5 Customer Feedback Form Templates To Improve Your Surveys

The best way to quickly gather actionable customer feedback is with feedback forms. Some feedback forms are designed to gather lots of simple responses quickly. Others are designed to gather in-depth information and organize it efficiently. Different feedback forms are useful at different times, depending on what information you’re looking for. We’ve updated this post to include 5 different feedback form templates and examples so you can easily get started with your own customer feedback forms.

5 Customer Feedback Form Templates: What They Do and Which You Need

1. Customer Satisfaction Score (CSAT) Example: Subway

The Customer Satisfaction (CSAT) score gives you an easy and measurable way to assess any part of your business. CSAT uses a scale of one to three or one to five, and asks customers to rate their satisfaction.

Subway provides a good example of a CSAT customer feedback survey, as well as an NPS^® survey (see below). This simple, three-part customer feedback survey provides an overall satisfaction score out of ten, satisfaction ratings on individual features of the restaurant, and an open-ended box where the customer can provide more information and the business can learn more about specific problems or advantages. This is a great starting point for developing your own CSAT feedback form template.

This type of customer feedback survey has several advantages

• Easy for customers to fill out
• Easily quantifiable
• Easy to compare against averages or year over year
• Provides general and specific information
• Pictures make the survey easy to read and understand

This survey is ideal when you need the following:

• Quantifiable information to compare year over year or month to month
• Information on the most important aspects of your business
• Collecting customer feedback quickly

Your CSAT Feedback Form Template

Creating your own CSAT feedback form is easy. First, decide what information you want to gather, and why. What questions do you want to answer? What metrics do you want to measure year over year? This might include product quality, customer experience, store cleanliness, staff service, website experience, or something else. Once you know what you want to measure, use this CSAT feedback form template in your email or form software tools. Edit the questions to suit the information you want to find.

How likely are you to recommend [business/product/service] to friends or family? 

0 – 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10

How would you rate your satisfaction with the following: 

Store cleanliness: Not Satisfied – Neutral – Very Satisfied 

Product quality: Not Satisfied – Neutral – Very Satisfied

Website experience: Not Satisfied – Neutral – Very Satisfied

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2. Net Promoter Score^℠ (NPS) Example: Ting

The Net Promoter Score (NPS) is similar to CSAT, except it asks a specific customer feedback question: “How likely is it that you would recommend our company?” You can calculate your overall NPS by subtracting the percent of “detractors”—those who responded with a number between zero and six—from the percent of “promoters”—those who responded with a nine or a ten. Since these numbers are calculated as percents, the total NPS score can be anywhere between 100 and -100, regardless of the number of customers surveyed. NPS has been shown to correlate with other business metrics, like customer retention and revenue, so it’s a good indicator of how your business is doing overall.

The phone service Ting provides a good example of an NPS customer feedback survey. The survey asks the simple NPS question—”How likely are you to recommend Ting to a friend?”—and a simple, open-ended follow-up question—“Tell us a bit more about why you chose this number.” This way, customers can state the things they particularly liked or didn’t like. This gathers essential information without overwhelming the customer with questions.

This customer feedback survey example has several advantages:

• Provides meaningful data
• Allows you to gather many responses quickly
• Provides data for comparing overall performance year over year
• Provides a good indicator of overall company performance

This survey is ideal when you need the following:

• Compare overall company performance month over month or year over year
• Assess the impact of a particular campaign or initiative on customer satisfaction
• Quickly collect customer feedback data in a measurable form

Your NPS Feedback Form Template

The NPS feedback form template is especially simple, since it’s only one or two questions. This feedback form template is designed to gather quantifiable data quickly. It’s easy for customers to answer a single, multi-choice question, so you can gather lots of responses quickly. This survey is ideal for finding where problems exist, but it won’t necessarily tell you exactly what’s wrong. You may need a more in-depth feedback form for that. Use this NPS feedback form template in your emails or software tools to gather customer satisfaction information quickly. You can use the NPS question by itself, or with a single follow-up question, depending on the information you’re looking for.

How likely are you to recommend [business/product/service] to friends or family? 

0 – 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10

Can you tell us why you gave that answer? 

 

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3. Customer Effort Score (CES) Example: Starred

The Customer Effort Score (CES) measuring how difficult a particular task is to complete. Using numbers of images, a customer can describe how easy or difficult it was to complete their task. This is usually used to assess customer service responses or purchasing experiences, though it has other uses as well.

Customer survey application Starred provides a great example of a CES survey. Pictures make it easy to quickly choose the right response, and eliminate any confusion. A brief follow-up question allows customer to describe any obvious problems they encountered or things they found especially convenient.

This customer feedback survey example has several advantages:

• Allows you to assess particular activities
• Gives you numeric data to compare
• Is easy to submit and collect

This survey is ideal for the following:

• Assessing the online purchasing experience
• Assessing customer assistance responses

Your CES Feedback Form Template

As you may have noticed from the example, CES feedback form template are similar to both NPS and CSAT. However, CES asks customers for feedback on a specific activity. CES surveys are driven by the theory that more difficult tasks will hinder customer satisfaction, loyalty and purchasing the most. To find these difficult tasks and make them simpler, businesses use CES surveys. Here’s a CES feedback form template to get started. Edit this template according to the task or process you’re studying.

How difficult or easy was it to complete your purchase today? 

(Very easy)  1 – 2 – 3 – 4 – 5  (Very difficult) 

What challenges, if any, did you have? 

 

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4. Learning About Your Customer Example: Hubspot

Most customer feedback survey examples are about your customer’s responses to your business, however some surveys are used to gather more information about your customers specifically. Knowing who your customers are, their concerns, their jobs, what they expect from your business, and other information can help you better serve them. The best way to gather this information is to ask using a customer survey.

These types of customer surveys are usually longer and more detailed than other surveys. The marketing automation platform Hubspot provides a good example of this data-gathering customer survey. Using a series of questions about their customers’ jobs, responsibilities, technology use, and more, Hubspot was able to see what concerns and challenges their customers faced, and how they could best deliver a solution.

This type of survey has a number of advantages, including:

• Finding the best ways to reach your customers
• Finding what features or benefits customers would most enjoy
• Finding topics and information that are most relevant to customers

This survey is ideal for:

• Getting direction on developing new features or expanding your business
• Understanding customers’ wants and needs
• Improving your marketing messages and media

Customer Information Feedback Form Template

This type of survey will be longer, so this template will probably require more editing.  First, it’s important to know what information you’re looking for, and why. Are you looking for demographic data to target your advertisements better? Or do you want to know how customers use your product or service, so you can improve it accordingly?

It’s also important to clearly state what you’re using this information for. Since these surveys are longer, you can expect fewer responses. However, the responses you do receive will give you more detailed information. Here is a brief customer information feedback form template to get started. This template is aimed towards B2B software companies, however you can edit it to suit your business and goals.

Hi [customer’s first name],

We appreciate you as a customer, and we’d like to get to know you better. We’ve put together a survey that will help us learn more about you, and hopefully learn more about other potential customers similar to you. This survey will take about 10 minutes. This information is solely to help us better understand our customers, and we won’t share it with any third party. 

How old are you? 

What is your gender? 

Which best describes your workplace’s location? 

Small town – medium-sized city – large city 

How big is the company you work for? 

1-12 people – 13 – 50 people – 51 – 100 people – 101 to 1,000 people – over 1,000 people 

How did you find out about us? 

Recommendation by colleague – social media advertisement – other online advertisement – Google search – trade show – other 

Were you using a competitor before? If so, which one? 

[List of common competitors] 

How long have you worked with us? 

1 year – 2 to 3 years – 4 to 5 years – more than 5 years 

Assuming everything stays the same, will you continue to work with us next year? 

If we added the following features, which would be most helpful for you?  

[List of potential features]

Thank you so much for you input! This is very helpful for us, and helps us create a better service! 

Sincerely, 

[Staff person’s first name]

[Staff person’s title] 

5. Identifying Problems Example: Skype

Customer surveys can be used to assess a customer’s overall experience or feelings about your business, or they might assess a single interaction. Some customer feedback forms can be used to see how your product or service actually works. After a visit or use, a brief customer feedback survey can show what worked well and what didn’t. This type of customer feedback survey works best with apps, where you can immediately provide and submit a survey within the platform.

Skype provides a great example of this type of customer feedback example. After each Skype call, this customer feedback survey gives customers a quick overall assessment, and then a list of the most common problems experienced on a call. Though one survey isn’t much help by itself, collections of customer surveys show Skype which problems are most common, whether problems have been reduced, and an average call quality reported by customers.

This type of survey has many advantages, including:

• Identifying issues with your business or service
• Assessing whether or not issues have been resolved
• Quickly determining the frequency of issues using a multiple-choice list

This type of survey is ideal for:

• Determining the impact of a particular problem
• Assessing the overall quality of your product or service
• Determining the impact of improvements over time

Identifying Problems Customer Feedback Form Template

Creating a feedback form template for this type of survey is a bit more difficult, since it will vary depending on what problems you’re studying. In this template, we’ll pretend to send a customer a survey in an after-purchase email. Let’s assume our company has had problems with the online purchasing system recently, and we want to make sure it’s been resolved.

Hi [Customer’s first name],

Thanks for purchasing with us! You’re order is being process and will be heading your way soon! 

Would you take a moment to tell us about your online shopping experience? It will take less than 30 seconds, and this helps us find and solve problems for other users! 

How would you rate your online shopping experience today? 

Pretty difficult – Neutral – Really easy 

Did you run into any of the following problems? 

It was hard to find the product I wanted. 

Images were not displaying. 

I couldn’t enter my credit card information. 

I couldn’t fill in the CAPTCHA question. 

Some buttons were not working. 

I had to refresh the page. 

The page timed out before I could finish my purchase. 

The text was too small. 

I couldn’t change the color or size of my order. 

I tried to get in touch with customer service, but couldn’t. 

Other [please specify]

Thanks for your input! We hope you enjoy your products! 

Sincerely, 

[Staff person’s first name]

[Staff person’s title]

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Use these customer feedback form templates to get started on your own surveys. Consider what you want to accomplish with each one, and choose a survey that fits your goals. With the right survey and the right tools to collect it, you can get the data you need to move forward.