Satisfaction Survey Template

What Questions Are in This Satisfaction Survey Template?

This template includes 6 questions across 7 screens. The structure moves through five satisfaction dimensions — service, value, product, support, loyalty — each measured independently so you can see which dimension drives or drags overall satisfaction. The conditional support question ensures you only collect support ratings from customers who've actually used support.

• "How would you rate our service?" (Rating scale) — Service satisfaction isolated from product satisfaction. A customer can love the product and dislike the service experience — or vice versa. Measuring them separately reveals which dimension to invest in. If service scores 3/5 while product scores 4.5/5, training and process improvements have higher ROI than product development. Track this alongside your internal service metrics (response time, resolution rate) to see where customer perception diverges from your operational data.
• "How would you rate our product's value for price?" (Rating scale) — Value perception is the dimension most likely to predict competitive switching. A customer who rates product quality at 5/5 but value at 2/5 is telling you: "Your product is great but I'm paying too much for what I get." That's a pricing or packaging problem, not a product problem. This is also the most volatile dimension — it shifts with market conditions, competitor pricing, and feature changes. Track monthly.
• "How would you evaluate the quality of our product?" (Rating scale) — Product quality isolated from price and service. The purest measure of whether your product does what it promises. When value scores high but quality scores low, customers feel they got a bargain on a mediocre product. When quality scores high but value scores low, the product is excellent but overpriced. The quality-value relationship tells a more complete story than either metric alone. Use Zonka's reporting to track the quality-value gap over time.
• "Have you ever interacted with our customer support?" (Yes/No gate) — The conditional filter. Asking customers to rate support when they've never used it produces meaningless data — they'll either skip the question (causing missing data) or guess (causing noise). This Yes/No gate routes only support users to the support rating question. Customers who haven't used support skip to NPS. This is one of those small design decisions that dramatically improves data quality.
• "How would you rate the customer support quality?" (Rating scale, conditional on Q4 = Yes) — Support quality from customers who've actually experienced it. This is the only question in the survey that has a conditional gate, and that's deliberate — support satisfaction should only include the population that can evaluate it. Cross-reference with your helpdesk's internal CSAT to see whether your ticket-level metrics match the perception of customers surveyed independently. A gap between the two means your survey is reaching different customers than your ticket-triggered CSAT — both data points are valid, and the gap is informative. Compare with your customer service feedback survey for deeper agent-level analysis.
• "How likely is it that you will recommend our product to a friend or colleague?" (NPS 0-10) — NPS embedded at the end of a multi-dimension satisfaction survey is intentional. The respondent has just reflected on service, value, quality, and support — so their NPS score is informed by those specific dimensions. Cross-reference NPS with each dimension: which one correlates most strongly with recommendation likelihood? That correlation is your strategic priority. Calculate with the NPS calculator.

How This Satisfaction Survey Template Differs from a CSAT Survey

A CSAT survey template gives you one satisfaction score and a reason. This satisfaction survey template gives you five dimension scores plus NPS. Here's when each format fits:

• Use the 2-question CSAT template for transactional touchpoints. Post-purchase, post-support, post-interaction — moments where you need a quick satisfaction pulse with minimal respondent burden. High-frequency, low-depth measurement.
• Use this 6-question satisfaction survey template for periodic relationship assessment. Quarterly or semi-annually, when you need to understand the full satisfaction picture — not just "are you satisfied?" but "which dimensions drive your satisfaction and which ones drag it?" Medium-frequency, medium-depth measurement.
• Use the 1-to-10 rating scale template for comprehensive assessments. Annual or post-engagement, when 10 dimensions across the full customer experience need measurement. Low-frequency, high-depth measurement.

The three templates form a measurement hierarchy: CSAT for every interaction, this satisfaction survey quarterly, the 10-dimension survey annually. Each layer adds depth at the cost of frequency.

What Good Looks Like: Satisfaction Benchmarks by Dimension

Each dimension in this satisfaction survey template has different benchmark expectations. Comparing them against a single "good CSAT" number is misleading:

• Service: 4.0+/5 is strong. Below 3.5 means your service delivery has structural friction — not individual agent problems but process, staffing, or tool limitations. Service is the most improvable dimension because it's operationally within your control.
• Value for price: 3.5+/5 is healthy. Value consistently scores lower than other dimensions because pricing perception is comparative — customers mentally benchmark against alternatives. Below 3.0 means competitive pressure on pricing is real. Read the CSAT guide for benchmark methodology.
• Product quality: 4.0+/5 is the baseline expectation. Quality is table stakes — customers expect a good product. Below 3.5 on quality while other dimensions score above 4.0 means the product itself is the bottleneck, not the surrounding experience.
• Support quality: 4.0+/5 for the population that's used support. Support satisfaction should be measured against customers who've needed help, not your entire base. A support score of 3.0 from support users is alarming; the same score from a mixed population that includes non-users is noise.
• NPS: +30 to +50 is healthy across most B2B and B2C contexts. More useful than the absolute NPS: which satisfaction dimension correlates with it most strongly. If value-for-price has a 0.85 NPS correlation but service has a 0.3 correlation, pricing strategy moves loyalty more than service improvements. See what constitutes a good NPS by industry.

Customizing This Satisfaction Survey Template

The 6-question structure covers the most common satisfaction dimensions. Customize for your context:

• For SaaS products — Replace "service" with "onboarding experience" and add a "feature completeness" dimension. SaaS customers evaluate differently — they care about whether the product covers their workflow, not just whether it works well. Link to the product satisfaction survey template for a deeper product-specific evaluation.
• For ecommerce — Add a "delivery experience" dimension. In ecommerce, delivery satisfaction has outsized impact on overall satisfaction and repurchase intent. Replace "service" with "shopping experience" for better context match.
• For B2B services — Add a "communication quality" dimension and replace "product quality" with "deliverable quality." B2B satisfaction is heavily driven by communication cadence and transparency — dimensions that consumer surveys don't measure.
• Add an open-ended follow-up — After the NPS question, add "What's the single biggest thing we could improve?" This captures the priority improvement from each respondent's perspective. Use AI-powered analytics to theme-tag the responses and see which improvement theme dominates.