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Customer Experience

Dealer Evaluation of Supplier Support Survey

Captures how dealers rate a supplier across order fulfillment, rep responsiveness, training, and marketing support, then uses a best-worst trade-off to surface which support gaps matter most. An AI follow-up interview digs into the reasoning behind the dealer's lowest rating or recommendation score, uncovering specific incidents rather than vague dissatisfaction.

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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

Thanks for taking a few minutes to share honest feedback on your experience as a dealer for (Replace with supplier name). Your input directly shapes how they support dealers like you. Your responses are completely confidential and anonymized. This should take about 6 minutes.

Q02
Multiple ChoiceRequired

How long has your dealership carried (Replace with supplier name)'s products?

  • Less than 1 year
  • 1-3 years
  • 3-7 years
  • More than 7 years
Q03
MatrixRequired

Rate (Replace with supplier name) on each area of dealer support below.

7 rows × 5 columns
  • Order accuracy and fulfillment
  • On-time delivery
  • Responsiveness of your sales or account rep
  • Technical and product support
  • Marketing and co-op support
  • +2 more
Columns: Poor · Below average · Average · Good · Excellent
Q04
Opinion ScaleRequired

How likely are you to recommend (Replace with supplier name) to another dealer considering a similar product line?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q05
Multiple ChoiceRequired

In the last 90 days, how often did an order from (Replace with supplier name) arrive incomplete or incorrect?

  • Never
  • Once
  • 2-3 times
  • 4 or more times
Q06
Rating ScaleRequired

When you have an urgent issue, how easy is it to reach someone at (Replace with supplier name) who can actually resolve it?

Range: 1 – 5
Min:Very difficultMax:Very easy
Q07
Best–Worst Trade-off (MaxDiff)Required

Which of these areas most needs improvement from (Replace with supplier name), and which needs it least?

  • Faster order fulfillment
  • More responsive account rep
  • Better technical and product training
  • Increased marketing and co-op support
  • Simpler claims and returns process
  • More competitive pricing or terms
  • Better new-product onboarding
  • More reliable delivery windows
Pick best & worst per setBest:Most needs improvementWorst:Least needs improvement
Q08
Multiple ChoiceRequired

Over the next 12 months, do you expect your inventory commitment to (Replace with supplier name) to increase, stay the same, or decrease?

  • Significantly increase
  • Increase
  • Stay about the same
  • Decrease
  • Significantly decrease
Q09
AI Interview

Ask the dealer about the specific area they rated lowest in the support battery or gave as their top improvement priority. Get them to describe a recent, concrete incident: what happened, how the supplier responded, and what the ideal resolution would have looked like. If their recommendation score was 6 or below, also probe what would need to change for them to raise it, and whether they've considered reducing orders or switching suppliers as a result.

Q10
Long Text

What's one change (Replace with supplier name) could make that would most improve your experience as a dealer?

Q11
Multiple Choice

How many active dealer locations does your business operate?

  • 1
  • 2-5
  • 6-15
  • More than 15
  • Prefer not to say
Q12
Multiple Choice

Which region is your primary dealership located in?

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

That's everything — thank you for the candid feedback. Your responses will be compiled into a dealer support report used to prioritize improvements and share back with your account team.

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

  • Uses a matrix rating across order fulfillment, rep responsiveness, training, and marketing support, then a best-worst (max-diff) trade-off to pinpoint which specific support gap matters most — not just averaged satisfaction scores.
  • Pairs a recommendation/likelihood score and 90-day fulfillment reliability question with an AI follow-up interview that automatically probes the dealer's lowest-rated area for the specific incident behind it, rather than leaving low scores unexplained.
  • Combines closed-ended benchmarking questions with an open long-text 'one change' question and an automated report, so both quantitative gaps and qualitative reasoning are captured in one flow.
  • Free tier available with transparent, viewable AI prompts — no hidden black-box scoring, and no academic-only pricing tier to navigate.

QuestionPro

Dealer evaluation survey template for suppliers

A ready-to-field static survey template covering dealer perceptions of supplier support, close in topic to ours. It benefits from QuestionPro's mature survey engine (logic, reporting), but appears to rely on fixed rating/multiple-choice questions rather than any adaptive dialogue with the dealer.

What it does well

  • Purpose-built for dealer-supplier evaluation, so questions map directly to this use case
  • Backed by an established survey platform with skip logic and dashboard reporting

Where it falls short

  • No adaptive AI follow-up to probe why a dealer gave a low rating — all questions are pre-scripted
  • No mention of a trade-off method (like best-worst scaling) to rank which support areas matter most
  • No published methodology for how responses are scored or summarized

Jotform

Supplier Evaluation Form Template

A generic supplier evaluation form built on Jotform's drag-and-drop builder, aimed at broad supplier assessment rather than dealer-specific support dynamics. It's fielding-ready as a static form but not tailored to dealer support categories like training or marketing co-op support.

What it does well

  • Easy to customize visually via Jotform's drag-and-drop form builder
  • Broad applicability across supplier types, not locked to one industry

Where it falls short

  • Generic supplier form, not structured around dealer-specific support pillars (fulfillment, rep responsiveness, training, marketing)
  • No adaptive or voice AI interview to follow up on a low score with a real incident
  • No built-in trade-off ranking to identify which support gap matters most

SurveySparrow

Supplier Quality Evaluation Form Template

A conversational-style form focused on supplier quality assessment rather than dealer support experience specifically. SurveySparrow's chat-like UI makes it feel more human than a plain form, but it is still a fixed question sequence without true adaptive probing.

What it does well

  • Conversational, one-question-at-a-time interface likely improves completion rates
  • Framed around supplier quality metrics, useful for procurement-style evaluation

Where it falls short

  • Targets supplier quality broadly, not dealer-specific support categories like rep responsiveness or marketing support
  • No adaptive AI interview that digs into the reasoning behind a low score or recommendation
  • No transparent scoring methodology or trade-off ranking of support gaps published

Typeform

Supplier Evaluation Form Template

A clean, conversational one-question-per-screen supplier evaluation form, good for basic satisfaction capture but generic rather than dealer-support specific. It's a static template with no mechanism to chase down the story behind a poor rating.

What it does well

  • Polished, distraction-free conversational form design
  • Simple to deploy for general supplier feedback

Where it falls short

  • Not tailored to dealer support dimensions (fulfillment, training, marketing, rep responsiveness)
  • No adaptive or voice AI follow-up to surface specific incidents behind low scores
  • No best-worst trade-off question to prioritize which support gap needs fixing first

Frequently asked questions

What questions are in the “Dealer Evaluation of Supplier Support Survey” template?

The template includes 13 ready-to-use questions, starting with: “Thanks for taking a few minutes to share honest feedback on your experience as a dealer for (Replace with supplier name)…” · “How long has your dealership carried (Replace with supplier name)'s products?” · “Rate (Replace with supplier name) on each area of dealer support below.”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 13 questions in about 7 minutes.

Can I customize this template?

Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.

Is this template free to use?

Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free

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