Customer success questionnaire (free template)

Every retention strategy should start with understanding what success looks like from your customer’s perspective. This is important because loyal customers are 5x more likely to purchase again and 4x more likely to refer a friend to the company. 

So, how do you gather data in a way that doesn’t add friction to the experience? It’s easy: use a well-structured customer success questionnaire. In this post, we’ll show you a ready-made form with 25 questions to identify what your customers really need, how they perceive value, and where you can improve.

25 questions for an all-round customer success questionnaire

This is a general-purpose customer success questionnaire designed to fit a variety of use cases. That means you can use it to collect data from individuals, small businesses, large organizations, consumers, clients, and so on. 

Note: The example screenshots in the section below will show how some of these questions can be built using Content Snare, an online form builder used by hundreds of firms to streamline document collection. According to user survey data, teams have reported up to a 71% reduction in time spent gathering information thanks to its automated workflows.  Content Snare features hundreds of 5-star reviews on review platforms like G2 and Capterra, and it’s a secure client portal for efficient onboarding. You can explore a wide range of ready-made templates in its built-in form library.

While this ready-made form is built to work well out of the box, we recommend customizing it to reflect your specific customer journey for the best results. With that said, let’s see 20+ questions that should be in your customer success questionnaire.

Customer profile

The first section is a simple introduction for your customer to tell a bit about themselves, so you can understand their background and how they interact with your product or service. 

1. Your name

2. Your role / how you use our service or product 

For example, this can be a business owner, consumer, freelancer, IT manager, student, hobbyist, and so on.

3. Organization name (if applicable)

4. Date of form completion

5. How long have you been using our product or service? 

Options: Less than 3 months / 3–6 months / 6–12 months / Over 1 year

Goals and expectations

In this section, you’ll learn what your customer hoped to achieve when they started using your product or service. If their expectations have changed, you should know how to support them going forward.

6. What were your main goals when you started using our product or service?

7. Have your goals or needs changed over time? 

If yes, please explain how.

8. How well do you feel our product or service is helping you achieve those goals? 

Options: Very well / Somewhat well / Neutral / Poorly / Not at all

Usage and experience

You’ll also want to learn how your customers use products/services and what their experience has been like. This includes which features they value most and what challenges they might have faced.

9. Which features or parts of our product/service do you use most?

10. How often do you use it? 

Options: Daily / A few times a week / Weekly / Monthly / Quarterly / Annually

11. What do you find most valuable about our product or service?

12. Have you encountered any issues or challenges while using it?

If yes, please explain these issues.

Customer support

The following list of questions helps you understand what your client’s experience has been like with your support channels and communications.

13. Have you contacted support or help resources recently?

14. If yes, how satisfied were you with the support you received? 

Options: Very satisfied / Satisfied / Neutral / Dissatisfied / Very dissatisfied

15. Do you feel you’re kept up to date with important changes or updates? 

Options: Yes / No / Sometimes

16. How do you prefer to receive updates? 

Options: Email / In-app / Webinars / Social media / In-person

Value and benefits

The impact of your product or service on your customers’ work or life is very important, so it’s good to ask about the value it brings. These questions allow you to do just that.

17. What benefits or improvements have you experienced since using our services?

18. How would you rate the overall value you receive?

Note: On a scale of 1 to 10.

19. Has our product or service helped with any of the following? 

Checkbox: Saving time / Earning more / Improving work quality / Reducing stress / Other

Customer satisfaction 

In this section, you should ask for feedback that helps improve customer loyalty. Simply put, you’d like to make sure that you’re delivering consistently over time. 

20. How likely are you to recommend us to someone else? 

Note: On a scale of 1 to 10.

21. Do you plan to continue using our product or service in the future? 

Options: Yes / No / Not sure yet

22. What factors might affect that decision?
Note: Briefly describe these factors.

23. Are there any features or improvements you'd love to see?

Final comments

You should always leave some room for your customers to say if there’s anything else they’d like to share. This is usually done through an open-ended question that allows customers to freely express their thoughts.

24. Is there anything else you'd like to tell us?

25. May we contact you to follow up on your feedback? 

Options: Yes / No

Collect better customer success data with Content Snare

Creating and sending customer success questionnaires is only half the battle. The other half is to make sure that customers actually complete your form and that the data flows smoothly into your workflow. 

Content Snare makes this easy with a range of features such as 20+ field types, including single choice, country selectors, date ranges, checkboxes, and more. This flexibility allows you to capture the right data in the right format, no matter who you're surveying.

Note: Content Snare is trusted by over 1,600 companies across industries like accounting, legal, education, and digital marketing. It's ISO 27001 certified, making it one of the most secure platforms available for gathering sensitive client feedback and onboarding data.

One of the most valuable features for customer success teams is automated reminders. Not every customer will respond right away, of course, and chasing follow-ups manually can become a huge time drain. With Content Snare, you can schedule polite reminders that nudge customers to complete their responses, boosting completion rates without lifting a finger.

Here’s how SJ Meeson describes their experience with Content Snare:

We had to do constant follow up with people just to get information from them. It was just a nightmare. My lightbulb moment with Content Snare was receiving our first request back. All of the client information was just laid out so beautifully!

What’s best, Content Snare connects with the tools your team already uses, thanks to thousands of integrations via Zapier and Make. That means responses can trigger workflows, populate dashboards, or notify your team instantly. 

But that’s just the tip of the iceberg. 

If you really want to streamline your customer success feedback process, start your 14-day free trial today. No credit card required!

FAQ

How do you measure customer success?

Businesses typically measure customer success by tracking indicators such as satisfaction, product usage, goal achievement, renewal rates, and overall customer retention. Surveys and questionnaires are critical here because they capture direct feedback and give you both qualitative and quantitative insights.

How efficient is Content Snare in gathering data?

Content Snare is highly efficient thanks to its automated workflows and a fully customizable form builder. According to a survey, businesses that rely on Content Snare spend 71% less time gathering information and report a 77% reduction in data collection costs. The platform’s automated reminders, secure forms, and customizable workflows are key to helping customer success teams focus more on insights, not chasing follow-ups.