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An example of a survey for the Customer Journey Map.

This template will help you conduct a diagnosis of your Customer Journey Map. You will find ready-to-use surveys covering 3 popular types of customer surveys: NPS (Net Promoter Score), CSAT (Satisfaction Survey) and CES (Customer Effort Score).

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This template will help you conduct a diagnosis of your customer’s Journey Map. In preparing the template, the experts assumed that you already know your customer’s profile/personality and have an email address for them.

We helped you with your survey settings

The survey template you copy into your account will already have access configured so that each customer receives a unique survey access link. However, your mailing database may contain additional information about the customer, such as Persona or the date the customer path goal was reached. Such data will allow for deeper data analysis in the future.

If you want to change these settings and make one link available to all customers go to Settings – Access – Same link for each responder.

Questions used in the survey template

One of the questions used in the template is the NPS (Net Promoter Score) question. It lets you know the level of customer loyalty to your brand. NPS examines the market potential of your brand by what emotions customers have for your brand.

Asking this question will allow the customer to recall their recent experience, and you will learn in the process whether the customer is a critic, passive or brand promoter. You can edit the question to put the name of your brand/product/service in place of [BRAND NAME].

Not just a Net Promoter Score question

Asking the NPS question will tell you whether customers are willing to recommend products or services, but not why they are willing to do so (or not). That’s why, after the NPS question in the template, we asked a question about the reason for such and not such a rating. This will help you find out not only WHY but WHY to listen in your customers.

Comments – the most important knowledge to use in CJM

What you should pay special attention to are the comments. From the point of view of collecting data for the Customer Journey Map, it is in the comments that there will be clues about where the Moments of Truth are in the journey – these are the places that customers write about most often. If customers are writing about the Moment of Truth with negative emotions, it means you need to do something about it quickly. It’s probably the Moment that does the most damage to the overall customer experience.

In the content of this question in our template, we used a special macro [ANS_1]. As you complete the questionnaire, this macro will be changed to the answer given in question one. If you add additional questions at the beginning of the questionnaire, be sure to change the number in the [ANS_1] macro to the new NPS question number.

Evaluation of each stage of the customer journey

In Part II of the template, we have added a series of questions evaluating further points of contact on your Travel Map. Each point is one question. Of course, the content of the question must be tailored to the customer’s point of view. Tailor the content of the questions to your Journey Map by editing the questions.

Each question additionally contains instructions for the customer. It is worth using them as a place where you hint to the customer what he is actually evaluating. This is important because customers often don’t realize where a particular point of contact begins and ends. What’s more, customers don’t necessarily know what to look for at a given point. Therefore, a little hint wouldn’t hurt so that the customer doesn’t feel lost.

If there are more sample questions in our survey template than on your map, remove the redundant ones. If there are too few, it is best to copy existing questions – this is the fastest way to create such a questionnaire.

Questions about Customer Service and Complaints

For customer service or claims contact points, consider a different type of question – Customer Effort Score (CES). Research shows that the most important factor determining a positive customer experience at these touch points is the customer’s subjective effort. The less effort required to get things done, the better the experience. The more effort required to get things done, the greater the customer’s annoyance and the reason to stop using services or buying products.

Therefore, improving the experience at this point of contact should be understood by minimizing effort.

Learn more about Customer Journey Map research

We give you a tool to complete the Customer Journey Map with reliable data

Quick identification

Learn about your customers' satisfaction factor: pain points, satisfaction points. Quickly find out what aspects need to be strengthened and what needs to be changed.

In-depth knowledge

Discover the exact causes of customer dissatisfaction and frustration – not just what happened, but why.


Determine typical customer behavior based on data, not guesses, and use this knowledge in the future.


Analyze feedback according to who gave it and create personalized communication policies and offers.

They trusted us

After receiving recommendations, we tried Webankieta, which proved to be an easy and flexible tool to use. We appreciate the professionalism and quick response of the support department, as well as their patience. Webankieta is useful in many contexts and more and more people and entire departments are actively using it.


Krzysztof Gabruk

Customer Experience Chapter Leader at Santander Bank Polska

Startquestion allowed us to guarantee the anonymity of the survey to our employees. The ability to automatically send reminders to complete the study helped us collect the results – without them, we would certainly not have achieved such a high response rate.


Sebastian Srebnicki

Project Manager at Innogy

The key to the Voice of Customer project’s success is integrating the client’s internal systems with the online research software. The first experience with the system was so encouraging that Medicover Poland decided to transfer all the conducted research to the Startquestion platform.


Beata Dąbrowska

Coordinator of Market Research and Analysis at Medicover Poland