SaaS Customer Satisfaction Survey: A Step-by-Step Guide

In the ever-evolving world of SaaS customer retention, understanding your customers’ satisfaction is paramount to staying ahead of the competition and fostering long-term success. But how can you proactively gauge their sentiments and utilize that valuable information to drive improvements?

Enter the SaaS-based satisfaction survey of customer, a powerful tool for capturing feedback, identifying trends, and informing product development.

In this blog post, we’ll explore the importance of such surveys, dive into various types of questions, share a few best practices here, and provide real-world examples to inspire your own survey design. So, let’s embark on this journey together and unlock the secrets to enhancing your customers’ experience!

What You'll Learn

  • SaaS Customer satisfaction surveys are essential to understand, improve a customer's loyalty and stay competitive.

  • Surveys should include open-ended, rating scale, and multiple choice questions to gain qualitative & quantitative data.

  • Regularly tracking metrics & incorporating feedback into product development is key to measure success over time.


The Importance of SaaS Customer Satisfaction Surveys

saas client retention surveys

A key factor in maintaining a competitive edge in the SaaS industry lies in understanding loyalty and satisfaction of customer. One effective method to measure these critical aspects is through SaaS customer satisfaction surveys, online reviews, with Net Promoter Score (NPS survey) being a widely adopted metric for this purpose.

With in the NPS benchmark score and NPS surveys, you can measure loyalty of customer by asking a simple question: “On a scale of 0-10, how likely are you to recommend our product to a friend or colleague?” and calculate NPS scores and with those NPS Scores you can judge if the Net promoter score is a good NPS score or a bad NPS score.

Average NPS Score:

survey nps score

By comparing your own NPS benchmark and average NPS score for SaaS with other SaaS NPS benchmarks and NPS scores and with average NPS score for SaaS and NPS benchmarks elsewhere, you can better comprehend your position in the market and identify areas that require improvement.

Recent reports indicate that the SaaS industry average NPS score across industries is decreasing, emphasizing the need for continuous efforts to enhance loyalty and satisfaction of customer.

However, it’s important to remember that a good NPS score itself is merely a metric; the true value of good Net Promoter Score (NPS) surveys feedback and NPS score lies in the qualitative NPS feedback you gain from it and how you act on that information to improve your customer experience.

By analyzing your own, using NPS results, NPS surveys feedback and NPS score data and applying best practices, you can address concerns of unhappy customers, retain loyal ones, and ultimately foster business growth.

In addition to the good NPS survey/ NPS surveys, there are other methods for measuring customer satisfaction and measuring customer loyalty too, such as Customer Satisfaction (CSAT) and Customer Effort Score (CES) surveys.


By employing a good NPS survey question or a good NPS survey a combination of these approaches, you can gain a comprehensive understanding of your customers’ journey and engagement, and ensure your customer success team reach is well-equipped to address their needs and preferences.

Using NPS survey (NPS tools) you can calculate Net Promoter Score (SaaS NPS Scores) and comparing it with NPS benchmarks to analyze Net Promoter Score of your survey, NPS data of NPS responses from your NPS respondents and setting your own benchmark net promoter score (NPS Score) and calculate NPS average scores through NPS software.


Types of SaaS-Based Customer Satisfaction Survey Questions

customer client surveys

To gather comprehensive feedback from your customers and gain valuable insights, it’s essential to include a mix of open-ended, rating scale, and multiple-choice questions in your customer satisfaction Net Promoter Score(NPS score) survey.

This combination allows you to capture both qualitative and quantitative data, enabling you to better understand customers’ experiences with your product and identify areas for improvement.

Let’s take a closer look at each of these question types and their benefits.

Open-Ended Questions

Open-ended questions provide customers with the opportunity to offer in-depth feedback and observations on their experiences with your SaaS product.

By allowing customers to express their thoughts freely, you can gain a more comprehensive understanding of their preferences, opinions, and experiences, which can be instrumental in pinpointing areas for improvement and developing new features.

Examples of open-ended questions in SaaS customer satisfaction surveys include: “What do you love about the app?”, “What could be improved?”, and “What features would you like to see added?”

By incorporating these types of questions, you can gather invaluable insights that may not be captured through quantitative questions alone.

Rating Scale Questions

Rating scale questions quantify levels of satisfaction for customers and identify any trends in customer sentiment. Using a numerical scale, an emoji scale, or a scale featuring descriptive words provides customers with a simple and efficient way to express their satisfaction with various aspects of your SaaS product.

Examples of rating scale questions include: “How satisfied are you with the ease of use of our product? Do you think our product is worthy of recommendation to a friend or colleague? Would you offer it to them?

These types of questions help you track changes in satisfaction of customer over time, enabling you to gauge the success of implemented improvements and maintain a customer-centric focus.

Multiple-Choice Questions

Multiple choice questions are a convenient way for customers to express their opinions regarding specific elements of your SaaS product or service.

By presenting respondents with a set of options to choose from, you can gather quantitative data that can be easily analyzed to identify trends, preferences, and areas of improvement.

Multiple choice questions also allow for a quicker survey completion time, increasing the likelihood of customers providing feedback.

Best Practices for Creating SaaS Customer Satisfaction Surveys

saas customer survey

Implementing best practices for creating SaaS customer satisfaction surveys can increase response rates, provide valuable insights, and ultimately lead to improvements in your product and customer experience.

Here are some tips to optimize the effectiveness of your customer feedback survey:

  1. Choose the right tool for survey.

  2. Keep survey questions short and relevant.

  3. Time surveys appropriately.

  4. A/B test different survey formats and questions.

  5. Show appreciation on feedback from customer.

By following these best practices, you can get customer oriented success team reach deeper understanding of your customers’ needs and preferences.

By taking the time to ensure your survey is well-crafted and effective, you can gain invaluable insights.

Choose the Right Survey Tool

Selecting the right survey tools is crucial for the success of your customer satisfaction survey.

A good tool for customer surveys should offer customization options, analytics, and automation features to streamline the survey process and provide insights that can inform product development and improvements.

Some popular survey tools for SaaS companies include:

  • SurveyMonkey

  • Qualtrics

  • SurveyLab

  • Userpilot

  • Feedier

  • Refiner

  • Survicate

  • Hotjar

  • Typeform

  • Survey Anyplace

  • Qualaroo

By choosing a tool that meets your needs and aligns with your objectives, you can maximize the effectiveness of your survey and gather valuable feedback from your customers.

Keep Survey Questions Short and Relevant

To maintain customer engagement and encourage survey completion, it’s essential to keep survey questions short and relevant. Long, complex, or irrelevant questions can lead to survey fatigue, increasing the likelihood of unhappy customers and abandoning the survey before completion.

By focusing on concise and targeted questions that address the most critical aspects of your customer’s experience, you can gather more accurate responses and increase the overall value of feedbacks from your customer.

Time Your Surveys Appropriately

Timing your surveys correctly is essential for obtaining an accurate representation of customer sentiment. Conducting surveys after significant interactions or milestones, such as after a product update, a support interaction, or the completion of a project, can help capture feedback when it’s most relevant and top-of-mind for your customers.

Additionally, consider sending survey reminders 3-7 days after the initial survey invitation to gently encourage participation from those who may have missed or overlooked the initial request.

A/B Test Your Surveys

A/B testing your email surveys yourself can help you determine the most effective format and questions for gathering accurate feedback from your customers.

By testing different versions of your survey with minor modifications, such as altering the sequence or phrasing of questions, you can identify which version yields the highest response rate and most valuable insights.

Remember to always test one variable at a time to ensure clear results and avoid confounding factors that could skew your data.

Show Appreciation for Customer Feedback

It’s important to show appreciation for the time and effort your customers put into providing feedback on your SaaS product or service. Thanking customers for their feedback and, if feasible, offering incentives or rewards for their participation collect feedback, can go a long way in nurturing a positive relationship and encouraging future engagement.

By demonstrating gratitude and recognizing the value of customer's feedback, you can foster a strong sense of loyalty and trust between your loyal customers and your company.

Analyzing and Acting on SaaS-Based Customer Satisfaction Survey Results

Once you’ve collected feedback from your customers through your customer satisfaction survey, it’s essential to analyze the results and take action based on your findings. Here are some steps to follow.

  1. Segment your customers based on their responses.

  2. Identify trends and patterns in feedback.

  3. Utilize the insights gained to inform product development and improvements.

  4. Drive meaningful change and enhance the overall customer experience with your SaaS product.

By gauging customer loyalty of customer and taking the time to review customer's feedback and use it to inform product decisions, you can ensure satisfaction of customer.

Segment Customers Based on Responses

Segmenting customers based on their survey responses enables you to:

  • Tailor your marketing and support efforts to their specific needs and preferences

  • Target your communications more effectively

  • Identify common trends or issues

  • Allocate resources to address the needs of each segment

This approach allows you to provide a more personalized experience for your customers and improve overall customer satisfaction.

This targeted approach can lead to improved customer experiences, increased loyalty, customer churn and ultimately, better business outcomes by focusing on the customer journey to further improve customer satisfaction and loyalty.

Identify Trends and Patterns

Identifying trends and patterns in customer's feedback is crucial for addressing common issues and capitalizing on positive experiences.

Through the exercise of analyzing both qualitative and quantitative customer data back from your survey, you can uncover recurring themes, pinpoint areas of improvement, and identify features or aspects of your product that are particularly well-received by customers.

Armed with this information, you can prioritize product development efforts and allocate resources to areas that will have the greatest impact on loyalty and satisfaction of customer.

Utilize Feedback for Product Development

Customer's feedback is a valuable resource for informing product development and prioritizing features or improvements that will have the greatest impact on satisfaction of customer.

By taking customer feedback to heart and using it to drive product enhancements or new feature development, you can demonstrate your commitment to addressing customer needs and fostering a customer-centric culture within your organization.

Companies like Slack and HubSpot, for example, actively leverage customer feedback to improve their products, retain customers, and stay ahead of the competition.

SaaS-Based Customer Satisfaction Survey Examples from Real Brands

Real-world examples of SaaS customer satisfaction surveys can provide valuable inspiration and insights for your own survey design. For instance, Autonomous NYC, a SaaS company specializing in office furniture, uses a concise two-page Google Form survey to gauge user satisfaction with their website experience.

This simple, straightforward survey effectively captures customer feedback without overwhelming respondents with too many questions or complex instructions.

Another notable example comes from Uber, which collects customer feedback by asking riders to rate their experience after each ride. This immediate, targeted feedback collection allows for immediate, targeted feedback collection. Uber to quickly identify issues and address them accordingly, enhancing the overall customer experience.

Similarly, Etsy’s research team conducts a customer satisfaction survey that focuses on personalization and user experience, even including a photograph of the research team member at the end of the survey for a more personal touch.

These examples showcase the diversity in survey design and execution, proving that there is no one-size-fits-all approach to SaaS customer satisfaction surveys.

When you and your team learn from the successes of these companies and tailoring your survey to your unique customer base and product offering, you can optimize your feedback collection process and drive meaningful improvements for your business.

Measuring Success: Tracking SaaS Customer Satisfaction Over Time

Regularly tracking SaaS customer satisfaction over time is crucial for identifying areas of improvement, measuring the success of implemented changes, and maintaining a strong customer-centric focus within your organization.

By comparing results from different surveys or time periods, you can measure customer satisfaction, detect changes in customer sentiment, uncover emerging trends, and ensure that your product and support efforts continue to evolve in response to your customer base' needs and expectations.

In addition to tracking and analyzing NPS data and NPS scores, it’s important to monitor other customer satisfaction metrics such as CSAT and CES, as well as user behavior data, to gain a comprehensive understanding of your customers’ experiences and preferences.

By combining these NPS Score and data points with NPS metrics, NPS surveys, you can more effectively identify areas for improvement, prioritize product development efforts, and allocate resources to address the needs of your customer segments.

Finally, it’s important to maintain an ongoing dialogue with your customers and consistently solicit their feedback to stay informed of their changing needs and preferences.

Through continually refining your survey design and execution, and incorporating customer's feedback into your product development process, you can foster a customer-centric culture that drives long-term success for your SaaS business.


In conclusion, SaaS customer satisfaction surveys are an invaluable tool for understanding your customers’ needs, preferences, and experiences, and for driving improvements in your product and overall customer experience.

By adopting best practices in survey design, execution, and analysis, and by learning from real-world examples, you can effectively capture and act on customer feedback to maintain a competitive edge in the SaaS customer referrals market and ensure long-term success for your business.

Remember, the key to customer happiness lies in not only collecting feedback but also acting on it to continually enhance your customers’ experience and foster their loyalty.

Frequently Asked Questions

What is CSAT in SAAS?

CSAT in SaaS is a customer satisfaction score metric to measure customer pain points, identify areas for improvement, and gauge what’s working.

What are the 4 types of surveys?

The four most common types of surveys are questionnaire surveys, interview surveys, observation surveys and field tests. Each type of survey has its own strengths and weaknesses, so choosing the right survey type can be essential for getting accurate results.

What is the Net Promoter Score (NPS survey) and why is it important for SaaS companies?

Net Promoter Score (NPS survey) is a metric to measure satisfaction and loyalty of customer , which is key for SaaS companies to identify areas of improvement, assess loyalty of customer and maintain their competitive edge.

Net promoter score calculation (NPS Survey) is a simple yet powerful tool that can help SaaS companies understand their customers better and make informed decisions to improve their products and services.

NPS score can also be used to measure and improve satisfaction and loyalty of customer over time, allowing companies to track their progress and make adjustments as needed.

Which types of questions should be included in a SaaS-Oriented customer satisfaction survey?

Include a mix of open-ended, rating scale, and multiple-choice questions to gather comprehensive feedback from customers.

How often should SaaS companies conduct customer satisfaction surveys?

It’s advisable to conduct customer satisfaction surveys twice a year or after major milestones with customers for the best results.

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