Creating a Good Customer Feedback Form: 5 Useful Samples

Pasi IsomäkiPasi Isomäki
Last edited: June 27th, 2024

Create a feedback form that has a high response rate. Pick from our templates and see how it works for you!

pasi fooling around with santeri

The opinions of your customers are vital to the success of your company. If you stop to listen to what customers say about your brand, you can learn a lot about their pain points and your product’s strengths.

Analyzing feedback gathered with targeted customer feedback forms enable you to:

Even though we all know how important this data is, many fail to collect it. The best way to collect user data is through surveys and forms, but this is not as simple as it sounds.

Typical Pain Points of Creating Good Feedback Forms

If you want to do it right, you need to be clear about:

  • Goals for creating the feedback form
  • What type of form to use
  • The best way to send feedback forms
  • How to create a customer feedback form that fits the needs

If you want to gather the feedback you need, the only way to do this is with a quality feedback form.

Quality feedback forms can gather useful and plenty of responses quickly and efficiently.

In this post, I’ll show how to optimize your feedback form and gather inspiration from 5 amazing samples that really work.

And get you results like the one below:

survey report overview

Forget Google Form surveys, and try Trustmary to use a ready-made survey that gets people to respond.

Principles of Creating a Customer Feedback Form

Every business has different goals.

However, there’s ultimately one main goal for all – to make the customer happy.

If the customer is happy, they’ll buy more and buy more often. This means better brand recognition, new leads, and increasing revenue.

However, the path toward this is lengthy and demands a lot. For starters, you need to understand the customer to make them happy.

Features of a Good Customer Feedback Forms

  1. Simple
  2. Clear goal
  3. Asks right customer feedback questions (use the right question types!)
  4. Received at a relevant time
  5. Visually pleasing and easy to navigate
  6. Responder can recognize your brand
principles of creating feedback form

Keep Customer Feedback Forms Simple

Messy, long forms never appeal to the audience.

Put yourself in your customers’ shoes – if you receive a feedback form that’s pages long and has dozens of questions, will you stop to fill it out.

Yeah, me neither.

People are very busy nowadays and even if they aren’t, filling out lengthy forms is surely not one of their priorities.

Keep Customer Feedback Forms Simple to get customer feedback and reviews

If you want your form to be filled out, you need to keep it short. Eliminate any question types that you can do without. 

In fact, try Trustmary Method in surveys to get people to respond!

By trying to gain as much insight as we can about customers, we often get tempted to ask everything. When you’re creating a customer feedback form, it’s important to remember that this won’t be the only form you create.

As a matter of fact, you’ll need forms of different kinds at different stages of your journey.

Consider the Use Case

Some examples includes

  • Form to discuss a product you wish to launch
  • Customer form to ask people if they liked the product,
  • Form that will tell you about the quality of your customer support, etc.
  • Customer satisfaction surveys regularly to see how happy your customers are with your brand in general
segmentation can be done for customer satisfaction survey in different ways depending on your industry. Some factors to be used can be title, location, size of the company, annual revenue, age, gender etc.

Another reason why you need to keep those forms short is that with every additional question, you’re reducing the time respondents take answering your questions. 

Too many questions leave respondents very little time to answer each, which can affect the accuracy and quality of their responses. 

Let’s take a look at those numbers.

length of forms affects response time so it might be best to keep forms short. If a survey is long, people might answer very quickly to each question. This can impact the quality of your answers.

Give Feedback Forms Clear Purpose

A simple form must be straightforward and to the point. You can’t create a good feedback form unless you have a concise purpose as to what this form will explore.

Ask yourself the following questions: 

define purpose feedback forms before crafting your feedback form to focus on the right things and to eliminate the unnecessary steps

Ask the Right Questions

The questions in your customer feedback forms are the most important part of your customer feedback form.

The design is what makes it clear and attractive, but it’s the questions that give you answers to the most important things about your brand. 

Unless you ask the right questions, you’ll be wasting both your time and that of your customers.

Try to stay away from questions that aren’t specific such as, for example: 

“What are your thoughts on this”? 

There’s no way to anticipate where this question will take the user, so you can’t expect specific answers to it.

Ask only questions that are very clear and have the objective of understanding what your customers think about your products, services, your brand, etc. As long as you ask the important questions, the fewer questions you ask, the better. 

6 Question Types to Consider

  1. Demographics (age, location, job title, …)
  2. Psychographic questions (All information related to preferences, habits and behaviors)
  3. Satisfaction Scales (CSAT, NPS, CES)
  4. Open-text (“What’s the primary reason for your score?”)
  5. Product usage (Everything related to how and why they use a product or service)
  6. Longevity (“Would you like us to contact you for further information?”)

Find the Right Timing

Timing matters greatly when you want your customers to take the desired action.

Nowadays, many brands ask for feedback during a live chat experience – most often after the customer’s request has been handled. 

This is a great time to ask the customer if the agent helped them, if they think you need to improve, etc. It’s perfect because the interaction is fresh in the mind of the customer.

In customer satisfaction surveys, for example, we often ask questions like: “are you satisfied with how the product works” or “did the product meet your expectations”.

Naturally, you need to give people some time to test the product if you want to get answers to this, so the best time to send out the customer satisfaction survey is not right after the purchase, but after some time passes.

This is one of the biggest issues that businesses are dealing with today – figuring out what’s the best time to send a specific customer feedback survey or another type of feedback form. 

To maximize the response rate and the success of your customer satisfaction survey, you might want to ask professionals to help you.

Focus on the Feedback Survey Design

Let’s take a look at some tips in terms of the design of your form:

White Space is the Design’s Best Friend

Since you’re trying to be concise and to the point, your form should be very uncluttered. Check out Trustmary’s clear form below to see how much white space it has.

using a clear feedback form design can lead to increased response rates. Always opt for a modern look in your feedback forms

Looks quite clear, doesn’t it? When a customer sees it, they see a professional-looking customer satisfaction survey, can read the questions clearly, and know where to put their answers.

If you want to make the designing process simpler, you can easily use their templates to create your customer feedback forms. This saves tons of time and is proven to be highly effective.

Additionally, you can also choose to use review templates instead, if you’re looking to get some social proof on your website.

Give the Form Fields a Label

Each label should be placed close and visually linked to the corresponding field.

This will save the customers time when they are completing the form. Just check out the Trustmary sample above again and you’ll notice that all the form fields are clearly labeled. 

screenshot from Trustmary's review section

Integrate the Feedback Form Well

  • Have you decided where you’ll share your feedback form? 
  • Will you do this via email and send it to the customer that has already purchased your product or service? 
  • Will you request feedback from everyone in your email list? 
  • Or, will you use social media channels to distribute the feedback survey?

Where and how you share it is vital to the success of your feedback form. In the end, it doesn’t matter how great your customer feedback survey looks or how much time you put into it. Unless you know where to reach the customer, all your efforts will be in vain. 

To reach the right customers at the right time, consider using contact management software that keeps track of your customer info and the pipeline.

Using social media and email is a sure choice nowadays. Research shows that almost half of your customers will be willing to share their complaints on social media if they are unsatisfied with your brand. 

This also makes social media the perfect place to integrate the customer satisfaction survey, especially on channels that you know your target audience is using. 

complaints and social media

5 Great Customer Feedback Form Samples

Using a customer feedback form template and asking for professional assistance is always a good idea. Still, we believe that some samples will give you extra motivation, too, which can boost the success of your customer feedback surveys. After all, there are different customer satisfaction metrics you can use in your surveys.

So, let’s take a look at the top 5 samples for collecting customer feedback we found.

1. Customer Satisfaction Survey Sample

The CSAT form or Customer Satisfaction score feedback form is a great way to measure and assess different parts of your business.

Such forms use a scale of 1-3 or 1-5, asking customers to rate their level of satisfaction.

As you can see from the example above, this template is

  • easy to fill out
  • provides specific information
  • is short and concise, and
  • is easily quantifiable

In addition to using emojis, you can use stars or similar visuals in your customer feedback survey. Here is what that would look like:

When to Use CSAT Form Template

CSAT feedback form template is ideal if you need general information about the most important aspects of your business such as the quality of your support service, the value of your products, etc.

It’s a great way to collect customer feedback fast, the design is usually highly attractive, and it’s very easy to make data driven decisions based on the data.

If you do it right, you should get accurate and actionable data in the form of percentage as in the example that follows:

survey report overview

It’s great for getting honest feedback.

Net Promoter Score Sample

Also known as the NPS, is one of the most used feedback form templates. It is similar to the first one with one key difference.

The Net Promoter Score form asks a very specific question:

In most cases, you’ll find that the scale is between 1-10 but, as you can see from the feedback form above, the numbers are up to you.

Once the data is collected, the numbers are calculated as percentages. 

So, if the range is from 1 to 10, the total NPS score can be between -100 and 100. 

Here is a great sample of an NPS feedback form that you can do with Trustmary:

NPS great sample

When to Use NPS Feedback Form Template

The NPS feedback form templates provide meaningful data and are a great way to gather many responses rapidly.

They are often used to collect data that will compare the performance of a brand or a product over time. It’s also a good indicator of the overall performance of your company. 

Generally speaking, there are two types of NPS surveys:

types of NPS surveys

Another great perk of the NPS form is that, based on the numbers selected, you can differentiate the stages of your customers.

For example, the customers that pick the highest numbers when they get the form are potential promoters of your brand.

Here is what that looks like:

nps scale

You should use this survey template to gather feedback when you want to collect data in a measurable form, assess the impact of a specific campaign, or compare your success over a selected period of time.

You can even compare your score against others in your industry.

Wondering what detractors, passives, and promoters do and how they affect your business? Check this out, then.

how NPS works and what you should know about detractors, promoters and passives

Learning about the Customer Feedback Form Sample

We all want to learn more about our customers. That is how we can make our business thrive and beat the competition.

These types of customer feedback forms need to be customized to fit your needs. Here’s an example we have all over our blog posts:

Even though the majority of surveys these days are related to how well your business and products work, sometimes you simply want to learn more about your customer. This sample does exactly that – it helps us figure out more about the people who visit our blog and maybe give insights into what it is they’re looking for.

As you probably noticed, this type of survey is longer than the other two.

It has more questions and sometimes requires more detailed answers than ‘yes’ or ‘no’. In this case, we decided to give users choices to make the task simpler.

The less typing there is, the more likely people are to complete the feedback form.

Customer Effort Score Feedback Form Sample

The CES feedback forms measure the difficulty of completing a particular task. In this case, the customer is shown images and their task is to describe how easy or difficult it was to complete a given task.

In most cases, CES feedback form templates are used to assess the purchasing experiences or customer service responses. 

That being said, here is a great sample from Trustmary. Click on the number to see how it works!

When to Use This Type of Feedback Form

The CES survey is very simple to collect and submit, gives you data to compare, and allows you to assess the quality of your products and services. This is the most useful feedback you can get in terms of improving your products and services, your support, as well as your overall performance on the market. It’s ideal for assessing the customer support responses and the purchasing experiences of users.

Feedback Form Templates for Identifying Problems: CES

Finally, we’d like to show you an excellent example from Skype. The company has done an amazing job in obtaining client feedback in terms of problems that they might encounter with the product. 

Customer surveys are often used to gather feedback about a single interaction instead of the entire experience with the product. This type of feedback form can show your business what specific part or service worked and, if not, when and why this was the case.

As is the case with Skype, this type of feedback is mostly used for apps and other software products.

identify problems feedback form


Best Practices for Using CES Online Forms

This is an excellent way to improve your business and specific service in question.

It helps you assess if any existing issues have been resolved, uncover new issues, and fix them before they cost you leads and money. It’s ideal to use if you want to check if a problem still exists, or if you want to check if there is a problem you are unfamiliar with.

types of survey embeds

It can be very specific as in the case with Skype, or give you a broad idea of whether or not your product or service works like this:


The Best Customer Feedback Form Tools You Can Use Today

It’s not easy to collect feedback, design a survey, or implement it. Yes, you can download a template online and do your best to turn it into an amazing customer feedback survey. However, this won’t necessarily make it successful. 

What’s the best solution, then?

The best way to gather customer feedback on your product or service is to use professional help to do this.

Companies like Trustmary can provide you with great advice, help you create a top-notch survey, and give you a customer feedback form template for just about any purpose. 

Collect Customer Feedback & Turn Them Into Reviews

If you’re unsure how to craft your own feedback form, let us help you.

You have two options:

  1. Create customized forms with Trustmary’s easy drag and drop survey-maker
  2. Send the surveys

Trustmary also allows you to avoid negative reviews by guiding respondents to give honest feedback which you can then take offline.

Asking open ended questions is a the right information you need to improve the overall experience your customers have.

review campaign setup process is as easy as it gets

Other benefits of using review campaigns include:

  • Getting more customer feedback
  • Easy and fast to set up
  • Gather reviews natively on a specific third-party review site
  • Higher response rates with automated reminders to non-responders
  • Add reviews to your website

Get started right away by typing your Google Business location below ⬇️ to simultaneously gather more Google reviews.

After the onboarding process, you’ve sent your first customer feedback campaign.

After doing this once, you can also make it a habit to create and send online surveys to customers, for example, once in a quarter.

This way, you’ll be more in touch with your customers and hear valuable insights from them. That can be used to improve your products and services.

Gather Information to Improve Business

An excellent customer feedback form template can teach you a lot.

Practice makes perfect when it comes to collecting customer feedback.

Use these samples as well as the feedback form template products from sources like Trustmary to find the best ways to collect the information you need for your brand.

FAQ about Feedback Survey Form

Why should I use surveys and forms for my business?

You can learn a lot about your business and get to know your customers by using surveys and other forms to explore their opinions and the customer experience. The data you collect can help improve your product and boost the overall success of your company.

When is the best time to use feedback forms?

There’s no written rule for using feedback forms to track the customer experience and gather information. You should attempt to do this often and at different stages, but this depends on your business, products, and customers. 

Should I use a feedback form template?

Yes, you should definitely use a customer feedback form template from a trusted source. A quality feedback form template will make your task easier and optimize the success of the feedback form.

Pasi Isomäki
Pasi Isomäki
Pasi Isomäki is a Customer Success Manager at Trustmary. He is especially known for his ability to nurture customer relationships. With a background in Sales, he also knows how to win over new customers.


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