Top 10 Surveys Used by Intercom Customers

I’ve analyzed survey data from 2000 Intercom customers running surveys with Survicate. The result is a list of the top 10 surveys used by Intercom – Survicate users. In this article, you’ll find inspiration for what surveys to run next!

Top 10 surveys for Intercom

A common question that I often hear from Intercom customers is: “What surveys could I run next with Survicate?”. I wanted to answer this question as accurately as possible, so I went ahead and researched it.

First, I looked at an aggregated data of 2000 Intercom users to see what surveys they run most often with Survicate. Then, I talked with our research team who interviewed around 50 mutual customers of Intercom and Survicate. Finally, I’ve analyzed both the quantitative and qualitative data and put together a list of the 10 most popular surveys that Intercom users run in Survicate today.

So, what are the top 10 surveys that Intercom users launch with Survicate? Here’s the list that’s bound to inspire you, so that you never run out of ideas of what survey to run next:

  1. NPS (Net Promoter Score)
  2. Customer Research
  3. Product Feedback 
  4. CSAT (Customer Satisfaction Score)
  5. Churn reasons 
  6. Cart abandonment
  7. Product-Market Fit 
  8. CES (Customer Effort Score)
  9. Brand Awareness 
  10. Marketing Attribution

I’ll now give you a detailed breakdown of each survey so you can decide which surveys to start running. I will explain why each survey is useful and how it works. Let’s begin!  🚀

1. NPS (Net Promoter Score)

First up, I found that 56% of the users run NPS surveys. That NPS ranks 1st came as no surprise as NPS is an extremely common metric.

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 and improve your product or service. 

How it works: The NPS survey consists of two questions. 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 detractors, and you should follow up with them as they’re likely upset with your business. Scores of 7-8 are passives, and you should try to win them over. People who score you 9 or 10 are promoters, your most loyal fans. You can try asking them for a review or testimonial! The second question asks users for additional text feedback so they can explain why they’ve given you a particular score.

2. Customer Research 

Then, I discovered that 34% of Intercom users use Customer Research surveys. That makes perfect sense as knowing your customers is key to growing any business.

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

Why it’s useful: Your marketing team will become more aware of customer goals and create more effective messaging. Your product team will gain insight into how to create products your customers love. 

How it works: Each customer research is industry-specific, but 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, without continually asking your customers for personal information.

3. Product Experience

The Product Experience survey ranks 3rd, being used by 30% of the users. You should give this survey a try if you’d like to measure product satisfaction.

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

Why it’s useful: You can gain full visibility into the user experience of your product and discover how to improve it based on first-hand user insights.

How it works: The Product Experience survey helps 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! 

4. CSAT (Customer Satisfaction) 

Next up comes CSAT, with 22% of the users running Customer Satisfaction surveys. CSAT is one of the three most essential CX metrics, so it’s no wonder it’s used heavily!

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

Why it’s useful: You can track customer satisfaction at a specific touchpoint, CSAT is interaction-based.

How it works: The CSAT survey asks how satisfied your customers were with a recent experience on a 3-point, 5-point, or 7-point scale. CSAT is the fastest way to collect quick, actionable insights on areas that require improvement.

5. Churn reasons

Then, I found out that 12% 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 allows you to come up with the right churn reduction strategies and, as a result, speed up your business growth.

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

6. Cart abandonment

The Cart Abandonment survey is used by 12% of all the users. Finding out why visitors leave your website before making a purchase is valuable knowledge.

Overview: Run an Exit Intent survey when people abandon their carts to find out what issues they ran into.

Why it’s useful: Once you discover cart abandonment reasons, you can map out conversion-increasing strategies and increase sales. 

How it works: The surveys ask what’s the primary reason the prospective customer didn’t finish placing an order.

7. Product-Market Fit

Next, I found that 10% of the users run Product-Market Fit surveys, which goes to show that this methodology is steadily gaining popularity.

Overview: Discover what’s the key benefit people get from your product. Build products people love.

Why it’s useful: With the Product-Market Fit survey, you can shape product targeting, positioning, onboarding, the long term product roadmap, and more!

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 your product?”, “What makes it indispensable for them?”.

8. CES (Customer Effort Score)

CES surveys are used by 10% of the users, which isn’t surprising. CES is one of the three most popular CX metrics (CSAT, NPS, CES), but it’s yet to become as common as NPS and CSAT.

Overview: Measure if doing business with your company is as easy as pie.

Why it’s useful: You can measure the ease of doing business with your company and usability of your product.

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. In other words, the CES survey asks customers if they completed the desired action and how easy it was. The easier to use your product or service is, the more likely customers are to repurchase from you.

9. Brand Awareness

The Brand Awareness survey ranks 9th, with 9% of the users running this survey. Given that the majority of Intercom users are CS and Product people, not marketers, 9% isn’t a low score.

Overview: Uncover how familiar your target audience is with your products or services. Find out how people interact with your brand and what it means to them.

Why it’s useful: You can validate your product position on the market.

How it works: The survey asks how your brand compares to the competition in terms of familiarity as well as when customers first heard about your brand. It helps answer questions like: In the past 3 months, where have you seen or heard about our brand? How familiar are you with our brand? How would you describe your overall opinion of our brand? And more!

10. Marketing Attribution

Lastly, I found the Marketing Attribution survey is used by 8% of the users. It looks like a lot of marketers still rely on only Google Analytics data to find out which visit sources are the most popular.

Overview: Find out where most of your users come from. Google Analytics only tells one side of the story! For example, you may know that a signup came from a social media referral or a marketing campaign, but you won’t know much more.

Why it’s useful: You can discover which channels bring in a lot of customers and are worth investing in. 

How it works: In the first question, you need to list all the potential ways in which your visitors could have found you. Depending on how a visitor responds they found you, add appropriate follow-up questions so that you can further understand how they came to your site. The survey helps answer questions like: Have your visitors visited your website before? Did they intentionally Google your name? Did they come across one of your blog articles online? Or maybe they came from an offline referral?

The benefits of integrating Survicate with Intercom

Once you’ve enabled the Survicate and Intercom integration, you will be able to:

  • Run all these top 10 (and more!) surveys directly in the Intercom messenger using surveys that feel native to Intercom
  • Alternatively, send surveys by Intercom email 
  • Send survey responses to Intercom as events 
  • Send survey responses to Intercom contacts as tags and attributes 
  • Run follow-up Intercom campaigns based on survey responses 
  • And more! 

Survicate’s surveys for Intercom are primarily used by Customer Success, Marketing, and Product Teams. According to my research, Intercom surveys have been created over 1800 times over the last 365 days in Survicate!

Also, almost 2000 users have set up the Survicate and Intercom integration since August 2018. If you haven’t integrated Survicate with Intercom yet, check out the next paragraph.

How to integrate Survicate with Intercom?

🔌 To integrate Survicate with Intercom, simply follow these steps:

  1. Log in to your Survicate account. You can sign up here if you don’t have an account.
  2. Click on the gear icon in the upper right corner.
  3. Pick Integrations from the list and find Intercom.
  4. Click Authorize and connect your Intercom account with Survicate. 

For more information on how to integrate Survicate with Intercom, please read our support article.

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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