Structured customer survey template

This is the complete survey template I use with clients for structured customer interviews. For the background on why and how to use it, read A template for structured customer surveys.

The template is organized into six sections. Use it as a conversation guide, not a rigid questionnaire. The best insights come from follow-up questions.

Section 1: Understanding purpose and motivation

Question	Answer
1.1 What was the initial goal, what problem were you trying to solve?
1.2 How did you use the product? Can you recall a typical session?
1.3 What tasks were you trying to accomplish? (Focus on the task, not the aspiration or result.)
1.4 Where did you often get stuck or frustrated with the result, if any?
1.5 Was there anything specific that you found confusing or unusually difficult?

Section 2: Understanding why customers churned

Question	Answer
2.1 Was an extension considered after the POC, or was it always intended as a one-off problem to solve?
2.2 Were there technical reasons for not continuing with the product? If so, what were they?
2.3 Is there specific functionality missing? (Be careful not to fall into feature capture mode.)
2.4 Why that functionality, and how would they solve it differently now? Would they pay for it?
2.5 Were there crucial needs the product did not meet?

Section 3: Understanding alternatives

Question	Answer
3.1 Have you found an alternative solution in the meantime? If yes, which one? If not, how do you solve the problem today? Or is there no permanent problem?
3.2 If an alternative, how does that better match your needs than our solution?

Section 4: Evaluating the value proposition

Question	Answer
4.1 Did the solution provide the insights or value you expected?
4.2 In what areas did the solution fail to create insights or value?
4.3 How do you weigh the costs against the insights or value our product provided?
4.4 Is there a reason you would say “This product is not worth its money”? If so, what? (Be careful to get measurable input, not sentimental answers.)

Section 5: Questions for improvement

Question	Answer
5.1 What adjustments or modules would convince you to use the solution again?
5.2 What feedback do you have regarding user interaction and interface?
5.3 How was the guidance during onboarding and support when using our team?
5.4 Were there any problems or uncertainties that were not addressed by our team?
5.5 Were there any missing services you expected from us or were willing to pay for?

Section 6: NPS (net promoter score)

Question	Answer
6.1 When do you see yourself considering using our solution again?
6.2 Whom would you recommend using our solution? Are there profiles within your organization or network that you think our solution would be very valuable for?

Want help designing customer research for your pricing project? Get in touch.