Surveys: Capturing Customer Feedback in ChurnZero

Surveys in ChurnZero help customer success teams gather, measure, and act on customer feedback. They give teams a structured way to track customer sentiment using industry-standard metrics like Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES), as well as fully customizable survey formats.

Surveys focus on capturing the voice of the customer at meaningful moments, whether on a regular cadence or in response to specific events. They turn raw feedback into measurable data that can be used to improve customer experience, identify risk, and strengthen retention.

By centralizing feedback collection inside ChurnZero, surveys connect customer responses directly to accounts, contacts, segmentation, and automation, giving teams a complete view of how customers feel and what to do next.

How teams use Surveys in ChurnZero

Customer success teams use surveys to bring consistency and insight to their customer feedback programs.

Surveys make it easier to:

• Measure customer loyalty, satisfaction, and effort with standardized metrics.
• Capture feedback at key points in the customer lifecycle.
• Identify Promoters, Passives, and Detractors across your customer base.
• Trigger follow-up actions based on individual responses.
• Track sentiment trends over time and across accounts.

Because surveys are fully integrated into ChurnZero, response data flows directly into segmentation, ChurnScores, alerts, and plays.

How Surveys Work

Surveys function as configurable campaigns that send feedback requests to contacts or custom table records and capture their responses.

Each survey campaign defines who receives the survey, when it is sent, how it is delivered, and what is asked. Responses are then associated with the contact who submitted them, the account, and any related custom table record.

Surveys can be delivered through two channels:

• Email, sent directly to the recipient’s inbox.
• In-app, displayed as an in-app announcement inside your product.

Campaigns can run on a recurring schedule or be triggered when a contact or record enters a specific segment, allowing teams to support both ongoing measurement and event-based feedback.

Survey Types

ChurnZero supports four survey types, each designed for a different feedback use case.

• NPS (Net Promoter Score) measures customer loyalty by asking how likely a customer is to recommend your company, product, or service. Respondents are categorized as Promoters, Passives, or Detractors based on their score.
• CSAT (Customer Satisfaction Score) measures how satisfied customers are with a product, service, or experience. CSAT surveys can use rating, text, or face-based answer choices.
• CES (Customer Effort Score) measures how easy or difficult it was for a customer to complete an interaction, using a 1 to 7 scale.
• Custom Surveys allow teams to build their own surveys with multiple question types, including text, ratings, single and multi-select, dates, and numbers. Custom Surveys are available in the ChurnZero Enterprise Edition.

What sets ChurnZero Surveys apart

ChurnZero brings together a breadth of survey capabilities that many customer success platforms split across separate tools or leave to external integrations. NPS, CSAT, CES, and fully customizable surveys are all available natively, and each can be delivered through email or as an in-app announcement inside your product. ChurnZero also supports drip rate scheduling for periodic campaigns, historical response imports for continuity during a migration, and targeting at the contact or custom table record level. Because surveys are built into the same platform as segments, ChurnScores, alerts, and plays, response data is immediately actionable rather than living in a separate reporting layer.

Key Components of a Survey

Surveys are flexible and can be configured to match your team's processes and feedback goals.

• Campaign type determines how surveys are sent: on a recurring schedule or triggered when a contact enters a specific segment.
• Survey target defines who or what the survey is associated with, including contacts or custom table records.
• Send settings control timing, delivery frequency, and channel preferences.
• Message settings configure how the survey is delivered, including the sender, subject line, and styling.
• Survey design controls the look and feel of the survey, including branding, follow-up questions, and thank you messages.
• Reminders can be added to encourage responses from contacts who haven't yet replied.

Together, these components give teams full control over how surveys are deployed while maintaining consistency across campaigns.

Common use cases

Surveys can be applied across many customer success workflows, including:

• Customer loyalty tracking: Use NPS surveys to measure how likely customers are to recommend your company.
• Satisfaction measurement: Use CSAT surveys to evaluate satisfaction with products, services, or specific experiences.
• Effort assessment: Use CES surveys to identify friction in customer interactions.
• Transactional feedback: Send surveys after specific events, such as completed support tickets or onboarding milestones.
• Custom feedback programs: Build tailored surveys to gather targeted insights using multiple question types.

These use cases help teams systematize customer feedback while adapting to different needs and touchpoints.

Automating follow-ups

Surveys are most powerful when paired with action. Teams can use contact segments based on recent survey responses to automatically trigger follow-up workflows.

Common examples include thanking Promoters for their loyalty, reaching out to Detractors to uncover pain points, and engaging Passives to understand what would move them toward becoming Promoters. By combining surveys with segments, alerts, and plays, teams can respond to customer feedback quickly and consistently.

Reporting and insights

Survey reporting gives teams visibility into individual campaigns and overall feedback trends.

Each campaign has its own report showing surveys sent, responses received, engagement, and the breakdown of Promoters, Passives, and Detractors or other relevant categories. Reports can be filtered by date range, segment, or campaign recurrence.

Overall reports for NPS, CSAT, and CES allow teams to combine results across all campaigns for a single survey type, providing a high-level view of performance and trends.

Survey data also flows into account and contact profiles, where it powers metrics like Account NPS and feeds into segmentation, ChurnScores, and automation. Teams can also import historical survey responses from other platforms into standard NPS, CSAT, and CES campaigns to preserve past feedback for reporting and segmentation.

Getting started with Surveys

Surveys are designed to be flexible and easy to configure based on your team’s feedback goals.

To get started, teams typically:

• Choose the survey type that matches the feedback they want to capture.
• Define the audience using contacts, custom table records, and segments.
• Configure send settings, including campaign type, timing, and delivery method.
• Customize the survey design, messaging, and follow-up questions.
• Activate the survey and begin collecting responses.

Once active, surveys can be paused, archived, or duplicated, giving teams full control over their customer feedback programs over time.