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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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Sample questions

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

11 questions · ~6 min
Q01
Message

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. This will take about 5 minutes and your honest answers help us improve it.

Q02
Opinion ScaleRequired

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

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q03
Multiple ChoiceRequired

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
Multiple ChoiceRequired

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
Best–Worst Trade-off (MaxDiff)Required

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
Pick best & worst per setBest:Most motivatingWorst:Least motivating
Q06
Point AllocationRequired

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
Allocate 100 points
Q07
MatrixRequired

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

4 rows × 5 columns
  • 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
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q08
AI Interview

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
Dropdown

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
Multiple Choice

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
Message

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.

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

  • 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.

What it does well

  • 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

Where it falls short

  • 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.

What it does well

  • 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

Where it falls short

  • 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.

What it does well

  • 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

Where it falls short

  • 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

Ready to launch?

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