Customer Feedback Form Template
Measure customer satisfaction in under a minute — one honest rating, the reason behind it, and a follow-up path that can save an unhappy customer.
How did we do? Two minutes of honesty from you decides what we fix and what we build next.
The customer feedback form is the workhorse of every improvement loop: one satisfaction score you can chart week over week, plus the open comments that explain the chart. The trap most teams fall into is asking for both from everyone — happy customers get interrogated about problems they never had, and the form feels twice as long as it needs to be. This template avoids that with conditional logic: the "what went wrong" question only exists for people who scored 3 or below.
Why these fields. The five-star rating is the anchor because a single required tap gives you a trendable CSAT number even from respondents who type nothing else. "What did we get right?" is always visible — positive specifics tell you what to protect, and they make useful praise for the team. The buy-again question is your behavioral check: satisfaction scores flatter, but "would you buy from us again?" predicts revenue. The follow-up pair at the end is deliberately opt-in — asking permission first, then revealing the email field, keeps the form anonymous-friendly while still opening a rescue channel to the customers who want one.
Why the branching matters. A customer who taps two stars sees a different form than one who taps five: the low-score branch asks what broke, and the ending swaps from a cheerful thank-you to an acknowledgment that someone will read this personally. That ending swap is small but real — unhappy customers who feel heard churn less. Both behaviors live in the Logic panel as three plain rules you can edit or delete.
What we left out. Demographics, order numbers, and "how did you hear about us" — none of them help you act on a satisfaction signal, and each extra field costs completions. If you need to tie feedback to a purchase, send the form link from your receipt email where the context is already known.
Who uses this. Online shops send it after delivery, service businesses after a job wraps, and support teams after a ticket closes. It works as a QR code on packaging or a counter card just as well as a link in email.
Make it yours. Adjust the low-score threshold in the Logic panel if your bar is higher — many teams branch at 4 and below. Turn on email notifications in Settings so a two-star rating pings you the moment it lands, and export the CSV monthly to chart your average score against the changes you shipped. If you embed it on a post-purchase page, the inline embed keeps it feeling native.
Frequently asked questions
How does the low-score follow-up question work?
A Logic rule shows "What went wrong for you?" only when the rating is 3 or below. Open the Logic panel to change the threshold or remove the rule entirely.
Can I be notified immediately about bad ratings?
Turn on email notifications in Settings and every response arrives in your inbox as it happens; for routing by score, use a webhook and filter on the rating answer in your receiving tool.
Is the form anonymous if customers skip the email field?
Yes — no login is required and the email question is optional and only revealed to people who ask for a follow-up. Responses without it carry only the answers given.
Can I track satisfaction over time?
Every response is timestamped and exportable as CSV, so you can chart the average rating by week or month in any spreadsheet tool.