Template Overview
Every form builder will give you a customer feedback form. What none of them tell you is what to do with the feedback once it arrives, which is the part that actually decides whether collecting it was worth anything. This template is built around that second half. A customer answers a short set of questions about their experience, the answers produce a satisfaction score, and the score decides what happens next: a thank-you for the people who had a good time, and a route to somebody who can fix it for the people who did not.
That routing is the difference between a feedback form and a feedback loop. A one-star response sitting in a spreadsheet is a complaint you have collected and ignored, and it will usually reappear in public later. The same response tagged, pushed to a Slack channel, and answered within the day is a customer you might keep. So the outcome pages here do different jobs, the detractor path collects the detail rather than just the score, and email sequences close the loop automatically rather than when somebody remembers.
A word on review platforms, because this is where most feedback funnels go wrong. It is tempting to bolt a review request onto the end and send happy customers off to leave five stars. Yelp explicitly prohibits that, including the specific pattern of asking for a review after collecting feedback through a survey or form, and its software tries to filter reviews it detects as solicited. Other platforms take different positions: Google permits asking but prohibits filtering who you ask, and G2 runs official review campaigns. So this template treats the review link as your configurable choice and tells you the rule for each destination rather than pretending it does not exist. Used the compliant way, on Yelp that means making your presence visible rather than requesting anything, it still does the job it should: it finds the unhappy customers before the internet does.
Key Features
A satisfaction score that decides what happens next - the opening questions produce a score, and the score selects the outcome page, so a promoter and a detractor do not see the same thank-you. Set the threshold where your own data says the line falls, using a rating scale, a satisfaction slider or a standard NPS question.
A detractor path that collects the detail, not just the number - a score tells you something went wrong, an open text field tells you what. The unhappy path asks for specifics and can offer a callback, which is the step that turns a complaint into a recoverable situation.
Logic jumps and multiple outcome pages - route by score, by location, by which service the customer used, or by any combination, with a different outcome page and a different next step for each. Answer piping keeps each page specific to what that customer actually said.
Review-platform links you control, with the rules stated - the outcome page can carry a link to any destination you choose. What differs by platform is whether you may ask, so the configuration is deliberate rather than default, and the page tells you where Yelp, Google and G2 each stand.
Email sequences that close the loop - an acknowledgement to the customer immediately, an internal alert on low scores, and a follow-up once the issue is resolved, with open and click tracking feeding the workflow so nobody gets chased twice.
Benefits
You hear about problems before the public does - an unhappy customer with somewhere private to complain often does not complain publicly, and unresolved support issues are a large share of what eventually becomes a negative review.
The feedback reaches a person - low scores can trigger a Slack message or a CRM task the same day, which is the difference between collecting feedback and acting on it.
Satisfaction becomes segmentation - the score and the written feedback land on the contact record as properties, so your promoters and detractors become filterable lists rather than rows in an export.
You stay on the right side of the review platforms - the rules differ by destination and are enforced automatically on some of them, so a funnel configured deliberately protects the reputation it is meant to build.
It runs on your own site and branding - embed it inline or as a pop-up, publish it on a custom domain, print it as a QR code for a receipt or a table card, and remove involve.me branding on Grow and above.
How It Works
Customize
Keep it short, because feedback forms fail on length more than on wording. Five to eight questions is the working range: one on overall satisfaction, one or two on the specific things you can actually change, a likelihood-to-recommend question if you want a trackable number over time, and one open field. Make almost nothing required, since a partial response is worth more than an abandoned one. Then rewrite the labels in your own voice and match fonts, colors, logo and background to your brand.Configure
Set the satisfaction score and the threshold that splits the outcome pages, then decide what each path does. The happy path can thank the customer and, if your chosen platform permits asking, offer a review link. The unhappy path should ask what went wrong and offer contact. This is the step to get the platform rules right: on Yelp, do not ask for a review here at all, and use a passive "Find us on Yelp" presence instead. Add hidden fields for location, staff member or order ID so feedback arrives attributed, and turn on OTP verification if you are sending to a list you do not fully trust.Connect
In the Connect tab, map the satisfaction score and the open feedback to properties on the contact record, then push responses into your CRM. Send low scores to a Slack channel or create a task automatically, because response time is what determines whether a recoverable complaint gets recovered. Then build the sequences in the workflow builder: an acknowledgement to every respondent, an internal alert below your threshold, and a follow-up to the customer once the issue is closed.Share
Timing beats copy here. Send it right after the interaction, while the experience is specific and recent, rather than on a monthly schedule. Email and SMS work for that, a QR code on a receipt, table card or invoice works for in-person businesses, and inline or pop-up embedding works on a post-purchase page. Publish it as a standalone page on a custom domain if you want one link that works everywhere, and carry the location or order ID through with hidden fields.Analyze
Track the satisfaction score over time rather than obsessing over individual responses, because the trend is the signal and any single review is noise. Read the open feedback for the complaints that repeat, which is where your real operational problems are. Then compare response rates by channel and by timing to find out when your customers will actually answer, and watch per-question drop-off to see which question is costing you completions. A/B test length, the wording of the opening question, and where the threshold sits.
Frequently Asked Questions
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It is a short structured questionnaire that collects a customer's opinion of a product, service or interaction, usually combining a satisfaction rating with an open comment field. The useful version does something with the answers: scores them, routes unhappy customers to somebody who can help, and stores the result against that customer so the feedback becomes data rather than a pile of submissions.
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Five carry most of the value: overall satisfaction with the experience, how well the product or service met their needs, how likely they are to recommend you, what you could do better as an open field, and optional contact details. Add questions only for things you can actually change, since asking about something you have no intention of fixing wastes the customer's goodwill and your completion rate.
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Every additional page reduces completions, so keep the qualification to four or five questions and check per-page drop-off before adding more. If some information is only needed from a subset of respondents, put those questions behind logic jumps so the rest never see them.
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As few as possible, ideally just the satisfaction rating. A customer filling in a feedback form is doing you a favour, and every mandatory field is a reason to close the tab. A partial response with one honest rating is more useful than an abandoned form with none.
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When is the best time to send a feedback request?
Immediately after the interaction it is about: the visit, the delivery, the support conversation, the appointment. Recency is what makes feedback specific enough to act on, and it is also when response rates are highest. A request sent on a fixed monthly schedule collects vaguer feedback from fewer people.
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Yes, and this is the main reason to build it as a funnel rather than a flat form. The satisfaction score selects the outcome page, so a detractor can be asked what went wrong and offered a callback while a promoter sees a thank-you. Note the distinction that matters: routing customers to different support paths is good practice, while routing only happy customers to a public review platform is review gating, which several platforms prohibit.
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No. Yelp's "Don't Ask for Reviews" policy is explicit on this exact pattern, stating that businesses should not ask for reviews after requesting customer feedback in other places like surveys or contact forms. Yelp also says its automated software tries to identify reviews that appear to have been requested and not recommend them, so the practice can suppress the reviews it produces. Check Yelp's current policy directly before you configure anything, since platform rules change and this page is not the authority on them.
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By making your presence visible instead of making a request. Yelp's own guidance points to "Find us on Yelp" window stickers and signage, Yelp badges and icons on your website, links or QR codes in email signatures and on digital receipts, and staff mentioning that you are on Yelp during a good interaction. The feedback funnel supports that indirectly: it improves the experience people are reviewing, and it catches the problems that would otherwise become one-star reviews. That is a slower route than a review request, and it is the one that survives Yelp's filter.
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No, and the differences matter when you configure the outcome pages. Google permits asking customers for reviews but prohibits gating, meaning you cannot ask only the customers you expect to be positive. G2 runs official review campaigns, so soliciting is part of how the platform works, subject to its Community Guidelines. Yelp prohibits asking altogether. Amazon has its own restrictions on how review requests may be worded and on incentives. Check the policy for each destination you use rather than assuming one rule covers them all.
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It should reach a named person quickly. Route responses below your threshold to a Slack channel or create a CRM task automatically, then acknowledge the customer by email with what happens next, and follow up once it is resolved. Collecting a complaint and doing nothing is worse than not collecting it, because now the customer knows you heard and chose not to respond.
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Yes. Hidden fields carry a location ID, staff name or order reference into the submission, so feedback arrives attributed without the customer typing anything. That makes it possible to compare satisfaction across sites or shifts, which is usually where the actionable pattern is. Add a location question instead if the customer needs to select it themselves.
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Yes. Publish the funnel as a standalone page on a custom domain and print the QR code on a receipt, table card, invoice or packaging insert. This is the highest-response channel for most in-person businesses, because the customer is still on the premises with the experience fresh.
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Yes. Include a standard likelihood-to-recommend question, store the response as a contact property, and the score becomes trackable across periods and segments. NPS is available on the Scale plan. The trend is what you act on, since individual scores move around for reasons that have nothing to do with your business.
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Every respondent becomes a contact in involve.me's built-in CRM with satisfaction score, written feedback, and outcome stored as properties, alongside a timeline of what they did. From there contacts sync two-way to HubSpot, Salesforce, and Pipedrive, or flow into an email platform, Google Sheets, or Slack, with Zapier and webhooks covering anything else. Responses also export to XLS and CSV.
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involve.me is SOC 2 Type II audited and GDPR-compliant, with configurable data retention per funnel, password protection, and SSO or SAML2 for enterprise accounts. Feedback often contains more sensitive detail than people expect, so set retention deliberately and edit the consent wording to match your own privacy policy rather than leaving placeholder text.
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Yes, it is available on the free plan and can be customized and published without payment. Paid plans start at $29 per month billed annually and add more live funnels, custom domains, and branding removal. A/B testing, webhooks, partial submissions, and OTP verification are on the Scale plan.
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Yes. Describe the interaction you are collecting feedback on, how you want responses routed, and who should be notified, and the AI Agent generates the funnel: questions, scoring, routing logic, outcome pages, copy and design. It edits an existing funnel the same way, so this template can be the starting point and then reshaped by prompt.
