A customer survey isn't there so you can tick the "yes, we collect feedback" box. It's there to get answers you can act on: in the product, in the service, in the sales rep's script. To get there, you need to settle three things before the first question: what exactly you want to find out, how many questions people will put up with, and how the answers will reach you. Let's go one by one.
What questions to ask customers
A good survey question is tied to a specific moment: after a purchase, after a service is delivered, after a support interaction. An abstract "What do you think of our company?" gets abstract answers. Below are question sets that work for three situations.
After a purchase
- What was decisive in your choice: price, timing, reviews, a recommendation?
- How easy was it to place your order? A rating on a scale, plus what got in the way.
- What was missing on the website or in the conversation with the sales rep that would have helped you decide faster?
- How did you hear about us? With options that match your actual channels.
After a service
- Did the result match what we promised at the start?
- What did you like most? Options: speed, quality, communication, price.
- What should we do differently? Optional open answer.
- Would you hire us again, and for what exactly?
The NPS question: how to ask it without a separate tool
An NPS survey for customers is a single question: "How likely are you to recommend us to people you know?" on a scale from 0 to 10. In the builder you set it up as a regular question: a slider from 0 to 10 or answer options with numbers. The real value isn't the score itself but the follow-up question right after it: "What influenced your score?" with an open answer. With branching you can vary it: ask low scorers "What should we fix?" and high scorers "What did you like most?". The score arrives together with the answer, and in your dashboard you can see what's behind every number.
How many questions a survey should have
As many as people will answer without getting tired. The benchmark is the same as for a quiz: 4–6 questions. Customers aren't obligated to help you: they do it out of goodwill, and every extra screen tests that goodwill. Rules that keep people going to the end:
- one question per screen, not a wall of fifteen fields;
- start with the simplest question with options, not an open field;
- open answers are optional and closer to the end;
- a progress bar, so people can see they're almost done;
- if you need to explain something between questions, use an info page with no answer options, just a "Next" button.
You can check the length after launch: survey analytics has a step-by-step report showing how many people reached each question and where they closed the questionnaire. If the drop is at one specific question, reword it, make it optional, or move it closer to the end. More on reading that report in the built-in analytics guide.
Feedback questionnaire: structure with an example
Put together, a feedback questionnaire for the customers of a service business looks like this:
- Start screen: why you're thanking them and how long the survey takes.
- A rating of the result on a scale: slider or star rating.
- What they liked: options with images or emojis, because answering this way is faster and more pleasant than reading a list.
- What should be done differently: optional open answer.
- Would you recommend us?: a 0 to 10 scale followed by a branched follow-up question.
- Contact form: name and contact method, if the person agrees to hear back about the results.
- A "thank you" page explaining what you'll do with the answers.
Decide on the contact form in advance. If the survey is anonymous, make the fields optional: that way people leave their details only if they want to. If you want to call unhappy customers, make one contact method required and turn on the WhatsApp or Telegram option: some people are willing to text but not to talk on the phone. How to set up fields, steps and separate forms for different branches is shown in the contact form guide.
How to share the survey with your customers
The survey has its own link, so you don't need to "embed" it anywhere if you don't have a website or don't need one for this task.
- The link. In the post-order message, in an email, in a chat with the customer, in the sales rep's signature. You can connect your own domain to the link so the address looks like part of your website.
- The QR code. Download it from your dashboard. It works where a link can't: on the receipt, at the front desk, on the technician's business card, on the packaging.
- On your website. A button in the header, a block in the page body, a widget in the corner, or auto-open after a few seconds: the embed code is the same, and you switch the format in the settings.
If you share the same questionnaire through several channels, tag the links with UTM parameters: they're saved with each response, so you can later see where the most complete questionnaires came from.
Where the answers go and what to do with them
Every completed survey lands in your dashboard, with the answers to all questions, the scores and the contact details, if the person left them. From there, integrations take over, and you set them up once:
- a notification by email, WhatsApp or Telegram, if responses are few and one person reviews them;
- a card in Kommo or Bitrix24, so a low score immediately becomes a task for the sales rep;
- a webhook to your own system or a spreadsheet, for consolidated reports.
Two rules are enough to work with the answers regularly. First: respond to low scores the same day — a customer who gets a call back after a complaint often becomes more loyal than one who never had a problem. Second: once a month, look not at individual answers but at the distribution: which "what should we do differently" option gets picked most often. That's your team's to-do list.
Interactive surveys instead of a spreadsheet questionnaire
You can build a questionnaire in a spreadsheet with fields, but the interactive format differs in three ways that directly affect how many questionnaires get completed. One question per screen: people don't see the full length at once and don't get scared off. Branching: unhappy and happy customers get different follow-up questions, and irrelevant ones aren't shown at all. Answer formats — emojis, ratings, images, sliders — are faster than typing, and the results arrive structured.
A survey like this takes about 10 minutes to build in the survey builder; the same editor is used for the feedback form, where a couple of questions are combined with a contact form with a choice of messenger. Your first 20 responses with contact details are free, with no expiration.
A customer survey is built in the same LeadForms quiz builder: questions, ratings and the contact form are set up the same way as in a quiz.
FAQ
How many questions should a customer survey have?
The benchmark is 4–6, one question per screen. Open answers are optional and closer to the end. If the step-by-step report shows people abandoning the questionnaire at a specific question, remove it or move it.
How do I create an NPS survey for customers?
Add the question "How likely are you to recommend us?" with a 0 to 10 slider or number options, followed by the follow-up question "What influenced your score?". With branching you can ask low and high scorers different questions.
Can I make the survey anonymous?
Yes. Mark the contact form fields as optional, and people fill them in only if they want to. If you want to reach out to those who give low scores, make one contact method required and turn on the messenger option.
How do I share the questionnaire with customers who don't visit the website?
With a direct link in a message or email, and with a QR code: download it from your dashboard and print it on the receipt, business card or counter display. Tag different channels with UTM parameters to see where responses come from.
Where do the survey answers go?
To your dashboard, and through integrations to email, WhatsApp, Telegram, Kommo or Bitrix24, and via webhook to your own system. You set it up once, and after that the answers arrive automatically along with the scores and contact details.
