10 Surveys for Actionable Data

Think bigger when it comes to collecting actionable data. We've compiled a list of 10 survey use cases to jumpstart your feedback strategy.


Jeremiah Chua

September 19, 2018

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When it comes to collecting customer feedback, most people think of a traditional Net Promoter Score® survey. However, there are key touchpoints throughout the entire customer journey where you can be listening to your customers. In doing so, you gain a more holistic view of your audience and get access to more data to drive your business forward. We’re here to help you think bigger about feedback, so we’ve compiled the Top 10 ways you should be collecting feedback. Check it out!

Support Feedback

Automatically trigger a survey after every support case is closed to better understand the customer experience. Measuring key support metrics like Customer Effort or Customer Satisfaction can give you the data you need to improve service quality.

Support Feedback Survey

Pro Tip: Embed your survey right inside your Live Agent chat window, so feedback is only a click away

Lost Sales Feedback

Whenever a deal is lost, send the prospect a survey to understand why. Was it due to pricing or missing functionality? Or perhaps it’s just not the right time? When you get answers, you can shape your sales training and product roadmap and better fulfill customer expectations.

Lost Sales Feedback Survey

Pro Tip: Automatically trigger surveys after every sales transaction and use survey logic to ask questions relevant to their experience.

Lead Forms

Use forms throughout your marketing channels to capture prospect information and enrich their contact record with more data. By better understanding who your prospects are, you can tailor relevant content to match their interests. Ultimately, this also helps you pass more qualified leads to sales.

Lead Forms

Pro Tip: Use Salesforce-ready forms to automate the process.

Help Article Feedback

Embed a survey at the bottom of your help articles to measure the effectiveness of your knowledge base content and collect feedback directly from your community. With their feedback, you can provide better support and ease the customer experience.

Help Article Feedback Survey

Pro Tip: Use GetFeedback’s Lightning Component to embed a survey right on your community page.

Product Feedback

Product Feedback Survey

Pro Tip: Embed your survey right inside of app for contextual product feedback.

Lead Nurturing

Stop guessing what your leads want—just ask them! Weave surveys into your nurture emails to gauge interest and get to know your leads. For instance, ask which types of content they prefer or if they’re ready for a demo. You can shape your nurture journeys and lead scoring based on their feedback.

Lead Nurturing Survey

Pro Tip: Try using GetFeedback for Pardot.

Purchase Experience Feedback

When a purchase is completed, you can instantly greet your customers with a survey about their buying experience, while it’s still fresh on their minds. The data helps you measure important metrics like salesperson performance and spot gaps in the sales process.

Purchase Experience Feedback Survey

Pro Tip: Don’t be afraid to ask your customers open-ended questions about their experience. GetFeedback’s Text Analytics filters keywords by sentiment, frequency, and trending terms, allowing you to take action on valuable feedback.

Net Promoter Score Surveys

You can learn a lot about your customers by asking one question: How likely are you to recommend us? This information helps you identify happy customers (potential brand advocates), prevent detractors from bad-mouthing your brand, and boost organic marketing.

Net Promoter Score Survey

Pro tip: Set up a workflow to alert account managers when their client submits an 8 or below, and follow up with that client within 24 hours. This is a good way to remind your customers that you are listening, and hopefully convert detractors and passives into promoters.

Client Onboarding Feedback

Automate onboarding surveys to understand your client’s initial experience with the company. Collecting their feedback will help ensure your relationship with them begins on a solid foundation of trust and care.

Client Onboarding Feedback Survey

Event Feedback

Send post-event surveys to learn what attendees liked or disliked about the event. Their feedback can help you determine what should be repeated, discontinued, or replaced in the next event for an even better experience in the future.

Event Feedback Survey

Pro tip: Set up an automatic trigger to release surveys to attendees that check-in and have registered with an email. Increase the response rate by using a One-Touch email survey. This is an easy way to get quality feedback.


Customers know what they want and many are happy to tell you. All you have to do is ask. Knowing how to extract that information is important because no single type of survey can provide answers to every problem. Because of this, it is important to broaden the way we utilize surveys.

Ready to give it a whirl? Try GetFeedback for free today.

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