New QuickBooks Online Feature: Automatic Surveys

Customer feedback is one of the most valuable tools in your business, but many owners miss the chance to collect it consistently. We’re here to let you know about a new feature that slipped under the radar during Intuit’s major updates in 2025: automatic surveys for your customers.

Activating this feature is a quick win. When a customer pays through QuickBooks Payments, they’ll automatically get a short survey that asks any (or all) of the following questions, depending on your preference:

• Would they work with you again?

• How would they rate your service (1 to 5 stars)?

• Do they want to leave a testimonial or refer someone?

This is a simple way to gather testimonials, spot areas for improvement, and generate referral leads. You can choose how often customers see the survey—every 30, 60, 90, 180, or 365 days.

How to Set Up Automatic Surveys in QuickBooks Online

To activate your automated surveys in QuickBooks, Navigate to the gear icon in the upper right corner of your screen, then click “Account and Settings.” In the lefthand menu, navigate to “Sales.” On the screen that appears, scroll down to “Post-invoice/Feedback survey.”

You can toggle on any of the surveys, preview the survey question, and manage your survey frequency. Once you’ve set up your surveys, click “Save” and then “Done” (located in the bottom right corner)

Accessing your Reviews in QuickBooks Online

When a customer submits a review, you’ll receive an automated email from QuickBooks titled “[Your Client’s Name] sent you a new review.” You’ll be able head straight to the review and take action from there:

You can also find all of your customer feedback in one place by navigating from the home screen to Customers > Overview, then looking for a box on the right side of your screen titled, “REVIEWS AND TESTIMONIALS.” You can then click “view response” on any review to see additional feedback from the customer. 

It’s fast to set up, completely automated, and most QBO users don’t even know it’s there.

Making the Most of Your Customer Feedback

Automating customer satisfaction surveys is a great way to assess your client relationships and their future trajectory. Even better: when this data is aggregated and analyzed within the Net Promoter Score framework, you can also gain useful feedback about the health of your business.You’ve no doubt received a “1 or 2 question survey” in the past, asking you how likely you’d be to recommend a particular company or service out of 10. That question is intentional, as Fred Reichheld and a team at Bain & Company found it most closely correlates with financial outcomes and customer behavior. 

While the system operates on a scale of 1 to 10, you can apply the same framework to your 1 to 5 scale survey in QuickBooks Online. A customer who gives you 5 out of 5 stars would be considered a “promoter” (someone who’s likely to recommend you to others). A rating of 4 out of 5 could be considered a “passive” customer—these folks won’t impact your Net Promoter Score calculations, but should be nurtured, so they can become a promoter. Lastly, a rating of 3 out of 5 or lower would belong to a “detractor,” which could indicate a risk of “customer churn,” bad word of mouth, or even brand reputation damage. While you might view a 3 out of 5 as a neutral score, negative sentiment, even to a small degree, has much more impact than positive sentiment.

You can ultimately determine your company’s Net Promoter Score by completing the following equation: Net Promoter Score = % Promoters – % Detractors. Any score above zero is good, anything above +50 is excellent, and anything over +70 is considered world-class. This rating can help you determine your company’s capacity for profitable organic growth.

For more information on the Net Promoter Score, check out this helpful guide from Zapier: https://zapier.com/blog/test-update-nps-net-promoter-score.