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Annual customer survey template

Review the whole relationship once a year, a month before the renewal

Eight questions sent before renewal: NPS and its reason, five statements on how you work together, this year against the last, how use changed and how likely customers are to renew. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this annual customer survey tells you

An annual customer survey takes stock of the whole relationship, the way a yearly account review does, and gives each account a renewal signal before the date. This template takes about two and a half minutes: NPS with the reason behind it, five statements on understanding, ease, reliability, value and support, a dial for this year against the last, how use changed, how likely they are to renew, and two open questions on what they value and the one fix they want.

It is written for an email a month before each customer's renewal date. Usertick sends it to a contact list of the accounts renewing that month, and the NPS question sits inside the email, so one tap starts the survey. For key accounts, put the link in the account manager's own email instead.

Usertick reads every written answer, files it under a category from your list, such as support and service or pricing and value, gives it a type and an urgency, and gives each response a customer risk reading. Results shows the NPS with detractors, passives and promoters, a heat map of the five statements, the faces from much worse to much better and the share of each renewal answer.

In an emailAs a linkOn your websiteAs a conversation
Questions
8
Time to answer
About 3 minutes
Written for
An email to each account a month before its renewal date
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, with the first question inside the email. A tap on an answer opens the rest of the survey with that answer already kept. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 8 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 8 · NPS

How likely are you to recommend us to a friend or colleague?

Why ask it
NPS gives one number for the relationship that you can compare year to year and account to account, and a single tap is the easiest way into a long survey.
What you learn
The score, promoters 9 to 10 minus detractors 0 to 6, with a bar of detractors, passives and promoters and a score line over time. Set the date range to a full year to compare with the year before.
Make it yours
Keep it first, since NPS is answered inside the email and a tap opens the rest of the survey with the score kept.
Question 2 of 8 · Text · Optional

What's the main reason for your score?

Why ask it
The score says how customers feel; the reason says what to do about it. Asking right after the score gets the reason while it is in mind.
What you learn
Usertick reads each reason, gives it a theme and a sentiment, and lists the answers filterable by theme. Select detractors on the NPS card to read only their reasons.
Make it yours
Keep it optional, so customers who only want to give the score still reach the rest of the survey.
Question 3 of 8 · Matrix · Optional

How much do you agree with these statements?

Why ask it
Five statements break the relationship into parts you can act on: understanding the business, ease of working together, reliability, value and support. A low row tells you which team to talk to.
What you learn
A heat map per statement with its average, so a value row that slips below the others stands out against the period before.
Make it yours
Replace one statement with your own promise, such as onboarding or account management, and keep the list to five so it answers in seconds.
Question 4 of 8 · Mood dial

Compared with a year ago, working with us is

Why ask it
Customers judge this year against the last. A dial from much worse to much better captures the direction of the relationship, which a single score can hide.
What you learn
Faces from Much worse to Much better, each with its share, against the period before. Select Worse or Much worse to see what those accounts wrote.
Make it yours
Read it next to NPS: a passive with Better is an account warming up, and a promoter with Worse is one cooling down.
Question 5 of 8 · Multiple choice

How has your use of our product changed this year?

Why ask it
Use that drops during the year is an early sign worth a call before renewal, and use that grows points to an upsell.
What you learn
A donut with the share of more, the same and less. Select We use it less to see those accounts' renewal answers and reasons.
Make it yours
Check the answer against your own usage data, and ask accounts that say less but show steady use what changed for them.
Question 6 of 8 · Multiple choice

How likely are you to renew next year?

Why ask it
Asked a month before the date, renewal intent gives your account team time to act on the unsure and the unlikely.
What you learn
A donut with the share of each answer from Very likely to Very unlikely, over time as stacked shares. Select Not sure to read what those customers value and want fixed.
Make it yours
On every plan, a workflow posts every Unlikely or Very unlikely answer to Slack or Microsoft Teams, so the account owner hears about it as soon as it arrives.
Question 7 of 8 · Text · Optional

What do you value most about working with us?

Why ask it
What customers value most is what to protect in the renewal conversation and what to put in front of your next customer.
What you learn
Usertick reads each answer and gives it a theme and a type, such as praise, so the parts of your service customers name most rise to the top of the theme list.
Make it yours
Share the praise with the teams it names, and use the top themes in your renewal and sales conversations.
Question 8 of 8 · Text · Optional

If we could fix one thing this year, what should it be?

Why ask it
One fix, asked plainly, gives the account team a concrete promise to make before renewal.
What you learn
Usertick gives each answer a category, a type and an urgency, so a blocking problem stands out from a wish. Filter by theme to see which fix most accounts ask for.
Make it yours
Reply to every answer before the renewal date with what you will do about it, and give each response an owner in the inbox.

What the answers show

Results turns each question into numbers you can follow week by week.

How likely are you to recommend us to a friend or colleague?

Your NPS from promoters and detractors, compared with the period before and split by device.

How has your use of our product changed this year?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

How likely are you to renew next year?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Annual customer review in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Send it a month before renewal

    Add the accounts renewing next month to a contact list and send the survey, or schedule it up to 30 days ahead. Usertick doesn't send it by itself from a renewal date in another system.

  2. 02

    Ask the decision maker and the users

    Send it to the person who signs the renewal and to the people who use the product daily, and add a question about their role so you can read the two views apart.

  3. 03

    Act before the date

    Give every Not sure, Unlikely and Very unlikely answer an owner in the inbox, with a note on the next step, before the renewal call.

  4. 04

    Keep the questions the same

    Ask the same eight questions every year, so the NPS, the five statements and the dial compare with the year before.

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Frequently asked questions

A month before each account's renewal date, so there is time to act on the answers. For customers without contracts, send it once a year at the same time.

For a once-a-year review sent to accounts you know, about two and a half minutes is a fair ask. The three open questions are optional, so a customer in a hurry still sends the scores.

The person who signs the renewal and the main users of the product. Each answer sent by Usertick email is tied to the contact it went to, so you see which account said what.

Call the account before renewal. Read its reason for the score, the statements it disagreed with and the one fix it asked for, and come to the call with an answer to that fix.

Yes. On every plan, a workflow sends answers to HubSpot, and a Zapier step reaches Salesforce. A HubSpot workflow (on any plan, with HubSpot Professional or Enterprise) can also send the survey to each contact it enrolls.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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