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Customer Referral Behavior & Program Effectiveness Survey

Measures how likely customers are to refer your business, what actually motivates them to do it, and where your referral program or incentives fall short — with an AI follow-up that digs into the real reasons behind a customer's referral score instead of taking the number at face value. Built for sales, customer success, and growth teams running or designing referral programs.

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샘플 질문

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질문 11개 · 약 6분
Q01
메시지

Hi! We're trying to understand how customers feel about referring (Replace with your company name) to others, and how well our referral program actually works. Your responses are completely confidential and anonymized. This will take about 5 minutes and your honest answers help us improve it.

Q02
의견 척도필수

How likely are you to refer (Replace with your company name) to a friend or colleague?

척도: 0 – 10
최소:Not at all likely최대:Extremely likely
Q03
객관식필수

In the last 6 months, have you referred anyone to (Replace with your company name)?

  • Yes, one person
  • Yes, multiple people
  • No, but I've considered it
  • No, I haven't considered it
Q04
객관식필수

Are you aware that we have a referral rewards program?

  • Yes, and I've participated in it
  • Yes, but I haven't participated
  • No, I wasn't aware of it
Q05
최선·최악 선택형(MaxDiff)필수

Which of the following would most encourage you to refer others to us?

  • Cash reward
  • Discount on future purchases
  • Account credit
  • Donation to a charity of my choice
  • Public recognition (e.g. shoutout, badge)
  • Exclusive perks or early access
  • Faster or priority support
세트별 최선·최악 선택최선:Most motivating최악:Least motivating
Q06
점수 배분필수

If you had 100 points to split across these reward types based on what would matter most to you, how would you allocate them?

  • Cash reward
  • Discount on future purchases
  • Account credit
  • Charitable donation
  • No reward needed — I'd refer anyway
100점 배분
Q07
매트릭스필수

How much do you agree with each statement about our referral program?

4개 행 × 5개 열
  • The referral process was easy to complete
  • I clearly understood how I'd be rewarded
  • I received my reward in a reasonable amount of time
  • I would recommend this program itself to other customers
열: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q08
AI 인터뷰

Probe the reasoning behind the respondent's referral likelihood score. If it was high, find a specific person they thought of referring or did refer, and what would need to be true for them to actually follow through or refer again. If it was low or middling, identify the specific hesitation — trust in the product, lack of a compelling reward, not knowing how, or fear of bothering their contact — and ask what single change would move their score up. If they said they aren't aware of the referral program, ask what they'd expect from one before they'd use it.

Q09
드롭다운

How large is your company? (Prefer not to say is fine)

  • Just me
  • 2-10 employees
  • 11-50 employees
  • 51-200 employees
  • 201-1000 employees
  • 1000+ employees
  • Prefer not to say
Q10
객관식

How long have you been a customer of (Replace with your company name)?

  • Less than 6 months
  • 6 months to 1 year
  • 1-2 years
  • More than 2 years
  • Prefer not to say
Q11
메시지

Thank you for sharing your thoughts! We'll use your answers to improve our referral program and make it easier and more rewarding to recommend us.

포함된 기능

  • AI 후속 질문

    정형화된 설문이 놓치는 세부 내용을, 주관식 답변에 맞춰 AI가 심층 질문으로 끌어냅니다.

  • 주의력 확인 장치

    성의 없는 답변과 저품질 응답자를 걸러내는 내장 안전장치입니다.

  • AI가 작성한 문안

    문구, 질문 순서, 분기 로직까지 AI가 연구 목표에 맞춰 작성합니다.

  • 자동 리포트

    응답이 모이면 주요 주제, 인용문, 이해하기 쉬운 요약이 자동으로 작성됩니다.

다른 서비스와 비교

다른 설문 도구의 가장 유사한 템플릿을 검토했습니다. 그 도구들이 잘하는 점과, 이 템플릿이 한발 더 나아가는 지점을 정리했습니다.

이 템플릿을 선택하는 이유

  • Includes a dedicated AI follow-up interview that probes the actual reasoning behind a customer's referral likelihood score instead of just recording the number
  • Uses a MaxDiff exercise and a constant-sum points allocation to reveal which incentives customers genuinely value, not just top-of-mind guesses
  • Includes a matrix question to measure agreement across multiple referral-program statements in one structured view, plus firmographic and tenure questions for segmentation
  • Opens and closes with conversational chat messages that frame the survey and set expectations, making it feel like a guided conversation rather than a static form

Jotform

Sales Referral Form Template

This is a static, fielding-ready form for capturing sales referral submissions (e.g., referrer/referee contact details) rather than a survey designed to measure referral sentiment or program effectiveness. It's easy to drag-and-drop customize within Jotform's form builder. It's built for lead capture, not for diagnosing why customers do or don't refer.

잘하는 점

  • Ready-to-use, no-code form builder with drag-and-drop customization
  • Likely integrates with Jotform's broader form ecosystem (notifications, conditional logic, integrations)
  • Simple structure suited for quick referral lead capture

아쉬운 점

  • Static form fields only — no adaptive AI follow-up to probe why a customer would or wouldn't refer
  • No built-in mechanism to weigh or rank incentive preferences (e.g., MaxDiff or points allocation)
  • No transparent, published methodology behind question design or scoring

SurveySparrow

Sales Referral Form Template for all businesses

A conversational-style referral form template aimed at general businesses, focused on collecting referral submissions rather than diagnosing referral motivation or program gaps. SurveySparrow's chat-like UI is a genuine strength for engagement, but the template appears oriented toward lead intake, not behavioral measurement. No mention of adaptive follow-up questioning tied to a respondent's specific answer.

잘하는 점

  • Conversational, chat-style survey format that can feel more engaging than a static form
  • Applicable across different business types out of the box
  • Likely supports SurveySparrow's standard branching/logic features

아쉬운 점

  • No adaptive AI interview that digs into the reasoning behind a low or high referral score
  • No structured trade-off tools (MaxDiff, constant-sum) to prioritize which incentives actually motivate referrals
  • No automated per-response quality scoring or auto-generated analytical report

SurveyMonkey

Referral Form Template

A general-purpose referral form template from a major survey platform, likely usable for collecting basic referral information or simple satisfaction-style questions. It doesn't appear tailored specifically to referral program effectiveness (incentive design, motivation drivers) for sales/CS/growth teams. As a static template, it depends on manual analysis to interpret open-ended or scaled responses.

잘하는 점

  • Backed by a well-established survey platform with broad distribution options
  • Simple, familiar template structure that's quick to deploy
  • Likely includes standard SurveyMonkey analytics/reporting on closed-ended questions

아쉬운 점

  • No adaptive AI follow-up interview to explore the real reasons behind a referral score
  • No voice AI interview option or guided task/screen-share capability
  • No transparent, published prompts or methodology for how questions or scoring are derived

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