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Customer Story Discovery & Case Study Candidate Survey

Identifies which customers have results worth turning into a case study, testimonial, or video story, and gauges their willingness to be featured. The AI follow-up interview goes past generic praise to reconstruct the specific before-and-after — the numbers, the turning point, the proof — that makes a customer story credible to a stranger.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min
Q01
Message

Hi! We're looking for real customer stories to share, and yours might be one of them. This will take about 5 minutes, and there's no pressure — sharing your story is completely optional.

Q02
Multiple ChoiceRequired

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

  • Less than 3 months
  • 3–12 months
  • 1–2 years
  • More than 2 years
Q03
Opinion ScaleRequired

How likely are you to recommend (Replace with product name) to a colleague or peer facing a similar challenge?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q04
Multiple ChoiceRequired

What was the primary challenge or goal that led you to start using (Replace with product name)?

  • Reduce costs
  • Save time on manual work
  • Improve team collaboration
  • Scale operations as we grew
  • Replace an outdated or unreliable tool
  • Improve accuracy or reduce errors
Q05
Long Text

In your own words, what has changed for you or your team since you started using (Replace with product name)? Include specific numbers or outcomes if you can (e.g., time saved, revenue gained, errors reduced).

Q06
Best–Worst Trade-off (MaxDiff)

Which of these would be most compelling to highlight if we told your story?

  • Time saved
  • Cost savings
  • Revenue growth
  • Ease of use
  • Quality of customer support
  • Team adoption or buy-in
  • A specific feature (Replace with feature name)
Pick best & worst per setBest:Most compelling to highlightWorst:Least compelling to highlight
Q07
AI Interview

Reconstruct the specific story behind this customer's results: what their situation looked like before, what the turning point was, and what concretely changed afterward, including numbers, timeframes, or team reactions. Anchor on whichever result they ranked highest in the trade-off question and ask for one specific moment or example that proves it. If their answers stay vague or generic, push for a concrete detail — a number, a quote from a teammate, a specific week — that would make the story credible to a stranger reading it.

Q08
Multiple ChoiceRequired

Would you be willing to be featured in one of our customer stories?

  • Yes, a written case study
  • Yes, a short video testimonial
  • Yes, but only a quote or short testimonial
  • Not right now, but keep me updated
  • No, I'd prefer not to be featured
Q09
Short Text

If you're open to being featured, how would you like to be credited? (e.g., full name and title, company name only, anonymous with just your industry)

Q10
Email

What's the best email to reach you if we'd like to follow up about your story?

Q11
Multiple Choice

What's your company's size?

  • 1–50 employees
  • 51–200 employees
  • 201–1,000 employees
  • 1,000+ employees
  • Prefer not to say
Q12
Multiple Choice

What industry are you in?

  • (Replace with Industry A)
  • (Replace with Industry B)
  • (Replace with Industry C)
  • (Replace with Industry D)
  • Prefer not to say
Q13
Message

Thank you for sharing this with us! If you opted in, someone from our team will reach out about featuring your story — and if not, your feedback still helps us understand the impact we're having. Either way, we appreciate your time.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Goes beyond a generic 'would you recommend us' form: an AI follow-up interview reconstructs the specific before-and-after — the numbers, the turning point, the proof — that makes a story credible to a stranger, instead of stopping at surface-level praise.
  • Includes a MaxDiff exercise asking which angle of the story would be most compelling to highlight, so marketing knows which proof point to lead with before investing in production.
  • Pairs quantitative signals (tenure, NPS-style recommend score, company size, industry) with a qualitative change narrative to actually qualify who's a strong case-study candidate, not just who's happy.
  • Closes the loop on production logistics in one flow — opt-in willingness, preferred credit/attribution, and follow-up email — so you get a fielding-ready pipeline, backed by an auto-generated report, of customers ready to be featured.

Jotform

Customer Success Story Questionnaire Form Template

A static, ready-to-use form template built on Jotform's drag-and-drop form builder. It's fielding-ready in the sense that you can publish it immediately, but every respondent sees the same fixed question set with no follow-up logic.

What it does well

  • Fast to customize and deploy using Jotform's visual form builder
  • Benefits from Jotform's broader ecosystem (integrations, e-signatures, file uploads)

Where it falls short

  • Fixed question list with no adaptive probing into specifics behind a customer's results
  • No automated quality scoring of responses or auto-generated case-study-readiness report
  • No voice/interview-style capture — text form fields only

SurveyMonkey

Customer Stories Survey Template

A standard static survey template on SurveyMonkey's established survey platform, useful as a starting point for collecting testimonial-style feedback. It relies on SurveyMonkey's general-purpose analytics rather than any story-specific follow-up mechanism.

What it does well

  • Backed by a widely-used, well-known survey platform with broad distribution options
  • Solid built-in reporting/analytics dashboard for aggregate response trends

Where it falls short

  • No adaptive AI follow-up to dig past generic praise into specific quantified outcomes
  • No mechanism to prioritize which story angle (numbers vs. transformation vs. proof) is most compelling
  • No transparent, publishable interview methodology — just fixed survey logic

SurveySparrow

Customer Success Story Questionnaire Template

A conversational-style survey template that presents questions one at a time in a chat-like UI, which can feel more personal than a traditional form. However, the conversational format is scripted, not adaptive — it doesn't dynamically probe based on what a respondent actually says.

What it does well

  • Chat-style, one-question-at-a-time UI that can improve completion rates
  • Positioned specifically for customer success/testimonial use cases

Where it falls short

  • Conversational UI is still a fixed script, not a true adaptive AI interview that reconstructs specifics
  • No automated per-response quality scoring to flag strong case-study candidates
  • No option for voice-based interviews or guided screen-share tasks

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