Creating a Good Customer Feedback Form: 5 Useful Samples

Trustmary teamTrustmary team
Last edited: September 12th, 2023

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. This is a great way to

  • improve your product and services,
  • minimize problems and losses, and
  • establish a valuable brand on the market.

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 know what type of form to use at what stage of the process, as well as how to create it. 

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, you’ll learn how to optimize your feedback form and can gather inspiration from 5 amazing samples that really work.

good customer feedback form examples

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.

This is where customer feedback forms enter the picture.

If you take the time to understand the needs of your customers, evaluate their behaviors, and ask them for input, you’ll get useful data that will help you achieve that big goal.

Before we get to those samples we promised at the beginning of this article, let’s discuss what it takes to create a good customer feedback form.

We find it best to think of feedback forms as a simple conversation you lead with the customer. You won’t have it face-to-face and not every person who fills out your form will be happy with your brand. However, this gives you an amazing perk – you can prepare your questions, brainstorm them, and create all the designs you want before you choose to send it out.

That being said, here are the main principles of creating customer feedback forms.   

principles of creating feedback form

Keep It 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?

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

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

simple feedback forms

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. You’ll have a form to discuss a product you wish to launch, a form to ask people if they liked the product, a form that will tell you about the quality of your customer support, etc.

And, of course, you’ll need customer satisfaction forms and surveys on a regular basis to see how happy your customers are with your brand in general.

segmentation satisfaction survey

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

Give It a 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

Ask the Right Questions

The questions 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.

However, this doesn’t apply in every case.

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. Companies like Trustmary know the perfect time to ask different kinds of questions, and you can easily book a meeting with them.

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.

feedback survey design


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. 

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 or Customer Satisfaction score 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.

Now, these scales can take different forms. The Subway feedback form in the image below uses emoji to ask users for their satisfaction scores. They also ask about the overall satisfaction score by giving them an opportunity to choose between a 10-scale.


As you can see, this sample 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:

star reviews csat

The simplest option only asks one question.

When to Use This Type of Feedback Form

This feedback form template has many advantages if used correctly. It 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 evaluate.

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

csat use cases

Net Promoter Score Sample

Also known as the NPS, this type of feedback form is similar to the first one. But, it has one key difference. The Net Promoter Score form asks a very specific question:

NPS example

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 percents. 

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 This Type of Feedback Form

The NPS feedback forms 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:

customer groups NPS

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

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, and Hubspot’s form below gathers exactly the kind of information you need to achieve this. 


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 – help Hubspot figure out more about their buyer persona.

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, Hubspot decided to give users choices to make the task simpler.

This is a nice option that saves people some time, but if you expect versatile and broader answers, you can always give people more room to make their own remarks like in this example:

customer satisfaction feedback form

When to Use This Type of Feedback Form

This type of feedback form can help you in many ways. It will show you how to better reach the customer, teach you what your customer enjoys most about your brand, etc. It is ideal for building your buyer persona and understanding their needs and wants, as well as getting directions on developing a new product or service.

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!

In this case, you can also use the Likert Scale like in the image below:

CES form example


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 Sample for Identifying Problems

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 collect 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


When to Use This Type of Feedback Form

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.

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 template for just about any purpose. 

If this sounds like something you’d find useful, you can always book a demo with the company to see how it works.

Final Thoughts

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.


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.

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