Customer Feedback Survey
Post-purchase or post-service customer feedback survey — NPS-style with open-ended questions.
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ACME CORPORATION CUSTOMER FEEDBACK SURVEY ═══════════════════════════════════════════════════════════════════════ Survey type: Post-purchase NPS Subject: Acme Premium Subscription Plan Recipients: All customers active >90 days ═══════════════════════════════════════════════════════════════════════ INTRODUCTION Thanks for being an Acme customer. We're sending a short 5-minute survey to learn how we're doing. Your feedback directly shapes our roadmap and helps us improve. Responses are confidential — individual responses are visible to the customer-success team only; aggregate themes are shared with leadership. ═══════════════════════════════════════════════════════════════════════ QUESTIONS Q1. NET PROMOTER SCORE (NPS) On a scale of 0 to 10, how likely are you to recommend this product or service to a colleague or friend? 0 — 1 — 2 — 3 — 4 — 5 — 6 — 7 — 8 — 9 — 10 (0 = Not at all likely; 10 = Extremely likely) Q2. What's the primary reason for your score? [Open-ended response] ═══════════════════════════════════════════════════════════════════════ Q3. SATISFACTION (rate each on a scale of 1 = Very dissatisfied to 5 = Very satisfied) How satisfied are you with the product itself? How satisfied are you with the onboarding experience? How satisfied are you with our support and customer success? How satisfied are you with the value relative to price? How satisfied are you with the documentation and self-service resources? ═══════════════════════════════════════════════════════════════════════ Q4. What's the single feature or improvement that would most increase your value from this product or service? [Open-ended response] Q5. In the past 90 days, what was the most frustrating moment with this product or service? Be specific — the more detail, the more we can fix it. [Open-ended response] Q6. What's working really well? Anything you'd miss if it went away? [Open-ended response] ═══════════════════════════════════════════════════════════════════════ Q7. ABOUT YOU (optional) Company size: 1-10 / 11-50 / 51-200 / 201-1000 / 1000+ Industry: (open-ended) Role: IC / Manager / Director / VP+ / C-level Usage: Daily / Weekly / Monthly / Less than monthly ═══════════════════════════════════════════════════════════════════════ CLOSING Thank you. Every response is read by a human on the customer-success team within 48 hours. If you flagged a specific issue, expect a follow-up email — we use this survey not just to track scores but to fix things. Reply to this email any time with additional feedback. ═══════════════════════════════════════════════════════════════════════ HOW THIS SURVEY IS USED • Individual responses are visible to the customer-success team for follow-up. • Aggregate scores are reported monthly to leadership. • Open-ended themes are tagged and reported quarterly. • Specific issues mentioned trigger a follow-up reach-out within 48 hours. • You can opt out of future surveys at any time.
About this template
Customer feedback surveys serve different purposes depending on timing. Post-purchase NPS (typically sent 30-90 days after initial purchase) measures overall satisfaction and predicts repeat business and referrals — Bain & Co.'s research correlates NPS with revenue growth in many sectors. Post-support / case-resolution surveys (sent immediately after a support ticket closes) measure operational quality of customer service. Post-onboarding (30-day) surveys catch problems before churn becomes likely. Annual relationship surveys provide trending across years and capture issues that develop slowly. Churn-risk surveys, sent to customers showing engagement decline, are more like interventions than research. The Net Promoter Score (NPS) is the dominant single metric: "On a scale of 0-10, how likely are you to recommend us?" Promoters (9-10), Passives (7-8), Detractors (0-6). NPS = % Promoters – % Detractors. Useful for trending; less useful in absolute terms across industries (B2B SaaS NPS averages around 30-40; consumer tech can be 50-60+). The follow-up "why" question is more valuable than the score itself for product/CX improvement. Survey length matters — response rates drop dramatically over 5-7 minutes. Open-ended questions get rich qualitative data but are slow to analyse; structured Likert-scale (1-5) questions get fast quantitative data but lose nuance. Best practice: a few structured questions for trending plus 2-3 open-ended for qualitative. Response rates: 5-10% is typical for B2C email surveys, 20-30% for B2B with personal relationship, 60%+ for in-app prompts at high-engagement moments. Critical operational practice: respond to negative feedback within 48 hours. The "we asked but didn't respond" pattern is worse than not asking at all.
When to use it
- 30-90 days after initial customer purchase (NPS).
- Immediately after support case resolution (CSAT).
- Annually for relationship-trend tracking.
- When customer engagement metrics show decline (churn-risk).
- After major product change or release.
What to include
- NPS or single-question primary metric.
- Follow-up "why" open-ended question.
- Specific satisfaction questions (Likert 1-5).
- Feature request and friction-point questions.
- Optional demographics / segmentation.
- Clear closing with response commitment.