6 essential customer satisfaction survey templates to quickly understand customer sentiment

You’ve heard customer surveys are useful, but what do you actually ask?

Customer satisfaction survey templates give you a starting point for asking the right questions. In this article, we'll provide you with six free  customer satisfaction survey templates, so all you need to do is fill in the blanks and customize them.

What is a customer satisfaction survey template?

A customer satisfaction survey template is a ready-to-use questionnaire that gauges customer satisfaction levels regarding a company's products, services, or overall experience. These templates include questions about customers' interactions with the business, like service quality, support efficiency, product satisfaction, and overall value for money. 

Businesses can customize the template to suit customer needs while maintaining a consistent feedback format. Deployment enables invaluable information gathering — customer nuances and insights, areas for improvement, and opportunities to solidify customer loyalty. 

Customer satisfaction vs customer service

Customer service is the front line—it's the direct interaction between your business and your customers. It's about answering questions, solving problems, and providing help. 

It's the human touch, the voice on the phone, the person responding to emails. 

On the flip side, customer satisfaction is the bigger picture. It's how your customers feel about their entire experience with your company. 

Customer satisfaction includes but isn't limited to, the quality of customer service. 

Think of it this way: good customer service is a key ingredient, but customer satisfaction is the whole recipe—it's how well everything your business does comes together in the eyes of your customers.

How to use customer satisfaction survey templates

Using customer satisfaction survey templates lets you know what your customers think about your service or product. It's like having a conversation with them, without actually needing to be physically present. 

Choose the template based on your target audience

Different groups might respond better to different types of questions or survey styles. Here's a quick checklist to help you choose the right template:

• Understand your audience:

  • Who are they? (ask demographic questions for age, interests, profession)

  • What's their relationship with your product or service? (New customers, long-term clients)

• Align with their experience:

  • Are they tech-savvy? (Online surveys might work best.)

  • Do they prefer personal interaction? (Phone or face-to-face surveys)

• Question type:

  • For busy professionals: Keep it short and to the point with multiple choice questions (MCQs.)

  • For a younger audience: Interactive, visually appealing surveys.

• Language and tone:

  • Match it with your audience’s style. Casual for younger demographics, more formal for a professional audience.

• Feedback focus:

  • New product users might need more 'usage experience' questions.

  • Long-term customers can provide deeper insights into overall satisfaction and loyalty.

Customize your survey to increase response rates

Using the right questions and further tailoring them to your audience encourages respondents to complete the survey. Tweak the template to reflect your brand’s voice—keep it friendly and familiar. 

Then, focus on asking relevant, concise questions that resonate with your customers. Avoid jargon and stick to clear, simple language. Also, think about the length—shorter surveys usually get better responses. Mix in different types of questions, like multiple choice and rating scales, to keep it engaging.

Types of customer satisfaction surveys and templates

There are different types of customer satisfaction surveys, each with its own flavor. Depending on what you're curious about – whether it's a recent buy, your service quality, or the whole customer journey—there's a customer survey template.

1. Net Promoter Score (NPS) survey

The Net Promoter Score (NPS) survey asks just one simple question: "How likely are you to recommend our company/product/service to a friend or colleague?"

This survey gives you a clear idea of customer loyalty and overall satisfaction in just one question.

It's a quick, direct way to measure how your customers feel about your brand. Based on the scores, you can categorize customers as Promoters, Passives, or Detractors. When you have this info, you can create targeted messaging to nurture them further. 

For Promoters, you can focus on keeping them engaged and turning them into brand advocates. With Passives, your goal is to elevate their experience to move them into the Promoter category. And for Detractors, you get a chance to address their concerns and turn their experience around. 

Template

Question: On a scale of 0-10, where 0 is 'not at all likely' and 10 is 'extremely likely', how likely are you to recommend [Your Company's Name] to a friend or colleague?

[0] - [1] - [2] - [3] - [4] - [5] - [6] - [7] - [8] - [9] - [10]

Follow-Up Question (Optional): We would love to hear more about your rating. What's the primary reason for your score?

[Text Box for Customer Response]

Thank you for taking the time to help us improve!

2. Customer Satisfaction Score (CSAT) survey

CSAT surveys measure customer satisfaction with a specific experience or transaction. For example, after a customer support call, you might ask, "How satisfied were you with the service you received today?" with a rating scale from 1 (Very Unsatisfied) to 5 (Very Satisfied).

Customer satisfaction survey questions and answers give you immediate feedback on specific aspects of your service or product and help you identify areas for improvement. A CSAT score pinpoints customer sentiment about specific experiences and allows you to make targeted improvements and improve customer retention.

Template

Hello [Customer's Name],

Thank you for choosing [Your Company's Name]. We hope you're happy with your recent [experience/purchase/service]. Could you spare a moment to let us know how we did?

Question: How satisfied were you with your recent experience with us?

[ ] 1 - Very Unsatisfied

[ ] 2 - Unsatisfied

[ ] 3 - Neutral

[ ] 4 - Satisfied

[ ] 5 - Very Satisfied

Follow-Up Question (Optional): We would love to hear more about your rating. Could you share what influenced your satisfaction level?

[Text Box for Customer Response]

Your feedback is invaluable in helping us improve. Thank you for your time!

Best regards,

[Your Company's Name]

3. Customer Effort Score (CES) survey

The Customer Effort Score (CES) survey measures how easy it is for customers to interact with your company. This survey reveals the respondent’s experience in terms of convenience and effort, highlighting potential friction points.

For example, after resolving a service issue, you might ask, "How easy was it to get your issue resolved with us today?" with a response scale from 1 (Very Difficult) to 5 (Very Easy). 

CES is best for identifying and simplifying complex or time-consuming processes in your customer's journey. You can streamline interactions and improve customer satisfaction by focusing on customer effort.

Template

Dear [Customer's Name],

We're always working to make your experience with [Your Company's Name] as smooth and effortless as possible. Could you take a minute to let us know how we're doing?

Question: On a scale of 1 to 5, how easy was it to [specific interaction/experience, e.g., get your issue resolved, complete your purchase, navigate our website]?

[ ] 1 - Very Difficult

[ ] 2 - Difficult

[ ] 3 - Neutral

[ ] 4 - Easy

[ ] 5 - Very Easy

Follow-Up Question (Optional): We're all ears! What could have made your experience easier?

[Text Box for Customer Response]

Your feedback is vital in helping us make our services more user-friendly. Thank you for your valuable time!

Warm regards,

[Your Company's Name]

4. Customer Experience (CX) survey

A Customer Experience (CX) survey gathers comprehensive feedback on a customer's overall journey and interaction with your company. It covers all touchpoints—from browsing and purchasing to customer service and after-sales support—giving you a 360-degree view of the customer experience. 

For example, you might ask, "How would you rate your overall experience with our website, from finding products to completing your purchase?"

These surveys are best for understanding the entire customer journey and identifying both strengths and areas for improvement. This type of feedback helps you fine-tune every aspect of the customer experience, ensuring a seamless and enjoyable journey from start to finish.

Template

Survey Questions:

Question: Overall, how satisfied are you with your experience at [Your Company's Name]?

[ ] 1 - Very Unsatisfied

[ ] 2 - Unsatisfied

[ ] 3 - Neutral

[ ] 4 - Satisfied

[ ] 5 - Very Satisfied

Question: How well do our products/services meet your needs?

[ ] 1 - Not at all

[ ] 2 - Somewhat

[ ] 3 - Neutral

[ ] 4 - Very well

[ ] 5 - Exceptionally well

Question: How would you rate the quality of our products/services?

[ ] 1 - Very Poor

[ ] 2 - Poor

[ ] 3 - Average

[ ] 4 - Good

[ ] 5 - Excellent

Question: How easy was it to find what you were looking for on our website/store?

[ ] 1 -Very Difficult

[ ] 2 - Difficult

[ ] 3 - Average

[ ] 4 - Easy

[ ] 5 - Very Easy

Question: How helpful and courteous was our staff?

[ ] 1 - Not at all

[ ] 2 - Slightly

[ ] 3 - Moderately

[ ] 4 -Very

[ ] 5 - Extremely

Open-Ended Question (Optional): We're eager to hear more about your experience. Is there anything else you'd like to share or suggest for improvement?

[Text Box for Customer Response]

5. Post-purchase survey 

A Post-Purchase Survey is a set of questions you send to customers right after they've bought something from you. 

For example, you might ask, "How satisfied were you with the checkout process?" or "How does the product meet your expectations?" 

Post-purchase surveys give you immediate feedback on customers’ buying experience, product satisfaction, and any issues they encounter. The post-purchase experience allows you to identify areas for improving your sales process and product offerings to create more loyal customers.

Template

Hello [Customer's Name],

Thank you for your recent purchase from [Your Company's Name]. We hope you're enjoying your new [product/service]. We'd love to hear about your experience to help us improve.

Question 1: How satisfied are you with the [product/service] you purchased?

[ ] Very Unsatisfied

[ ] Unsatisfied

[ ] Neutral

[ ] Satisfied

[ ] Very Satisfied

Question 2: How would you rate your experience with our checkout process?

[ ] Very Poor

[ ] Poor

[ ] Average

[ ] Good

[ ] Excellent

Question 3 (Optional): Do you have any specific feedback or suggestions for us?

6. In-app survey 

An in-app survey is a type of questionnaire that pops up within a mobile app and asks users for their valuable feedback while they're using the app. For example, after a user completes a task in the app, you might ask, "How easy was it to complete this task?" or "What do you like most about our new product feature?" 

Why does it work so well? Because it captures user opinions and experiences in real-time, right when they're most engaged with your app. 

This survey is great for instant feedback on app functionality, user experience, and specific features. 

In-app surveys help you understand user behavior, improve features, and make your app better.

Template

Hey there, [User's Name or Username]!

We hope you're enjoying [Your App's Name]. Could you spare a moment to share your thoughts with us?

Question: How would you rate your recent experience with [specific feature/task in the app]?

[ ] Excellent

[ ] Good

[ ] Average

[ ] Below Average

[ ] Poor

Follow-Up Question (Optional): What did you like the most or least about [specific feature/task]?

[Text Box for User Response]

Integrating survey responses with your CRM systems

The impact of customer surveys is limited if you’re executing and reviewing results in isolation.

Integrating survey results to your CRM software gives you a 360-degree view of your customers. It connects the dots between what your customers are saying and what you know about them. Or, consider tracking customer service metrics like satisfaction or customer effort scores along with purchase history and interaction logs within your customer feedback software. This powerful combination turns survey data into truly curated and actionable customer insights. The end goal: a targeted approach that transforms one-time buyers into loyal, long-term customers.