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A comprehensive guide to customer support surveys
A comprehensive guide to customer support surveys

Learn what customer support surveys are, how to create them, tips and best practices from the team

Maciej Pliszka avatar
Written by Maciej Pliszka
Updated today

Purpose of this guide

You can think of this as your go-to resource for understanding and optimizing the effectiveness of your customer support. It’s designed to simplify the process of using surveys to evaluate how well your support team meets customer needs, enabling you to gather actionable insights that improve service at every touchpoint.

Here’s what you’ll find:

  • Customer support survey fundamentals - We’ll break down what support evaluation surveys are, why they’re crucial, and how they help you enhance your team’s performance and align support efforts with customer expectations.

  • A step-by-step guide for using support surveys - From selecting the right survey type (email, web, or mobile) to crafting questions that uncover genuine customer sentiments, we’ll walk you through each step to ensure you get meaningful feedback.

  • Actionable tips and best practices
    Discover how to design surveys that probe deeper into customer satisfaction with your support team, analyze responses to identify strengths and areas for improvement, and turn feedback into actionable strategies.

  • Real-world examples for inspiration
    Discover how other businesses leverage support evaluation surveys to refine their processes, boosting customer satisfaction, reducing churn, and fostering loyalty. The idea here is to offer some awesome inspiration and practical ideas for you.

Whether you’re new to customer support evaluation surveys or looking to optimize your current approach, this guide will equip you with everything you need to design, deploy, and interpret surveys effectively. By leveraging these insights, you can elevate your support team’s performance, enhance customer satisfaction, and drive long-term loyalty.

Understanding customer support satisfaction

What is it?

The customer support evaluation survey measures how effectively your support team meets customer needs and resolves their issues. Not only that but it helps you gain insight into customer perceptions of your support team's responsiveness, knowledge, and overall performance.

These surveys typically ask customers to rate their support experience on a scale from 1 (very dissatisfied) to 5 (very satisfied), enabling you to collect both quantifiable metrics and qualitative feedback about your support team's performance:

💡Something to note: The scale doesn’t always have to be limited to 1 to 5. You can also use CSAT surveys, which offer flexibility with rating scales ranging from 1 to 10 or any range in between, allowing you to tailor the survey to your specific needs.

How customer support surveys work

Based on their ratings, customers are categorized into three groups:

  • 😍Highly Satisfied (4-5): These customers are definitely delighted with their support experience. They appreciate the promptness, professionalism, and helpfulness of your team.

  • 😐Moderately Satisfied (3): These customers found the support experience alright, but not exceptional. Addressing this type of feedback will help you improve processes and move them towards a more positive perception.

  • 😡Dissatisfied (1-2): You guessed it, they had a negative experience, possibly due to slow response, lack of resolution, or just poor communication. Whatever the cause, prioritizing their feedback can help identify critical areas for improvement to prevent churn so get on it!

What are the biggest benefits of measuring customer support?

  • Improving Support Quality
    Customer support surveys will highlight areas where your team excels and areas that need improvement so this feedback allows you to optimize your team's performance, enhance communication, and refine problem-solving approaches, leading to a more efficient and satisfying customer support experience.

  • Building stronger customer relationships
    Engaging with your customers and collecting their feedback on support interactions provides a direct window into their experiences. By using customer support surveys, you gain actionable insights into their satisfaction, concerns, and expectations, fostering trust and strengthening relationships over time.

  • Identifying training opportunities
    Survey feedback can pinpoint skill gaps or knowledge areas where your support team may need additional training. Once you start addressing these gaps, you empower your team to handle customer inquiries more effectively and consistently deliver high-quality support.

  • Enhancing customer retention
    A positive support experience is key to customer loyalty and in turn, by addressing pain points and improving service quality, customer support surveys help you reduce churn and ensure customers remain satisfied with your company.

  • Aligning support strategies with customer expectations
    Continuous feedback from support surveys allows you to adapt your support processes to better align with customer needs. Whether it’s improving response times, streamlining resolution workflows, or providing more personalized service, these insights help you stay ahead of customer expectations.

What is the best channel for customer support surveys?

The “best” channel for a customer support survey depends on how and when your customers interact with your support team, the timing of feedback collection, and the method that ensures you capture their experience effectively. Here’s a breakdown of the most effective channels for different scenarios, just to get you started:

  • Chat or ticket completion surveys for instant feedback
    Collecting feedback immediately after a customer support interaction ensures you capture customers’ freshest impressions of the experience. This approach is especially effective for evaluating how well your team handled specific issues or inquiries.

  • In-app surveys for real-time feedback
    In-app surveys are perfect for collecting immediate feedback on support interactions that happen within your app, such as live chats or in-app support tickets. These surveys allow you to capture the customer’s impression right after the interaction, ensuring you don’t miss out on important details.

  • Website pop-up surveys for quick insights during support journeys
    Website pop-ups are effective for collecting feedback during or right after a customer’s support experience on your website. For example, after they interact with a help center article, chatbot, or live chat, you can quickly gather insights into their satisfaction with the provided resources or assistance.

  • Post-interaction email surveys for reflective feedback
    Email surveys are ideal for gathering feedback after a support interaction is complete. They give customers time to reflect on their experience and provide thoughtful responses about the resolution, responsiveness, and professionalism of your team.

💡Something worth trying: Send a customer support survey via email within 24–48 hours of resolving a ticket or live chat. This timing ensures the interaction is fresh in the customer’s mind while allowing them to assess the resolution.

Who should receive your customer support surveys?

To get the most valuable insights from your customer support surveys, it’s important to target the right segments of your audience. Here’s a guide to the groups that can provide the most impactful feedback, some of them may be more obvious than others:

  • Customers who recently interacted with support for fresh perspectives
    Surveying customers shortly after they’ve interacted with your support team helps you capture their immediate impressions of the experience. Whether it was a live chat, ticket resolution, or a phone call, their feedback is crucial for assessing how well their issues were addressed.

    🤔Why? These customers provide fresh, unbiased insights that highlight the effectiveness of your support process and reveal any areas where improvement is needed.

  • Customers with resolved tickets for satisfaction tracking
    When a customer’s ticket has been resolved, it’s the perfect moment to assess their satisfaction with the support process and outcome. These surveys allow you to measure whether the resolution met their expectations and gauge their overall experience.

    🤔Why? Immediate feedback after ticket resolution helps you identify and address potential frustrations quickly, ensuring customers feel valued and heard

  • Long-term customers for ongoing feedback
    Your long-term, loyal customers have likely had multiple interactions with your support team over time. Their feedback helps you evaluate whether your support quality remains consistent and meets their evolving expectations.

    🤔Why? These customers can share insights into what your support team does well and where long-term improvements are necessary to maintain loyalty and trust.

Building a customer support survey with Survicate

Creating your first customer support survey is easy, but first, you have to decide which channel you’ll be using. We’ve covered that on the previous section: What is the best channel for customer support surveys?

So whether you want to send customer support through email, or place it on your website or mobile app, we’ve got you covered.

Once you decide on which channel you’re going with, feel free to jump to that section:

Creating a customer support survey (Email or shareable link surveys)

Step 1. Create a new customer support survey

In the main dashboard, click on the Create new survey button.

From there, pick how you would like to start. We recommend starting with an AI-assisted creation or template library for a swift creation. These will get you up to starting your survey in

no time!

Step 2. Edit the questions to your liking

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

If you’ve started using one of our pre-made templates or the AI survey creator, you’ll see that your survey questions are already set up for you. However, you can always edit these questions to better align with your brand's tone and the feedback you’re looking to gather. To make changes, simply click on “Add new question” or adjust the existing ones. Below, you’ll find a list of different ways to frame your customer support question, as well as some tips for customizing follow-up questions.

The primary customer support question is typically: "How would you rate your experience with our customer service team?"

However, we encourage you to tailor this question to better fit your brand voice and communication style. Here are some variations that our customers have used to align more closely with their specific business needs:

  • “On a scale of 1–5, how satisfied are you with the resolution provided by our support team?”

  • “How would you rate the responsiveness of our support team?”

  • “Did our support team meet your expectations in resolving your issue?”

  • “How satisfied are you with the overall experience of your recent support interaction?”

  • “How helpful was the assistance you received from our support team?”

Crafting Effective Follow-Up Questions

Beyond simply asking about overall customer support, it’s essential to follow up based on the responses you receive. This helps you dig deeper into customer perceptions and improve their experience. Below are some of our recommended follow-up questions tailored to different satisfaction levels:

😍For Customers Who Gave a Score of 4-5 (Highly Satisfied)

They’re happy with your support, but it’s always valuable to follow-up to reinforce their positive experience and encourage further advocacy::

  • “We’re glad to hear you’re satisfied! What did you like most about your support experience?”

  • “Thank you for your feedback! Would you recommend our support team to others?”

  • “Are there any additional ways we can make your future support experiences even better?”

😐For Customers Who Gave a Score of 3 (Neutral)

Neutral feedback usually signals room for improvement. Use these follow-up questions to understand what led to their feedback::

  • “Thank you for your feedback! What could we have done differently to improve your support experience?”

  • “Was there anything about the interaction that didn’t meet your expectations?”

  • “What additional support or resources could have made your experience better?”

😡For Customers Who Gave a Score of 1-2 (Dissatisfied)

These customers are clearly unhappy, so it’s important to address their concerns promptly to repair trust and prevent possible churn:

  • “We’re sorry to hear about your experience. Could you share more details about what went wrong so we can improve?”

  • “We sincerely apologize for any inconvenience caused. How can we make things right for you?”

  • “Could you explain what led to your low satisfaction score? Your feedback helps us improve.”

Step 3. Configure your survey(optional)

Going into the Configure tab, you can modify settings responsible for identifying the respondents and survey status.

  1. Identify your respondents -

If you want your respondents to be recognized, you have to have a tool selected in the field. There are plenty of tools to choose from including favorites like:

  • HubSpot

  • MailChimp

  • Klaviyo

  • GetResponse and more!

⚠️Important - if you need your responses to be anonymous, go ahead and skip this step.

Step 4. Integrate with your favorite tools (optional)

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature

Essentially, integrations will help you automate processes and workflows. For example, you can create triggers based on survey responses to automate support tickets, task assignments, and personalized follow-up actions. The idea here is to have everything in one place, saving you time, improving efficiency, and ensuring that you act on customer feedback right away.

To give you a better idea of what you can do, here are some popular integrations that our customers use:

Hubspot -

The Survicate and HubSpot integration allows you to:

  • Send responses to existing or new contact fields in real-time;

  • Act upon feedback to prevent churn or boost referrals;

  • Quickly jump to respondents' HubSpot profiles from the text (open-ended) answers;

  • Use Survicate contact forms to generate new leads in HubSpot

⚠️Bonus - with the new HubSpot App Cards feature, you can also:

  • Display a contact’s detailed Survicate activity in their profile

  • Access their response in Survicate with one click from HubSpot

  • Send a piece of feedback from the contact to Insights Hub.

Find out more about the HubSpot integration here.

Slack -

The Survicate and Slack integration allows you to:

  • Send answers from your surveys to a selected channel in real-time

  • Receive Slack notifications only when a specific condition is met on your survey

Find out more about the Slack integration here.

Klaviyo -

The Survicate and Klaviyo integration allows you to:

  • Update Klaviyo subscriber profiles with survey responses to any field of your choice in real-time;

  • Create automated campaigns based on survey responses as well as segment your email audience more effectively;

  • Create new leads in Klaviyo based on the Contact Form survey submissions.

Find out more about the Klaviyo integration here.

Survicate natively integrates with 80+ tools. If you didn’t see your favorite integration listed in these examples, don’t worry, here’s a full list.

Step 5. Launch your survey

And the most important step to get your survey out there is to share it. In the Share tab, you can adjust the preview, description, and the name the respondents will see when the survey is opened in your browser.

⚠️Important - To share your survey, you will need to create that email in your email service provider and set up the audience there. From there, you can simply follow one of the options below to finish sending your survey:

  1. Direct link - You can hide this link behind a clever CTA button or hyperlink it. You can also link it to an image - and share it wherever you want, it’s truly up to you.

  1. Launch in an email - This option lets you embed the first question directly in the email’s body. This is a great way to get the ball rolling, allowing your respondents to start the survey directly from your email.

All you need to do is copy the code generated once you click on the ‘Get your code’ button and paste it into an HTML editor of your software. It’s as easy as 1-2-3. No coding or technical skills required.

⚠️Important - Don’t forget to choose your email software in ‘Responses identification’ to see the names and emails of your respondents.

Step 6. Analyze your data

Remember it's important to follow-up no matter the kind of feedback you get. Here’s how you can act on the feedback depending on each segment from customer support surveys:

😍Highly Satisfied (Score 4-5):

These customers are very pleased with their support experience. Here are some ways you can engage with them:

  • Leverage the positive feedback: Analyze what went well in their interaction. Identify patterns or common elements in their support experience that you can replicate for other customers.

  • Request a review: Ask these customers to leave a review on platforms like G2 or your preferred site. Simplify the process by using a direct link or automated follow-ups.

  • Ask for a testimonial: Reach out to request testimonials or success stories highlighting how your support team resolved their issue. Use these as marketing assets to showcase excellent service.

😐Moderately Satisfied (Score 3):

These customers are somewhat content but may have encountered minor issues. Here’s how you can reach out to them:

  • Identify areas for improvement: Follow up to ask for specific feedback on what could have made their experience better. Use these insights to refine your support processes.

  • Provide additional value: Share helpful resources, tips, or guides related to their question or situation to further enhance their experience.

😡Dissatisfied (Score 1-2):

These customers are unhappy with their support experience. Acting on their feedback is critical and you should not take it for granted:

  • Respond personally: Reach out directly to understand their concerns and demonstrate empathy. Acknowledge any shortcomings and outline the steps being taken to address them.

  • Gather detailed feedback: Ask specific questions about what went wrong to identify actionable improvements.

  • Offer a resolution: Provide a clear path to resolve their issue, whether it’s reassigning the case to a senior support agent or offering compensation if applicable.

  • Escalate to leadership if needed: Ensure their feedback reaches senior management or a specialized resolution team. This shows the customer that their issue is being taken seriously.

  • Automate alerts for priority cases: Use email or Slack notifications to alert your team of low-score feedback. Set up workflows to ensure immediate follow-up.

  • Monitor follow-up results: Track the outcome of actions taken to address their concerns and verify satisfaction. Use this as a learning opportunity for future improvements.

Use AI to do the work for you!

And if you’re not a fan of the manual work…as luck would have it, we’ve got some new AI-powered tools to sort of…do the dirty work for you when it comes to taking your data and turning it into actionable insights.

Insights Hub

Here you can make great use of our topics feature. Provided you have connected your survey to Insights Hub, it will take all of the feedback and automatically categorize it into different topics. Within every topic, you’ll find the direct feedback that it relates to making it easier for you act on it immediately.

Topics you’ll most often find:

  • Technical issues

  • Praises

  • Suggestions

  • User experience

Insights Hub is mainly used to:

  • Collect feature requests from users

  • Automatically detect customer sentiment

  • Identify technical issues and bugs reported by users

  • Gather user insights on various aspects of your product or service

  • Understand your customer’s needs and wants better

For a full guide on how to use it, check this out. But not to leave you empty-handed, here are some ways you can apply it for your customer support surveys:

  1. Identify patterns in negative feedback: Automatically categorize negative feedback to uncover recurring themes, helping you address the root causes of dissatisfaction.

  2. Detect sentiment automatically: Use sentiment analysis to gauge overall customer satisfaction and prioritize responses to critical issues.

  3. Plan targeted improvements: Analyze topics to identify areas needing attention, then adjust support workflows or strategies accordingly.

Research Assistant

And of course on top of that, you get our research assistant. It…assists you with your…research 😀. Find answers to all your questions quickly and effectively just by asking it.

The research assistant takes your feedback and can answer your questions based on:

  1. Data from various sources that you synced to Insights Hub

  2. The survey results on your account

For a full guide on how to use it, check this out. For now, here’s the top reasons why you should try it out for your evaluate customer support surveys:

  1. Convert neutral customers into satisfied ones: Identify why neutral customers are only moderately satisfied, and leverage data-driven insights to enhance their experience and move them toward higher satisfaction levels.

  2. Track support trends over time: Compare survey responses to evaluate the impact of new strategies or tools on customer support satisfaction.

  3. Spot emerging issues: Quickly identify trends or recurring issues in support tickets, enabling you to proactively address customer concerns.

  4. Optimize support team performance: Pinpoint areas where your support team can improve, such as response times or issue resolution quality.

  5. Inform future surveys: Identify gaps in existing feedback and create new surveys that address these blind spots for a more comprehensive view of customer needs.

To get you on your way, try asking your research assistant some of these questions:

  • “What are the top three recurring issues reported in our support surveys?”

  • “Which aspects of our support experience are most frequently praised?”

  • “What are the most common reasons customers give for dissatisfaction with our support team?”

  • “How can we improve our support strategy to better meet customer expectations?”

  • “Which customer segments are least satisfied with our support, and why?”

💡Useful Tips

Send your Promoters to your review site

Use the momentum and ask your Promoters for a positive review. Using the ‘Thank you’ question type, you can redirect your Promoters straight to your favorite review site.

Use follow-up questions (logic)

A very popular way of building customer support surveys is asking different follow-up questions to your respondent based on their previous response.

For example, to your Promoters, you can ask what is their favorite thing about your business, and to your Detractors you can ask what do you need to improve. You can achive that using survey logic feature. This feature allows you to ask different follow-up questions based on the selected score.

Survey logic simplifies the creation of different paths for respondents by skipping certain questions based on their previous answers. This allows you to customize the survey experience with tailored question flows and segment users according to their feedback.

As mentioned previously, your customer support survey comes ‘pre-packaged’ with logic. You can check how each question uses this feature, by simply clicking on the desired question and clicking the ‘Logic’ tab:

If you’d like to use this feature for your newly added questions, it’s quite easy to set up.

How to add logic

Step 1.

Once you’ve added your question and added a Single answer selection or a Dropdown list, as well as the other survey questions, head over to the Logic tab of the question and click on + Add new logic.

Step 2.

Here, you'll see the If answer condition, letting you decide when to apply logic.

You can choose to apply logic if the response is or is not equal to one of the answer choices or when it has any value.

This means you’ve got a lot of possibilities to work with. Here’s a breakdown:

  • is - if you select just one possible answer here (eg. Answer 1), this logic will work only when your survey respondent selects Answer 1.

If you select Answer 1 or Answer 2, this logic will work for the respondents who select Answer 1 or Answer 2.

  • is not - if you select just one possible answer here (eg. Answer 1), this logic will work only when your survey respondent selects anything other than Answer 1.

If you select Answer 1 or Answer 2, this logic will work for the respondents who select anything other than Answer 1 and Answer 2, such as Answer 3.

  • has any value - this logic will work regardless of what answer the respondent chooses; for a non-mandatory dropdown list, this logic will work both when a respondent chooses any of the possible answers or skips the question without providing any answer.

Creating a customer support survey (Website or in-product surveys)

Step 1. Choose how you would like to create your survey

In the main dashboard, click on the Create new survey button.

And from there you are met with a new screen. There are four options to choose from:

  1. Start from scratch

  2. Use a template

  3. AI-assisted creation

  4. Import questions

For the purpose of this guide, we’ll be focusing on ‘Use a template’.

Step 2. Edit the questions to your liking

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

If you’ve started using one of our pre-made templates or the AI survey creator, you’ll see that your survey questions are already set up for you. However, you can always edit these questions to better align with your brand's tone and the feedback you’re looking to gather. To make changes, simply click on “Add new question” or adjust the existing ones. Below, you’ll find a list of different ways to frame your customer support question, as well as some tips for customizing follow-up questions.

The primary customer support question is typically: "How would you rate your experience with our customer service team?"

However, we encourage you to tailor this question to better fit your brand voice and communication style. Here are some variations that our customers have used to align more closely with their specific business needs:

  • “On a scale of 1–5, how satisfied are you with the resolution provided by our support team?”

  • “How would you rate the responsiveness of our support team?”

  • “Did our support team meet your expectations in resolving your issue?”

  • “How satisfied are you with the overall experience of your recent support interaction?”

  • “How helpful was the assistance you received from our support team?”

😍Crafting Effective Follow-Up Questions

Beyond simply asking about overall customer support, it’s essential to follow up based on the responses you receive. This helps you dig deeper into customer perceptions and improve their experience. Below are some of our recommended follow-up questions tailored to different satisfaction levels:

😐For Customers Who Gave a Score of 4-5 (Highly Satisfied)

They’re happy with your support, but it’s always valuable to follow-up to reinforce their positive experience and encourage further advocacy::

  • “We’re glad to hear you’re satisfied! What did you like most about your support experience?”

  • “Thank you for your feedback! Would you recommend our support team to others?”

  • “Are there any additional ways we can make your future support experiences even better?”

😡For Customers Who Gave a Score of 3 (Neutral)

Neutral feedback usually signals room for improvement. Use these follow-up questions to understand what led to their feedback::

  • “Thank you for your feedback! What could we have done differently to improve your support experience?”

  • “Was there anything about the interaction that didn’t meet your expectations?”

  • “What additional support or resources could have made your experience better?”

For Customers Who Gave a Score of 1-2 (Dissatisfied)

These customers are clearly unhappy, so it’s important to address their concerns promptly to repair trust and prevent possible churn:

  • “We’re sorry to hear about your experience. Could you share more details about what went wrong so we can improve?”

  • “We sincerely apologize for any inconvenience caused. How can we make things right for you?”

  • “Could you explain what led to your low satisfaction score? Your feedback helps us improve.

💡check out the useful tip section for more cool strategies

Step 3. Target your survey (optional)

Going into the Target tab, this will give you a chance to target your website surveys to specific times, a certain group of visitors, and beyond.

It’s important that you target each survey to the visitors who are more likely to contribute meaningfully. Targeting has a lot of benefits, these include:

  • Identify why your visitors are bouncing and not converting

  • Target your surveys after specific actions on your website

  • Target your surveys only to a group of users depending on their attributes, cookies, language, and more

  • Trigger your surveys on a specific frequency to ensure continuous feedback

Step 4. Integrate with your favorite tools (optional)

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature.

Essentially, integrations will help you automate processes and workflows. For example, you can create triggers based on survey responses to automate support tickets, task assignments, and personalized follow-up actions. The idea here is to have everything in one place, saving you time, improving efficiency, and ensuring that you act on customer feedback right away.

To give you a better idea of what you can do, here are some popular integrations that our customers use:

Hubspot -

The Survicate and HubSpot integration allows you to:

  • Send responses to existing or new contact fields in real-time;

  • Act upon feedback to prevent churn or boost referrals;

  • Quickly jump to respondents' HubSpot profiles from the text (open-ended) answers;

  • Use Survicate contact forms to generate new leads in HubSpot

⚠️Bonus - with the new HubSpot App Cards feature, you can also:

  • Display a contact’s detailed Survicate activity in their profile

  • Access their response in Survicate with one click from HubSpot

  • Send a piece of feedback from the contact to Insights Hub.

Find out more about the HubSpot integration here.

Slack -

The Survicate and Slack integration allows you to:

  • Send answers from your surveys to a selected channel in real-time

  • Receive Slack notifications only when a specific condition is met on your survey

Find out more about the Slack integration here.

Klaviyo -

The Survicate and Klaviyo integration allows you to:

  • Update Klaviyo subscriber profiles with survey responses to any field of your choice in real-time;

  • Create automated campaigns based on survey responses as well as segment your email audience more effectively;

  • Create new leads in Klaviyo based on the Contact Form survey submissions.

Find out more about the Klaviyo integration here.

Survicate natively integrates with 80+ tools. If you didn’t see your favorite integration listed in these examples, don’t worry, here’s a full list.

Step 5. Launch your survey

And the most important step to get your survey out there is to launch it. In the Launch tab, if you haven’t done so already, you’ll need to install the Survicate code on your site. You’ve got a couple of options to choose from:

  • Send installation instructions to a teammate - If you’re having trouble, just send the instructions to a teammate, preferably a developer, and you’ll get Survicate installed in no time

  • Install with Google Tag Manager - A one-click, automated installation with Google Tag Manager

  • Install with Segment - Once again, one-click, this time with Segment

  • Install with Wordpress - One-click installation with WordPress

  • Install the Survicate code manually - You can use this to paste the Survicate code into every page you want to run surveys on

Great, you’re to go now. Start your survey and gather customer insights right from your website or in-product. You can start it right awa or set a custom date to start your survey.

Step 6. Analyze your data

Once you’ve collected some feedback, you’re ready to analyze it. Here’s a section dedicated to analyzing your data.

Creating an evaluate customer support survey (Mobile app surveys)

Step 1. Choose how you would like to create your survey

In the main dashboard, click on the Create new survey button.

And from there you are met with a new screen. There are four options to choose from:

  1. Start from scratch

  2. Use a template

  3. AI-assisted creation

  4. Import questions

For the purpose of this guide, we’ll be focusing on ‘Use a template’.

Step 2. Edit the questions to your liking

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

If you’ve started using one of our pre-made templates or the AI survey creator, you’ll see that your survey questions are already set up for you. However, you can always edit these questions to better align with your brand's tone and the feedback you’re looking to gather. To make changes, simply click on “Add new question” or adjust the existing ones. Below, you’ll find a list of different ways to frame your customer support question, as well as some tips for customizing follow-up questions.

The primary customer support question is typically: "How would you rate your experience with our customer service team?"

However, we encourage you to tailor this question to better fit your brand voice and communication style. Here are some variations that our customers have used to align more closely with their specific business needs:

  • “On a scale of 1–5, how satisfied are you with the resolution provided by our support team?”

  • “How would you rate the responsiveness of our support team?”

  • “Did our support team meet your expectations in resolving your issue?”

  • “How satisfied are you with the overall experience of your recent support interaction?”

  • “How helpful was the assistance you received from our support team?”

Crafting Effective Follow-Up Questions

Beyond simply asking about overall customer support, it’s essential to follow up based on the responses you receive. This helps you dig deeper into customer perceptions and improve their experience. Below are some of our recommended follow-up questions tailored to different satisfaction levels:

😍For Customers Who Gave a Score of 4-5 (Highly Satisfied)

They’re happy with your support, but it’s always valuable to follow-up to reinforce their positive experience and encourage further advocacy::

  • “We’re glad to hear you’re satisfied! What did you like most about your support experience?”

  • “Thank you for your feedback! Would you recommend our support team to others?”

  • “Are there any additional ways we can make your future support experiences even better?”

😐For Customers Who Gave a Score of 3 (Neutral)

Neutral feedback usually signals room for improvement. Use these follow-up questions to understand what led to their feedback::

  • “Thank you for your feedback! What could we have done differently to improve your support experience?”

  • “Was there anything about the interaction that didn’t meet your expectations?”

  • “What additional support or resources could have made your experience better?”

😡For Customers Who Gave a Score of 1-2 (Dissatisfied)

These customers are clearly unhappy, so it’s important to address their concerns promptly to repair trust and prevent possible churn:

  • “We’re sorry to hear about your experience. Could you share more details about what went wrong so we can improve?”

  • “We sincerely apologize for any inconvenience caused. How can we make things right for you?”

  • “Could you explain what led to your low satisfaction score? Your feedback helps us improve.”

💡check out the useful tip section for more cool strategies

Step 3. Target your survey (optional)

Going into the Target tab, this will give you a chance to target your website surveys to specific times, a certain group of visitors, and beyond.

It’s important that you target each survey to the visitors who are more likely to contribute meaningfully. Targeting has a lot of benefits, these include:

  • Identify why your visitors are bouncing and not converting

  • Target your surveys after specific actions on your website

  • Target your surveys only to a group of users depending on their attributes, cookies, language, and more

  • Trigger your surveys on a specific frequency to ensure continuous feedback

Step 4. Integrate with your favorite tools (optional)

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature.

Essentially, integrations will help you automate processes and workflows. For example, you can create triggers based on survey responses to automate support tickets, task assignments, and personalized follow-up actions. The idea here is to have everything in one place, saving you time, improving efficiency, and ensuring that you act on customer feedback right away.

To give you a better idea of what you can do, here are some popular integrations that our customers use:

Hubspot -

The Survicate and HubSpot integration allows you to:

  • Send responses to existing or new contact fields in real-time;

  • Act upon feedback to prevent churn or boost referrals;

  • Quickly jump to respondents' HubSpot profiles from the text (open-ended) answers;

  • Use Survicate contact forms to generate new leads in HubSpot

⚠️Bonus - with the new HubSpot App Cards feature, you can also:

  • Display a contact’s detailed Survicate activity in their profile

  • Access their response in Survicate with one click from HubSpot

  • Send a piece of feedback from the contact to Inisghts Hub.

Find out more about the HubSpot integration here.

Slack -

The Survicate and Slack integration allows you to:

  • Send answers from your surveys to a selected channel in real-time

  • Receive Slack notifications only when a specific condition is met on your survey

Find out more about the Slack integration here.

Klaviyo -

The Survicate and Klaviyo integration allows you to:

  • Update Klaviyo subscriber profiles with survey responses to any field of your choice in real-time;

  • Create automated campaigns based on survey responses as well as segment your email audience more effectively;

  • Create new leads in Klaviyo based on the Contact Form survey submissions.

Find out more about the Klaviyo integration here.

Survicate natively integrates with 80+ tools. If you didn’t see your favorite integration listed in these examples, don’t worry, here’s a full list.

Step 5. Launch your survey

And the most important step to get your survey out there is to launch it. In the Launch tab, if you haven’t done so already, you’ll need to install and configure our SDK. Here are the options you can choose from:

  • Get help installing Survicate - If you’re stuck, here’s a chance to input your developer’s e-mail address and send them the instructions so you can start running surveys in your mobile app

  • Install Survicate on your own - Survicate maintains and supports iOS, Android, React Native, Unity and Flutter apps. User data can be sent via the Segment integration.

Great, you’re to go now. Start your survey and gather customer insights right from your website or in-product. You can start it right awa or set a custom date to start your survey.

Step 6. Reap the benefits (and analyze)

Once you’ve collected some feedback, you’re ready to analyze it. Here’s a section dedicated to analyzing your data.

Case Studies

Curious how others are using their surveys within their strategy? Here’s a collection of amazing customer success stories to spark some ideas and inspire you.

GetResponse

GetResponse optimizes support performance with feedback surveys

Providing exceptional customer support is critical for GetResponse, a leading email marketing platform. To ensure they deliver top-notch service, GetResponse uses our support satisfaction surveys to gather actionable feedback directly from customers.

Key Achievements:

  • +48% CSAT improvement – Leveraged feedback to enhance support quality

  • +4,000 monthly responses – Automated post-interaction surveys for continuous insights

  • +30% reduction in resolution times – Optimized processes based on real-time feedback

GetResponse utilizes automated email and in-app surveys to capture customer sentiment immediately after support interactions. Integrating Survicate with Slack ensures quick response to feedback, enabling GetResponse to refine their support strategy and boost customer satisfaction.

Vested

To ensure a seamless user experience, Vestd, a UK-based equity management platform, combined qualitative and quantitative insights using our in-app surveys and FullStory. This approach helped them uncover friction points and improve customer journeys.

Key Achievements:

  • +88% CSAT score – Leveraged in-app surveys to monitor customer satisfaction

  • +250 survey responses – Continuous feedback from targeted surveys

  • Zero support tickets – Resolved navigation issues by redesigning user flows

By integrating Survicate with FullStory, Vestd tracks user sessions tied to survey feedback. This helps them quickly identify pain points, optimize product updates, and refine the customer experience. Continuous in-app surveys and session recordings allow the team to stay agile, solving issues before they escalate.

Skuola

Skuola.net enhances user satisfaction with targeted surveys

As Italy’s premier online educational portal, Skuola.net is dedicated to delivering tailored support to students. To continually improve user satisfaction, Skuola.net turned to our feedback tools, helping them optimize user experience and content.

Key Achievements:

  • +130% NPS® increase YoY – Measured and improved loyalty among users

  • +26% boost in reputation – Enhanced user trust with data-driven adjustments

  • +5,000 citations – Leveraged surveys for content that resonates with students

Skuola.net uses Survicate to deploy NPS and content feedback surveys across high-traffic areas of their website. By integrating with tools like Google Sheets, they efficiently gather insights that guide content creation, product updates, and marketing strategies. Regular feedback loops ensure they stay agile, making timely adjustments to continuously meet student needs.

FAQ

Technical questions

Can I include multiple languages in a single customer support survey?

Yes, Survicate supports multilingual surveys. The platform automatically detects a respondent’s language and displays the survey accordingly. Open-text responses can also be translated for analysis in your preferred language. Check out our article on that here.

Is it possible to customize the appearance of my customer support surveys?

Absolutely. Survicate offers robust customization options, enabling you to adjust colors, fonts, and logos to align with your brand identity. Additionally, you can add disclaimers, comment fields, and tailored question titles to provide more context for your respondents.

Can I create dynamic surveys that adapt based on customer responses?

Yes, we support logic branching, allowing you to customize the survey flow based on customer responses. For example, if a customer gives a low satisfaction score, you can automatically display follow-up questions to understand their concerns in more detail. Here's the section you're looking for.

Analysis questions

Analysis questions

How can I export survey responses for further analysis?

You can export responses in CSV or XLS formats, with separate columns for open-text responses and other metadata. Use our advanced export options to include respondent identifiers, timestamps, and question-specific data. More on that here.

Can I link customer satisfaction survey responses to individual support tickets?

Yes. Survicate integrates with tools like Zendesk, Intercom, and Freshdesk to automatically link survey responses to specific tickets. This allows you to view customer feedback in the context of their support history.

Is it possible to analyze responses in real-time?

Yes, we have real-time response tracking. Slack notifications can be set up for instant alerts when critical feedback (like a very low score) is submitted, ensuring immediate follow-up by your support team. Check out more on that here.

Tools and integrations

What integrations can enhance my customer support surveys?
Just to give you some ideas:
Zendesk - you can link surveys to tickets for context-driven analysis

Intercom - trigger surveys directly after chat sessions

HubSpot and Salesforce - you can sync survey results with customer profiles

Slack - get notified of low scores in real-time for immediate action

but if you want a full list of integrations, you can check that out here.

Best practices

Best practices

When is the best time to send a customer support survey?
The ideal time is shortly after the interaction ends, whether a ticket is closed, a live chat session ends, or an issue is resolved. This ensures the experience is fresh in the customer’s mind.

What are common mistakes to avoid in customer support surveys?

  1. Over-surveying your customers.

  2. Asking vague or unclear questions.

  3. Ignoring feedback without taking actionable steps.

  4. Sending surveys to the wrong audience (for example: customers with unresolved issues).

Additional Resources

Help Center articles:

Net Promoter, NPS, and the NPS - related emoticons are registered U.S. trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

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