Unlock the Power of Customer Feedback for Your SaaS

Bugs, issues, feature requests you’re getting feedback from your users all the time.

But that’s not the kind of feedback you need when it’s time to update your landing page and decide what to highlight in your copy, create content that brings users and not just traffic, or understand what new features people will be willing to pay for.

No, that’s the kind of feedback that won’t come unless you ask for it, but getting started with customer interviews and user surveys can be overwhelming.

That’s why I’ve prepared a set of questions and templates to get you started collecting feedback from your new customers, best customers, and churned customers.

Let’s dive right in!

New users are a great source of insight because they recently committed to your product. While it’s still early to ask about their experience, you should figure out why they chose you, what are their goals, and collect a few insights on your competition.

• What were you using before finding [PRODUCT]?
• Why did you start looking for something else?
• How did you find out about [PRODUCT]?
• Other than [PRODUCT], were there any other alternatives you looked into?
• What made you choose [PRODUCT] over other options?
• Was there anything that almost stopped you from trying [PRODUCT]?
• Was there something you were looking for and couldn’t find on our website?
• When it comes to [PRODUCT], what’s your #1 goal?
• Is there anything else you would like us to know?

Use this email template to invite them to take a welcome survey a few days after they’ve signed up:

Welcome to [PRODUCT]

Hey there,
It’s [YOUR NAME], founder of [PRODUCT].

Thank you for giving our tool a try, I know you’ll love it! 

Got time for a (very short) survey? I'd love to get your input here [LINK TO SURVEY].

I’m asking because knowing what made you join is important in making sure we’re delivering on what our customers want.

Thanks!
[YOUR NAME] @ [PRODUCT]

Or this one if you prefer to schedule to schedule an interview:

Nice to meet you!

Hi,
It’s [YOUR NAME], as founder I wanted to personally reach out and welcome you to [PRODUCT].


I’m also curious to learn more about your goals and how we can help you achieve them.
Any chance you’d be free for a quick 15-minute chat? Feel free to book a time from my calendar [LINK TO CALENDAR].

Thank you!
Every bit of feedback helps :)
[YOUR NAME] @ [PRODUCT]

Your best customers are the ones you want more of, they use your product regularly and truly value what you offer. That’s why it’s crucial to gather their feedback and discover how they found your product, what value it brings them, how they use it, and what features they want to see in the future.

• What were you using before finding [PRODUCT]?
• Why did you start looking for something else?
• How did you find out about [PRODUCT]?
• Other than [PRODUCT], were there any other alternatives you looked into?
• What made you choose [PRODUCT] over the other options?
• Was there anything that almost stopped you from trying [PRODUCT]?
• What are you using [PRODUCT] for?
• What is the #1 thing [PRODUCT] lets you do?
• What could make [PRODUCT] better?
• If you had to explain to a friend why they should try [PRODUCT], what would you say?
• Is there anything else you would like us to know?

Use this template to invite them to take a survey:

Can you help us out?

Hi [NAME],
It’s [YOUR NAME], the founder of [PRODUCT].

We want to keep improving [PRODUCT], so we're checking in with our best customers (like you!) to learn more about what we can do better and what matters most.

Think you can help us out? I'd love to get your input here [LINK TO SURVEY].

It shouldn't take more than 5 minutes of your time.

Thanks!
[YOUR NAME] @ [PRODUCT]

Or this one if you want to schedule an interview with your power users:

Little help?

Hi,
I’m [YOUR NAME] and I’m the founder of [PRODUCT].

I’m reaching out to our top users to better understand what you value the most, what we can do better, and what you want to see in the future in [PRODUCT].

Got time for a quick call? It would mean a lot to me.

Feel free to book any time that works for you from my calendar [LINK TO CALENDAR].

Looking forward to chatting soon!
[YOUR NAME] @ [PRODUCT]

The ones you definitely want insight from are churned users, not to make them a customer again, but to understand why they left, if there’s something you can improve, and what you can tweak to try not to attract similar users.

• What made you cancel your subscription?
• What were you using [PRODUCT] for?
• What made you try [PRODUCT]?
• How did [PRODUCT] fall short of your expectations?
• When was the first time you realized our product wouldn’t work for you?
• Is there anything we could have done to keep you as a customer?
• Do you know what you will replace [PRODUCT] with?
• Is there anything else you would like us to know?

Use this template to set up an automated email to go out the day after a customer cancels his subscription:

We’re sad to see you go…

Hi,
It’s [YOUR NAME], founder of [PRODUCT].

We’re sad to see you go.

At [PRODUCT], we care about our customers and want to understand how we could have improved the experience for you.

Can you answer a few (very short) questions so we know what to improve going forward? I'd love to get your input here [LINK TO SURVEY].

Thank you!
Every bit of feedback helps
[YOUR NAME] @ [PRODUCT]

Or this one if you want to schedule an interview:

So, this is a goodbye?

Hi,
It’s [YOUR NAME], [PRODUCT]’s founder.

I’m sorry to hear our product hasn’t worked out for you.

I know it’s a lot to ask, but do you have 5 minutes to share what we could have done better?
Feel free to book any time here: [LINK TO CALENDAR]

Every bit of feedback helps and it will help us improve [PRODUCT] for others.

Thanks
[YOUR NAME] @ [PRODUCT]