01
Start with the score, not the essay
Put a single linear scale on the first section. It is the one question everybody answers, so it is the one that has to load first and cost nothing to complete.
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Customer Feedback Form
A customer feedback form is a short questionnaire you send after a purchase, a support conversation, or a delivery, to find out how the experience actually went. It usually pairs one number, a satisfaction rating or an NPS-style score, with one or two open questions that explain the number.
Opens the new-form flow, where the template picker is waiting. Free plan: unlimited forms, 100 responses a month.
The number on its own is a trend line. The explanation is what you can act on. The trick is asking a different explanation question depending on the score, so a delighted customer is not asked what went wrong and an unhappy one is not asked for a testimonial.
When to use a customer feedback form
- After a purchase, a delivery, or an onboarding call
- At the close of a support ticket
- On a quarterly cycle for retained or subscription customers
- After any change to a product or service, to see whether it landed
- Anywhere you currently ask "any other comments?" and get silence
Example questions
What to put on the form.
A starting point, not a rulebook: every question below is a real Questionful question type, and all of them are editable once the form is in your account.
| Question | Question type |
|---|---|
| How would you rate your overall experience? 1 to 5, labelled at both ends | Linear scale |
| How likely are you to recommend us to a colleague? 0 to 10, the classic NPS wording | Linear scale |
| Overall, how did it go? A scale cannot route, so this band does the branching | Multiple choice |
| What did we get right? Shown to people who answered "It went well" | Paragraph |
| What should we have done differently? Shown to everybody else | Paragraph |
| How easy was it to get what you needed? Several statements, one scale | Rating grid |
| Would you like someone to get back to you? Routes to a contact section when Yes | Multiple choice |
| Your email address Optional. Keeps the form usable anonymously | Short answer |
How Questionful helps
Building it, step by step.
02
Branch the follow-up on the band
A linear scale cannot route, so put a three-way choice next to it (it went well, mixed, it went badly) and send each answer to its own section. Branching runs per answer choice, so the happy and unhappy paths can be genuinely different forms.
03
Get told the moment it arrives
Turn on email notifications for the form, up to ten addresses, so a low score reaches a person the same day rather than in a monthly report.
04
Push it where the work happens
Send every response to Zapier, Make, or your own endpoint as JSON, and file a PDF copy in Google Drive. Add a signing secret and each delivery is signed with an HMAC header you can verify.
Tips
What makes the difference.
- Keep it under two minutes. Response rate falls off a cliff after that.
- Ask for the rating before you ask for the email. People bail at the identity question.
- Use the same scale wording every time so the trend line means something.
- Turn on the public response summary if you want customers to see aggregate results; open text is never published.
- Send the form as a link in the confirmation email rather than as an embedded widget. It renders identically everywhere.
FAQ
Customer Feedback Form questions.
What questions should a customer feedback form ask?
One rating question, one branching question that identifies what is being rated, and one open question per branch. Anything beyond that is usually a research survey rather than a feedback form, and it costs you completions.
Can the form ask a different question depending on the rating?
Yes, as long as the deciding question is a multiple choice, checkbox, or dropdown question. Those are the types that can route. A common pattern is a satisfaction question with three bands (Great / Fine / Poor) where each band routes to its own section.
Can I collect feedback anonymously?
Yes. Leave the email question optional, or leave it out entirely. Questionful does not require respondents to have an account.
Is the customer feedback form template free?
Yes. The free plan includes unlimited forms and 100 responses a month with no card. Paid plans lift the response cap and add file uploads and AI generation.
Keep reading
The features behind it, and where to go next.
Feature
Conditional Logic & Form Branching
Route each answer choice to its own section, so people only see what applies.
FeatureForm Question Types
19 types, including specialist ones most builders skip.
FeatureForm Webhooks
Every response POSTed as JSON to any endpoint, signed if you want it.
TemplateCustomer Satisfaction Survey
CSAT and NPS with the follow-up question matched to the score.
TemplateEvent Feedback Form
Post-event ratings, session scores, and open comments.
TemplateEmployee Feedback Form
Anonymous pulse checks, 1:1 prep, and exit interviews.
Use caseCustomer Feedback
Run satisfaction and product-feedback surveys where the follow-up question depends on the answer you just got.
Ship your customer feedback form today.
Unlimited forms and 100 responses a month, free. Paid plans from €19.
No credit card required.