Craving for customer insights? Top feedback form ideas

It’s 2024, and all businesses would like to know more about their customer insights and why it is that. Customer feedback is your audience’s voice, a direct line to their needs and exceptions. A well-crafted customer feedback form is the exact tool you are looking for.


These strategic forms are like a bridge between you and your audience, sharing their thoughts, suggestions, and even frustrations.

Generally, suggestion forms and feedback forms guide you toward hidden opportunities like:

  • Boost user satisfaction: Identifying areas where your services and products excel and where there are any shortcomings.
  • Drive service/product improvement: gaining insights into customers’ needs and preferences helps you tailor your offering perfectly
  • Build stronger customer relationships: Show your users you value their opinions and build loyalty and trust

What exactly is a feedback form?

A feedback form is a structured set of questions designed to solicit opinions, experiences, and suggestions from users. These forms systematically capture both qualitative information and quantitative data. These valuable data could provide impactful insights that can improve services, products, and user experience.

Different types of feedback forms

Feedback forms come in various shapes and sizes, each tailored to gather specific information. From basic feedback forms to a more structured one, we have them covered here.

Here’s a closer look at some common types of surveys:

  1. Customer feedback forms

These forms collect feedback to measure overall satisfaction with your website, products, services, or even specific interactions (e.g., post-purchase surveys).

Customer feedback surveys usually focus on aspects like usability, quality, and support.

Form fields to include:

  • Multiple-choice questions: Choose the services/products that you used or bought
  • Likert scale questions: measure agreement with statements rating from 0-10 (e.g., “strongly disagree” to “Strongly agree”)/
  • Open-ended questions: Provide space for detailed feedback and suggestions
feedback form
  1. Employee feedback forms:

Maintaining a happy and engaged workplace is important for business success. Here are some of the aspects that employee feedback surveys or and employee suggestion form cover:

  • Assess employee satisfaction: Understand employee morale and identify areas for improvement to have a higher employee retention rate.
  • Gather feedback on company culture: Gain valuable perspectives on the work environment and team member dynamics and review how much the employee aligns with organizational culture.
  • Solicit suggestions for improvement: Empower employees to share ideas for streamlining processes or enhancing company culture.

Form fields to include:

  • Likert scale questions: Rate satisfaction with various aspects of work (e.g., Workload, work-life balance, management, employee benefits)
  • Open-ended questions: Provide space for employees to elaborate on their experiences and suggestions
  1. Real estate feedback forms:

In the competitive industry of real estate, understanding client preferences is essential. Real estate feedback surveys help agents:

  • Measure customer satisfaction: with property showings and the overall buying/selling experience.
  • Gather insights into client needs and preferences: Identify what clients are exactly looking for in a property and tailor your future recommendations accordingly.
  • Improve future client interaction: Learn from past experiences and refine communication and service strategies.

Form fields to include:

  • Multiple-choice questions: They can choose among different types of houses or ask for different facilities they’re looking for in their new house.
  • Likert scale questions: Rate satisfaction with the agent’s services, property selection, and communication.
  • Open-ended questions: Provide space for clients to share their experiences and any suggestions for improvement.

Pro tip: Use a Commercial real estate property management app to track the status of your units and review your clients’ preferences.

  1. Bug report feedback forms:

Technology is ever-evolving, and encountering bugs is inevitable. Bug report feedback forms and website suggestion forms empower users to:

  • Report technical issues: Clearly describe the encountered bug and provide steps to reproduce it in these online surveys. This is critical for identifying technical issues within digital products or services.
  • Suggest improvements: Share ideas for enhancing the software’s functionality.

Form fields to include:

  • Multiple-choice questions: Specify the platform, browser, or device where the bug occurred and in which section.
  • Open-ended questions: Describe the bug in detail, where it happened, and what happened.
  • File upload: Include screenshots or screen recording if possible.
  1. User experience survey forms:

Understanding how users interact with your website or app is crucial for optimizing the user experience (UX). UX survey forms help you:

  • Identify pain points: Discover areas where users face difficulties or confusion while navigating your platform.
  • Gather suggestions for improvement: Gain valuable insights into how to improve the user interface and overall user experience.
  • Measure user satisfaction: Assess how users perceive the ease of use and overall functionality of your platform.

Form fields to include:

  • Multiple-choice questions: Which parts of the platform have you used during your experience?
  • Open-ended questions: Provide space for the user to elaborate on their experience and suggestions for improvements
  • Likert scale questions: Rate difficulty levels for specific tasks or features.

Why include feedback forms on your website?

Customers, users, and employees are the most critical stakeholders in keeping a business alive. Including feedback forms on your website isn’t just a nice to have; it’s a strategic imperative. Here’s why:

  1. Gain valuable insights:

Collecting customer feedback forms is like a direct line to your audience’s thoughts, feelings, and suggestions. They provide insights you wouldn’t obtain solely through website analytics. Eventually, this will give information about customer preferences, pain points, and areas for improvement.

  1. Enhance customer experience:

Actively listen to your customers to identify where your website or services fall short. This will guide you in making data-driven decisions to improve usability, address customer pain points, and, ultimately, create a more satisfying user experience.

  1. Improve customer loyalty:

Showing your customers you value their feedback demonstrates your commitment to continuous improvement. This fosters a sense of trust and transparency, strengthening customer relationships and encouraging loyalty.

  1. Measure customer satisfaction:

Feedback forms equipped with rating scales and satisfaction metrics allow you to measure customer satisfaction levels. The data provided by the customer satisfaction surveys helps us with a benchmark to track progress over time and measure the effectiveness of your efforts in improving customer experience.

Key performance metrics: CSAT, CES, NPS surveys

Go beyond just online feedback; let’s explore specific metrics that can be measured through various feedback forms:

Customer satisfaction score (CSAT):

Evaluates immediate satisfaction with a product or service. This is a simple and direct measure of customer satisfaction with a specific interaction (e.g., post-purchase survey).

CSAT survey

Customer effort score (CES):

Measure the ease or difficulty customers experience in resolving an issue, interacting with services or completing a task.

Net promoter score (NPS):

Assesses customer loyalty and their likelihood to recommend your products or services to others.

Understanding these metrics provides actionable insights to identify areas needing improvement and prioritize efforts for maximum impact.

NPS feedback form

Creating effective feedback forms

Feedback forms are powerful survey tools, but their effectiveness relies on design and content. Here are the top tips to get the best insights out of your forms:

  1. Length:

Keep it short and sweet, and aim for a completion time of 5-10 minutes. Lengthier forms may deter users due to time constraints, while shorter ones might not capture the depth of insights needed.

The goal is to respect the user’s time while gathering actionable data. To avoid overwhelming respondents, focus on the most crucial questions.

  1. Questioning techniques

Clarity is key; use concise and easy-to-understand language. Strike a balance between various question formats to gather both quantitive and qualitative data.

Some of the most commonly used fields for feedback forms are multiple-choice questions (closed-ended questions), open-ended questions, and likert scales.

Additional tips:

  1. Visual appeal:

A user-friendly layout and clean design encourage form completion.

  1. Progress bar:

Provide a visual indicator of completion to keep respondents engaged.

  1. Thank you message:

Express appreciation for the customer’s time and feedback.

  1. Incentives can also boost response rates:

Discounts: Offer a discount code to complete the survey.

Entries into contests: Provide a chance to win a prize for completing the feedback form.

  1. Test different variations:

Create different feedback form templates and do A/B testing to see which question format or layout resonates best with your target audience and gives you a higher response rate.

  1. Mobile-friendly design:

Ensure your form is optimized for viewing and completion on mobile devices.

Customer feedback to drive action

So, you’ve crafted effective customer feedback forms, and collected valuable insights, and now it’s time to harness the power of this information. One of the best tools that you can use is “Customer Data Platform”.

Thousands of businesses of all sizes —from small e-commerce stores to large enterprises— use Formaloo customer data platform to analyze their customers, increase their conversion rate & reduce churn by 83%.

Here’s how to transform insights into action:

1. Analyze the Data:

  • Categorize responses: Group similar feedback themes to identify common areas of concern and satisfaction.
  • Analyze quantitative data: Utilize metrics like CSAT scores and Likert scale responses to measure overall sentiment.
  • Read open-ended responses: Pay close attention to detailed feedback and suggestions; they often reveal valuable nuances.

2. Prioritize Actions:

  • Address critical issues: Focus on resolving the most pressing concerns raised in the feedback.
  • Identify areas for improvement: Based on the data, prioritize areas where improvements can yield the most significant impact.

3. Implement Changes:

  • Develop an action plan: Outline specific steps to address the identified issues and implement improvements.
  • Set timelines: Assign deadlines for completing each action item.
  • Communicate with customers: Inform them about the actions you’re taking based on their feedback. This demonstrates that you value their input and are committed to improvement.

4. Continuously Monitor:

  • Track progress: Monitor the impact of the implemented changes on key metrics like customer satisfaction scores and website traffic.
  • Refine your approach: Based on the results, adapt your strategies and continue collecting feedback to ensure continuous improvement.

Here are some additional tips:

  • Utilize data visualization tools: Charts and graphs can effectively communicate insights and aid in identifying trends.
  • Involve relevant teams: Ensure all departments responsible for addressing customer concerns are involved in the action plan. Send the data regularly by email.
  • Use your no-code survey tool: Leverage a user-friendly platform to streamline the process of creating, distributing, and analyzing feedback forms.

Start getting feedback now

Formaloo is one of the best no-code survey tools. You can use it and share it with your forms and your audience. Find out where your website, product, service, or business stands from your stakeholder’s perspective.

You can use one of our +200 templates or start creating yours from scratch by just dragging and dropping.

Sign up for a Formaloo account. Our free subscription account is not just a free trial; you can have it forever. You can also choose the plan that suits your needs and create your first online feedback form.

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Craving for customer insights? Top feedback form ideas