Gain actionable insights through surveys

Surveys are a powerful tool for collecting actionable customer feedback at key touchpoints in the post-purchase journey.

By embedding targeted surveys into emails, the Order Status page, or the Returns Portal, you can effortlessly collect direct feedback at critical points in the customer journey.

Best Practices

When configuring surveys, it’s important to consider the following:

• Define a clear goal for a survey to identify what decision or improvement the survey will drive (for example: measuring delivery satisfaction or capturing product feedback)

• Keep surveys short and focused, limiting them to 3-5 questions to increase completion rates

• Use simple, customer-friendly language and keep questions direct to reduce friction and misunderstanding

• Use conditional logic to direct users to specific follow-up questions based on previous answers

• Preview and test surveys on desktop and mobile to ensure logic and layout work smoothly across devices before publishing

• Include personalization to survey content (for example: thank customers for their feedback) and follow up if their response indicates dissatisfaction

• Send the survey at the right moment, such as 1-2 days after delivery or immediately after a return is completed to increase completion rates

• Export survey responses regularly to analyze trends and use these insights to guide product, logistics or service improvements

Use Cases

Check out use cases that highlight how integrating surveys into communications can uncover actionable feedback to improve operational processes and strengthen the overall customer experience.

Save time by using the Survey Copilot to generate your survey automatically. Just enter a short description of the survey you want to create and the Copilot will build a draft with tailored questions, logic, and layout you can customize.

Delivery Experience Feedback

Use case: Collect feedback directly from customers shortly after receiving their order to identify friction points in the delivery process.

Steps:

1. Define your survey questions to assess the customers satisfaction with the delivery process and identify any service failures or delays that may impact future loyalty.

2. Create the survey in the Experience Design Automation module with conditional logic for follow-ups.

3. Publish the survey and preview across devices.

4. Embed the survey in an order delivered email (via Campaigns or Messages).

5. Analyze responses and filter by carrier or delivery region.

Goal: Understand if delivery expectations are met for the customer and detect and respond to recurring delivery issues.

Example questions:

• How satisfied were you with your delivery experience? (Rating scale: 1-5)

• Was your order delivered on time? (Yes/No)

• Did the delivery meet your expectations in terms of communication and tracking? (Yes/No)

• How would you rate the condition of your parcel upon arrival? (Rating scale: 1-5)

• What could we do to improve your delivery experience? (Open text)

Product Feedback Collection

Use case: Ask customers how they perceive the product they purchased after getting the item.

Steps:

1. Define your survey questions to evaluate whether the product met expectations and gather insights that can inform product improvements or content updates.

2. Create the survey in the Experience Design Automation module with category-based targeting and follow-up logic.

3. Publish the survey and preview across devices.

4. Embed the survey in a post-delivery email (via Campaigns or Messages).

5. Segment responses by product type to improve merchandising and inventory decisions.

Goal: Gather feedback on product satisfaction shortly after use to identify improvement areas.

Example questions:

• Did the product meet your expectations based on the description and images? (Yes/No)

• How would you rate the quality of the product? (Rating scale: 1-5)

• Was the product true to size or specifications? (Multiple choice: Too small, Just right, Too large)

• Would you purchase this product again or recommend it to others? (Yes/No)

• What did you like or dislike about this product? (Open text)

Returns Process Evaluation

Use case: Measure customer satisfaction with the returns flow.

Steps:

1. Define your survey questions to identify friction in the returns journey and understand why customers are returning items.

2. Create the survey in the Experience Design Automation module focused on return interactions.

3. Publish the survey and preview across devices.

4. Embed the survey on the Returns Portal Confirmation page (via Campaigns).

5. Analyze responses to improve the returns customer experience and reduce preventable returns.

Goal: Identify pain points in the returns experience that may impact likelihood of repurchase or brand loyalty.

Example questions:

• How easy was it to start and complete your return? (Rating scale: 1-5)

• Was the return policy clear and easy to understand? (Yes/No)

• What was the reason for your return? (Dropdown: Wrong item, Didn’t fit, Changed mind, Defective, Other)

• Did you experience any issues during the return process? (Yes/No, with conditional open text if Yes)

• How could we make the return process better? (Open text)

Customer Support Experience Feedback

Use case: Assess customer satisfaction with support interactions through the delivery journey.

Steps:

1. Define your survey questions to help evaluate the effectiveness and helpfulness of the customer support experience to ensure service standards are being met.

2. Create the survey in the Experience Design Automation module focused on support experience, with branding and logic.

3. Publish the survey and preview across devices.

4. Embed the survey in follow-up emails (via Campaigns or Messages).

5. Analyze responses and tag feedback by agent or issue to drive improvements.

Goal: Measure satisfaction after support interactions to highlight training needs, process gaps, or recurring issues.

Example questions:

• Was your issue resolved to your satisfaction? (Yes/No)

• How would you rate the support you received? (Rating scale: 1-5)

• Was the agent helpful and professional? (Yes/No)

• How quickly was your issue resolved? (Multiple choice: Same day, 1-2 days, 3+ days, Not resolved)

• Do you have any comments about your support experience? (Open text)

Peak Season Feedback

Use case: Collect broad customer feedback during peak retail periods.

Steps:

1. Define your survey questions to gather feedback across the entire seasonal shopping journey to identify what worked well and where improvements are needed for peak periods.

2. Create the survey in the Experience Design Automation module with a mix of formats and focusing on the peak season theme.

3. Publish the survey and preview across devices.

4. Embed the survey in a time-limited email campaign (via Campaigns).

5. Analyze responses and apply insights to future peak season strategy.

Goal: Understand customer experience during high-volume periods and improve seasonal logistics, messaging, and operations.

Example questions:

• How satisfied were you with your overall seasonal shopping experience? (Rating scale: 1-5)

• Did your order(s) placed during the seasonal period arrive as expected? (Yes/No)

• Were you able to find the items or offers you were looking for without difficulty? (Yes/No)

• Did you need to return any items, and if so, how would you describe the process? (Multiple choice: Yes – Easy, Yes – Difficult, No returns)

• What could we improve for your next holiday season shopping experience with us? (Open text)

Net Promoter Score (NPS) Survey

Use case: Capture a high-level indicator of customer loyalty and experience through an NPS survey. NPS data can be used to track trends over time.

Steps:

1. Define your survey questions to measure customer loyalty and uncover the reasons behind a customer’s likelihood to recommend the brand.

2. Create the survey in the Experience Design Automation module using the NPS format with optional logic for comment prompts.

3. Publish the survey and preview across devices.

4. Embed the survey in delivery confirmation or follow-up emails (via Campaigns or Messages).

5. Analyze responses and tag feedback to calculate NPS trends over time.

Goal: Measure customer loyalty and identify promoters/detractors.

Example questions:

• How likely are you to recommend us to a friend or colleague? (NPS scale: 0-10)

• What is the main reason for your score? (Open text)

• What did we do well in your recent experience? (Open text)

• What could we do better? (Open text)

• Would you shop with us again in the future? (Yes/No)

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Check out the parcelLab guides

For further information on using surveys, see our user guide documentation:

• Create, preview, and publish surveys

• Embed surveys in your communications

• View and export survey responses