Surveys Overview

Each of your customers interacts with your business several times before ever making a purchase from visiting your website, to getting quotes, and finally to making a purchase. All of these interactions are points on the customer’s journey. To better understand your customers’ needs and to improve their experience, you should be collecting surveys during each point of the customer journey.

With Surveys, you can create and send different surveys to customers at each point of the customer journey either manually or through automation.

Choosing Survey Scales

Before creating a Survey survey, you’ll need to choose a scale. There are three different scales to choose from: 0⁠–10 or Net Promoter Score® (NPS) scale, 1⁠–5, or 1–7. Each of the scales contain groupings: promoters, passives, and detractors.

Scale Promoter Passive Detractor
0⁠–10 (NPS scale) 9 & 10 7 & 8 0–6
1⁠–5 4 & 5 3 1 & 2
1–7 6 & 7 4 & 5 1–3

Promoters are your loyal champions who are actively referring your business to others, and they’re also likely to do business with you again. While passives are satisfied, they neither hurt nor help your business. Then there are detractors who are actively telling others about their negative experience, which can have a harmful impact on your business.

Calculating Survey Scores

Depending on the scale you’ve selected, your survey score will either be calculated as an average or a NPS. Your survey score can be seen and monitored in both the Survey tab and Dashboard.


The Average scoring method can be used with all survey scales (i.e., 0⁠–10, 1⁠–5, 1–7). It is calculated by taking the sum of all scores and then dividing by the number of scores. For example, if you received the survey scores 5, 3, 4, and 3. Then your survey score would be:

(5+3+4+3)/4 = 3.75.


This scoring method can only be used if you’ve chosen the survey scale 0⁠–10. This score is calculated by taking the number of promoters minus the number of detractors and dividing by the total number of responses. Finally, multiplying by 100 to calculate your NPS. For example, if you receive the survey scores 6, 7, 8, 8, 9, 10, 6, 7, 9, and 9. Out of 10 responses you have 4 promoters and 2 detractors.

4 promoters - 2 detractors/10 total responses * 100 = 20

NPS can range from -100 to 100 and anything that is positive is considered good while any score above 50 is considered world-class.

Additional Resources

If you have more questions or want to dive deeper into Survey, check out these articles: