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13.17. Survey Types

Customer Satisfaction Survey Types

HelpSpot includes three survey scoring types, each designed for a different kind of feedback. This guide explains how each type works, when to use it, and how responses are grouped in reports.

CSAT (1–5 Scale)

The CSAT (Customer Satisfaction) survey asks customers to rate their experience on a 1 to 5 scale. It is the most common type of post-resolution survey and gives you a direct measure of how satisfied customers are with a specific interaction.

Score	Group	Meaning
1–3	Dissatisfied	The customer was not happy with the experience
4–5	Satisfied	The customer had a positive experience

Key metric: % Satisfied — the percentage of responses that scored 4 or 5.

Best for: Measuring satisfaction after a support request is resolved. Place the survey tag in a closing email template or automation rule that fires after ticket closure.

Customer Loyalty (0–10 Scale)

The 0–10 scale survey measures customer loyalty by asking how likely a customer is to recommend your service. Responses are grouped into three segments based on established industry methodology.

Score	Group	Meaning
0–6	Detractors	Unhappy customers who may discourage others
7–8	Passives	Satisfied but unenthusiastic — vulnerable to competitors
9–10	Promoters	Loyal enthusiasts who will refer others

Key metric: Loyalty Score — calculated as % Promoters − % Detractors. The result ranges from −100 to +100. A positive score means you have more promoters than detractors.

Best for: Tracking overall customer loyalty over time. Good for periodic check-ins rather than every single ticket. Consider using an automation rule that targets specific categories or longer interactions.

Thumbs Up / Down

The simplest survey type. Customers respond with a thumbs up or thumbs down — a single click with no deliberation needed.

Score	Group	Meaning
0 (Thumbs Down)	Dissatisfied	Negative experience
1 (Thumbs Up)	Satisfied	Positive experience

Key metric: % Positive — the percentage of thumbs-up responses.

Best for: High-volume support where you want maximum response rates. The lower effort means more customers will respond, giving you a larger sample size. Ideal for quick interactions like password resets, simple how-to questions, or any situation where a 5-point scale feels like overkill.

Choosing the Right Type

Consideration	CSAT (1–5)	Loyalty (0–10)	Thumbs
Response effort	Low	Medium	Minimal
Score granularity	5 levels	11 levels	2 levels
Expected response rate	High	Moderate	Highest
Best question style	“How satisfied were you?”	“How likely are you to recommend?”	“Did we resolve your issue?”
Ideal use case	Post-resolution feedback	Periodic loyalty tracking	High-volume quick checks

You can create multiple surveys with different types and use them in different contexts. For example, a CSAT survey on your closing email template and a Thumbs survey on your password reset automation.