7 Customer Survey Examples [With Critiques]

Analyzing customer survey examples is a great way to learn what the best and worst companies are doing. One thing I’ve learned is all customer surveys must have one priority – to get actionable customer feedback.

If you are doing customer surveys and you aren’t getting any actionable customer feedback, I’d say you’re doing them wrong.

Customer surveys that are done the right way can help you make better business decisions, identify ‘at risk’ customers and measure customer satisfaction.

But remember, if no-one completes your customer surveys, or no-one actually fills them out correctly, they are useless!

Let’s have a look at what makes an awesome survey by analyzing seven customer survey examples. In each example, I’ll note what I like about it, and what recommendations I have for it.


1. Kaseya

Kaseya Customer Survey Example

Kaseya are using SurveyMonkey to facilitate their customer satisfaction survey. Initial impressions are the survey is nice looking, includes the companies branding and is reasonably clear.

Here are my recommendations:

  • Survey length is too long. Just from the first page I can see five questions and that’s only 33% (there’s actually 17 questions in total with a lot of these questions being five part questions! Massive!). Our research at Client Heartbeat indicates keeping questions down below 10 to ensure optimal survey response rates.
  • No clear objective. Although the survey does say, ‘customer satisfaction survey’ – there is no context around what this is. Yes, we get you want my customer feedback, but why? and what are you going to do with it? It’s important to make your survey objective clear, as this helps motivate customers to complete the survey and give you accurate feedback that you can act on.
  • No Personalization or ability to track feedback over a period of time. These are two of the key components to creating a ‘kick-ass’ customer survey. Both components assist with getting more actionable feedback that you can actually use to increase customer satisfaction and make better business decisions.


2. Zensar

Zensar Customer Survey Example

Zensar are using a customized survey solution which is hosted on their own website with their branding, has a personalized touch to it, and offers a clear objective to the survey responded. But again, just like Kaseya, it’s way too long. Already onto the second page and it’s asked over 25 questions.

Here are my recommendations:

  • Cut the questions down. In total they are asking over 40 questions. That’s way too many and is going to turn a lot of customers off. Your clients are busy people; they will be reluctant to spend more than five minutes filling out a customer survey.
  • Make the questions relevant to customer satisfaction. The problem with Zensar’s survey lengths stems primary from the questions they are asking. A lot of the questions are not necessary, they provide limited value for tracking and measuring customer satisfaction, so it’s hard to justify asking them.
  • Have a clear purpose. The survey lacks a clear purpose. It’s almost like they are using the to survey to try upsell some of their other products.


Here’s an excerpt of one the questions on the survey:

To further enhance your IT investment would you be interested in any more of Zensar’s range of service offerings (Tick the service of your interest – you may select multiple service areas). Our account manager will contact you with more details.

This is multi-sell sales opportunity question. It doesn’t need to be in their customer satisfaction survey.

  • Make the survey accessible on all devices. The survey is impossible to fill out on a mobile device because it is not responsive.


Saxon Fletcher, product designer at Client Heartbeat had this to say about the important of responsive design in customer surveys.

“From our own research we have found that 10.2% of Client Heartbeat survey respondents were using a mobile phone to submit their survey. If your survey is not optimized for these users, you could be missing out on a higher response rate.”

Saxon Fletcher, Product Designer – Client Heartbeat


3. Red Wind Casino

Red Wind Casino Customer Survey Example

Red Wind Casino uses a custom suvey solution that is integrated into their existing website. For a  custom survey, there are far too many questions being asked, with lots of open-ended questions that need detailed responses. At first glance I see this survey struggling to get responses.

Here are my recommendations:

  • Streamline the number and type of questions. Remove unnecessary questions and text fields, and collapse repeated questions. Some of the casino’s questions have been repeated so many times.
  • Identify a specific objective. Organize your questions around a specific objective. For example, the topic, ‘Friendliness of Staff’ appears seven times in the survey. I recommend choosing this topic as the main objective for the survey and ask seven questions related to it.
  • Ensure there is context. It doesn’t look like Red Wind Casino can track satisfaction over a period of time. They are missing out on some real actionable feedback as they are not bringing any context into the feedback process.


4. Hilton Hotel

Hilton Customer Survey Example

Hilton are uses a free version of SurveyMoney with no branding, no customized URL, just plain text and questions. It looks ugly and doesn’t do a good job at building trust and association with the Hilton brand. I do like how quick and easy it is (only six questions), plus I like the questions they are asking.

Here are my recommendations:

  • Improve branding. The lack of branding leads me to believe the Hilton Hotel’s customer feedback survey won’t yield much high quality, actionable insight into their customer satisfaction.
  • Take advantage of stellar reputation. The Hilton received four corporate awards last year and has branded over 530 hotels across the globe. They need to brand the survey, use the logo and colors from the official website to generate credibility and encourage participants.
  • Personalize customer feedback surveys. Since the Hilton undoubtedly has client records, I recommend issuing the customer survey directly to their clientele’s email. Manually personalizing surveys takes time and effort, so you can use Client Heartbeat to speed the process up and eliminate any human error.


5. Telstra

Telstra Customer Survey Example

Telstra are using a customize survey solution and straight away, I know that I’m dealing with Telstra. They have used branding well on the page, with the colors and logo consistent with other Telstra marketing I have received. This is my one of my favorite customer survey examples, they do a really good job.

Here are my recommendations:

  • Lack of personalization. There is no personal touch to the survey. Add the customers name to increase quality of responses.


6. Shopify

Shopify Customer Survey Example

Shopify are using Polldaddy survey software. In this customer survey example, Shopify have a very bland survey that is completely black and white, with no branding and no logo. There are 34 questions total, of which four require text input, and an unnecessary change in parameters from question four to question five. This is far too many questions to be asking in a customer satisfaction survey and is my least favorite survey out of the customer survey examples we’re taking a look at today.

Here are my recommendations:

  • Brand, brand, brand. Add a logo and use your brand colors in the survey.
  • Use a rating scale for the questions. Change the response options in questions five point rating scale. This allows you to guage a better perspective when comparing satisfaction levels against other customers, plus allows your scores to be benchmarked against competitors.
  • Avoid fake responses by asking for a name or user id.


7. R&G Technologies

R&G Technologies Customer Survey Example

R&G Technologies uses Client Heartbeat to survey their customers and track customer satisfaction. This tool lets them send customer surveys, track satisfaction over a period of time, benchmark individual satisfaction against past scores and industry averages, so the company can quickly identify unhappy customers.

Why R&G’s customer survey works so well:

  • Short and clear objective. R&G limits their questions to only six. This means their clients can quickly fill it out within minutes, and assists with the company in getting a 72% survey response rate. Additionally, the survey clearly explains why the R&G  is asking for their feedback with a clear objective at the top of the survey.
  • Personalized to specific clients. Surveys are sent personally to the email addresses of each of their clients. This adds a personal touch.
  • Clear branding and responsive on mobile devices. Instantly, R&G clients can associate the survey with the company as they have a prominent logo at the top of the survey. Clients can also respond via their mobile devices as the page is ‘responsive’. Since R&G’s clients are often on the go, this makes it super easy for them to respond to their customer surveys.
  • Customer feedback is stored and tracked over a period of time. This is a feature that is unique to Client Heartbeat. R&G is able to track customer feedback on an individual client level, so they can monitor changes in satisfaction from say, three months ago to today. These changes in customer satisfaction are indicators that help the company follow up with ‘at risk’ clients and make better business decisions that can help improve overall client satisfaction for the future.

This survey is by far my favorite out of the seven customer survey examples I’ve analyzed in this blog post. My views are a bit biased as I do work for Client Heartbeat, but when you really break down the core fundamentals of a good customer survey, Client Heartbeat checks off every point.


Customer Surveys need to give you actionable insight

Customer surveys are challenging. By looking at customer survey examples, you can learn the core principles of what makes a well designed customer survey.

It’s important to remember that a successful customer survey has high survey response rates, and accurate, actionable customer feedback. Only then will you be able to use customer surveys to make better business decisions to help increase customer satisfaction and reduce customer churn.

More great resources:

Gordon Tan

Gordon Tan is an entrepreneur based in Australia who has started and sold multiple technology companies with a combined value of $150m. This included a client satisfaction benchmarking platform which gave him first hand insight into the best practices of over 6,000 businesses. After retiring at 35 he is now a recognised thought leader on winning and retaining clients - His two passions: making clients the heartbeat of a business no matter what the product or service and this blog.

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