Feedback Survey
Template
A survey template designed to produce actionable product insights — not just satisfaction scores. Questions that reveal what customers need, not just how they feel.
Beyond NPS: questions that drive product decisions
NPS tells you if customers are happy. This template tells you what to build. It's designed to surface product gaps, feature priorities, and the jobs customers need done.
Product-market fit (Sean Ellis test)
'How would you feel if you could no longer use [Product]?' — Very disappointed, Somewhat disappointed, Not disappointed. The % of 'very disappointed' is your PMF score.
Feature importance & satisfaction
List key features. For each: 'How important is this to you?' and 'How satisfied are you with it?' Gap analysis reveals where to invest.
Biggest friction point
'What's the #1 thing that frustrates you about [Product]?' Open-ended. This question alone generates more actionable insight than the entire rest of the survey.
Missing features
'If you could wave a magic wand and add one thing to [Product], what would it be?' The wishlist question reveals latent needs.
Alternative consideration
'Have you considered switching to an alternative? If yes, which one and why?' This is a churn signal and competitive intelligence in one question.
Pro tips
Keep it under 10 questions. Response rates drop by 50% for every 3 questions beyond 10.
Start with the open-ended question about frustrations. It's the highest effort to answer — customers who get past it will complete the rest.
Send to a segment, not everyone. Surveying 100 well-chosen customers produces better insights than surveying 10,000 at random.
Close the loop. Share a summary of survey results and what you're doing about them. Customers who see their survey input acted upon become promoters.
Frequently asked questions
How often should I survey customers?
Quarterly for comprehensive surveys. Use in-app micro-surveys (1-2 questions) continuously for real-time pulse checks.
What response rate should I expect?
10-20% is typical for SaaS customer surveys. Higher for in-app micro-surveys (30-50%). Incentives (gift cards, feature access) can boost rates significantly.
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