First thing you’ve got to do: define your audience. Who are you going to be sending this form to? Is it someone you’ve worked with a lot, or is it someone you’ve only contacted once. Adapt your invitation and survey depending on your relationship to the recipient. It simply doesn’t make sense to send strangers 30 questions. 


Starred Stars: A star-rating block is comprised of 4 parts: the title, the explanation/start of a sentence, the rating elements - each an aspect you want feedback on, and finally a the hover-over explanation. 

What works well, and makes it easy for your respondent to fill in your survey, is to use the explanation field and your individual elements together to form continuous phrases. As shown below:

It’s possible to choose to have less than 5 elements rated within a block - just leave them empty. You can see what the respondent will see using the preview.

Open Question

The open question block gives you the possibility to ask… an open question! Your respondent can give an expansive text answer if they’d like to. The block offers the option to fit 2 open questions into one block. If you only need one, then delete any text you may have entered for the second question.


Net Promoter Score (NPS) is all about whether or not someone would recommend you to others.  As such, the NPS question can’t really be changed, in order that you can use it as a benchmark. It’s therefore also advised that you don’t change the phrasing of the question too much, otherwise you won’t really be measuring Net Promoter Score. The second question in the block you can adjust to your own needs. For example: get your respondent to give you suggestions, golden tips, or their experience of working with you or buying from you.


Customer Effort Score (CES) is similar to NPS. It gauges the level of effort someone has to put in themselves in working with your company, and is a good measure of satisfaction. Typical uses include service desk handling of issues, or overall in collaborating on a project. The scale on which the respondent gives their answer ranges from low effort to high effort.

Invitation text

Make your invitation text as personal as possible. You can customise everything - from subject line to sign-off. Your name and function will be pulled through to the invite so it’s good to make sure you’re sending from someone recognisable to the respondent. If that is not you, then select another sender from the list. With the text it’s good to pay attention to your message making it clear why you are contacting them with your invitation and why it is important to you that they fill it in.

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