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Customer Experience

Small Business Customer Satisfaction & Loyalty Survey

Tracks how satisfied customers are with a local or small business — overall experience, specific touchpoints like staff and value, and likelihood to return or recommend — with an AI follow-up that digs into the real story behind each customer's score. Built for owners and managers who want concrete, actionable feedback in under 5 minutes.

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Sample questions

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

12 questions · ~7 min
Q01
Message

Thanks so much for shopping with us! Your responses are completely confidential and anonymized. We'd love your honest feedback on your recent experience — it takes about 7 minutes and directly shapes how we run things.

Q02
Opinion ScaleRequired

How likely are you to recommend this business to a friend or colleague?

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

In the last 3 months, how often have you visited or purchased from us?

  • This was my first time
  • Occasionally (a couple of times)
  • Regularly (about monthly)
  • Frequently (weekly or more)
Q04
MatrixRequired

Please rate your satisfaction with each part of your experience.

5 rows × 5 columns
  • Staff friendliness and helpfulness
  • Product or service quality
  • Price and value for money
  • Speed of service
  • Cleanliness and atmosphere
Columns: Very dissatisfied · Dissatisfied · Neutral · Satisfied · Very satisfied
Q05
Multiple ChoiceRequired

In the last 30 days, did you run into any problem with your order, service, or visit?

  • Yes
  • No
Q06
Ranking

Rank these in order of what matters most to you when deciding where to spend your money.

  1. Price
  2. Product or service quality
  3. Customer service
  4. Convenience or location
  5. Atmosphere or experience
Drag to rank
Q07
AI Interview

Probe the reasoning behind the respondent's recommendation score. If the score was low (0-6), find out exactly what went wrong, whether it relates to the problem they may have reported, and what specifically would need to change for them to raise it. If the score was high (9-10), pin down the one or two moments that earned that loyalty, in concrete behavioral terms. If they mentioned a problem in the last 30 days, get the full story: what happened, how it was handled, and whether it was resolved to their satisfaction.

Q08
Long Text

Is there anything specific we could do differently to improve your experience next time?

Q09
Multiple Choice

How did you first discover this business?

  • Word of mouth / friend recommendation
  • Social media
  • Online search
  • Walked or drove by
  • Local advertising or event
Q10
Multiple Choice

Which age range do you fall into?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q11
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer not to say
Q12
Message

Thank you for taking the time to share this! Your feedback goes straight to the owner and team, and we use it to fix real problems and keep doing what's working.

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 static satisfaction score with an AI follow-up interview that automatically probes the reasoning behind each respondent's recommendation rating, so low scores come with real context instead of just a number.
  • Combines a recommendation opinion scale, a touchpoint-by-touchpoint satisfaction matrix, and a ranking question on what drives spending decisions, giving owners both breadth and priority-weighted detail in one short survey.
  • Includes a dedicated open-ended question asking what the business could do differently, paired with the AI probe, so reports surface concrete, actionable next steps rather than raw ratings alone.
  • Designed to be completed in under 5 minutes with friendly chat-style intro/thank-you messages, then rolls up into an auto-generated report — available on a free tier or the $50/mo Business plan.

SurveyMonkey

Customer Satisfaction Survey Template For Small Businesses

A ready-to-field template built specifically for small businesses on an established, widely-used survey platform. It covers standard satisfaction question types but relies on fixed questions rather than any adaptive follow-up. Good for quick deployment and benchmarking against a large existing user base.

What it does well

  • Purpose-built small business template on a mature, well-known survey platform
  • Likely benefits from broad distribution options and established survey logic/branching tools
  • Simple to launch quickly given SurveyMonkey's template library and reputation

Where it falls short

  • Static question set with no adaptive AI follow-up interview to dig into individual responses
  • No voice AI interview or guided screen-share task option
  • No published automated per-response quality scoring or transparent AI prompt methodology

SurveySparrow

FREE Customer Satisfaction Survey Template

A free, conversational-style customer satisfaction template that fits SurveySparrow's chat-like survey format, which can feel more engaging than a traditional form. It's still a fixed set of questions per respondent rather than a dynamically probing interview. Reasonable choice for teams wanting a friendlier UI on a budget.

What it does well

  • Conversational, chat-style survey format that may improve completion rates
  • Offered as a free template, lowering the barrier to try it
  • Fits SurveySparrow's mobile-friendly survey delivery

Where it falls short

  • No adaptive AI follow-up interview — every respondent sees the same fixed question flow
  • No voice AI interview capability
  • No automated per-response quality scoring or transparent prompt disclosure

Jotform

200+ Customer Satisfaction Evaluation Forms

This is a category/listing page of 200+ form templates rather than a single fielding-ready survey, so it functions more as a browsing catalog than a purpose-built small business CSAT instrument. Strength lies in Jotform's flexible drag-and-drop form builder and huge template variety. Users would need to pick and customize a specific form themselves.

What it does well

  • Very large template catalog offering many starting points and layout variety
  • Backed by Jotform's flexible drag-and-drop form builder and integrations
  • Good for teams wanting to heavily customize a static form from scratch

Where it falls short

  • A listing/category page, not a single ready-to-field small-business CSAT template
  • No adaptive AI follow-up interview or voice AI interview option — these are static forms
  • No automated per-response quality scoring or transparent AI methodology

QuestionPro

Customer satisfaction survey questions | Customer satisfaction survey example

Reads more like a guide/example page with sample customer satisfaction questions than a single polished, fielding-ready small business template. It draws on QuestionPro's broader enterprise CX survey platform. Useful for question inspiration, but likely requires assembly into an actual survey before it can be sent to customers.

What it does well

  • Backed by QuestionPro's established enterprise survey and CX platform
  • Provides example questions that can inform survey design
  • Likely supports advanced logic and reporting once built out on their platform

Where it falls short

  • Presented as example questions/guide content rather than a ready-to-send small business template
  • No adaptive AI follow-up interview probing individual respondent reasoning
  • No voice AI interview or automated per-response quality scoring disclosed

Frequently asked questions

What questions are in the “Small Business Customer Satisfaction & Loyalty Survey” template?

The template includes 12 ready-to-use questions, starting with: “Thanks so much for shopping with us! Your responses are completely confidential and anonymized. We'd love your honest fe…” · “How likely are you to recommend this business to a friend or colleague?” · “In the last 3 months, how often have you visited or purchased from us?”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 12 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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