Top 10 Surveys Used by Customer Support in 2020

I’ve put together a list of the top 10 surveys used by customer support people. The list is based on 415 surveys that 96 customer support users run with Survicate. In this article, you’ll find inspiration for what customer support surveys to run next!

top surveys used by customer support

A common question that I often hear from Survicate users is: “What customer support surveys could I run next with Survicate?” So, I went ahead and did this research.

I’ve looked at 415 surveys created by 96 Survicate users who work in customer support roles. And I’ve put together a list of the 10 most popular surveys used by customer support people.

So, what are the top 10 customer support surveys? Here’s the list:

  1. NPS (Net Promoter Score)
  2. Customer Research
  3. CSAT (Customer Satisfaction)
  4. Product Feedback
  5. Churn Reasons
  6. Training and Webinar evaluation
  7. CES (Customer Effort Score)
  8. Onboarding surveys
  9. Product Market Fit and Impact surveys
  10. COVID-related surveys

Next, you’ll get a detailed breakdown of each survey. Also, you’ll learn how each survey helps you offer a great customer experience, and when you can use it.

Moreover, every survey description comes with the most popular distribution channels and integrations. This lets you discover how other people use customer support surveys. 🚀

Top 10 Surveys for Customer Support People

 

1. NPS (Net Promoter Score)

First up, I found that 38% of the users run NPS surveys. The research confirms that NPS surveys are used primarily by customer support people.

Overview: Ask how likely customers are to recommend you. Predict repurchases and referrals.

Why it’s useful: NPS lets you identify the most loyal customers who are an asset to any business! You can also find the drivers for user dissatisfaction. This, in turn, allows you to offer better customer support to your users.

FURTHER READING: Net Promoter Score (NPS): in-Depth Guide

How it works:

  • The first question asks: “On a scale of 0 to 10, how likely are you to recommend us”? People who give scores of 0 to 6 are the detractors. You should follow up with them as they’re likely to upset with your business
  • Scores of 7-8 are the passives, and you should try to win them over
  • People who score you 9 or 10 are the promoters, your most loyal fans. You can try asking them for a review or testimonial!
  • The second question asks users for text feedback. Users can then explain why they’ve given you a particular score

Top distribution channels of this customer support survey:

  1. Link surveys (56%)
  2. Intercom surveys (35%)
  3. Website surveys (12%)

Top sending tools of this customer support survey (for link surveys):

  1. Intercom (32,5%)
  2. Salesforce (5,5%)
  3. Marketo (4,5%)
  4. MailChimp (4,5%)

Top integrations of this customer support survey:

  1. Intercom (26,5%)
  2. HubSpot (4%)
  3. Salesforce (1%)

 

Free-to-Use NPS Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

2. Customer Research

Then, I discovered that 15% of the users run customer research surveys. Knowing your customers helps you understand their needs and better support them.

Overview: Learn who your customers are and why they bought your product.

Why it’s useful: You can become more aware of customer goals and needs. You’ll be able to answer customer questions more accurately.

How it works:

  • This customer research survey is pretty universal. Unlike long questionnaires, it only asks relevant questions of your customers
  • You can discover customer needs, goals, demographics, and previous experiences
  • You’ll collect all the data at once
  • You won’t have to continually ask your customers for personal information.

Top distribution channels of this customer support survey:

  1. Link surveys (45%)
  2. Intercom surveys (33,5%)
  3. Website surveys (21,5%)

Top sending tools of this customer support survey (for link surveys):

  1. Intercom (16,5%)
  2. ActiveCampaign (6,5%)
  3. Mailchimp (2%)
  4. Infusionsoft (2%)

Top integrations of this customer support survey:

  1. Intercom (6,5%)
  2. ActiveCampaign (5%)

 

Free-to-Use Customer Research Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

3. CSAT (Customer Satisfaction)

Next up comes CSAT, with 13% of the users running Customer Satisfaction surveys. CSAT is one of the three most essential CX metrics. It’s not surprising that it ranks 3rd on the list!

Overview: Discover if customers are happy with your product or service after a specific interaction. For example, after closing a support ticket. Improve what’s not working well.

Why it’s useful: You can track customer satisfaction at a specific touchpoint. CSAT is interaction-based. You can improve the customer experience based on CSAT scores.

How it works:

  • The CSAT survey asks how satisfied your customers were with a recent experience
  • It uses a 3-point, 5-point, or 7-point scale
  • CSAT is the fastest way to collect quick, actionable insights on areas of improvement

Top distribution channels of this customer support survey:

  1. Link surveys (95%)
  2. Intercom surveys (5%)

Top sending tools of this customer support survey (for link surveys):

  1. Intercom (28%)
  2. Freshsales (20%)
  3. Freshdesk (4%)
  4. Zendesk (4%)

Top integrations of this customer support survey:

  1. Pardot (2,5%)
  2. ActiveCampaign (2,5%)

 

Free-to-Use CSAT Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

4. Product Experience

Product experience and product feedback surveys rank 4th, used by 10% of the users. Want to measure product satisfaction and keep your users happy? Then you should definitely give this Product Experience survey a try.

Overview: Find out if your users are happy with the product.

Why it’s useful: Once you understand what the product experience is like, you can proactively support your customers. And answer customers’ questions before they arise.

How it works:

The Product Experience survey helps you answer questions like:

  • “Are customers happy with my product?”
  • “Is that new feature we released any good?”
  • “Are there any product issues that need addressing?” And more!

Top distribution channels of this customer support survey:

  1. Link surveys (89%)
  2. Intercom surveys (5,5%)
  3. Website surveys (5,5%)

Top sending tools of this customer support survey (for link surveys):

  1. Intercom (68,5%)
  2. HubSpot (10,5%)

Top integrations of this customer support survey:

  1. Intercom (10,5%)
  2. HubSpot (5,5%)

 

Free-to-Use Product Experience Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

5. Churn and cancellation reasons

Then, I found out that 6% of the users run the Churn Reasons survey. When a customer leaves, it’s worth knowing why so you can prevent other customers from churning.

Overview: Find out why customers stopped using your product or service. Understand what it takes to make them stay for longer.

Why it’s useful: Identifying churn reasons lets you come up with the right churn reduction strategies. You can improve the way you support your customers.

How it works: The surveys ask what’s the primary reason people canceled their subscription or stopped using your services.

Top distribution channels of this customer support survey:

  1. Link surveys (89%)
  2. Intercom surveys (5,5%)
  3. Website surveys (5,5%)

Top sending tools of this customer support survey (for link surveys):

  1. Intercom (68,5%)
  2. HubSpot (10,5%)

Top integrations of this customer support survey:

  1. Intercom (10,5%)
  2. HubSpot (5,5%)

 

Free-to-Use Customer Churn Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

6. Training and webinar evaluation

It’s not surprising that 4% of the users run training and webinar evaluation surveys. Customer support people are often responsible for collecting feedback from online events’ participants.

Overview: Uncover how satisfied your trainees or webinar participants are.

Why it’s useful: You can find out the weakest spots and improve the quality of your online events.

How it works:

The survey helps you answer questions like:

  • “How well did the training session prepare you to use our product?”
  • “What topics would you like to see covered in the next training webinar?”
  • “How helpful did you find the webinar?”

Top distribution channels of this customer support survey:

  1. Link surveys (93,5%)
  2. Intercom surveys (6,5%)

The top sending tool of this customer support survey (for link surveys): Intercom (13,5%)

Top integrations of this customer support survey:

  1. Intercom (27%)
  2. HubSpot (6,5%)

 

Free-to-Use Training Evaluation Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

7. CES (Customer Effort Score)

3% of the users go with CES surveys. The number is low compared to the two most popular CX metrics (NPS and CSAT). The usage of CES is not so widespread yet. The metric still needs some advocating among customer support people.

Overview: Measure how easy it is to do business with your company.

Why it’s useful: You can discover if customers find it easy to perform specific actions like changing an invoice.

How it works:

  • Suppose a customer wanted to amend their invoice
  • The CES survey would ask if your company made it easy for them to do it
  • The easier to use your product or service is, the more likely customers are to repurchase from you

Top distribution channels of this customer support survey:

  1. Link surveys (75%)
  2. Intercom surveys (25%)

The top sending tool of this customer support survey (for link surveys): HubSpot (25%)

Top integrations of this customer support survey:

  1. Intercom (25%)
  2. HubSpot (25%)

 

Free-to-Use CES Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

8. Customer onboarding

3% of customer support users run customer onboarding surveys. Do you want your onboarding process to be intuitive? One way to do that is by asking your customers effective, revealing questions.

Overview: Discover if customers are happy with your onboarding.

Why it’s useful: You’ll get a chance to improve your onboarding experience. The better your onboarding, the higher your activation, and retention rates.

How it works:

Onboarding surveys help you answer questions like:

  • “How well did the onboarding session prepare you to use our product?”
  • “What way of communication do you prefer?”
  • “Are there any areas of our product you’re still not confident about?”

Top distribution channel of this customer support survey: Link surveys (100%)

The top sending tool of this customer support survey (for link surveys):

  1. Intercom (36,5%)
  2. Freshsales (9%)
  3. HubSpot (9%)

Top integration of this customer support survey:

  1. Intercom (45,5%)
  2. HubSpot (9%)

 

Free-to-Use Customer Onboarding Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

9. Product-Market Fit

Next, I found that 2% of the users run Product-Market Fit surveys. The percentage is small. This is because it’s usually marketers or product people that do Product-Market Fit.

Overview: Discover what’s the key benefits people get from your product. Offer personalized support to customers.

Why it’s useful: With the Product-Market Fit survey, your customer support team can further improve the onboarding experience for your users.

How it works:

  • The survey asks how disappointed your customers would be if they could no longer use your product
  • You need to send it out to a mixed audience of 40-100 people who used your product at least twice, used its core features, and did so in the last two weeks
  • The Product-Market Fit survey helps answer questions like: “What is the key benefit that people will get from my product?”, “What makes it indispensable for them?”

Top distribution channels of this customer support survey:

  1. Link surveys (62,5%)
  2. Intercom surveys (37,5%)

Top sending tools of this customer support survey (for link surveys):

  1. Intercom (25%)
  2. HubSpot (25%)
  3. Infusionsoft (12,5%)

Top integration of this customer support survey: HubSpot (25%)

 

Free-to-Use Product Market-Fit Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

10. COVID-related surveys

Lastly, I found that COVID-related surveys are used by 1% of customer support users. COVID-related surveys are a great way to discover if your customers have any special needs. You can then effectively accommodate those needs.

Overview: Retain your customers amid the coronavirus crisis.

Why it’s useful: Learn about your customers’ pain points, predict if they’re likely to churn or cancel. Offer custom solutions to keep your customers onboard.

How it works:

The CoronaCrisis survey helps you answer questions like:

  • “What challenges are your customers facing right now?”
  • “Have your customers been financially affected by COVID-19?”
  • “What can your company do to help your customers?”

Top distribution channels of this customer support survey:

  1. Website surveys (75%)
  2. Intercom surveys (25%)

Top sending tools of this customer support survey (for link surveys): not available

Top integration of this customer support survey: not available

 

Free-to-Use Corona Crisis Survey Template

Play around with the template and see it in action below:

Free plan available. 100 free survey responses included every month!

 

Key takeaways

This report was based on 415 surveys created by 96 Survicate users in customer support roles.

  • You learned what are the 10 most popular customer support surveys
  • You learned which customer support surveys to run next

You also learned that:

  • Link surveys are the most popular distribution channel (65% of all surveys)
  • Intercom surveys are the second most popular distribution channel (25% of all surveys)
  • Website surveys are the third most popular distribution channel (10% of all surveys)
  • Most customer support users go with Intercom (37.5%), HubSpot (5.1%), and Freshsales (14.1%) to send out link surveys
  • The two most popular integrations used with customer support surveys are Intercom and HubSpot

You don’t need to commit your time and resources to find the right survey anymore.

Instead, you can do what really matters. That is, collecting customer feedback, improving the customer experience, and growing your business!


Nicholas Podgórski

I’m a Product Marketing Manager at Survicate. I love running webinars and doing videos. When not at work, I enjoy listening to regional accents of Britain, working out, and having a sauna. Find me on LinkedIn.

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