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Customer Satisfaction & Loyalty Diagnostic Survey

Tracks overall satisfaction, satisfaction with specific product and service attributes, and likelihood to recommend, then prioritizes which fixes matter most with a trade-off ranking. An AI follow-up interview digs into the real story behind each respondent's satisfaction score. Built for product, CX, and support teams running quarterly or post-interaction pulse checks.

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Sample questions

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

14 questions · ~7 min
Q01
Message

Thanks for taking a few minutes to share your experience with us! Your honest feedback shapes what we fix next. This should take about 8 minutes.

Q02
Opinion ScaleRequired

Overall, how satisfied are you with your experience over the last 3 months?

Scale: 1 – 10
Min:Very dissatisfiedMax:Very satisfied
Q03
MatrixRequired

How satisfied are you with each of the following?

5 rows × 5 columns
  • Product quality
  • Customer support
  • Ease of use
  • Value for money
  • Reliability
Columns: Very dissatisfied · Dissatisfied · Neutral · Satisfied · Very satisfied
Q04
Opinion ScaleRequired

How likely are you to recommend us to a friend or colleague?

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

In the last 30 days, how often did you use our product or service?

  • Not at all
  • A few times
  • Weekly
  • Several times a week
  • Daily
Q06
Multiple Choice

In the last 3 months, did you contact customer support?

  • No, never needed to
  • Yes, once
  • Yes, a few times
  • Yes, frequently
Q07
Best–Worst Trade-off (MaxDiff)Required

If we could only fix a few things, which would matter most to you?

  • Faster customer support response times
  • Lower price or better value
  • More features or capabilities
  • Better documentation or self-help resources
  • More reliable performance (fewer outages/bugs)
  • Simpler, more intuitive interface
  • Better onboarding for new users
Pick best & worst per setBest:Most important to fixWorst:Least important to fix
Q08
Multiple Choice

In the last 3 months, have you actively looked into or tried an alternative to us?

  • Yes, and I've partly or fully switched
  • Yes, but I'm still with you
  • No, haven't looked
  • Not sure
Q09
AI Interview

Reconstruct the specific experience behind the respondent's overall satisfaction score: ask for a concrete recent moment (good or bad) that explains the number they gave, not a general impression. If they scored low (6 or below on the satisfaction or recommend questions), probe what almost made them leave or what would need to change to earn a higher score. If they scored high, probe what specifically earns their loyalty and whether it's fragile (price-dependent, one team member, etc.). Always tie back to the priority they picked as most important to fix and ask what 'fixed' would actually look like to them.

Q10
Long Text

Is there anything else about your experience with us you'd like us to know?

Q11
Message

Just a couple of quick optional questions so we can spot patterns across different types of customers.

Q12
Multiple Choice

How long have you been a customer?

  • Less than 3 months
  • 3-12 months
  • 1-3 years
  • More than 3 years
  • Prefer not to say
Q13
Multiple Choice

Which best describes your role in the decision to use us?

  • I'm the primary decision-maker
  • I'm one of several decision-makers
  • I use it but didn't choose it
  • Prefer not to say
Q14
Message

Thank you for sharing your experience! Your ratings and comments feed directly into our roadmap prioritization, and your follow-up interview responses go straight to the team working on the issue you flagged.

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

  • Tracks overall satisfaction, attribute-level satisfaction, and recommend likelihood, then uses a trade-off max-diff ranking to show which fixes actually matter most
  • Pairs every satisfaction score with an AI follow-up interview that reconstructs the specific experience behind that respondent's rating, so you get the 'why' not just the number
  • Includes usage frequency, support contact history, and competitor-switching behavior questions to segment satisfaction against real context, plus an open-ended catch-all for anything the structured questions missed
  • Closes with role and tenure questions so product, CX, and support teams can cut results by customer segment, and a closing message explaining how the data will be used

Jotform

200+ Customer Satisfaction Evaluation Forms

This is a directory of 200+ customer satisfaction form templates rather than a single ready-to-field survey, so evaluating it means picking and customizing one of many generic layouts. It's built on Jotform's drag-and-drop form builder, which is strong for basic data collection but not purpose-built for satisfaction/loyalty diagnostics.

What it does well

  • Large variety of templates to choose from for different use cases
  • Easy drag-and-drop customization typical of Jotform's builder
  • Familiar form-based UX for respondents

Where it falls short

  • A template directory, not a single validated survey instrument, so there's no built-in trade-off prioritization or diagnostic structure
  • Static form fields only — no adaptive follow-up questioning to probe the story behind a score
  • No automated per-response quality scoring or AI-generated reporting

QuestionPro

Customer satisfaction survey questions | Customer satisfaction survey example

QuestionPro offers a ready-to-use customer satisfaction template with sample question sets and guidance on survey design. It's a mature, fielding-ready survey but relies on standard fixed-choice and rating question types rather than conversational follow-up.

What it does well

  • Established survey platform with broad question-type support and reporting dashboards
  • Template includes example question wording and structure guidance
  • Supports standard satisfaction metrics like CSAT and NPS-style questions

Where it falls short

  • No adaptive AI interview to dig deeper into individual responses — follow-ups, if any, are static branching logic, not conversational probing
  • No published methodology for how questions were validated or scored
  • Lacks a built-in trade-off ranking mechanism for prioritizing which fixes matter most

SurveyMonkey

Customer Satisfaction Survey Template

SurveyMonkey's template is a well-known, easy-to-deploy customer satisfaction survey with standard rating and open-text questions. It benefits from SurveyMonkey's broad distribution and analytics tools but is a static questionnaire rather than an interactive diagnostic.

What it does well

  • Widely used, easy-to-launch template with strong brand recognition
  • Solid built-in analytics and benchmarking tools
  • Simple respondent experience across devices

Where it falls short

  • No AI-driven follow-up interview to reconstruct the story behind a satisfaction score — responses are limited to what's pre-written
  • No trade-off/max-diff style prioritization to identify which issues matter most
  • No transparent, auditable prompt methodology or automated quality scoring per response

SurveySparrow

FREE Customer Satisfaction Survey Template

SurveySparrow markets a free, conversational-style customer satisfaction template that presents questions one at a time for a more chat-like feel. It's still a fixed-question flow rather than an AI-adaptive interview, so the 'conversational' framing is about UI presentation, not dynamic probing.

What it does well

  • Conversational, one-question-at-a-time UI that can improve completion rates
  • Free template available to start quickly
  • Mobile-friendly presentation style

Where it falls short

  • Conversational UI is scripted, not adaptive — it can't generate genuine follow-up questions based on a respondent's specific answer
  • No trade-off ranking feature to prioritize which fixes matter most
  • No automated per-response quality scoring or AI-generated diagnostic reporting

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