How to create a customer feedback portal for continuous insights

Turn customer opinions into ongoing insights

In this guide, you’ll build a customer feedback portal that collects responses, analyzes trends, and helps your team act on insights. You’ll create a feedback form, visualize submissions in charts and tables, and share results live with your team or customers.
📘 Learn more: Create your first form, app, or portal in a flash

Step 1 — Create your feedback form

Start from your workspace and click + New → Form. You can start from scratch or choose a Customer Feedback Form or NPS Survey from the Template gallery.

If you’d like a faster start, use Magic Create, describe what you want (e.g., “A form for collecting customer satisfaction feedback with ratings and suggestions”).

Why this matters: your form is the foundation of your entire portal experience.
📘 Learn more: How to create a form

Step 2 — Add the right questions for meaningful feedback

Include both quantitative and qualitative fields to balance data and stories:

• How satisfied are you with our product? (rating scale 1–5)
  
  
• What feature do you use most often? (single choice)
  
  
• How likely are you to recommend us? (NPS scale)
  
  
• Tell us what we could improve. (long text)
  
  
• Would you like a follow-up call? (yes/no logic → show contact info fields)
  
  

💡 Tip: Add an optional field for “Upload a screenshot” to capture UI or support issues easily.
📘 Learn more: Form editor and field types

Step 3 — Use logic to personalize the experience

Open Settings → Advanced logic to make the form smarter.

Examples:

• If Rating ≤ 3 → Show “We’re sorry! Please tell us what went wrong.”
  
  
• If Rating ≥ 4 → Show “Thank you! Would you like to share a testimonial?”
  
  
• If Follow-up = Yes → Show “Preferred contact time.”
  
  

Why this matters: dynamic logic makes your form feel conversational and relevant.
📘 Learn more: How to add advanced logic to your form

Step 4 — Automate responses and notifications

Go to Settings → Notify and set up smart follow-ups:

• Send a thank-you email to the respondent.
  
  
• Notify your support or product team when feedback is marked negative.
  
  
• Send personalized follow-ups (e.g., a discount link or meeting invitation).
  
  

💡 Pro tip: Use variables like @rating or @feedback_text in your emails for personalization.
📘 Learn more: How to create and send custom email templates

Step 5 — Visualize feedback in dashboards

Open your Results → Responses tab to turn data into visual insights. Add dashboard blocks:

• Table view to browse all feedback with filters for rating or topic.
  
  
• Charts (bar, pie, line) to track satisfaction or NPS over time.
  
  
• Kanban to categorize responses (e.g., Positive, Neutral, Needs follow-up).
  
  

Why this matters: visual dashboards help your team spot trends and measure improvement easily.
📘 Learn more: How to showcase charts based on form responses

Step 6 — Build your customer feedback portal

On your project embed your feedback form as a page and add other pages like:

• All feedback (table or chart view)
  
  
• Top suggestions (filtered table)
  
  
• Reports by month or rating
  
  

Restrict access depending on your audience:

• Internal portal: only your team can log in and view feedback.
  
  
• Public portal: allow customers to share ideas and view collective trends.
  📘 Learn more: How to create a portal and manage users’ access
  
  

Step 7 — Add branding and polish

Customize your portal’s visuals:

• Add your logo, brand colors.
  
  
• Edit text and microcopy for a friendly tone (e.g., “Thanks for helping us improve!”).
  
  
• Optionally, set a custom domain to make it feel native to your brand.
  📘 Learn more: How to customize your portal with your brand identity
  
  

Pro tips

• Use linked rows to connect feedback with customer or order data.
  
  
• Apply AI Analyze to uncover recurring themes and sentiment automatically.
  
  
• Add a follow-up tracker table for assigned actions per feedback type.
  📘 Learn more: Uncover insights and trends in your data with AI Analyze
  
  

Example scenario

Your customers submit feedback through the portal. If a response scores below 3, Formaloo automatically emails your support team to follow up. High scores trigger a thank-you message and testimonial request. In your portal, charts update instantly to show the week’s satisfaction trends and filter responses by team.

📘 Learn more: How to customize forms and organize data inside your portal

FAQ

1. Can I collect feedback from multiple channels?
   Yes, you can embed your form on your website, share a link, or connect it to Google Sheets for synced analysis.
   📘 Learn more: How to connect Google Sheets to your forms
2. Can I restrict feedback visibility?
   Yes, use portal access control so only your team or logged-in users can see submissions.
   📘 Learn more: How to restrict users’ access to pages in your portal
3. Can I automatically categorize feedback?
   Yes, set logic to tag submissions (e.g., Positive, Feature request, Bug report) based on rating or keywords.

Your feedback loop is live, keep it growing

You’ve built a living feedback system that captures, analyzes, and shares customer insights effortlessly. Keep improving it with new dashboards, AI summaries, and logic-based automations as your community grows.
📘 Learn more: Build personalized and time-saving flows with logic, automations, and AI

Last updated October 2025

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