Customer satisfaction survey template

A customer satisfaction survey shows how well you meet customer expectations and highlights the moments that shape their experience. Customer satisfaction surveys help you compare your performance to competitors, assess perceived value and quality, and understand whether customers are likely to recommend your business.

Our customer satisfaction survey template provides a simple, consistent way to gather feedback and identify what’s working across your customer experience. You can customise the questions to explore specific touchpoints, learn what influences satisfaction and identify the changes that strengthen overall customer experience. As you collect responses, you’ll see clear patterns about what keeps customers happy and where product or service improvements can have the greatest impact.

By analysing how customers rate their experience, describe your product and indicate their likelihood to return or recommend your business, you can identify what is working, what needs improvement and where to focus to increase retention, strengthen loyalty and drive long-term growth.

These questions are designed to help you measure customer satisfaction at each touchpoint, pinpoint specific gaps in the experience and uncover the key drivers behind customer behaviour.

Question type:
Likert scale (0–10 rating from Not at all likely to Extremely likely)

Why this matters:
This question measures customer loyalty and advocacy. In a customer satisfaction survey form, Net Promoter Score® (NPS) helps businesses identify promoters, passives and detractors based on how customers rate their likelihood of recommending the company. This provides a clear signal of customer loyalty and general satisfaction.

Question type:
Multiple choice – satisfaction scale (Very satisfied to Very dissatisfied)

Why this matters:
This question captures overall sentiment towards your business. In a customer satisfaction survey template, a satisfaction scale allows businesses to quickly measure how satisfied customers feel and track changes in their satisfaction over time.

Question type:
Tick box – multiple selection (product perception attributes)

Why this matters:
This question helps businesses understand how customers describe and perceive their products. In a customer satisfaction survey, multiple selections reveal whether customers view the product as high quality, reliable, useful or valuable.

Question type:
Multiple choice – performance scale (Extremely well to Not at all well)

Why this matters:
This question measures how effectively your product meets customer needs. In a customer satisfaction survey, this helps businesses determine whether their offerings solve customer problems or require improvement.

Question type:
Multiple choice – quality scale (Very high quality to Very low quality)

Why this matters:
Product quality strongly influences customer satisfaction. Including this question in a customer satisfaction survey template helps businesses understand whether customers perceive the product as high quality and where improvements may be needed.

Question type:
Multiple choice – value scale (Excellent to Poor)

Why this matters:
This question helps businesses understand whether customers feel the product offers good value for the price. In a customer satisfaction survey, value perception is an important driver of overall satisfaction.

Question type:
Multiple choice – responsiveness scale (Extremely responsive to Not at all responsive)

Why this matters:
Customer service responsiveness plays a major role in shaping the overall customer experience. In a customer satisfaction survey template, this question helps businesses evaluate how well they respond to customer questions and concerns.

Question type:
Multiple choice – customer tenure (First purchase to 3+ years)

Why this matters:
Customer tenure provides context for satisfaction data. In a customer satisfaction survey form, knowing how long someone has been a customer helps businesses analyse feedback from both new and long-term customers.

Question type:
Multiple choice – purchase likelihood scale (Extremely likely to Not at all likely)

Why this matters:
Repurchase intent is a strong indicator of customer satisfaction and loyalty. This question helps businesses understand whether customers plan to buy from them again.

Question type:
Open text – written response

Why this matters:
Open-ended responses allow customers to share additional feedback in their own words. In a customer satisfaction survey, this can reveal insights that structured questions may not capture.

The customer satisfaction (CSAT) score is a core customer experience (CX) metric that measures a customer's immediate satisfaction with a specific transaction, product or interaction with a brand.

It directly gauges how well that experience met their expectations, typically captured using a direct question on a 5-point scale.

The final CSAT score represents the percentage of customers who report being satisfied or highly satisfied, providing a clear, trackable metric for the quality of specific touchpoints.

Customer experience requires a multi-faceted approach.

While CSAT tracks satisfaction with a particular interaction, NPS reflects long-term loyalty and advocacy, and customer effort score (CES) captures how easy it was to complete a task.

To build a complete view of your customer relationships, use the Net Promoter Score survey template and customer effort score survey template to explore these three vital signals together.

CSAT is calculated as the percentage of respondents who select one of the top two options on a 5-point satisfaction scale. The CSAT formula is:

CSAT = (Number of satisfied responses ÷ Total responses) × 100

For example, if you receive 100 responses and 80 of them choose a 4 or 5 on your main satisfaction question, your resulting CSAT score is 80%. This percentage is your essential reference point for tracking how key business changes (e.g. to features, service or internal processes) impact overall customer satisfaction.

Our free CSAT calculator walks you through the calculation and gives you a clear percentage you can track over time – no spreadsheets required.

A customer satisfaction survey template works best when it reaches people soon after the experience you want to measure. We offer several built-in collectors, each suited to a different touchpoint.

SMS works well when timing is critical, such as directly after a delivery or on-site visit, because it lets you capture reactions while the experience is still fresh.

Email invitations work well for recurring or account-based check-ins where you want to track who responds and follow up with reminders.

Web links and QR codes are handy for receipts, packaging, in-app messages or signage, allowing people to respond whenever suits them.

Website collectors are a great fit for on-site moments, such as after checkout or an account update, when you want quick, in-context feedback.