10 Customer Satisfaction Survey Examples From Successful SaaS Companies to Inspire You

In the process of setting up a user feedback system and looking for successful customer satisfaction survey examples to inspire you?

We got you covered!

In this article, we will go over the basics of creating a customer satisfaction survey – questions to include, design best practices, and also show you some helpful templates.


  • Customer satisfaction survey is a questionnaire designed to evaluate customers’ opinions on a product or experience with a brand.
  • Customer satisfaction surveys allow you to understand how your customers feel about your company, determine areas of improvement and maintain customer loyalty.

Examples of customer satisfaction surveys from inspiring brands:

  • Hubspot sends customers a simple survey to collect feedback after important customer interactions.
  • Userpilot measures customer satisfaction and loyalty with quarterly NPS surveys.
  • Postifty initiates a survey when a customer engages with a newly launched feature to gather customer sentiment.
  • Hubspot measures the satisfaction of customers mid-way into the onboarding program with an email survey.
  • Wise sends a transactional survey via email to collect customer feedback in real-time.
  • Jira sends a quick CSAT survey to understand how satisfied customers are with a new feature.
  • Slack triggers generic CSAT surveys at intervals to encourage users to share their opinions and frustrations about the product.
  • Miro’s survey is always-on, designed to blend in with the UI design as a passive feedback collection method, allowing the user to decide when to fill it in.
  • Jira’s in-app customer satisfaction survey collects feedback in real-time, right after the interaction.
  • Want to see how you can use Userpilot to design successful customer satisfaction surveys? Book the demo!

What is a customer satisfaction survey?

A customer satisfaction survey is a questionnaire designed to evaluate how happy or unhappy the customer is with the product and experience.

What should a customer satisfaction survey include?

Here are the elements that CSAT surveys usually contain:

  • A thank you note to customers for using the company’s services and their willingness to provide feedback.
  • A numeric scale for collecting quantitative feedback
  • Emojis that correlate with our satisfaction levels
  • A multiple-choice question
  • An open-ended question that gives users the freedom to express their thoughts
Create in-app surveys code-free with Userpilot.

What’s the importance of customer satisfaction surveys?

Customer satisfaction surveys provide your SaaS with valuable feedback on the issues that are important to your customers. Collecting and analyzing customer feedback will help you to:

  • Measure your product efforts and understand they’re meeting customer expectations
  • Identify the problems customers are facing and fix them to improve the user experience
  • Improve customer engagement
  • Establish a solid relationship with customers and make them feel valued
  • Build trust and drive customer loyalty
  • Find your raving fans and encourage brand advocacy

What are some customer satisfaction survey questions to include in your feedback form?

When creating customer satisfaction surveys, it’s important to compile the right questions if you want to capture accurate and actionable feedback.

Here are some great customer survey questions to ask:

Customer loyalty questions:

  • How would you rate our product as compared to our competitors?
  • How would you feel if you had to stop using our product?
  • Would you recommend our product to others?

Product usage questions:

  • How often do you use our product?
  • Do you feel the product price is reasonable?
  • If there’s anything we can do to make our product better, what would that be?
  • Which product features do you find the most useful?
customer satisfaction survey

Customer service experience questions:

  • Was the support representative able to resolve the issue?
  • Are you satisfied with the help our support team provided?
  • How would you rate your experience with {team member}
Customer service experience questions

Great customer satisfaction survey examples to inspire you

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 satisfaction survey template when designing or improving your own survey.

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.

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. So while you get inside whether the customer experience with your brand was negative or positive, you don’t know the reason behind it.

CSAT survey example.

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.

Userpilot enables you to create and customize NPS surveys.

Nicereply’s customer effort score survey

Customer Effort Score (CES) measures how easy it is for customers to use a product or service. It reflects the amount of effort a customer put into using a product, finding information, or resolving an issue.

For customers to be satisfied with your product, they need to be able to put in as little effort as possible.

Here’s what a typical CES survey looks like:


Postfity’s new feature survey

Postfity understands that newly launched features still need to undergo lots of changes to meet customer expectations. That’s why they ask users for their feedback on new features – to understand whether there is any friction or area for improvement.

Instead of using modals, which tend to be obstructive, they substitute a slideout.

The questions of this feature survey sound very conversational, almost like you’re talking to a friend.

Postfity’s feature survey created with Userpilot.

Hubspot’s mid-onboarding check survey

Hubspot understands that onboarding is critical to customer success and is a determining factor in whether the user will become a customer or not.

So, in the middle of onboarding, they check in to measure customers’ satisfaction with the onboarding program and the overall product experience so far.

The survey is sent to the user via email as opposed to in-app like in the previous examples.

In the survey, Hubspot asks users to choose their answer from a series of emojis with the help of a color code from red to green for clarity.

Hubspot’s onboarding survey.

Wise’s transactional NPS survey

After a user has made a payment with Wise, the company sends a transactional NPS survey via email.

Transactional NPS surveys like this help you to get a more holistic view of the customer journey and understand how each touchpoint affects the customer’s perception of your company.


Jira’s customer satisfaction survey regarding a new issue

Jira sends a quick CSAT 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 help are referred to the customer support team with a single click; customers who wish to share their opinion can continue filling out the feedback form.

Emoji scores make it easier to relate and give a quick answer since they accurately reflect our emotional state.


Slack’s overall customer satisfaction survey example

Slack triggers generic customer satisfaction surveys at different touchpoints.

Slack substitutes the numeric scale for carefully worded multiple-choice questions that require little to no effort on the part of respondents.

This is then followed by an open-ended question that lets users share any ideas, opinions, or frustrations that may not be covered in the multichoice question.


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 immediate changes and retain dissatisfied customers.

That’s why Jira doesn’t waste time and collects feedback right after the user engages with the feature. Surveys are triggered with an in-app slideout.


Miro’s passive customer satisfaction survey example

No matter how carefully you design and trigger your pop-up surveys, they are still considered fruition as they distract the user from their main task.

But it doesn’t always have to be that way. What if you collected feedback in a way that doesn’t interrupt the user experience?

Miro’s always-on customer satisfaction survey is a brilliant example of this. It is designed to blend in with the UI and is more passive in nature.

So, instead of occupying the screen and interrupting the user, Miro seamlessly embeds the CSAT survey into the customer experience and allows the user to decide when to fill it in.


Best practices for designing 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 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 feedback, you need to ask the right questions to the appropriate users.

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.

Trigger a modal and thank the customer. Create modals code-free with Userpilot.

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.



Collecting feedback helps you understand your customers on a deeper level and improve your product to better fit their needs.

If you want to get accurate and actionable insights, it’s important to keep in mind some best practices when designing customer satisfaction surveys.

Want to see how Userpilot can help you build great in-app surveys in a matter of minutes? Book a Userpilot demo and we will show you how!

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