Measure Customer Satisfaction with Rating-Based Feedback

What You Get

This customer satisfaction survey template measures multiple dimensions of customer experience using rating scales and open-ended questions. Eight pre-configured fields cover overall satisfaction, quality, service, and recommendation likelihood. Conversational mode presents one question at a time for higher completion rates on mobile.

Template Structure

Full Name (Optional)

Text input for customer identification. Optional field allows anonymous feedback. Character limit: 2-100 characters.

Email Address (Optional)

Optional email field for follow-up if customers want you to address their feedback. Includes validation for proper email format.

Overall Satisfaction Rating (Required)

5-star rating scale asking "Overall, how satisfied are you with our product/service?" Core metric for tracking customer satisfaction over time.

Quality Rating (Required)

5-star rating scale asking "How would you rate the quality?" Measures product or service quality perception separately from overall satisfaction.

Customer Service Rating (Required)

5-star rating scale asking "How would you rate our customer service?" Isolates service experience from product quality. Useful for teams managing customer support separately.

Recommendation Likelihood (Required)

5-star rating scale asking "Would you recommend us to others?" Similar to NPS but simplified to 1-5 scale instead of 0-10. Help text clarifies: "1 = Not at all, 5 = Definitely."

What You Liked Most (Optional)

Open-ended text area asking "What did you like most?" Captures positive feedback in customers' own words. Character limit: 1,000. Optional to reduce friction.

What to Improve (Optional)

Open-ended text area asking "What could we improve?" Collects actionable improvement suggestions. Character limit: 1,000. Optional but valuable for identifying pain points.

Built-in Features

Conversational Mode

Questions appear one at a time instead of stacked vertically. Reduces cognitive load and improves completion rates, especially on mobile devices.

Intro Screen

Pre-survey message: "How Did We Do? Your feedback helps us improve. Please take a moment to share your experience." Sets context and expectations.

Success Message

Post-submission message: "Thank you for your valuable feedback! We're constantly working to improve your experience." Acknowledges contribution and closes the loop.

Anonymous Option

Name and email are optional, encouraging honest feedback from customers who prefer privacy.

How to Use This Template

1. Load Template

Click "Use This Template" and sign up for FormFlux (free, no credit card). Survey loads in the builder with all fields pre-configured.

2. Customize Rating Questions

Adjust rating questions to match what you want to measure:

• Keep core questions (satisfaction, quality, service, recommendation)
• Add specific ratings (delivery speed, packaging, website usability)
• Remove irrelevant questions (skip customer service rating if you don't offer support)
• Change scale from 5-star to 10-point if preferred

3. Tailor Open-Ended Questions

Edit the two open-ended questions:

• "What did you like most?" → Keep as-is or change to "What exceeded your expectations?"
• "What could we improve?" → Keep as-is or change to "What would make this a 5-star experience?"

Add more open-ended questions if needed:

• "What features do you wish we had?"
• "How did you hear about us?"
• "Would you buy from us again? Why or why not?"

4. Configure Distribution

Decide how customers receive the survey:

Email After Purchase

Connect email integration. Send survey link 3-7 days after purchase (gives time to use product). Include personalized subject: "How was your recent purchase?"

Post-Purchase Page

Embed survey on order confirmation or thank-you page. Customers complete it immediately after checkout.

Support Ticket Follow-Up

Send survey after closing support tickets. Measure satisfaction with problem resolution.

Periodic Check-Ins

Send quarterly to all active customers for ongoing satisfaction tracking.

5. Set Up Data Collection

Connect your analytics workflow:

Google Sheets

Auto-sync responses to spreadsheet. Calculate average rating per question. Track trends over time.

Email Notifications

Get alerts for low ratings (1-2 stars) so you can follow up quickly with dissatisfied customers.

Zapier Integration

Send negative feedback (ratings below 3) to Slack for immediate team visibility. Send positive feedback (4-5 stars) to review request workflow.

6. Publish

Multiple distribution options:

• Email link: Copy URL and include in post-purchase emails
• Embed on website: Add to thank-you page or customer portal
• QR code: Print on packaging or receipts for physical products

Customization Examples

Add Product Selection

For businesses with multiple products:

• Type: Dropdown
• Label: "Which product did you purchase?"
• Options: Product A, Product B, Product C
• Required: Yes
• Use case: Segment feedback by product line

Add Purchase Date

Track how satisfaction changes over product lifecycle:

• Type: Date
• Label: "When did you make this purchase?"
• Required: Optional
• Use case: Correlate satisfaction with product age (month 1 vs month 6)

Add Specific Feature Ratings

For software/SaaS products:

• Add rating fields for each major feature
• Label examples: "Ease of use", "Performance/Speed", "Design/Interface", "Value for money"
• Use case: Identify which features drive satisfaction or need improvement

Make Name/Email Required for High-Touch Businesses

If you want to follow up with every customer:

• Change name to required
• Change email to required
• Add checkbox: "I consent to being contacted about my feedback"
• Use case: B2B businesses where personal follow-up is expected

Add Conditional Logic (Pro Feature)

Show follow-up questions based on ratings:

• If overall satisfaction ≤ 2 stars → show "What went wrong?" text field
• If recommendation likelihood ≥ 4 stars → show "Would you write us a review?" checkbox with review link
• Use case: Streamline survey length, ask relevant follow-ups only

Why Use This Template

Comprehensive Satisfaction Measurement

Single overall rating doesn't tell the full story. This template breaks satisfaction into components:

• Overall satisfaction: Holistic view
• Quality rating: Product/service performance
• Customer service rating: Support experience
• Recommendation likelihood: True loyalty indicator

Identify whether problems are with the product, service, or both.

Anonymous Option Increases Honesty

Optional name/email fields encourage candid feedback. Customers provide lower ratings when anonymous, giving you more accurate data than identified surveys.

Conversational Mode Boosts Completion

Traditional stacked surveys feel overwhelming. One question at a time reduces abandonment, especially on mobile. Customers who start are more likely to finish.

Quantitative + Qualitative Data

Rating scales provide numeric data for trend analysis. Open-ended questions explain the "why" behind ratings. Combination gives actionable insights, not just scores.

Data Analysis Tips

Calculate Average Ratings

Export to Google Sheets or Excel. Use `AVERAGE()` function on each rating column. Track monthly to see if satisfaction improves or declines.

Identify Rating Patterns

• High overall, low service: Product is great, support needs work
• Low quality, high service: Product issues but team handles complaints well
• All low except recommendation: Customers like you but won't refer (check pricing or alternatives)

Read Open-Ended Responses

Don't just look at numbers. Read every "What to improve" response. Common themes indicate systemic issues worth addressing.

Segment by Rating Level

Filter responses:

• 5-star customers: Ask for testimonials or reviews
• 3-star customers: Neutral but at risk of churn, follow up to prevent issues
• 1-2 star customers: Critical feedback, immediate outreach to resolve problems

Track Over Time

Run this survey monthly or quarterly. Plot average ratings on a line chart. Look for trends:

• Improving ratings = changes are working
• Declining ratings = new issues or quality drop
• Flat ratings = no change, may need product updates

Integration Setup Examples

Google Sheets Analysis Dashboard

1. Connect Google Sheets integration

2. Map fields to columns: Name, Email, Overall, Quality, Service, Recommendation, Liked, Improve

3. Create summary sheet with formulas:

- Average ratings: `=AVERAGE(C2:C100)` for each rating column

- Response count: `=COUNTA(C2:C100)`

- Percentage 4-5 stars: `=COUNTIFS(C2:C100,">=4")/COUNTA(C2:C100)`

4. Visualize with charts (line chart for trends, bar chart for rating distribution)

Email Notification for Low Ratings

1. Enable email integration

2. Add recipient: support@company.com

3. Set conditional trigger: Only send if Overall Satisfaction ≤ 2

4. Email subject: "Low Satisfaction Alert: {{name}}"

5. Include all fields in email body

6. Team gets immediate alert to contact unhappy customers

Slack Notification for All Feedback

1. Connect Slack integration

2. Select channel: #customer-feedback

3. Message format:

```

New satisfaction survey submitted

Overall: {{overall_satisfaction}} stars

Quality: {{quality}} stars

Service: {{service}} stars

Recommendation: {{recommendation}} stars

Liked most: {{liked_most}}

To improve: {{to_improve}}

```

4. Team sees feedback in real-time

Zapier Follow-Up Workflow

1. Connect Zapier integration

2. Create Zap: FormFlux → Filter → Gmail

3. Filter condition: Recommendation ≥ 4 stars

4. Action: Send email asking for Google/Yelp review with direct link

5. Automate review generation from happy customers

Industry-Specific Variations

For E-Commerce

Add these fields:

• Product selection (dropdown of SKUs)
• Delivery speed rating (1-5 stars)
• Packaging quality rating (1-5 stars)
• "Would you buy again?" (Yes/No radio buttons)

For SaaS/Software

Add these fields:

• Ease of use rating (1-5 stars)
• Performance/speed rating (1-5 stars)
• Feature request (text area)
• "How often do you use the product?" (dropdown: Daily, Weekly, Monthly, Rarely)

For Restaurants/Hospitality

Add these fields:

• Food quality rating (1-5 stars)
• Service speed rating (1-5 stars)
• Atmosphere rating (1-5 stars)
• "Would you dine here again?" (Yes/No radio buttons)

For Professional Services

Add these fields:

• Communication rating (1-5 stars)
• Expertise rating (1-5 stars)
• Value for money rating (1-5 stars)
• "How did you hear about us?" (dropdown)

For B2B Companies

Make these changes:

• Make name and email required (follow-up expected)
• Add: Company name (text field, required)
• Add: Role/title (text field)
• Add: "Would you be interested in a case study?" (checkbox)

Related Templates

Contact Form Template

General inquiry form for prospects and customers to reach you.

• Use when: Customers need to ask questions or report issues
• Fields: Name, email, subject, message

Support Ticket Template

Structured support request form with priority levels and issue categories.

• Use when: Collecting technical support requests
• Fields: Name, email, issue type, priority, description, attachments

Common Questions

How long does this survey take to complete?

Most customers complete it in 2-3 minutes. Four rating questions (tap 1-5 stars) take seconds each. Open-ended questions are optional, so customers who want to keep it quick can skip them.

Should I make the open-ended questions required?

No. Optional open-ended questions reduce abandonment. Customers who have strong opinions will write comments even if optional. Requiring them forces everyone to write something, leading to low-quality responses like "N/A" or "Good."

When should I send this survey?

E-commerce: 3-7 days after delivery (gives time to use product) Services: Immediately after service completion or within 24 hours SaaS: 30 days after signup (after initial learning curve) Support tickets: Immediately after ticket closure

What's a good satisfaction score?

Industry averages:

• 4.0+ overall: Good
• 4.5+ overall: Excellent
• Below 3.5: Needs attention

Focus on trends (improving vs declining) more than absolute numbers.

Can I translate this to other languages?

Yes. All field labels, placeholders, button text, and messages are editable. Change to any language. The structure stays the same.

How do I increase response rates?

• Send survey immediately after interaction (not weeks later)
• Keep it short (this template is already concise)
• Explain why feedback matters ("Your feedback helps us improve")
• Offer incentive if appropriate (discount on next purchase)
• Make name/email optional for anonymous responses
• Use conversational mode (one question at a time)

Can I use this for employee satisfaction?

Yes, with modifications:

• Change "customer" language to "employee" or "team member"
• Update questions: "Overall job satisfaction", "Work-life balance rating", "Management support rating"
• Add: "Would you recommend this company as a place to work?"
• Make it fully anonymous (remove name/email entirely)

Ready to Use This Template?

Click "Use This Template" to load the customer satisfaction survey in your FormFlux account. Free signup, no credit card required. Customize the questions, connect your integrations, and start measuring customer satisfaction.

What's included:

• 8 pre-configured fields (4 ratings + 2 open-ended)
• Conversational mode (one question per screen)
• Mobile-responsive design
• Anonymous feedback option
• Unlimited responses
• Email notifications
• All integrations available
• Export to CSV/JSON

Setup time: 2-3 minutes Cost: Free (Pro features optional) No credit card required