23 feedback form templates and examples

23 feedback form templates and examples

Updated: 09/09/25

If you want to know what your customers think about your brand, you need to ask them. But while many businesses use feedback forms to collect customer insights, my experience has shown me that not everyone uses them effectively.

The feedback forms you use, the questions you ask, and the timing of your surveys all have an impact on customer satisfaction.

Just asking for your customers' opinions can already have a positive effect on how they feel about your business. So, if you aren't already using a feedback form, I recommend starting as soon as possible.

In this guide, I'll teach you how to create a feedback form using HubSpot's code-free form builder, share some great sources for feedback form templates, and share a curated list of 10 real-life feedback form examples.

Table of Contents

• What is a feedback form?
• How to Create a Feedback Form
• What does a good feedback form have?
• What to Include in Your Feedback Forms
• Feedback Form Templates
• Best Customer Feedback Form Builders
• Feedback Form Examples

What is a feedback form?

A feedback form is a structured questionnaire or survey that you can use to gather insights about your business, product, service, and so on. You can use these insights to learn what you're doing well, along with the areas where you might need to improve.

While there's no singular "right way" to collect feedback, my experience has shown me that there are several common frameworks that successful businesses use when gathering feedback.

For example, open-ended feedback forms allow customers to name their issue or concern, relate it to a general category, and then describe it at length. These are great when you want to dig into the unique experiences of your customers.

A website feedback form, meanwhile, might use checkboxes or drop-down lists to gauge consumer interest, while a survey-based feedback form lets them answer questions about specific, recent interactions.

Bottom line? The type of form you choose isn't as important as how you design and use it. And no matter the framework, your feedback form should contain clean-looking elements, clear questions, and easy-to-understand instructions.

Below, I'll show you a step-by-step guide to creating a survey-based feedback form with HubSpot. If you're not a HubSpot customer, you can get started with HubSpot here.

Step 1. Navigate to Service > Feedback Surveys HubSpot Service Hub.

The HubSpot customer feedback forms tool is available to Service Hub Professional and Enterprise users. If necessary, upgrade your account to access this function.

Step 2. Click Create Survey in the top-right corner.

From this screen, you can create a new survey or edit/clone existing surveys. For now, I'm just going to create a new survey.

However, for future feedback forms, I recommend cloning one of your existing forms, as it will let you save some time.

Step 3. Select the Customer Support card and then click Next.

You can also create customer loyalty or satisfaction surveys. In this example, I'm going to create a customer support survey that lets you discover how easy it is for customers to get help when they need it - and what they think of that help.

Step 4. Choose the delivery method, then click Create.

The survey you choose will change your delivery options. For example, if you select a customer satisfaction survey, you have the option to add your survey to a webpage, chat, or email.

Step 5. Customize the appearance of your survey email.

Here, you can customize your survey language, company name, subject line, greeting, featured image, and color.

Step 6. Click the Feedback tab at the top to create follow-up questions.

Use the left-hand panel to customize your follow-up questions based on your customers' scores. You can create three different questions based on the customer score given: Scores from 1-3 represent customers who found service difficult to access, 4-5 were neutral about their interaction, and 6-7 found it easy.

Step 7. Write customized thank you messages using score values.

The Thank you tab at the top is where you can customize thank you messages based on customer score values. You can also add header and body text to describe the next service steps.

Step 8. Click the Recipients tab to choose who should get your survey.

In this tab, you can select the pipeline for your survey. If you haven't made a pipeline yet, click Manage ticket pipelines to create your pipeline.

Step 9. Manage your settings.

In the Settings tab, you can choose to send your email immediately or select the number of hours after the customer service interaction takes place to send your survey. More immediate surveys typically garner better responses, but make sure you have enough staff to handle time-sensitive concerns.

You can also adjust notification settings in this tab.

Step 10. Add automation to ensure the right people on your team are notified.

Click on the Automation tab to create workflows based on customer satisfaction scores.

Step 11. Click Review and Publish.

When you're finished creating and editing your survey, click Review and Publish. After you click the orange button in the top right, a popup will help you check that the delivery method, send time, and notification settings are correct. You also have the option to send a test survey.

If everything looks correct, click Publish.

What does a good feedback form have?

I think that every feedback form should be unique to your business and customers, as well as the specific type of feedback that you want to collect. That said, my experience has shown me that there are some guidelines you can follow for better results.

1. Give customers a chance to speak their minds.

The simplest way to make it easy to analyze a feedback form is to only give customers the option to choose from multiple-choice or yes/no answers. By creating a structured feedback mechanism, you can quantitatively analyze it and also compare how feedback changes over time.

However, I think it's important to avoid getting too caught up in this quantitative approach. Quantitative feedback surveys are definitely valuable, but I think it's also essential to give your customers a chance to share their individual experiences outside the strict structure of your feedback form.

Whenever possible, I recommend including at least one open-ended answer field that customers can use to share whatever feedback they want. You could combine this with more quantitative answers to get the best of both worlds (and many of the real-world examples that I'll share later in this post use that approach).

If you need to stick with limited options, don't forget to add answers like "Maybe" or "I don't know" or make answering optional. These ideas seem small, but they give users a chance to show which questions are most important to them.

2. Make it short whenever possible.

Another common trap is to try to use a single feedback form to collect as much feedback as possible. After all, you've managed to get your customer's attention, so why not try to wring every bit of feedback from them while you have them?

While I understand this impulse, doing this will make it a lot less likely for your customer to answer this specific feedback survey, plus any other feedback surveys you share in the future.

Instead, limit your customer survey to a few questions whenever possible. They'll appreciate that you're thinking about saving them time. And a shorter survey improves the chances you'll collect more responses and get better engagement.

If you need to share a longer feedback survey, I think there are two key strategies that you should implement to minimize the impact:

• Be up front about how long the survey will take to complete. Most companies will share a rough estimate for how many minutes it will take to fill out the feedback form.
• Consider incentivizing customers to take the extra time. For example, a lot of companies will offer a gift card or some type of discount to encourage customers to spend more time on the survey.

3. Auto-fill as much as possible and avoid redundancy.

This kind of ties with the previous point, but I think it's important enough to warrant its own section.

Based on my own personal experience, one of the most frustrating things about feedback forms can be opening them up only to be met by the form asking me for a bunch of information that the company already has.

This not only adds extra work for your customer, but it also makes your feedback form look longer than it needs to be.

To avoid this, try to auto-fill as much information as possible, or track information silently in the background. For example, if you send your customers the feedback form over email, you don't need to ask them to enter their email addresses again when they fill out the form because you can get this information by adding some type of tracking link or pixel to the email that you send them.

Or, if they're filling out a feedback form on a website where they already have a user account, you can pre-fill a lot of their personal details from their user account information.

4. Make it simple and consistent.

A great feedback form should be easy to scan and read. This means a clear survey design, with consistent formatting and structure.

By utilizing consistent design and matching other industry standards for feedback form design, you can benefit from a concept called cognitive fluency (also known as processing fluency). Essentially, this means that your customers will have an easier time processing the feedback form because it already feels familiar to them.

Beyond that, most of the work of a feedback form is in the writing. Use easy but specific words and phrases that make the point of each question quick to understand.

Remember, simple takes work. You might need to draft each question several times to get the right phrasing. For important surveys, I also recommend running tests to find which question variant is the easiest for customers to respond to.

5. Offer it at the right time.

If you're not careful, it can be easy to use timing to tilt your feedback forms in one direction or another. For example, if you send a feedback form one week after purchase, you'll often get different feedback than if you sent it one month after purchase.

Similarly, if you only ask people for feedback after they have an interaction with your customer support, you might be biasing the feedback that you receive because you might only be getting feedback from customers who are having issues.

I don't think there's any universal "best time" to ask for feedback. Instead, focus on consistency, as you won't be able to meaningfully compare customer feedback over time if you're not being consistent with when and how you ask customers for feedback.

What to Include in Your Feedback Forms

In addition to the tips above, I think it's also important to focus on which questions to include in your feedback form.

In a nutshell, I recommend keeping your feedback form as short as possible (so that more people will answer it), while still asking enough questions to get meaningful insights.

To help you achieve that balance, here are some specific elements that I recommend including in your feedback forms:

• Rating fields for areas that you want to measure. Giving people a quick way to rate various metrics lets you gather helpful qualitative data while making it as easy as possible for people to fill out your feedback form. When I share templates and real-life examples, you can see some of the different ways that companies are implementing these rating fields.
• Overall satisfaction rating. In addition to collecting ratings for specific features/areas that you want to measure, I also recommend adding an overall satisfaction rating. This will help you get a better feel for how people feel about your business as a whole. If you're consistent with when/how you ask for feedback, it will also let you compare how this rating changes over time, which I think can be great for analyzing whether or not your efforts are working.
• At least one open-ended question (maybe more, depending on the type of feedback form). As I mentioned above, I still recommend including at least one open-ended question even if your primary goal is to collect quantitative feedback data. This gives customers a chance to speak their minds and feel heard.
• Fields for contact information (if you don't already have it). This one is optional, and anonymous feedback forms can have their place. However, collecting contact information can be especially great for qualitative feedback, as it gives you a chance to follow up with people (or even just to thank them for their feedback). Just remember to avoid collecting personal information that you already have, as you don't want to add unnecessary work for your customers.
• A progress bar (if you're sharing a long feedback form). If you are in a situation where you're sharing a longer feedback form with multiple pages, I recommend including a progress bar so that respondents can get a feel for where they are in the form and what type of time commitment it will require.

Feedback Form Templates

If you're looking for free feedback form templates, I scoured the web to find 16 great sources for templates.

Many of these sites include multiple different templates that you can choose from, so collectively these 16 sites will give you access to hundreds of different feedback form templates.

1. Smartsheet

Smartsheet offers a variety of free feedback form templates, including website feedback, customer feedback, employee feedback, and many more.

One of the neat things about these templates is that you can download them as either Excel/Google Sheets files or PDF files. This means that you can easily customize them without needing any specialized software.

I think these templates can also work great for collecting feedback in person, as you can print off the PDF templates and hand them out if needed.

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Why I like it: Smartsheet lets you download any of the templates in Excel or PDF format, which I like because it means you don't need to use a specialized tool to leverage the feedback form templates. If you like this approach, this is the best option I've found for that. If you'd rather use a more traditional form builder interface, I recommend considering a different source of templates.

2. Jotform

Jotform has over 1,400 different templates that are classified as feedback forms, which is one of the largest template collections that I was able to find.

In addition to covering common use cases for feedback forms, I think that one of the things that makes Jotform stand out is that its template library also covers much more niche types of feedback forms. For example, a few of the feedback form categories that you'll find include open house feedback forms (for real estate agents), parent feedback forms, personal training feedback forms, and more.

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Why I like it: Thanks to its very large library of templates, Jotform covers a lot of niche feedback forms that you probably won't find at other template libraries. I think that this can save you a good amount of time and effort if you are creating those types of forms.

3. Formstack

Formstack offers around 25 different customer feedback form and survey templates, along with templates for other use cases too. If you want to edit the templates directly, all of the feedback templates are based on the Formstack builder which, while a bit expensive, gives you a lot of tools for automations.

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Why I like it: If you combine the feedback form templates with some of the advanced automation tools that Formstack offers, I think that you can automate your customer feedback gathering in some really unique ways.

4. Formcrafts

Formcrafts offers 10+ customer feedback and survey form templates, including some general feedback forms as well as some more niche use cases, such as an app feedback form, event feedback form, and more.

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Why I like it: The feedback templates from Formcrafts incorporate some nice visual effects in addition to the form fields, which I think is unique when compared to a lot of the other templates on this list.

Formcrafts also integrates with HubSpot, which is really useful if you want to sync your feedback forms to the HubSpot CRM.

5. Typeform

Typeform has excellent feedback and survey form templates, all of which use Typeform's unique conversational interface that asks questions one at a time. I think this can be great for creating more engaging feedback forms, though I don't think this approach is optimal if you have very long forms.

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With Typeform's integration with HubSpot, you can also adjust questions based on users' answers and sync everything to your HubSpot CRM. You can learn more about this integration in the HubSpot Marketplace for Marketers.

Why I like it: In addition to Typeform's conversational interface, I also like how these templates let you customize your feedback forms in response to your customers' answers. With each response, you can offer a new question that builds on their last answer.

6. WPForms

WPForms is a popular WordPress form builder plugin that includes a variety of feedback form templates in its library. This includes the aptly named feedback form template that I've featured in the screenshot below.

You can use the feedback form template as-is or customize it using the drag-and-drop editor that WPForms offers. The premium version of WPForms also lets you convert the template into a conversational interface like Typeform.

If you're using the HubSpot CRM, WPForms also offers its own HubSpot integration that lets you connect your surveys and feedback forms directly to the HubSpot CRM.

Why I like it: In terms of native WordPress plugins, WPForms has one of the largest form template libraries that I've seen. So, if you're using WordPress and you want access to lots of templates to choose from, I think that this could be a good option.

7. Gravity Forms

Gravity Forms is another popular WordPress form plugin that offers an easy-to-use feedback form template for WordPress sites.

The plugin's feedback template includes a variety of different quantitative and qualitative question types and you can easily customize everything using the drag-and-drop builder.

While you only get one pre-made template to choose from, the general flexibility that Gravity Forms offers means that you can quickly spin up your own variations from that starting point.

Gravity Forms also supports converting the template into a conversational interface like Typeform if you prefer that approach for your feedback forms.

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If you're using the HubSpot CRM, Gravity Forms also offers its own HubSpot integration that gives you a lot of flexibility for connecting your feedback forms to HubSpot.

Why I like it: In addition to its integration with HubSpot, Gravity Forms also offers tons of other integrations and automation tools, which I think are all great for automating your customer feedback processes. The Gravity Forms Survey Add-On also gives you dedicated tools for analyzing customer responses, though you'll need the Gravity Forms Elite license to access it.

8. NoteForms

NoteForms offers a variety of different feedback templates that are designed to automatically sync customer responses to your Notion databases. If you're already using Notion to manage parts of your business, I think that NoteForms is a great source of templates.

On the other hand, if you're not using Notion and have no plans to, you should probably choose a template source that isn't built to integrate with a specific tool. I don't think you'll get the same value from these templates if you're not using Notion.

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Why I like it: If you're already using Notion in your business's workflows, I think that being able to save your customer feedback straight to your Notion databases can be really convenient. You'll be able to use an interface that you're already familiar with and leverage all of Notion's tools for customer feedback analysis.

9. SurveyMonkey

SurveyMonkey is a tool specifically designed for creating and analyzing surveys, which makes it work great for customer feedback forms. To help you get up and running quickly, SurveyMonkey has a large library with hundreds of different templates.

There are general feedback form templates, along with templates for specific use cases such as post-purchase surveys, employee feedback, Net Promoter Score, and lots more.

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I think one notable downside, though, is that SurveyMonkey's premium plans can get a little expensive if you want access to all of the analysis features. However, there's nothing stopping you from using SurveyMonkey's templates as inspiration for feedback forms that you create with a different, more affordable form builder tool (I'll share some of those in the next section!).

Why I like it: I like how many different use cases SurveyMonkey covers in its template library. Just be aware that you might need to pay for one of SurveyMonkey's premium plans if you want to actually use SurveyMonkey to collect the data. However, you're also free to use these templates as inspiration for feedback forms that you create with a different tool.

10. Feathery

Feathery is a SaaS form builder tool that's notable for its robust conditional logic functionality, along with its ability to connect to other tools and documents that your business relies on.

While it doesn't have a huge template library, it does cover a surprising range of use cases, including feedback form templates for customer feedback, employee exit feedback, website feedback, and more.

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Why I like it: Feathery's advanced logic functionality lets you easily personalize your feedback forms based on how people have answered previous questions. If you want to be able to build this type of branching logic into your feedback surveys, I think that could make these templates a good option.

11. Formidable Forms

Like WPForms and Gravity Forms, Formidable Forms is a native WordPress form builder plugin that you can use to create feedback forms on WordPress. To help you do this more effectively, it offers a large template library that includes multiple feedback form templates.

You can choose from a variety of formats, including custom forms or structured feedback forms like Net Promoter Score (NPS).

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Like those other two native WordPress plugins, Formidable Forms also offers a dedicated HubSpot integration that lets you connect your feedback forms to the HubSpot CRM.

Why I like it: Earlier, I said that WPForms has one of the largest form template libraries on WordPress, but I think Formidable Forms is right up there with WPForms when it comes to variety. This means that it's another good option if you value having access to a large variety of use case-specific feedback templates.

12. Paperform

Paperform is a hosted SaaS form builder tool that has a pre-made template library with multiple different feedback form templates to choose from. In total, I counted 48+ different templates, though that number could increase in the future.

These templates cover a variety of use cases, including simple 60-second surveys or more in-depth feedback surveys with lots of options for qualitative feedback.

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Why I like it: I like the variety of feedback templates that you can access, both in terms of how in-depth they are and the different niches that you can find. For example, there are feedback templates for events, restaurants, instructors, and more.

13. Airtable

Airtable isn't just a form builder. Rather, it's a tool for easily building relational databases and spreadsheets. However, as part of that, you can also build customer-facing forms that can feed into your databases.

It shares some similarities to Notion, but I think it's also its own unique thing.

With its pre-made Product Feedback Analysis template, Airtable also makes it super easy to get up and running. You can store responses in your Airtable database and then display and analyze all of that information using Airtable's many tools.

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Why I like it: I recommend this template if you want more advanced ways to display and analyze your feedback data, as this is Airtable's strong point. As the name suggests, this template is designed to help you both collect and analyze product feedback, which I think is what makes it unique in comparison to some of the other template sources on this list.

14. Microsoft Forms

Microsoft Forms is a form builder tool from Microsoft that's sort of the equivalent of Google Forms. It offers a simple way to build feedback forms, along with a number of different pre-made feedback templates.

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Why I like these feedback form templates: Because these templates come from Microsoft, you can easily analyze your responses in Excel. If you like the idea of using Excel for your survey analysis, that might be one reason to choose these templates.

15. Fluent Forms

Fluent Forms is the fourth and final WordPress form builder plugin on my list.

Like the previous three WordPress form plugins that I covered, Fluent Forms offers its own template library that includes a few different feedback form templates, though not as many as WPForms or Formidable Forms.

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Why I like these feedback form templates: I recommend these templates as another good option to consider if you want to collect customer feedback via your WordPress site. You can also access a good variety of question types, even with the free version of the plugin.

16. Zoho Forms

Zoho Forms is a SaaS form builder that's part of Zoho's suite of business tools. It comes with a number of different pre-made templates, including a simple product feedback form template along with some customer satisfaction survey templates.

While there are paid plans for Zoho Forms, you should be able to access the feedback form templates using just the free version.

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Why I like these feedback form templates: I like these templates because they offer a simple and effective way to start gathering customer feedback. They can also be an especially good option if you're also using some of Zoho's other tools, as you can easily integrate your feedback forms with those other Zoho services.

Best Customer Feedback Form Builders

While the feedback form templates above can be a great starting point for your own forms, it's still important to have a tool that makes it easy to build a feedback form from scratch (or heavily customize one of the templates above).

There are many quality tools out there, but below, I'll share details on four of my favorite options.

However, I think it's important to note that most form builders can handle creating basic feedback forms. So, unless you have specific needs, you can probably use any option from our list of the best form builders.

1. HubSpot Form Builder

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HubSpot offers a free drag-and-drop form builder tool that works great for creating all kinds of feedback forms. You can access the builder through the HubSpot website or, if your website uses WordPress, you can also use the HubSpot WordPress plugin to create forms right from your WordPress dashboard.

Regardless of how you create your feedback forms, you can automatically sync all of the data with the free HubSpot CRM, which makes it super easy to collect and track feedback data.

In addition to letting you create feedback surveys, HubSpot's customer service tools also help you more effectively analyze the responses and share all those key insights with your entire organization.

You can also see how your customer feedback KPI (key performance indicators) change over time. I think that this can be especially helpful if you're implementing a standardized feedback template such as NPS or CSAT, as one of the benefits of using these formats is that you can more easily analyze how customer satisfaction changes over time.

The HubSpot WordPress plugin is free, and you can create basic feedback forms using the free version of HubSpot. However, you might want to choose one of the paid plans if you want access to more customer service, marketing, and/or sales features, including automated product surveys.

Why I like this form builder: I think that HubSpot's standout feature is that it's more than just a feedback form builder. While it does make it easy to create all different kinds of feedback forms, the really beneficial functionality is that it also helps you more effectively store and analyze this data so that you can discover insights and find actionable ways to improve your business.

2. Gravity Forms

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Gravity Forms is a WordPress form builder plugin that can help you build any type of customer feedback form or survey form on your WordPress website.

Because it is a WordPress plugin, you'll need to be using WordPress to leverage it to create forms. But if that already fits your situation, I think it's a great option to consider.

You can design your feedback form using a drag-and-drop builder and a bunch of different field types. Then, you can embed your form anywhere on your site.

You can choose between using a traditional form interface or Gravity Forms's conversational interface, which I think can create a more engaging experience for respondents by asking questions one at a time.

Gravity Forms also integrates with Zapier, as well as offering lots of direct integrations with popular tools. This lets you easily sync your feedback data with other tools that you're using. It also has a dedicated HubSpot integration so that you can sync your feedback forms to the free HubSpot CRM without needing to use Zapier.

While the Gravity Forms Basic license starts at $59, you'll need the $259 Elite license to access its dedicated survey analysis features.

Why I like this feedback form builder: Gravity Forms has tons of integrations with third-party services and options for customization. I think these are beneficial because they let you really integrate Gravity Forms into your business processes and build useful automations based on your feedback forms. Gravity Forms also has a dedicated survey analysis tool, which can help you more easily analyze quantitative feedback forms.

Finally, I also like that Gravity Forms finally added a conversational forms interface in 2024, as this was one of the things that I thought was missing prior to that.

3. Google Forms

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While Google Forms isn't the most flexible feedback form builder out there, I do think it has some big advantages that can make up for that shortcoming:

• It's free to use regardless of how many survey responses you get. This can be a big deal if you plan to collect a lot of feedback, as some other SaaS tools can quickly get expensive in my experience.
• Most of the people responding to your form will already be familiar with the Google Forms interface, which means they shouldn't have any issues filling out the form.
• Google Forms gives you built-in tools to analyze responses and you can also easily sync your feedback data with Google Sheets.

You can set up your customer feedback form using a simple builder and then embed it on your site or share the link directly in emails or social media posts.

Why I like this form builder: I don't think Google Forms is perfect, but I like that it's 100% free to use, familiar to a large number of users, and includes built-in tools to help you analyze surveys and feedback responses. If you're ok with making some trade-offs to achieve those benefits, it could be a good option to consider (especially if you're on a tight budget).

4. Zoho Forms

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If you're not using WordPress, Zoho Forms is another good option to consider. It lets you easily create your own custom feedback forms using a drag-and-drop builder, along with a collection of templates and fields.

Once you've created your form, you can easily share it on any platform, including embedding it directly on your website or sharing it via a link.

It also includes other useful tools, such as the ability to receive a notification every time a new response rolls in.

Zoho also offers lots of other tools as part of its platform. If you're already using some of those tools, you can easily integrate your feedback forms with them.

It also has a functional free version, which I think can be great if you're on a budget. The free version lets you create up to 3 forms and receive 500 submissions per month.

If you need to increase those limits and/or you want to access some of the paid features, plans start at $10 per month for Zoho Forms Basic and go up to $90 per month for Zoho Forms Premium.

Why I like this form builder tool: You can use this tool to create and share forms online as well as offline. It's also helpful for managing email forms. This tool is also super user-friendly, making it easy to customize. As I mentioned above, I also think it's an especially great ecosystem if you're also using one of Zoho's other tools, as you'll already be integrated into Zoho's platform.

Feedback Form Examples

Above, I shared a number of feedback form templates that you can use as the base for your forms. However, in addition to looking at templates, I also think it's helpful to see the types of feedback forms that real brands are using while running their businesses.

To help you get some more inspiration, I've collected ten real-world feedback form examples below.

As you'll see in the examples, a lot of brands choose to use short feedback forms with one or two questions. However, I also tried to find some examples of longer feedback forms to add some variety.

One pattern that I think you should notice is how brands try to ask their first question in the email when sending feedback forms via email, rather than forcing customers to click a link to open the survey. By handling it this way, it reduces a lot of the friction of getting customers to initiate the survey.

1. Vanguard

Vanguard is a popular asset manager and brokerage. After customers make a brokerage transaction, Vanguard often sends a short feedback form asking customers how satisfied they were with the experience.

What I like: I like how Vanguard has made it so that customers can answer the first survey question directly from their email clients, as this reduces the friction of starting the survey. Once they choose the answer to the first question, it will open their web browsers with a few follow-up questions based on the answer to the first question.

2. PayPal

This customer feedback form from PayPal is probably the most detailed example in this post, though I wasn't able to capture the entire survey because it has lots of different pages.

In fact, unlike a lot of PayPal's shorter feedback forms, PayPal actually partnered with a third-party organization to run this survey (Ipsos), which could be an option to consider if you want to ensure that you're getting unbiased opinions.

What I like: For longer feedback forms like this example, I think it makes a lot of sense to divide your form into multiple pages. While this does require the customer to click more buttons, it eliminates the overwhelming feeling created by showing a bunch of survey questions on one long page.

3. Twilio

Twilio sends this customer feedback email based on Net Promoter Score, a standardized form of customer feedback gathering.

It asks customers to rate how likely they would be to recommend Twilio to their friends on a scale from zero to 10. You can then use a standardized formula to calculate customer sentiment over time - check out this post if you want to learn more about the NPS formula.

What I like: I think that Net Promoter Score is a great way to collect standardized customer sentiment in a low-friction way. I also like that Twilio has chosen to let people answer the question directly in their email clients, as it removes even more friction from providing feedback.

4. Airbnb

Whereas the three previous feedback form examples were sent as emails, this Airbnb feedback form is hosted on the Airbnb website. Customers can first choose the specific type of feedback using two drop-down menus and then they can add their comments using an open-ended text form.

What I like: While it's always a good idea to create feedback forms for specific purposes, I also like the idea of having a universal feedback form that customers can seek out. Because this form is used by customers who proactively want to share their feedback with Airbnb, I think that going with an open-ended paragraph field makes a lot of sense.

5. Somerset

Somerset sends this customer feedback form to every customer who stays at one of the Somerset hotels. It initially asks customers to share their stay experience on a simple one-question survey that customers can answer in their email clients.

Based on that first answer, Somerset opens up the full follow-up survey in users' browsers.

What I like: I like how simple this feedback form starts off, with just a rating question that customers can answer directly from their email clients. Based on their initial answers, Somerset asks more detailed follow-up questions in users' browsers.

However, I think this could be improved by using different icons for each answer, as the way it's laid out right now is a bit confusing.

6. Klook

Klook uses this customer feedback form after customers interact with the Klook support team. Klook sends this initial single question in the email and then adds some follow-up questions in the browser after a customer clicks one of the options.

What I like: I think that Klook's customer satisfaction survey is unique in that it asks a binary yes/no question instead of asking customers to rate how satisfied they were with the support experience. Based on this initial answer, Klook can determine how to structure the follow-up questions to get the most useful information.

I also think it's good how Klook provides a time estimate for how long it will take their customer to fill out the feedback form.

7. Walmart

The Walmart store and corporate feedback form blends structured choices with an open-ended feedback field. Customers can choose from some presets, such as the topic and a specific store if needed, but they can also provide their feedback using an open paragraph field.

What I like: I think Walmart does a good job of reducing friction by providing preset options as much as possible (e.g. by letting customers select a store rather than needing to fill out the information themselves). At the same time, the open-ended feedback field lets customers provide feedback in whatever format they want.

8. Chick-fil-A

Chick-fil-A's customer feedback form uses a structured approach that moves customers through a progress bar as they answer one question at a time. Customers can provide feedback about a specific item or the experience in general.

What I like: Chick-fil-A has created a very structured feedback experience that lets customers provide feedback without ever needing to type in open-ended questions, which a lot of customers might prefer. It's also very touch-friendly, which makes sense because a lot of customers will be providing feedback on a mobile device.

At the same time, customers can get an option to provide open-ended feedback if that's important to them.

9. OptinMonster

This OptinMonster customer feedback form uses a much more standardized approach than many of the other examples. Like Twilio, it's an implementation of a specific type of feedback - Net Promoter Score (NPS).

It first asks customers to rate how likely they would recommend OptinMonster on a scale from zero to 10. If customers answer with a lower score, it will ask one follow-up question to collect more information about why the customer feels that way.

What I like: As I said in the Twilio section, I think that Net Promoter Score is a great way to collect standardized feedback that you can compare over time. Because it's such a low-friction feedback form, it's also easier to convince customers to provide their answers.

10. IKEA

Source

IKEA is a popular global store that sells furniture, home furnishings, and just generally everything that you need to kit out your home.

To connect with customers, IKEA has a general customer feedback form. The feedback form is hosted on different sites depending on the user's location, but the basic questions seem to be the same as far as I can tell.

It starts with an open-ended paragraph field asking customers to describe their experience or feedback.

On subsequent pages, it asks more structured questions, such as whether the customer was dissatisfied, neutral, or satisfied (with varying levels therein). I've chosen to highlight that question in the screenshot above, though there are additional parts to the feedback survey.

One unique detail is that the form doesn't ask for any contact information, which allows customers to submit the form entirely anonymously.

What I like: I think that IKEA does a good job of blending open-ended questions with more structured responses that help IKEA to properly categorize the feedback. The question about satisfaction lets IKEA properly assign customer sentiment to the open-ended feedback and IKEA also asks some additional structured questions to properly categorize the feedback, which I think makes the feedback more actionable.

What do you want to learn about your customers today?

If you want to understand how your business is doing and how customers feel about your business, I think you need to go beyond your own metrics and get direct feedback from your customers. You can use the feedback that you get to double down on what's working well and fix what's working poorly.

With the feedback form templates and examples in this post, you should have all the tools that you need to start connecting with your own customers and getting their feedback. The sooner you create your first feedback form, the sooner you can start collecting valuable insights from your customers.

Editor's note: This post was originally published in March 2020 and has been updated for comprehensiveness.

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Forms

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