Customer feedback is the backbone of product improvements, higher retention, and happier buyers. However, getting customers to fill out feedback forms can be a challenge. This guide will walk you through how to create an effective feedback workflow that engages customers and provides valuable data for your business.
Just learning how to use Typeform? Check out our guide on how to get started with your first form.
Capturing attention and designing your form
Creating a cohesive and recognizable experience helps build trust and increases the likelihood that a customer will complete your form.
- Design with your brand: Create a theme from a Brand Kit to change your form’s colors, fonts, and add a logo. With Brand Kits, you can match your form design to your brand by entering your website’s URL. Alternatively, you can create a theme from scratch by uploading your logo, font, and colors.
- Use a Welcome Screen: While optional, a Welcome Screen sets the scene by giving customers context about what your form is about.
- Offer incentives: If you’re offering a reward for completing the form, the Welcome Screen is a great place to relay that information.
Crafting effective questions
To reduce drop-off rates and respondent fatigue, it’s critical to keep your forms as short as possible and be considerate about the information you ask for.
- Limit open-ended questions: Rely on Multiple Choice, Picture Choice, Rating, and Ranking questions to create a fast and smooth experience for respondents.
- Use Clarify with AI: If you need deeper insights, use Clarify with AI to automatically generate up to two follow-up questions based on the respondent's initial answers.
- Personalize with video: If you’re the face of your brand, consider using video questions to create a highly personalized experience.
- Implement logic routing: Route questions based on the respondent's previous answers with logic. For example, if someone gives a negative rating, you can route them to a follow-up question asking for details on how to improve.
Distributing forms and automating workflows
Once your form is built, you need to get it in front of customers and automate actions based on their responses.
- Reaching your audience: You can upload and manage your email list directly in Typeform’s Contacts, then schedule an Automation to send the survey to your Contacts. Alternatively, you can send your form through an email marketing tool such as Klaviyo or Mailchimp.
- Timing is everything: Use scheduled automations to send feedback requests at high points in the customer journey to capture instant and authentic reactions.
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Automating post-response actions: Set up specific workflows based on the feedback you receive:
- For negative ratings: Trigger an automated notification to your support team via email or Slack so they can immediately reach out to the customer and resolve any issues.
- For positive ratings: Route these happy customers directly to an End Screen asking for a Google review or a public testimonial.
Analyzing your feedback
After collecting responses, you can review results, identify trends, and share reports with your team.
- Track long-term trends: Create charts to combine insights from multiple forms with your Insights dashboard. This allows you to analyze how feedback compares year-on-year or varies between different audience groups, all in one place.
- Leverage AI integrations: Connect your feedback workflow to an LLM like Claude or ChatGPT to analyze responses directly in a chat interface or prompt an executive summary of the feedback.
- Analyze results: In the Results section of your form, you can view your form’s performance to spot trends and drop-off analysis, view your response summary, create a sharable response summary report, and get an AI analysis of your results with Smart Insights.