Customer satisfaction survey template
You want a repeatable read on how satisfied customers are with the product itself, and a cause attached to every low score.
What this template is for
A satisfaction score on its own cannot be acted on, and it is usually collected from a self-selected group who already like the product. This template pins satisfaction to two things that explain it — which parts of the product the customer actually uses, and how hard the work is — and requires a reason whenever the score is low. The result is a number you can track and a list of causes you can rank.
Questions
Every question below is part of the actual survey definition — the same one the preview and “Use this template” use.
Overall, how satisfied are you with the product?
Rating · 1–5 · Required
Why this question: Asked first, before any question that could steer it. Placed after a list of features, the score becomes a summary of that list rather than an independent judgement.
Which parts of the product do you use in a normal week?
Multiple choice + Other · Required
Why this question: Satisfaction differs sharply between someone using only the core workflow and someone relying on integrations. Without this question, an average moves without anyone being able to say why.
Watch out: Ask what they use in a normal week, not what they have ever used. The second version collects everything they once tried and stops separating the segments.
How easy is it to get your work done in the product?
Rating · 1–5 · Required
Why this question: Separates "the product does what I need" from "getting it done is work". These come apart constantly, and only the second one is fixable by design rather than by roadmap.
Where does it get difficult?
Single choice + Other
Shown when: Finds it hard to use
Why this question: Shown only when ease is low, as countable options. It locates the difficulty in a phase — setup, finding, routine steps, recovery — which is what turns a usability complaint into a specific piece of work.
What is the main reason for your rating?
Single choice + Other · Required
Shown when: Dissatisfied customer
Why this question: Required for scores of 1–2. A dissatisfied customer who leaves without naming a cause is the most expensive response in the set: you know something is wrong and cannot act on it.
Watch out: Keep price and support in the list even though they are uncomfortable. Removing them pushes those responses into "Other" and hides the pattern.
If we improved one thing, what should it be?
Long text · up to 600 characters
Why this question: One open question, scoped to a single improvement. Unbounded comment boxes produce praise and wish lists; a forced single answer produces a rankable list.
How is the product working for you?
Overall, how satisfied are you with the product?
Which parts of the product do you use in a normal week?
How easy is it to get your work done in the product?
Where does it get difficult?
What is the main reason for your rating?
If we improved one thing, what should it be?
When to use this
- On a fixed cadence — quarterly or twice a year — where the trend matters more than any single round.
- Across the whole customer base rather than after one interaction, so the answer reflects the product and not a single ticket.
- When you can segment by the parts of the product people use; that is what makes a flat average interpretable.
When not to use this
- You want feedback on one support interaction. Send a CSAT survey right after the ticket instead — asked weeks later, the memory is gone.
- You want a benchmarkable advocacy number. Use NPS, which is designed for exactly one comparable question; adding a 0–10 item here mostly duplicates it.
- You are evaluating a single feature. A product-level satisfaction score cannot isolate one feature, and the feature-specific answers get lost in it.
Branching
Low ease opens a question about where the difficulty is; low satisfaction opens a required reason. Everyone else answers four questions and is done in about a minute, which is what makes a quarterly cadence sustainable.
Validation
Satisfaction, usage and ease are required, as is the reason when the score is low — an unexplained low score cannot be acted on. Free text is capped at 600 characters so a full round stays readable.
What to look at once responses arrive
Split satisfaction by what people use before reading the average
The overall number is a mixture of segments with different experiences. Integration-heavy customers and core-only customers routinely differ by more than a point.
Compare satisfaction against ease
High satisfaction with low ease is a customer compensating for the product. That combination precedes churn far more often than an openly low score does.
Rank the reasons, then check them against your roadmap
The reasons are countable. If the top reason is usability and the roadmap is entirely new capability, that mismatch is the finding.
Crosstabs worth running
Which parts of the product do you use in a normal week? × Overall, how satisfied are you with the product?
Shows which parts of the product carry the score. A low-satisfaction cluster in one area is a much clearer instruction than an overall decline.
What is the main reason for your rating? × How easy is it to get your work done in the product?
Separates people who cannot do something from people who can but find it laborious. The two require opposite responses and are frequently reported as the same complaint.
Charts worth building
line — Overall, how satisfied are you with the product? × How easy is it to get your work done in the product?
Both scores over rounds. Ease falling while satisfaction holds is the early warning.
bar — What is the main reason for your rating?
Named causes, ranked. Compare the top two against what is actually funded.
Customise it with AI
Paste this into SurveyZero’s assistant to adapt the template to your product. It keeps the parts that make the results comparable and changes the parts that should be specific to you.
Adapt this customer satisfaction survey for a B2B scheduling product used by clinic staff, sent quarterly to every active account. Keep the order (satisfaction first, then usage, then ease), keep the conditional reason questions, and replace the product-area options with the parts of a clinic workflow (booking, reminders, rescheduling, billing hand-off, reporting). Add one question about the respondent’s role, since front-desk staff and practice managers experience the product differently.
Related templates
- NPS survey template — You need a recommendation score you can track over time, and you need to know what to do about it — not just the number.
- CSAT survey template — You want to measure one specific interaction — usually a support ticket — right after it happens, and act on the bad ones the same week.
- Product feedback survey template — You shipped a feature and need to know whether it solved the problem it was built for — not whether people liked it.