:
- Were you satisfied with the response time for your inquiries or requests?
- How long did it take for us to address your concerns?
- How satisfied are you with our customer service representative?
- Value for Money:
- Do you feel that our [product/service] provides good value for the price you paid?
- Were you satisfied with the cost-effectiveness of our offering?
- Communication:
- How would you rate our communication, including emails, notifications, and updates?
- Did we keep you informed about important changes or updates?
- Problem Resolution:
- Were your issues or concerns resolved to your satisfaction?
- Did we meet your expectations in resolving any problems you encountered?
- Recommendability (NPS):
- On a scale of 0 to 10, how likely are you to recommend our [product/service/company] to a friend or colleague?
- What is the primary reason for your score?
- Customer loyalty:
- How likely are you to continue using our [product/service] in the future?
- Are you considering switching to a competitor? If yes, why?
- Improvement Suggestions:
- Do you have any suggestions for how we can improve our [product/service]?
- Are there specific features or services you’d like to see us offer in the future?
- Purchase Experience:
- How would you rate your experience when making a purchase with us?
- Were you satisfied with the checkout process?
- Delivery/Shipping (if applicable):
- How satisfied are you with the speed and reliability of our delivery/shipping service?
- Did your order arrive in good condition?
- Overall Customer’s Experience:
- In a few words, describe your overall experience with our [product/service/company].
- Is there anything else you’d like to share about your experience with us?
Remember to keep your customer satisfaction questionnaire concise and focused, as overly long surveys may discourage participation. Additionally, consider using a mix of multiple-choice questions and open-ended questions when collecting customer feedback to gather both quantitative and qualitative feedback from your customers.
Customer satisfaction survey examples
To illustrate all we’ve said, let’s take a look at some great customer satisfaction survey examples from SaaS companies.
You can use these examples as a customer and satisfaction survey question template when designing or improving your own survey questions.
You can check other examples and use cases in the short video below:
1. Userpilot’s NPS survey with a follow-up question
Userpilot sends quarterly NPS (net promoter score) surveys to its customers to measure loyalty.
NPS surveys are usually measured on a number scale from 0-10.
Userpilot takes it one step further and asks an open-ended question to understand the reasons behind low or high satisfaction scores.
Tracking NPS scores over time helps to understand how the various changes affect customer satisfaction. An increase in the score over a certain time period indicates that the changes you’ve made were positive and had a good impact on your overall UX and product strategy.
Also, we have to mention that this survey was created effortlessly with Userpilot—without coding.
Hubspot’s customer satisfaction score survey
Hubspot sends customers this simple survey after important customer interactions. They ask customers to rate their experience on a 1–7 point scale, from worst to best.
What’s impressive about Hubspot’s customer feedback survey is its simple yet impressive nature. The question asked is direct and easily understood by anyone.
Every survey is triggered contextually. It’s relevant and collected in real-time, right after a user completes an action, which makes it more accurate.
The survey is subtle and not obstructive. It comes in a smaller modal design, which works well to grab the user’s attention, without covering the entire screen. Also, Hubspot’s clear branding is reflected in the survey.
The downside to this survey is a lack of qualitative data. This makes it difficult to collect extra details on what exactly the customer liked or hated.
Hubspot’s mid-onboarding check survey
Hubspot understands that onboarding is critical to determining whether the user will become a customer or not. So, instead of playing guessing games, they measure the satisfaction of customers with the onboarding program.
Only this time, the survey is not triggered in-app but sent via email. In the email, the user is addressed by name and informed about what’s going on.
Then, Hubspot includes a simple survey and asks users to choose their answer from a series of emojis with the help of a color code from red to green for clarity.
Wise’s transactional NPS survey
After a user has made a payment with Wise, the company sends a transactional survey via email. This is a good example of how to collect customer feedback in real time as it comes right after the user performs the action, when the memory is still fresh in their minds.
The survey poses a simple question, answered on a 10-point scale, which is too demanding for most customers. To explain what each number means, Wise combines both words and emojis as a visual and text-based approach for better cognitive function.
Jira’s customer satisfaction survey regarding a new issue
Jira sends a quick survey to understand how satisfied customers are with a new feature. This survey pops up after the user has engaged with the feature for a few minutes.
Customers who need an immediate response are referred to the customer support team with a single click; customers who wish to leave a review can continue filling out the feedback form.
The survey question is presented in the hopes of capturing likely issues that might have come up when interacting with the new feature. Users can rate their satisfaction with emojis, and if they wish, they can give more detailed feedback.
Slack’s overall customer satisfaction survey example
Slack programs a generic customer satisfaction survey to trigger at random intervals. This could be after the user has spent a certain period of time on the app, when they complete an action, or when they use an advanced feature.
Slack substitutes the number scale for multiple choice answers that are more direct and sound human. The options provided by Slack make it easy for them to figure out if the user is having a UI problem, an experience problem, or a navigational issue.
This is then followed by a simple question that lets users share any ideas, opinions, or frustrations that are secondary and not included in the multiple-choice question.
Miro’s passive customer satisfaction survey example
Miro’s customer satisfaction survey is a brilliant one because its always-on. That means it is designed to blend in with the UI design as a passive feedback collection method.
So, instead of triggering the survey and interrupting the user, Miro embeds the CSAt survey into the customer experience and allows the user to decide when to fill it in.
Of course, you’d expect nothing less from Miro when it comes to visual presentation—that’s what their brand is about. So, using emojis is no surprise here.
Jira’s real-time in-app customer satisfaction survey example
Collecting feedback in real-time, i.e., while the user is still in the experience or right after the interaction, is critical. The experience is still fresh in their minds, and there is a possibility to make changes while retaining dissatisfied customers.
That’s why Jira doesn’t waste time and collects feedback right after the user engages with the feature. Surveys are triggered in-app and pop up as a modal, which is unobtrusive.
Feeling inspired? Try Userpilot for no-code surveys!
Best practices for creating customer satisfaction surveys
How you structure and design your survey matters.
Having a good survey design increases the likelihood that you will get higher response rates and completion rates, and, ultimately, more accurate data.
So what makes a great customer satisfaction survey? In this section, we will discuss how to design a survey, write effective questions, and collect highly impactful data.
Keep the survey questions short and simple
No one enjoys taking long surveys. A person’s attention span is only eight seconds on average.
So make your survey short to respect your customer’s patience and time. Research has shown that it is better to send two microsurveys rather than one long one to get the information you need.
Segment your users before sending surveys
In order to get relevant and accurate customer insights, you need to ask the right questions to the right target audience.
Segment your customers based on their in-app behavior, different user attributes, or even previous feedback. You can then determine which surveys should be sent to which users.
This can be achieved with a tool that automates user surveys and triggers them for certain groups of users.
Create user segments with Userpilot to collect targeted feedback.
Trigger customer feedback surveys contextually
Reaching the right people with your survey is not enough. It is also important to consider when the survey will appear on their screen.
Your surveys will not only have a higher response rate if triggered contextually but also will give you more actionable insights.
Imagine a scenario where the user has started their free trial but didn’t sign up for a few days and then one day decides to give you a shot. Once they log in, an NPS survey pops up and asks them whether they would recommend you to their friends.
The user hasn’t even experienced any value with your app, how would they know if they like you enough to refer to others?
But if you triggered the survey contextually – for example when interacted with a key feature and completed their JTBD, it would make much more sense to do it.
Contextual survey triggering in Userpilot.
Show gratitude to the customers who give detailed feedback
When did you last receive a genuine thank you from someone? You must have felt like you should have done more for them.
This is how gratitude works. Whenever you thank someone for something they did, they are more likely to do you a favor in the future.
Your customers aren’t an exception—take the time to appreciate their effort and time in completing your surveys.
Upon completing the survey, you can send automated thank-you messages and give them a small reward.
Follow up and close the feedback loop
Routinely measuring customer satisfaction won’t benefit your company if you don’t act on the feedback and share the updates with your customers.
This process of collecting data, analyzing it, implementing changes, and letting customers know about it is called closing the feedback loop.
Companies that don’t do this miss out on the chance to cultivate strong customer relationships.
When you close the loop, customers feel acknowledged and valued.
How to build customer feedback surveys code-free with Userpilot
Conclusion
As you can see from the customer satisfaction survey examples above, collecting customer feedback helps you better understand how potential customers interact with your business.
Every example stated in this article should serve as inspiration when designing yours. Keep in mind that your surveys should be tested and improved for better results.
Want to see how Userpilot can help you build better customer feedback surveys? Sign up for your Userpilot demo today!
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