A post-purchase customer satisfaction survey

I recommend implementing a simple survey to gather key information from your new customers, including a truly reliable source of information for lead attribution.

Tips to create your survey:

• Keep it short. One to three questions - this will increase the number of responses.
• High-priority go first and should be low-commitment questions. Ask the most important questions first and make them easy to answer, for example making them multiple-choice and not open-ended. This encourages people to start the survey.
• Make sure you save partial results. Some customers may answer only the first questions. Make sure you save these, even if they don’t complete and submit the survey.
• Avoid close-ended (”yes” or “no”) questions. They are easy to answer, but you get little insights. Instead, use a combination of multiple-choice and open-ended questions.
• Consider offering an incentive. Any incentive will encourage people to answer the survey. For example: discount on the next purchase, extended trial period for higher-tier functionality, and so on.

When to send:

Right after a Deal is closed (a contract has been signed). If a short, standard onboarding is required, you may decide to wait until it is concluded and people have time for this.

Audience:

Key people who have been involved in the purchase. Most likely those contacts who are associated with the Deal in Hubspot.

Survey template:

1. How did you first hear about Product/Company?
1. Search engine (Google, Bing, etc)
2. Social media (LinkedIn, Facebook, etc)
3. Recommended by someone
4. Planck blog or publication
5. Someone else’s blog or publication
6. Something else (please specify)
2. What is the main reason for you to use Product/Company?
1. I want protection against data theft (intellectual property, trade secrets, etc)
2. I need to share specific information confidentially (contracts, offers, documentation, etc)
3. I am required to encrypt communication by our own policies or by regulations
4. I am required to encrypt communication by my communication partner
5. I have suffered a cyber security attack and need a trusted communication channel
6. I want to protect myself against phishing attacks
7. Another reason (please specify)
3. Are you satisfied with the information and documentation you could find through your own research? (1 to 5 with 1 Very Dissatisfied to 5 Very Satisfied)
4. Are you satisfied with our engagement with you during your selection process? (1 to 5 with 1 Very Dissatisfied to 5 Very Satisfied)
5. [optional question] Did you consider alternatives? Which ones? (free text)
6. [optional question] Are there specific features you would like us to add to the product? (free text)
7. [optional question] Is there anything else we could do to make your experience better? (free text)