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Annual Retail & Dealer Satisfaction Survey Template (Free Questionnaire + Action Mapping)
About Anaxee40,000+ Digital Runners · 540 districts · 26 states · 11,000+ pincodes of reach
Use this template to run an annual satisfaction survey on the retailers or distributors who carry your brand. Keep it short — 20 to 25 questions, ten minutes — lead with closed questions you can score, and end with one open question. Each section below gives you sample questions and the decision it feeds, so the finished survey produces an action plan, not just a number. For how the output should look, see the satisfaction survey report template; for the live service, the retailer and dealer & distributor satisfaction surveys.
The template: eight sections
1. Respondent profile
Classification data so you can cut the results later.
- Outlet / firm name, type and location (captured + geo-tagged)
- Years dealing with your brand; your brand’s share of their business (band)
- Other brands they carry in your category
→ Turns into: the segments you slice every other score by — by state, outlet type, tenure and brand-share.
2. Overall satisfaction & loyalty
The headline scores, asked early.
- Overall, how satisfied are you dealing with [brand]? (1–5)
- How likely are you to recommend [brand] to another retailer/dealer? (0–10 — your channel NPS)
- Do you intend to keep [brand] as a primary line next year? (Yes / Maybe / No)
→ Turns into: your satisfaction index and churn-risk list — the year-on-year headline for leadership.
3. Product availability & supply
- How often is your required stock available on time? (Always…Never)
- How satisfied are you with order-to-delivery time and fill rates?
- How often do you lose a sale because [brand] is out of stock?
→ Turns into: a distribution / forecasting / beat-coverage fix where scores are low.
4. Margins, schemes & credit
- How fair are [brand]’s margins versus competing brands? (1–5)
- How satisfied are you with schemes, offers and their timely settlement?
- How satisfied are you with credit terms?
→ Turns into: a pricing / scheme / credit-policy review for the segments that score worst.
5. Service & field-team
- How regularly does your [brand] salesperson visit? Is it enough?
- How satisfied are you with how complaints and returns are handled?
- How would you rate the behaviour and helpfulness of the field team?
→ Turns into: field-team training, a beat-plan change, or a complaints-process fix.
6. Merchandising & support
- How satisfied are you with branding, displays and POS material?
- Do you get enough marketing / demand-generation support?
→ Turns into: a merchandising / trade-marketing investment decision by region.
7. Competitor comparison
- Which competing brand serves you best, and on what? (open or coded)
- What does that competitor do that [brand] does not?
→ Turns into: the specific competitive gaps to close — the intelligence you never get internally.
8. Open: what should we fix?
- If [brand] could change one thing for you, what would it be? (voice or text)
→ Turns into: the verbatim quotes that make leadership act — and themes you can count.
How to score it
Report three things, cut by the segments from Section 1: a satisfaction index (average, or top-2-box % on the 1–5 scales), a channel NPS (promoters minus detractors on the 0–10), and the churn-risk list (anyone answering “Maybe/No” to intent). The value is in the cuts — which states, outlet types and tenures are unhappy — because that is where the action goes.
From the template to a decision
Each low-scoring section already points at an owner and an action (see the “turns into” lines). The final step is to rank them — biggest satisfaction drag first, weighted by how many of your channel it affects — into a short, owned action plan. That ranked plan is the real output; the score is just how you got there. The report template shows the format.
Want the editable template — and someone to run it?
Anaxee can share an editable version tailored to your channel and run the whole survey on the ground across 540 districts, with the action plan at the end.
How Anaxee helps
Anaxee — India’s Reach Engine, a National Startup Award winner — adapts this template to your brand, draws the sample, and runs it in person across 540 districts in the local language, every response geo-tagged and verified on a live dashboard — then delivers the ranked action plan. It is part of an annual satisfaction survey programme.
Get the editable retail/dealer satisfaction template
Tell us your category and channel — we will tailor the template and get back within one working day.
Frequently asked questions
How many questions should an annual retail satisfaction survey have?
What is the difference between this and a retail audit?
How do we make sure it produces actions, not just a score?
Can you run it for us?
The bottom line
A retail or dealer satisfaction survey earns its keep only if it changes something. Build it backwards from the decisions — as this template does — keep it short, score the closed questions, and end with a ranked action plan. Use it yourself, or have Anaxee run it independently across India.
Talk to Anaxee — whichever way is easiest
