SaaS companies
Turn initial interest into information you can review. Use the answers to prepare a relevant follow-up and decide whether the opportunity fits your work. Review “Industry” in particular and adapt it to the detail you need.
Customer Onboarding Survey Template
Set every new customer up for success. This onboarding survey captures industry, company size, primary use case, technical skill level, and first-month goals so your team can personalize the experience from the very first interaction. Fewer churn risks, stronger activation rates.
Free for non-commercial projects, with unlimited forms and responses.
Last updated
About this template
Customer onboarding is the most critical window in the entire customer lifecycle. Research consistently shows that customers who reach their first meaningful outcome within the first 30 days have dramatically higher retention rates. But to help a customer reach that outcome, you first need to understand who they are, what they're trying to accomplish, and how technically capable they are of getting there on their own.
More about this template
This onboarding survey answers those questions efficiently. The combination of industry, company size, and primary use case creates a customer profile that helps your team personalize follow-up content, route support requests to the right specialist, and identify which customers need high-touch intervention versus which ones are best served by self-serve resources.
formformform makes it easy to embed this survey in your welcome email, your in-app onboarding flow, or your first login screen. The technical background field is especially valuable for product-led growth teams — customers who identify as non-technical can be automatically routed to guided tutorials, while technical users can be pointed straight to API documentation.
10 fields to make your own8 required in this starting form
Make it fit your workflow.
Use your own copy to change labels, remove questions and add the details you need. Try the preview alongside this guide to see what respondents will be asked.
The questions, explained
Fields in this template
Review the starting questions and choices. You can change them in your own copy.
Your Name
Morgan Lee
Email Address
morgan@company.com
Company Name
Bright Solutions Inc.
Industry
12 choices
- Technology
- Healthcare
- Finance
- Retail & E-commerce
- Education
- Marketing & Advertising
- Manufacturing
- Legal
- Non-profit
- Hospitality
- Real Estate
- Other
Company Size
6 choices
- Just me (solo / freelancer)
- 2–10 employees
- 11–50 employees
- 51–200 employees
- 201–1,000 employees
- 1,000+ employees
Primary Use Case
e.g. Client intake forms, event registrations, employee surveys
How would you describe your technical background?
3 choices
- Non-technical — I prefer no-code tools
- Some technical experience — comfortable with basic settings
- Technical — I can handle code and integrations
What are your main goals for the first 30 days?
Tell us what you'd like to have built or accomplished within your first month.
How has your onboarding experience been so far?
4 choices
- Excellent — very smooth
- Good — mostly clear
- Okay — a few confusing parts
- Difficult — I need more help
Any questions or concerns we can address now?
Share anything that would help us support you better.
Where it fits
Who uses this template
Suggested uses, and why this starting point can help. Adapt the questions to your own process.
Software onboarding teams
Captures business structure, fiscal year start date, and current bookkeeping method so the setup wizard can pre-configure accounts and tax settings.
Customer success managers
Replace scattered requests with a consistent starting point. The answers help you understand the work, identify gaps and prepare a follow-up. Review “Primary Use Case” in particular and adapt it to the detail you need.
E-learning platforms
Use this as a starting point when you need the same essential information from each person. Review the questions against your process before sharing your copy. Review “How would you describe your technical background?” in particular and adapt it to the detail you need.
Agencies
Get a useful brief before the first conversation. Written context helps you assess fit, prepare questions and decide what to discuss next. Review “What are your main goals for the first 30 days?” in particular and adapt it to the detail you need.
Managed service providers
Gathers existing IT infrastructure details, compliance requirements, and support urgency level so engineers can prepare for the first discovery call.
Product-led growth teams
Collect answers in a consistent structure, so you can compare responses while keeping each person’s explanation in context. Review “Industry” in particular and adapt it to the detail you need.
Subscription businesses
Turn initial interest into information you can review. Use the answers to prepare a relevant follow-up and decide whether the opportunity fits your work. Review “Company Size” in particular and adapt it to the detail you need.
What's included
Industry and company size dropdowns for segmentation
Use case field to understand each customer's specific context
Technical background radio to guide self-serve vs. high-touch support routing
30-day goals field for proactive success planning
Onboarding experience rating to catch friction early
Open questions field to surface blockers before they cause churn
Instant notifications so customer success teams can act immediately
How to create a customer onboarding survey
- 1
Click 'Use this template' to load the onboarding survey into your formformform account.
- 2
Customize the industry and company size dropdowns to reflect the specific segments your product serves.
- 3
Update the primary use case placeholder text with examples relevant to your product's most common applications.
- 4
Configure email notifications for your customer success team so they're alerted immediately when a new customer completes the survey.
- 5
Add the form link to your onboarding welcome email with a note explaining why it helps personalize their experience.
- 6
Review responses weekly to identify patterns — recurring concerns in the open question field often reveal product or documentation gaps.
Best practices for your customer onboarding survey
Send within 24 hours of signup
the onboarding window is short. A survey sent on day one has a much higher completion rate than one sent after the novelty has worn off.
Keep the framing helpful, not intrusive
position the survey as 'we want to personalize your experience' rather than 'we need information from you'.
Use the technical background field to trigger segmented follow-up sequences
non-technical customers need different content than developers.
Act on the 30-day goals field immediately
have your customer success team reference the stated goals in their first check-in call or email.
Watch for 'Difficult' onboarding ratings
these customers are at immediate churn risk and should be contacted by a human within hours of submission.
Revisit the survey responses at the 60-day mark to see how closely early goals aligned with actual product usage.
12 form ideas you can build with this template
SaaS Product Onboarding Survey
Asks new users which feature they created their account to use first so the in-app onboarding tour can skip irrelevant steps.
E-Learning Platform New Student Survey
Collects the student's current knowledge level, learning format preference, and weekly time commitment to recommend the right course pace.
Managed Service Provider Client Intake Survey
Gathers existing IT infrastructure details, compliance requirements, and support urgency level so engineers can prepare for the first discovery call.
Marketing Agency New Client Onboarding Form
Asks clients to define their primary KPI, top competitor, and current monthly ad spend so strategists can prepare a relevant audit.
Accounting Software Onboarding Questionnaire
Captures business structure, fiscal year start date, and current bookkeeping method so the setup wizard can pre-configure accounts and tax settings.
HR Platform Onboarding Survey
Collects the number of employees, payroll frequency, and which HR processes the client wants to automate first to prioritize the implementation roadmap.
Project Management Tool Onboarding Form
Asks team size, current project methodology (Agile, Waterfall, hybrid), and which integration the team relies on most to suggest the right template library.
CRM Onboarding Survey
Captures current pipeline stage count, average deal length, and the primary source of new leads to pre-populate deal stages and lead source dropdowns.
Healthcare Practice Management Onboarding Form
Asks how many providers are on the team, specialty type, and which billing workflow they're migrating from to assign the right implementation specialist.
E-commerce Platform Merchant Onboarding Survey
Collects product category, average order value, and existing sales channels so the merchant success team can recommend the right apps and shipping integrations.
Consulting Firm New Client Survey
Asks the client to rank their top three business concerns and identify previous consulting engagements so the firm can avoid redundant discovery work.
Subscription Box New Subscriber Preferences Form
Collects dietary restrictions, brand preferences, and household demographics at signup so the first box is highly personalized and reduces early cancellations.
Frequently asked questions
When is the best time to send a customer onboarding survey?
Within the first 24 hours after account creation or purchase, while motivation is highest. A second touchpoint at day 7 can capture experience feedback after the customer has had time to explore.
How do I use the responses to personalize the onboarding experience?
Export or view submissions in your dashboard and use the industry, company size, and use case fields to segment customers into cohorts. Each cohort can receive tailored email sequences, tutorials, or outreach from the appropriate customer success manager.
Can I trigger an automated email based on the onboarding experience rating?
formformform sends notification emails on submission. For conditional automations (e.g., alert a CSM only when someone rates onboarding as 'Difficult'), you can use a tool like Zapier or Make connected to your formformform account.
How is a customer onboarding survey different from a general feedback form?
An onboarding survey is forward-looking — it captures goals and context at the start of a customer's journey. A feedback form is retrospective, collecting opinions on experiences already had. Both are useful, but serve different purposes.
Can I make this form part of my in-app onboarding flow?
Yes. Embed the form using formformform's iframe code inside any web application. Many teams display it as a modal or dedicated onboarding step on the user's first login.
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