How do I configure customer feedback surveys?

Before you and your team can send feedback to your customers and measure the success of your customer care efforts, you must set up your feedback settings.

Note: This feature is only available on the Advanced plan. You must have the Manage Advanced Inbox Features feature permission enabled and Full Publishing permission for the social profile.

Understanding survey types

Sprout offers two ways to collect customer feedback after a conversation: in-app surveys and web surveys. A given social profile can only be configured for one survey type at a time.

In-app surveys use the native survey mechanisms built into each social platform. The survey experience is delivered and managed by the platform itself, with Sprout handling the trigger. In-app surveys are available for X, Instagram, and Facebook profiles. Survey results appear in the Customer Feedback Report in Sprout.

Web surveys let you send a link to your own externally-hosted survey URL (from tools like Medallia, Qualtrics, or SurveyMonkey) as a private message when a conversation ends. Custom query string parameters let you pass Sprout-specific values like Case ID, send time, and language code so each response can be tied back to a specific conversation or case. Web surveys are available for X, Instagram, Facebook, LinkedIn, and WhatsApp profiles.

Note: Because web survey responses are collected in your external survey platform, results do not appear in Sprout's Customer Feedback Report. You'll need to view response data in your survey provider's dashboard.

Configuring in-app surveys

Before you can send in-app feedback requests on X replies, Instagram and Facebook private messages, enable Customer Feedback for your profile(s).

To do this:

1.  Navigate to Account and settings > Settings.
2.  Click Customer Feedback under Inbox and Reviews. 
3. Use the profile picker to choose which profile you want to configure.
4. Select Enable Feedback for the profile to start configuring the settings.
5. To automatically send a request for feedback, select Automate.
   
    
6. Enter the following fields:
   

• For X:
  • Feedback Request DM - enter the message you want customers to see when you send a feedback request.
  • Feedback Type - choose either Customer Satisfaction Rating (CSAT) or Net Promoter Score (NPS).
  • Feedback Question - select the question you want to ask from the dropdown.
  • Company Name - enter how you want the survey questions to refer to your company.
  • Privacy Policy URL - copy and paste the link to your hosted privacy policy.
• For Instagram:
   
  • Feedback Type - choose either Customer Satisfaction Rating (CSAT) or Net Promoter Score (NPS).
  • Feedback Question - select the question you want to ask from the dropdown.
  • Privacy Policy URL - copy and paste the link to your hosted privacy policy.
• For Facebook:
  
  • Request title - enter the message you want customers to see when you send a feedback request via DM. 
  • Request subtitle - enter the subtitle you want to appear in the DM.
  • Request button - enter the name you want to appear on the request button.
  • Feedback Type - choose either Customer Satisfaction Rating (CSAT) or Net Promoter Score (NPS).
  • Privacy Policy URL - copy and paste the link to your hosted privacy policy.
• Click Save.

You can click Reset Settings to start over.

Configuring web surveys

Admins configure web surveys under Settings > Customer Feedback > Web Surveys.

To create a new web survey configuration:

1. Click Create Configuration.
2. Fill in the following fields:

• Configuration name — A user-friendly label to identify this configuration.
• Message body — A short message sent to the customer as a private message. The survey link is automatically appended at send time. Multi-language support can be configured.
• Survey URL — Your existing survey URL, including any base query string parameters (e.g., https://survey3.medallia.com/social-support).
• Custom query string parameters — Add individual parameters with a name and value. Values can be set as a static custom value or mapped to a Sprout dynamic value, including:
  • Date/time of when the survey is sent
  • Case ID
  • Sprout Case Queue ID
  • Tags on the Case (text of the tag, comma separated)
  • Tags on the Case (tag IDs)
  • Sprout User ID of the user that sent the last message before the survey
  • Sprout User ID of the user assigned to the Case
  • Network Type (Facebook, X, etc.)
  • Native Profile Name
  • Network Profile ID
  • Language Code
• Link Preview — A live preview of the final survey URL with parameter tokens is displayed at the bottom of the configuration form.
• Associated Profile(s) — Select which profiles should use this web survey configuration.
• Automation — Toggle whether the survey is sent automatically when the Sprout Case is closed.

3. Click Save.

Once saved, configurations appear in a table alongside the configuration name, number of associated profiles, last modified date, and the auto-send on case close toggle. From this table, you can Edit, Duplicate, or Delete configurations.

Note: Any survey platform that supports a public URL with query string parameters is compatible — including Medallia, Qualtrics, SurveyMonkey, and others. There is no native integration with these platforms; Sprout constructs and sends the URL. Admins are responsible for keeping the URL in Sprout up to date if it changes in the survey platform.

Sending feedback requests from Sprout

Both in-app surveys and web surveys can be sent automatically or manually.

Automatic sending

If you've configured automatic sending for either survey type, Sprout sends the feedback request shortly after a Case is closed.

Manual sending

To manually send a feedback request:

Note: You can send 1 feedback request within a 24-hour period.

1. After you configure your profiles for either in-app or web surveys, the feedback icon appears in Compose when replying to messages from any configured profile.

2. Click the icon to send a feedback request to your customer.

Note: You can only send feedback requests to customers you can direct message.

Viewing results

After you complete your feedback gathering:

• In-app survey results are available in the Customer Feedback Report in Sprout.
• Web survey results must be viewed in your external survey provider's dashboard (e.g., Medallia, Qualtrics). Web survey responses do not appear in Sprout reporting.
  • The Sprout Social Public API may be used to query, store, and sync Sprout conversation and Case data to survey data in 3rd-party survey and analytics tools. 

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