If you want real feedback from your users—without pestering them to death or drowning in spreadsheets—this guide is for you. Maybe you run a SaaS product, manage a support team, or just want to actually understand what people think of your service. Whatever the case, you’re here to set up feedback campaigns that work across email, websites, apps, and more.
We’ll use Survicate, a tool that promises to make multi channel feedback less painful. This isn’t a sales pitch. I’ll walk you through how to actually get useful insights, what to watch out for, and how to avoid wasting everyone’s time (including your own).
1. Decide What Feedback You Actually Need
Before you touch any software, get clear on what you want to learn. “Customer feedback” is a black hole if you don’t define it.
- What are you trying to improve? (Onboarding? Support? Product features? Churn reasons?)
- Who do you want to hear from? (New users? Power users? Folks who canceled?)
- How annoyed will people be if you ask? (Yes, really consider this.)
Pro tip: Write down your top two questions. If you can’t name them, you’re not ready for a campaign.
2. Map Out Your Channels
Multi channel just means “more than one place.” Survicate can push surveys via:
- Website pop-ups or widgets
- In-product (web or mobile app) surveys
- Email surveys
- Shareable links (for social or support chats)
- Mobile SDK (for in-app mobile surveys)
Don’t use every channel just because you can. More is not always better. Pick the channels your users actually use, and where feedback makes sense. For example:
- Onboarding feedback: In-app, soon after signup.
- Churn/cancellation: Triggered email right after they leave.
- General satisfaction: Occasional email or website NPS prompt.
- Feature research: Targeted email or a non-intrusive in-app widget.
What to skip: If your website has zero traffic, don’t bother with a homepage survey. If your users hate email, don’t spam them.
3. Set Up Your Survicate Account and Connect Channels
Survicate makes setup straightforward, but there are a few snags to avoid.
a. Sign up and pick a workspace. - Use your company (or project) name. Don’t overthink it.
b. Connect your website or product. - For web/app surveys: You’ll need to install their JavaScript snippet. - For email surveys: You can just use Survicate’s email templates—no code needed. - For mobile apps: You’ll need to add their SDK (get a developer to do this if you’re not one).
c. Integrate with your stack. - Survicate hooks into tools like Intercom, HubSpot, Mailchimp, Slack, and more. - If you want survey results to go somewhere useful (like Slack channels or your CRM), set this up now. - Don’t get lost in integrations—start simple, then add more once you actually see value.
Heads up: If you’re on a free plan, some channels or integrations might be locked. Double-check before building out a campaign you can’t actually send.
4. Create Your Survey(s) and Keep It Short
This is where most people overcomplicate things. The more questions you ask, the less likely you are to get answers—especially across multiple channels.
- Stick to 1–3 questions per survey. Seriously, that’s plenty.
- Use different survey types for different needs: NPS, CSAT, open text, multiple choice.
- Personalize questions to the channel and context. (Don’t ask a new user about advanced features.)
How to build in Survicate: 1. Hit “Create Survey.” 2. Choose your channel (web, email, etc.). 3. Pick a template or start from scratch. 4. Add your questions. 5. Customize the branding, intro, and thank you message. 6. Preview it (always check how it looks on mobile).
What works: - A single, well-placed NPS question in-app. - Quick “Did you find what you were looking for?” on the help center. - Open-ended “What’s missing?” question after a cancellation.
What to avoid: - Long, mandatory surveys. - Asking for feedback at annoying times (like right after a login). - Generic, one-size-fits-all surveys blasted to everyone.
5. Set Up Targeting and Triggers
The power of multi channel feedback is hitting folks at the right moment—not just everywhere, all the time.
Targeting options in Survicate: - URL or page-level targeting: Show surveys only on certain pages. - User properties: Target based on plan, usage, or lifecycle stage (requires identifying users via code or integrations). - Events: Trigger a survey after a certain action (first login, feature used, cancellation).
Example triggers: - Show a “How’s it going?” widget after 7 days of account activity. - Email a short exit survey immediately after someone cancels. - Pop up a CSAT survey after a support chat ends (if you integrate with Intercom or similar).
Don’t:
- Fire off multiple surveys to the same person in a week.
- Interrupt important workflows with pop-ups (imagine a survey in the middle of a checkout).
Pro tip: Test your triggers on a dummy account before going live. Nothing kills trust faster than a broken or mistimed survey.
6. Launch Small, Then Expand
The temptation is to go big—every channel, every user segment. Don’t. Start with one or two channels, see what comes in, and tweak from there.
- Pilot with a segment. Maybe just new users, or only folks on the free plan.
- Watch response rates. If nobody’s answering, your timing or questions are off.
- Expand slowly. Once you see good data and nothing’s breaking, add more channels or segments.
Honest take: Most companies get more value from a few targeted, well-timed surveys than from a “spray and pray” approach.
7. Analyze and Actually Use the Feedback
Survicate gives you dashboards and exports. But raw data is just noise unless you dig in.
- Look for patterns, not anecdotes. One angry comment isn’t a trend.
- Share insights with your team. Pipe results into Slack or your CRM if you actually want people to see them.
- Act on feedback. Close the loop with users if you make a change based on their input. Even an automated “Thanks, we heard you” helps.
What to ignore: Don’t obsess over every NPS score or open text rant. Focus on actionable stuff—recurring bugs, feature requests, or pain points.
8. Iterate: Kill What Doesn’t Work
Multi channel campaigns should evolve. If a survey gets ignored, or a channel is useless, drop it.
- Review results monthly. Which channels get responses? Which don’t?
- Tweak questions or timing. Move a survey, rephrase questions, or change triggers.
- Shut down stale campaigns. If nobody’s answering that post-purchase survey, stop sending it.
Real talk: There’s no magic formula. The only way to get better is to keep things simple, measure, and adjust.
Keep It Simple, Keep It Useful
Don’t let “multi channel” turn into “multi-mess.” Start small, get feedback where it matters, and ignore the rest. Survicate can absolutely help—if you stick to clear questions, smart timing, and channels your users actually use.
You’ll get better insights by iterating than by over-engineering. And you’ll annoy fewer people. That’s a win.