13+ Smart Customer Survey Questions SaaS Startups Should Ask

July 20, 2021

There are different challenges present at every stage of a SaaS startup’s growth. If you’re a founder, you know that overcoming one hurdle only leads you to another, and another, and another.

When you’re building a company, the roadblocks never end — they just change.

But the good news is that keeping a keen eye on customer feedback can help you overcome these hurdles faster — and give you actionable data to drive yourself through any roadblocks you face. 

To go ahead, you’ll need to understand how this woks as per the phases of startups that work like a pyramid.

  • The first stage is Product/Market Fit, where companies hone their niche and the solution they offer to their customers. 
  • After that, they make sure that their business is scalable in the Transition to Growth Phase
  • In the Growth phase, they expand

Building on this, we put together a list of customer survey questions you can ask for gathering actionable customer feedback to grow your SaaS business. You can use surveys as a growth engine, no matter where you are in the SaaS business pyramid. Product survey questions are beneficial not only for startups but established businesses too.

Survey Questions SaaS Companies Should Ask

1. How would you feel if you could no longer use our product?

SaaS Companies conduct a litmus test for measuring product/market fit. The test calculates the percentage of users (who respond to your survey) that need your product.

How would you feel if you could no longer use our product

Why does this question matter?

If 40% of your respondents or more choose “Very disappointed,” you’ve solved a problem in their everyday life. They need your product (for example, Slack achieved 50% “Very disappointed”). 

If less than 40% of respondents choose that option, you know you’ve got work to do—and you have a measurable understanding of how far you need to go and how significant the adjustments you need to make to your product are.

2. What can we do better?

Getting feedback about how you can serve your customers is key to establishing product/market fit or how you can best solve those pain points. But first, it’s best to ask business survey questions with an open-ended answering option.

It’s hard to know what you don’t know—so making guesses for multiple-choice boxes probably won’t get you too far.

Why does this question matter?

Once you start to see a pattern in your open-ended survey results, you can use multiple-choice surveys to collect more responses and sharper information about the problem.

For example, if a few customers responded “Bad UI” in your survey box, it doesn’t tell you what was wrong with the UI. Using an additional survey will help you hone in on the problem.

3. What was the purpose of your visit today?

This question lets you check in on your product/market fit and gathers data on how to expand it. This form should be open-ended. If visitors are coming to your website looking for a solution to an unexpected problem, it can help you identify holes in the market.

Why does this question matter?

There might be a whole customer base out there with needs unmet, looking for you to build a single feature on your pre-existing product.Investor Ben Horowitz points out that achieving a permanent product/market fit is a myth because markets change dramatically over time. As you acquire new customers, your product/market fit could be changing drastically under your nose.

4. Were you able to complete the purpose of your visit?

This one is different from “What was the purpose of your visit today?” because there’s a difference between what you know your product can do and what your customers think it’s capable of.

Qualaroo worked closely with “I Done This” to map their path to success. Qualaroo created a survey that asked “I Done This” users why they signed up for the free trial. Check out in detail how they did this.

For example, suppose you’ve got potential customers coming to your site looking for heatmaps in your analytics program, and you already offer them. In that case, you need to change your marketing materials to better represent your product to your widening audience.

Why does this question matter?

These question answers can also help you expand your customer base by gauging your visitors’ ability to get what they want from your site and fixing SEO elements, like optimizing your site for a certain browser or mobile use.

5. Would you like more information?

Why does this question matter?

This question can be asked at various stages of a buyer’s journey and at different touchpoints.

Asking this information opens up the doorway to conversations that improve the customers’ understanding of your offerings and shows you whether the existing information being offered is sufficient or not. When you’re asking a customer if they’d like more information, you can use Qualaroo’s delightful micro surveys. They’re a non-intrusive way to gather data on your expanding customer base and open up further communication channels to gather their feedback.

Micro Survey

Once you set up lead generation forms, you can integrate them with your sales and marketing initiatives. You can use Qualaroo’s Mailchimp, Salesforce, and Segment integrations to make full use of your new traffic — and take action to both educate yourself about them and acquire them as customers.

6. Why did you pick us over a competitor?

This question allows you to discover the most fiscally valuable part of your product in the current market. It’s an extension of the continuous process of determining product/market fit.

Why does this question matter?

By asking what features made your customers choose you over a competitor, you identify the most important parts of your product to your customer. 

From there, you can focus on those parts.

Focusing on your business model’s most valuable parts can help you supercharge your marketing materials and further develop your product. Once you know what’s important to your customers, you know where to direct your advertising efforts. 

When you realize what features cause your customers to convert, you can expand those features or develop similar features.

7. What features do you want to see next?

This question should be open-ended because it’s hard to guess your customers’ pain points. There might be a simple feature you’re overlooking that could revolutionize your UX—and increase your users by 30%. 

Why does this question matter?

Giving customers the opportunity to tell you what they need helps both solve their day-to-day problems and improve your business model.

What features do you want to see next

Like improvement feedback, once you see a pattern, you can roll out a multiple-choice poll to reach a larger number of users about what features they want to see next. 

For example, suppose some of your respondents said they wanted a mobile interface and others said they needed analytics integrations. In that case, you can create a poll to see which of these is more urgent—and your developers should prioritize.

8. What challenges in your life convinced you to sign up for our SaaS product?

Why does this question matter?

The answers may surprise you. You might uncover reasons that differ from your expectations. If you get to know more pain points that pinch customers (through good survey questions), you are bound to form a deeper connection with them.

This increases customer lifetime value (LTV).

9. What are the main objectives you want to achieve with our (or similar) product(s)?

Another way to ask this question: What is the main outcome you desired from using our product?

Why does this question matter?

The point of user research questions is to identify the pain points your customers are trying to address through your product, not the pain points you assumed they were going to solve.

This is one of the bitter pills entrepreneurs (especially startup owners) must sometimes swallow because even though your intentions might’ve been good, they may have been misplaced.

10. What solutions did you try? Please explain why they were not a perfect fit for you.

Another way to ask this question: What value(s) in our product made you choose us over others?

Why does this question matter?

The best outcome of including this question in your client onboarding questionnaire is that you’ll get to know your competitors’ mistakes. By doing right what they’re doing wrong, you’ll retain more customers and be able to pitch your product better to new, prospective customers.

11: What are the three most important features for you and your team?

One of the things new entrepreneurs get trapped in is their insistence on hawking all of their features in a bid to stand out from the competition. This can cause customers to drop out of the sales funnel in two major ways.

First, some of them may not be aware of the features that suit them best, and a long list that makes little or no sense to them – or worse, overwhelms them – will turn them off from buying.

Second, even knowledgeable customers may prefer a clear-cut offering that focuses on the best features rather than one that dilutes features by presenting them all in one long, winding list.

Why does this question matter?

When you know the most important features that are convincing your customers to stick with your product, then you can focus on attracting more customers by making those features stand out.

12: For what purpose did you initially start using our software?

Another way to ask this question: Picture the moment you first signed up. What’s the first action you wanted to carry out using our software as a service?

Why does this question matter?

One of the oft-cited reasons for starting startups is ‘solving a problem in a unique way that has not been thought of before.’ You may have researched your product/market fit deeply and built your software to be as close to ‘plug-and-play’ as possible. 

But once launched in the market, the software might start getting used for more (or more varied) purposes than you intentioned.

That is why at least some survey questions for businesses need to focus on finding out how customers are using the software you have developed so painstakingly.

13: What are the main reasons that might make you consider discontinuing using our product?

Meant for: Existing/long-standing customers, who are well aware of your product’s features (and its shortcomings)

Why does this question matter?

These types of customer survey questions help you analyze your current customers. You can understand how and why they use your digital product from their responses.

The reasons they might abandon your product can tell you where you can improve your software. 

Specific types of customer behavior (like unsubscribing from future updates) give you an advance warning about possible customer churn so that you can take corrective action(s).

If you can get ahead of the point at which existing customers might leave your product in favor of something else, you will avoid losing customers who can turn loyal – which is a big win in itself.

14. What was the standout factor in our product that appealed to you?

Meant for: New users/signups

Why does this question matter?

This is great for including in customer onboarding survey questions. The answers help you in building long-lasting relationships with users, leading to higher customer lifetime value (LTV).

Start highlighting the features most appreciated by new customers in your future marketing materials and collateral. Display them prominently in your online banners and Google ads. 

The practical upshot of making these features the main points of your marketing campaigns will be higher chances of prospective customers choosing your software/digital product over others.

Time to Take Action

Once you’ve gathered your customer feedback, it’s time to take action. You can use customer feedback to jumpstart your marketing plan, optimize your conversion rates, or segment your users. Customer feedback should filter into every part of your business, and you can use it to drive your growth—and to push your startup through the pyramid. Start by choosing the right tool today to gather feedback and the rest will follow

Do you want a free Survey & Feedback Software?

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Do you want a free Survey & Feedback Software?

We have the world’s most versatile user research & feedback survey tool starting at $0

Do you want a free Survey & Feedback Software?

We have the world’s most versatile user research & feedback survey tool starting at $0