Customer Feedback: 7 Questions Every Form Should Ask

Feedback forms fail in two ways: they ask too much (nobody finishes), or they ask too little (nobody learns anything). These seven questions sit in the sweet spot.

The seven questions

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  How would you rate your overall experience? — one star rating, 1–5.
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  What did we do well? — the open question that captures your strengths in your customers’ words.
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  What could we improve? — the open question that builds your roadmap.
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  How likely are you to recommend us? — the NPS question, on a 0–10 scale.
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  Which product or feature did you use? — context that makes every answer actionable.
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  How can we reach you? — an email field, explicitly optional, for follow-up.
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  Anything else? — the safety valve for everything they wanted to say.

Conditional logic makes it smarter

Show the "what could we improve" question only when the rating is low, and the "what did we do well" question only when it is high. Shorter forms get more completions — and the answers are better targeted.

The free customer feedback template combines star ratings, conditional comments and an optional follow-up email — with real-time submissions and one-click CSV export.

Close the loop with unhappy customers

A detractor who hears back within 24 hours often becomes a promoter. The email field exists for exactly this: reach out, fix the issue, and watch the next survey improve.