5 Surveys for Measuring Customer Health

When you're a CSM juggling dozens of new accounts, tuning into customers' needs is challenging enough. Start measuring customer health without the headache.


Jeremiah Chua

April 10, 2018

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When you’re a customer success manager juggling dozens of new accounts, tuning into customers’ needs is challenging enough. Measuring customer health at scale is even harder.

In this post, we’ll look at five customer success surveys that help CSMs measure customer health without the headache.

Top 5 Customer Success Surveys

1. Customer Onboarding Survey

What is it?

The customer onboarding survey is a transactional survey seeking feedback from new customers who’ve recently registered and made an initial purchase. The purpose of this survey is to use customer input to come up with a better onboarding strategy that attracts new customers and optimizes their purchasing experiences.

This survey also assesses the quality of the available resources and the level of training your support staff have received. One of the more common questions featured in the customer onboarding survey is, “Is there anything we could do better?”

How does it work?

With the customer onboarding survey, you have the option of automating survey distribution through Salesforce and/or your email service provider. With Salesforce, you can immediately engage with your customer when onboarding is complete.

We recommend embedding the survey in your email. This usually generates more feedback because customers can conveniently answer questions from their email instead of having to visit a webpage. However, if you prefer to keep things simple, you can always email customers a link to the survey instead.

Why use it?

This survey is important because it helps you evaluate and improve the quality of your onboarding process through the accumulation of reliable feedback. It also gives you a better idea of how your staff is being trained and how they’re interacting with customers.

The data from the Customer Onboarding Survey is presented in a mixture of ratings and open-ended feedback, and it can be used to optimize resources and improve employee training.

2. Implementation/Adoption Survey

What is it?

The implementation/adoption survey serves a similar function as the customer onboarding survey, but with one key difference: it gathers feedback on your products (instead of looking at customers’ experiences).

Respondents taking the implementation/adoption survey are usually asked questions about the features, usability, and ergonomics of a product. This info is useful for product and customer operations teams.

How does it work?

Like the Customer Onboarding Survey, this survey is typically sent via email. You can include a direct link to the survey or embed a question directly in your email.

Why use it?

Feedback collected from the implementation/adoption survey is used to help customer success teams understand the strengths and weaknesses of your product. This information is helpful for determining what your customers are looking for in your product, correcting usability issues, and consistently improving your product as a whole.

3. Net Promoter Score® (NPS®) Survey

What is it?

Great for building social proof and creating brand ambassadors, the NPS Survey looks at customers’ willingness to recommend your brand to friends and colleagues. Customers select a number on a scale of 0-10—the higher the number, the more likely they are to recommend your brand.

How does it work?

It depends on how you want to engage with customers. You can deliver NPS surveys after any customer touchpoint or send it at key moments in the customer journey, like before a renewal or after their first six months. These two methods are called transaction and pulse surveying, and each one serves a different purpose.

We recommend sending NPS surveys at least annually in order to collect data and benchmark your progress. We also recommend integrating NPS data into Salesforce so you can analyze it alongside other important customer metrics.

Why use it?

NPS survey results help customer success teams identify potential brand advocates and spot disengaged/at-risk accounts.

4. Voice of the Customer (VoC) Survey

What is it?

Product and marketing teams use VoC surveys to gain insight into customer preferences and pain points. VoC data is helpful for gaining perspective and justifying product development efforts.

How does it work?

Because the VoC Survey is one of the more comprehensive surveys, a lot of time goes into developing questions and analyzing response. It’s usually a cross-departmental collaboration which is sent out in batches to customers once every year.

Why use it?

Feedback from a VoC Survey can be used by your development team to learn about customer preferences that may have been overlooked. Also, running an annual VoC Survey allows you to monitor changes in your customers’ preferences, as well as their expectations of your brand.

5. Customer Churn/Attrition Survey

What is it?

The customer churn/attrition survey uses a combination of multiple choice and open-ended questions to surface the real reasons why customers cancel.

How does it work?

Since this survey looks at reasons why a customer dropped your product, it’s sent after they’ve canceled your services or are in the process of doing so. We recommend waiting one to two weeks after cancellation before sending the survey. This way, customers are more likely to give you an honest reason why they quit. Sending the survey immediately after cancelation could generate inaccurate data if they’re frustrated or angry.

Why use it?

The feedback from this survey is helpful for pinpointing and correcting gaps in your services. Everything from the way your product performs to how your customer service team engages with customers can be assessed and improved through this feedack.

Moreover, people tend to feel more comfortable voicing their complaints over a survey than talking with a person, making the customer churn/attrition survey a reliable way of gathering constructive criticism.


Surveys are essential for helping your brand evolve to meet the needs of your customers. But before you can achieve that, you need to first come up with a surveying strategy that can be used to pinpoint your strengths and weaknesses so that you’re able to consistently meet your customers’ needs.

Interested in creating a customer success survey program that generates meaningful feedback for your brand? Contact us today to learn more.

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