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Customer feedback form
What was your overall satisfaction from us?
by next Wednesday
How likely are you to recommend our service or product to a friend?
by next Thursday
How can we improve our service?
by next Thursday
How did you learn about us?
by next Friday
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What is a customer feedback form?


A customer feedback form is a questionnaire intended to gather customers feedback on a product or a service rendered by a company or individual.


Independently from the nature of the business, the feedback form is always composed with 3 parts that should cover:

  • The expectations of the customer before making the purchase
  • The actual purchase experience including the service even if the nature of the purchase was a product
  • The satisfaction resulting from the purchase of the good or service


Most forms have between 5 and 10 questions. However, it happens that some businesses only care about one question: the Net Promoter Score (NPS) question, considering it enough for a customer feedback form.


The NPS question is a question that asks the customer how likely they are to recommended your good or service to a friend on a grade from 1 to 10. However this question tend to only cover the satisfaction part mentioned above. In addition to missing the 2 other critical parts of a customer feedback form, it also only give a qualitative indication of the satisfaction without providing further understanding of that satisfaction.


What questions to ask in a customer feedback form?

The majority of the questions are common from one company to the other, that is why using a form template is a good idea.


These are the most frequent questions we can find a customer feedback form:

  • What is your satisfaction with our product or service?
  • How likely are you to purchase again from us in the future?
  • How likely are you to recommended our product or service to your friends?
  • If we could improve one thing, what could it be?
  • How would you describe your experience with us?

These questions are non exclusive and combine a good mix of quantitative and qualitative feedback.


Why do you need a customer feedback form?

A customer feedback form is essential in helping companies improve their product or service but also their process and brand.

A customer feedback form creates value for 3 departments in you company.


The marketing department

By comparing the customer expectations to the actual satifsaction related to the product or service, the marketing team can more precisely understand the effectiveness of their messaging. This form is a critical tool to ensure alignment between the marketing messaging and the value delivered. Moreover, qualitative feedback from the form can also help the marketing team discover new messaging opportunities for further campaigns.


The product or service department

the team responsible for delivering the service or product are the ones benefitting the most from the customer feedback form.


The customer success or support department

Tracking satisfaction can help understanding how your customer support team is helping your customers pre and post purchase. Some questions like the NPS can serve as critical indicators for improving this department among others.


Some companies chose to make the answer anonymous so they ensure the quality of the feedback left by the customer. This can go a long way into creating a powerful feedback loop for all your teams that will help guide development of future product or service offerings.



Who needs a customer feedback form?

All companies should use customer feedback forms. That’s why we can find forms as diverse as:

  • Retail customer feedback form
  • Customer feedback form for restaurants
  • Event customer feedback form


What is the feedback form design?

A customer feedback form is usually simply designed as a Word document with questions that take the form of a textfield or checkbox.

To create trust you can add some additional branding aspects to it, especially in the header and footer on the page.

One of the best practices though, is to keep it short with less than a page of questions. That’s why we usually find less than 10 questions.


Progress Reports and How They Impact Customer Feedback 

Customer feedback is invaluable with many customers wanting clear communication about the progress of their project. Progress reports can allow a client to see exactly where a project is in terms of completion. Sending these reports regularly can allow a customer’s experience to be of higher quality. Constantly chasing a company about the status of a project does not put the customer’s needs or wants as a priority. 

A progress report can allow for modification of deadlines as work is being completed. Missed deadlines will nearly always be mentioned in customer feedback forms. Progress reports for ongoing projects should be sent quarterly or monthly depending on the client’s requirements. A missed deadline is not the time to tell a client that the project is not even close to being completed. 

Feedback in combination with progress reports that indicate a project is falling behind can lead to improvements. Extra staff could be assigned to the project or the project manager could be changed. A report showing a certain strategy is not working for the client can lead to improved tactics based on data gathered. 


Gap Analytics and Feedback 

Gap analytics can refer to multiple areas of a business and the desired performance when compared to current performance. Feedback can be a perfect way to increase customer retention by improving processes impacting the customer experience. Identifying areas to improve that can be measured is important in the constant improvement of a company. Data will point to gaps and obstacles that could be preventing a company from reaching optimum performance.

Clear identification of the gap in performance will allow an entire staff to contribute to closing the gap. The following are key steps in gap analysis:

  • Identify which members of the staff need to see the information as their actions directly can contribute to improvements.
  • Make the gaps present known and data that was gathered during the analysis. 
  • Dole out duties to different team members when presenting an actionable plan for improvement. 
  • Examine the costs or risks associated with the changes that will be made. 
  • Send an individualized email to each employee involved so their responsibilities are crystal clear.
  • Set goals and reconvene when hitting milestones to see progress. The progress made can act as motivation and confirmation the right steps are being taken. 

All companies should perform a gap analysis as improvement should be a priority. The clarity that a gap analysis can provide also includes the value and impact of individual employees or departments. Keeping the vision of where the company is and wants to be on the minds of staff daily. 

Customer Feedback and Process Design 

The feedback from current customers about the process design of a part of a company is valuable. The sales process could be too lengthy or the reporting process too complicated. Customers will identify these areas as a point of concern if the right questions are asked. Feedback mentioned by a variety of customers can allow for the design of a process to be changed with customer experience in mind.

Allowing a customer to see the process of a certain area of a company can be important. The levels of quality control that a company has could seem redundant to a customer. Clients seeing workflow will allow them to find comfort in an organized process. Clients could become wary if an experimental process design approach is taken as constant changes can make a customer uncomfortable. 

The following are the areas of information that need to be gathered to efficiently view process design:

  • Information on the company including the mission statement and feedback from customers is essential. Goals and the future vision of the company also need to be incorporated. 
  • Data gathered from meaningful customer feedback questions can allow a company to comprehend which processes should be targeted for redesign or modification. 
  • Understanding how the process works with competitors is important. Any data available on current competitors can illuminate what processes have worked and what has been an utter failure. 

Process design should be done carefully with feedback and data driving the design. Changes will be required over time so eliminate resistance to change as business is constantly evolving.

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