How to create engaging Customer Feedback Forms 📩 that work!

Customer Feedback Forms play an important role in understanding trends and customer psychology. Brands want to know what customers want and how their products can better engage customer needs. Many product teams do not listen enough to their users and fail to create a good feedback form. In this article, we’re going to unpack what a good feedback form looks like and how you can create effective feedback forms for your products.

What are Customer Feedback Forms?

Customer Feedback Forms are questionnaires (or surveys) designed to help brands collect opinions and feedback from customers, stakeholders, or clients – regarding the business's product. The primary objective of feedback forms is to get a better understanding of the customer experience, enabling startups to pinpoint areas for improvement.

Customer Feedback Forms provide valuable insights into customers' perceptions, preferences, and expectations

Feedback forms can help businesses with 3 key aspects:

🌟 Recognizing successful marketing campaigns and features.

🌟 Identifying customer pain points and understanding what to focus on.

🌟 Enhancing customer relationships across all communication channels.

Customer feedback forms include questions such as star ratings and open-ended sections.

Customer Feedback Forms provide a diverse range of questions covering topics such as customer satisfaction, loyalty, usability, and user experience. These online forms can be distributed through various channels, such as websites, mobile apps, and email.

Types of Feedback Forms

When utilizing a feedback form, the first step is selecting the type of feedback companies aim to collect. Here are some of the most common types of customer feedback forms:

Customer Satisfaction Survey

A satisfaction survey gauges whether a customer is satisfied or unhappy with products or services. This feedback form provides insights into the overall customer experience, what customers need, where products are missing out, customer expectations, and strategies to enhance the user experience.

Example of Customer Satisfaction Survey

User Experience Survey

Distinct from customer satisfaction, a user experience survey focuses on gathering feedback about specific services or features. By asking 2-3 questions after completing a task or using a feature, customers can promptly share their opinions on the benefits, shortcomings, and desired enhancements for those features.

Net Promoter Score

The Net Promoter Score revolves around a single question: "How likely are your customers to recommend you to others?" Responses are rated on a scale of 1-10, with the resulting data calculated as a percentage.

Example of Net Promoter Score question

NPS surveys generate valuable insights into the overall effectiveness of the company. Businesses can determine how they perform over a certain period or find out how many customers will be brand promoters.

Customer Effort Score

CES feedback forms help assess the ease of customer touchpoints during onboarding or other interactions, aiding in understanding the customer experience. Optimized CES forms can enhance product quality and customer service based on feedback received.

Example of Customer Effort Score

Customer Information Form

Tailored for current events or specific touchpoints, these forms collect data crucial for creating buyer personas. Crafting precise buyer personas enables targeted marketing campaigns and compelling copywriting to engage with the identified customer segments effectively.

Steps to creating an effective feedback form

Creating an effective feedback form is important for collecting valuable data and enhancing business operations. To craft a high-quality form, follow these refined steps:

1. Define Goals

Define the goals of customer feedback forms to ensure they align with objectives. Specify the areas for feedback, such as product quality or customer service, and outline desired outcomes, such as improving satisfaction or refining processes.

2. Compare Different Form Builders

Selecting the appropriate form builder is a vital stage in the construction of a potent feedback form. When comparing form builders to share feedback requests, consider factors such as:

🌟 Ease of use for creating and managing forms

🌟 Customization options for personalizing form design and features

🌟 Integration with other tools and platforms

🌟 Advanced survey features such as skip logic, branching, workflow automation, and user segmentation

🌟 Cost-effectiveness considering features and support

3. Tailor Questions to Audience

Craft questions tailored to the brand's target audience's experience and expectations. Ensure clarity and simplicity in question formulation, using a mix of question types for a comprehensive understanding. When crafting questions, strive to balance depth and brevity, aiming for actionable responses that provide in-depth insight.

Tailor questions clarity and simplicity to drive the respondent’s comprehensive understanding

4. Organize Questions Effectively

Group questions by topic or theme to maintain coherence. Begin with general inquiries before moving on to specifics. Arrange questions in a logical flow to ensure a smooth survey experience.

5. Design User-Friendly Forms

Create visually appealing forms that are easy to navigate. Utilize a mix of question types (multiple-choice, open-ended, rating scale) and test the form across different devices to ensure accessibility for all respondents.

6. Test, Analyze, and Refine

Review the feedback form for clarity and coherence. Analyze the data collected and identify patterns or recurring issues. Refine the form based on the insights gained from the analysis. Continuously test and refine the form to optimize its effectiveness in collecting valuable feedback.

Best practices when creating Customer Feedback Forms

Here are some of the best practices that can help companies collect valuable insights from their audience:

Use simple language and avoid bias

Respondents tend to scan rather than read in detail. Craft questions are clear, specific, and direct. For example, instead of inquiring, “How was your experience with our customer service team?” Ask, “Rate your satisfaction with our customer service team on a scale of 1-10.”

Keep it short for more responses

The more questions you add to customer feedback forms, the more likely it is that you’ll tire your audience out. To avoid this, remove unnecessary questions and focus on essential aspects.

Show a progress bar

Most people investing time in a survey typically aim to complete it. Enhance the respondent experience by including a progress bar, providing clarity on the survey's length, and encouraging completion.

Keep the audience in mind

Tailor the feedback form to suit the target audience, considering factors such as timing, question complexity, and delivery method, whether through email or website pop-ups.

Personalize feedback form

Customize the feedback form to align with the brand identity. Ensure that respondents can easily associate it with business by incorporating the brand's language and visual elements.

Select an appropriate form builder to customize feedback forms that increase brand awareness

Find the optimal time to send

When companies send feedback forms, it has a big impact on how many responses they will receive. Determine the optimal timing for sending out feedback forms to get a better understanding. Companies should experiment with different approaches to see how they impact response rates.

Consider both closed and open-ended questions

Include a mix of closed and open-ended questions in the feedback form. Closed-ended questions offer quick responses and analysis, while open-ended questions provide richer insights and context.

Give respondents a reason to complete the form

Motivate respondents to complete the form by providing a clear reason or incentive. This can be as simple as highlighting the impact: “This feedback will be used to shape our product roadmap.” or offering a gift, such as a card or voucher to encourage participation.

Use logical ordering

Ensure a coherent structure in the feedback form for a seamless user experience. Here's an optimal approach:

🌟 Start with a brief introduction explaining the survey's purpose to engage respondents

🌟 Lead with general inquiries to more specific questions for clarity and relevance

🌟 Unless screening is necessary, consider placing personal information queries, such as email addresses, towards the end

After building the feedback form, test it internally before sharing it with customers. Internal tests may only take a few minutes, and they give businesses a prime chance to identify and rectify any errors promptly

Get valuable feedback and build better Web3 products with Formo’s Form Builder

🌟 Get Valuable Customer Feedback with Formo

Formo’s Form Builder is a user-friendly tool designed to assist brands in crafting dynamic feedback forms within Web3. With Formo, you can seamlessly integrate custom online forms into your Web3 business operations to collect valuable customer and stakeholder insights.

Asking customers for honest feedback is a powerful strategy for driving positive transformations within a business. Customer Feedback Forms help brands improve their product offerings and establish themselves as a customer-centric brand. Understanding customers' preferences and opinions is fundamental to driving product success.