Collect customer feedback

Customer feedback helps you understand what’s working and what needs improvement. This guide shows you how to create feedback forms that capture both ratings and written comments.

What you’ll build

By the end of this guide, you’ll have a feedback form with:

• Overall satisfaction rating (stars)
• Net Promoter Score (NPS) question
• Specific aspect ratings
• Open-ended feedback field
• Thank you page

Time to complete: 10-15 minutes

Types of feedback forms

Before building, decide what type of feedback you need:

Type	Best For	Key Components
Quick pulse	Fast, frequent feedback	1-2 rating questions
Satisfaction survey	Overall experience	Rating + NPS + comments
Product feedback	Feature-specific insights	Matrix + open-ended
Support feedback	Service quality	Rating + specific questions

This guide creates a satisfaction survey format.

Step 1: Create a new form

1. Log in to your Fomr dashboard

2. Click New form

3. You’ll see an empty form canvas

Step 2: Add the overall rating

Start with a simple star rating for overall satisfaction:

1. Drag a Rating component onto the canvas

2. Set the label: “How would you rate your overall experience?”

3. Set max stars to 5

4. Toggle Required to on

Tip

5-star ratings are universally understood and easy for respondents to complete quickly.

Step 3: Add the NPS question

The Net Promoter Score measures customer loyalty:

1. Drag a Linear Scale component below the rating

2. Set the label: “How likely are you to recommend us to a friend or colleague?”

3. Set max value to 10

4. Set low label: “Not at all likely”

5. Set high label: “Extremely likely”

6. Toggle Required to on

Understanding NPS

NPS responses are categorized as:

• Promoters (9-10): Loyal enthusiasts
• Passives (7-8): Satisfied but unenthusiastic
• Detractors (0-6): Unhappy customers

NPS Score = % Promoters - % Detractors

Step 4: Add specific ratings (optional)

For more detailed feedback, add a matrix question:

1. Drag a Matrix component below the NPS

2. Set the label: “Please rate the following aspects:”

3. Add rows:

   • Product/Service quality
   • Value for money
   • Customer support
   • Ease of use

4. Add columns:

   • Poor
   • Fair
   • Good
   • Very Good
   • Excellent

5. Toggle Required to on

Step 5: Add open-ended feedback

Give customers space to share detailed thoughts:

1. Drag a Long Answer component below the matrix

2. Set the label: “What could we do to improve your experience?”

3. Add description: “Your feedback helps us get better”

4. Leave Required off (optional responses get more honest feedback)

Step 6: Add a follow-up option (optional)

Let customers opt-in to follow-up:

1. Drag a Checkbox component below the feedback

2. Set the label: “I’m willing to be contacted about my feedback”

3. Leave Required off

If checked, you might want to collect their email:

1. Drag an Email component below the checkbox

2. Set the label: “Email address”

3. Add description: “So we can follow up on your feedback”

4. Leave Required off

Step 7: Add page actions and thank you

1. Drag Page Actions to add the submit button

2. Drag the Thank You component after Page Actions

3. Set title: “Thank you for your feedback!”

4. Set message: “We truly appreciate you taking the time to share your thoughts. Your feedback helps us improve.”

5. Choose the Check icon

6. Optionally enable Confetti for a positive feel

Step 8: Customize the design

Make your form inviting:

1. Click the Design tab

2. Choose colors that match your brand

3. Keep the form width at Medium

4. Consider a clean, minimal background

Step 9: Set up notifications

1. Click the Settings tab

2. Enable Email notifications

3. Set the recipient to your customer success or product team

Step 10: Preview, test, and publish

1. Click Preview to test the form

2. Submit a test response

3. Verify the experience is smooth

4. Click Publish when ready

Your completed feedback form

Component	Purpose
Rating (5 stars)	Quick overall satisfaction
Linear Scale (0-10)	NPS measurement
Matrix	Specific aspect ratings
Long Answer	Detailed feedback
Checkbox + Email	Follow-up permission
Thank You	Confirmation and appreciation

When to send feedback requests

Best times to request feedback:

• After a purchase or transaction
• After a support interaction
• After using a feature for the first time
• At regular intervals (quarterly, annually)
• After completing a project or milestone

Avoid:

• Immediately after signup (too early)
• During known issues or outages
• Too frequently (survey fatigue)

Analyzing feedback data

Quantitative analysis

• Average rating: Track over time
• NPS score: Calculate and benchmark
• Matrix patterns: Identify weak areas

Qualitative analysis

• Common themes: What do multiple people mention?
• Sentiment: Positive vs. negative language
• Specific suggestions: Actionable improvements

Tips for better feedback forms

Keep it short. Respect your customers’ time. 5 questions is often enough.

Ask at the right moment. Timing affects response quality and rate.

Make it optional. Required fields on feedback forms can feel demanding.

Close the loop. When possible, follow up on feedback to show you listened.

Act on insights. Feedback is only valuable if you use it to improve.

Thank sincerely. Genuine appreciation encourages future feedback.

Alternative: quick pulse survey

For faster feedback, create a minimal version:

1. Rating (5 stars): “How was your experience?”
2. Long Answer (optional): “Any comments?”
3. Thank You

This takes under 30 seconds to complete and can be sent more frequently.

Next steps

• Create a full survey
• Learn about the Rating component
• Learn about the Linear Scale component