The Best Survey Builder for Collecting Customer Feedback

Trustmary teamTrustmary team
Last edited: February 13th, 2024

Surveys are an essential part of your voice of customer programs.

This blog tells you how our survey builder software can be used for various purposes.

How To Recognize A Good Survey Builder

The internet is full of survey builders, free and paid. How can you decide which one to use?

Well, if our goal is to occasionally collect feedback from a small customer base, you can manage with a free online survey tool like Google Forms.

However, if you want to execute systematic long-term feedback programs and connect them with other processes, it’s worth looking into more advanced options.

Some features to look for:

  • Easy to use
  • Many question options
  • Rules and conditions for page logic
  • Unlimited responses
  • Survey templates
  • Custom branding
  • Distribution options
  • Extensive reporting and analytics
  • Integration options
  • Automation possibilities
features of a great survey builder

Trustmary’s survey software fulfills all these requirements. Trustmary Pro includes survey templates for the most popular customer feedback models as well as full customization options.

Additionally, you can collect unlimited testimonials and video testimonials and showcase them on your website.

Let’s see how the survey tool works.

Create Surveys with Easy Survey Builder

Creating surveys starts from here! We will go through the survey building process step by step.

Log in to Trustmary with your one-time password. Navigate to Forms and click on Create survey.

create survey

Choose A Template (or Not)

Here you can choose a template that you want to use, or start from scratch.

Trustmary includes survey templates for Net Promoter Score (NPS), CSAT, star rating, and testimonial request.

Pro tip: by clicking on the employee tab in the Forms view, you can create eNPS surveys to conduct on your employees.

Name your survey so that you will be able to recognize it among the many surveys that will come in the future. Click on the name that is visible in the top left corner of the page, edit, and save.

choose template

Edit Questions

In the survey editor, find the navigation bar on the left side. There you can modify questions, conditions, themes, language, and settings.

Add questions from the plus icon. You can choose the right questions out of almost 20 different question and answer types:

  • Text area
  • Rating
  • Dropdown
  • Checkbox
  • Contact details
  • Image
  • Video
  • Public testimonial
  • And more

Just drag and drop the questions to the right order! 

Modify the questions by putting your mouse over the question and clicking on Edit. Don’t forget to press Save after you are done with a question.

edit survey

Add Conditions

Set conditions either from the Conditions tab or by clicking the Rules symbol over the questions. 

You can choose to show or hide questions from certain respondents based on their survey answers.

Some templates have conditions configured already, so be sure to check that they are what you want!

For example, our NPS survey with additional questions follows this flow:

  • Those who give an NPS score of 7-10 are directed to give a public testimonial.
  • In case of lower scores, the respondent can leave open feedback, but no public testimonials.

Modify Theme and Other Settings

It is important that your customer feedback survey design is modified to fit your brand.

That’s why Trustmary offers the possibility to add your own logo or another picture and change the colors and fonts. There are some additional details, like a progress bar, available.

You can also configure languages and translations. If your desired language is not in the list, create a new translation directly on the platform.

Additionally, you get to choose functionalities for the survey, such as whether a notification is sent to you when there is a new response. 

You can close the survey altogether from this tab without deleting it.

If you have any questions, don’t hesitate to contact our team! We offer chat and email support.

edit theme

Test It Out

Don’t forget to test out the survey before distributing it, especially if you have rules set for the flow.

Do this by navigating to the Collect responses tab, copying the URL address, pasting it to your browser and filling the survey. 

Try all possible answers and flows to ensure that they lead to the correct page.

Distribute Your Survey

You can distribute your customer feedback survey using multiple channels.

First, navigate to the Collect responses tab.

Survey via Email

Classic way is to send the survey via email. Trustmary lets you create contact lists and send messages to them.

It’s of course also possible to send surveys to individual emails, but we encourage you to make use of the lists!

There are survey email templates that you can use, or formulate an original message on your own.

distribute survey

URL Address for Survey

By using the URL address, you can add the survey to almost anywhere: social media posts, website widgets, newsletters…

If you edit the survey, you don’t have to re-send the URL address to your customers. The same link is still valid.

Survey with QR code

Do your customers have to sometimes sit down and wait? If you are a barber, masseuse, health care provider or restaurant owner, it might be the case.

Your customers might have extra time in their hands while waiting for service. Make use of this opportunity to conduct surveys.

Easiest way to do so is to print posters, flyers, or place mats with a QR code attached. When the customers scan the code, they are brought to the survey.

The best part is that you can edit the survey and it will be automatically updated, and there is no need to change the QR code.

Download the code to your computer and print.

share survey

Embed to Website

In case you want to have a permanent place for your survey online, embedding it to your own website is a great option.

Copy the embed code and paste it to the right spot on your website.

embed to website

Embed to Email Signature

Having a satisfaction survey in your email signature enables your customers to give feedback promptly after each interaction.

This function is available for NPS surveys.

You can embed the question by clicking on Copy to signature and pasting to your email signature.

embed to email

Analyze Results

After you have shared your survey and gotten responses from customers, it is time to analyze the results.

See Responses

Navigate to the Results tab on the top of the page.

Here, you can see different tabs for overall results (like average score, opening rate, percentage of each score), gathered reviews, individual survey responses and respondees.

You can also decide which time frame you want to examine.

analyze responses

This makes it easy for you to classify the results.

Of course, these tabs are only showing results if they are applicable – if you did not ask for reviews, you naturally won’t see them on this tab. 

Additionally, you can only examine survey respondents if you sent the survey to existing contacts. You can see whether they have opened the survey and how they answered. 

If you sent the survey via URL link or QR code, you can’t identify the respondees, but you can see each response in the Responses tab.

If you wish to export data to e.g. Excel spreadsheet or Google Sheets, navigate to Responses and find the export icon on the right side of the filter bar.

Get Reports

Another place where you can analyze responses is Reports.

Exit the survey editor, and find Reports on the left navigation bar. Click on Create report.

Next, name your report and choose where you want to derive a report from.

Here, you can see all the survey results combined. Browse Trends and Answers, and filter desired survey results in and out of the report to get the most accurate report for your purpose.

get reports

Automatic Surveys and Data Transfer

You get most out of the survey builder when you integrate Trustmary with various other systems.

Personally, I recommend integrating Trustmary with your CRM system. This way you can create accurate and effective automation flows, transfer data between the two systems, and get all customer information and sentiment in the CRM.

survey maker integrations

If you are not using a CRM, you can still create survey automations with Trustmary. You just need to manually add contacts to the list that the automation is using.

Learn more about automations here.


With Trustmary, you can easily conduct NPS, customer satisfaction and employee satisfaction surveys, and much more.

Watch video tutorial:

Build surveys in a drag and drop editor, edit custom themes, distribute in multiple channels and uncover insights with advanced reporting.

Additionally, you get to collect unlimited testimonials and video testimonials, and showcase them on your website with stylish widgets.

This is not all that belongs to the Trustmary Pro plan: you also get pop ups, lead generation forms, chatbots and constantly published new features.

Book a meeting with our team and let’s get you started with a free trial.

See you soon! 

Further Reading


What is the best survey builder?

The best survey builder includes vast customization options, advanced features, reporting, automations and is of course easy to use. Trustmary offers all these features and more.

How to make online surveys?

There are many free online survey tools available if you want to conduct a survey once in a while. But if you want to establish a proper customer feedback program, you need the help of a professional survey builder like Trustmary.

Trustmary team
Trustmary team


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