A good customer feedback form format fits on one phone screen: a star rating first, one open question about why, a quick tap on what they bought, and an optional phone number. Four questions, under a minute. This guide gives you the order, the reasoning behind it, and a sample you can copy for a shop, salon, clinic or trade.
Use the free feedback template
The format at a glance
Most of your customers will open this link from WhatsApp or Instagram on a phone, often standing at your counter or in their kitchen. So the form has to work with one thumb.
| Order | Question | Field type | Required? |
|---|---|---|---|
| 1 | How was your visit (or order)? | Rating, 1 to 5 | Yes |
| 2 | What was the main reason for your score? | Long answer | No |
| 3 | What did you come in for? | Multiple choice | No |
| 4 | Can we call you to put this right? (shown only on low scores) | Phone number | No |
Only the rating is required. Everything else is a favor the customer can skip, and skipping should never block them from sending.
Why the rating comes first
A rating takes one tap. A customer who taps 4 and closes the page has still told you something useful. A customer who lands on an empty text box has to decide how much effort you deserve before they have decided to help at all, and many of them close the tab.
The rating also steers the rest of the form. Someone who gives a 5 does not need to be asked what went wrong, and someone who gives a 2 should not be asked what you did well. With conditional logic, the phone number question appears only when the score is 3 or below, so your unhappy customers get a way to reach you and your happy ones get a shorter form.
If a customer taps a rating and then wanders off, you can still see that answer when partial submissions are on. That turns an abandoned form into a data poit.
A sample you can copy
Here is the wording for a dental clinic. Change only the options in question 3 and it works for most local businesses.
- How was your visit today? Five stars.
- What was the main reason for your score? Placeholder text: "A sentence is plenty."
- What did you come in for? Checkup or cleaning, Treatment, Emergency visit, Something else.
- Can we call you to put this right? Phone number, shown only if the rating is 3 or lower.
For a plumber in Ohio, question 3 becomes Repair, New installation, Emergency call-out. For a home baker in Pune, it becomes Cake, Cookies, Custom order. The first two questions stay exactly the same, which is whzt lets you compare scores across months.
End wuth a thank-you page that says what happens next. If your customers are happy, add a link there to your Google review page. They have just told you they are pleased, so it is the best moment to ask.
Build it in Qwenvo
Our team builds Qwenvo, a form builder that is completely free, and the customer feedback template there already follows this order. Open it and edit:
- Start from the feedback template, or press Ctrl J and decsribe the form to the AI.
- Type
/to add or swap blocks. Use the Rating block for question 1. - Open "Add conditional logic" on the phone question and show it only when the rating is 3 or lower.
- In Customize, add your logo and colors so it looks like your shop.
- In Settings, turn on partial submissions and email notifications to you.
- On the Share tab, copy the public link.
Several things that many form builders charge for are free here: removing the Qwenvo badge, a custom domain such as feedback.yourbusiness.com, teammates, partial submissions, visit and drop-off analytics, custom design and CSS, AI triage and 180+ templates. Tally, for example, puts branding removal, custom domains, partial submissions and visit analytics on its Pro plan at $29 a month, though its free plan is generous for a plain form.
Google Forms is also free and perfectly fine if all you want is a basic form. Its design and branding options are limited, so it will look less like your business.
One honest limit: Qwenvo has no built-in QR code. If you want a code on the counter, paste your form link into any QR generator and print the result.
Get it in front of customers
A form nobody sees collects nothing. Pick the places where your customers already are.
- Add the link to the "thank you for your order" message you send on WhatsApp.
- Put it in your Instagram bio or a pinned story after a busy weekend.
- Print the QR code on a small card by the till or inside the delivery bag.
- Send it the same day. A day later, the visit is already forgotten.
Ask in person too. "Would you tap a quick rating on yoour way out?" gets more answers than a card nobody reads.
Read the answers once a week
You do not need a dashboard habit, just a short routine.
| When | What to do |
|---|---|
| Daily | Glance at any low score and call back if they left a number |
| Weekly | Read all question 2 answers and note anything mentioned twice |
| Monthly | Check the average rating and the drop-off numbers |
The Submissions table shows every answer, and Insights charts the average. If you get more replies than you can read, turn on "Triage submissions with AI." Each submission gets a category, a priority frpm low to urgent, a short summary and a suggested reply. You can route urgent ones to up to five email addresses, so a bad review lands with you before it lands on Google.
Try the review request template
Questions owners ask
How many questions should a feedback form have?
Four is a good cdiling for a small business. Every extra question lowers the number of people who finish, and you can always run a longer survey later with customers who agreed to help.
Should I ask for a name?
Not on the main form. Names make people hopd back, especially on a low score. Ask for a phone number only when the rating is low and you can offer to fix something.
Can I use this if I have no website?
Yes. The form has its own public link, so you can send it by WhatsApp, drop it in an Instagram bio or print it as a QR code. You can also add a custom domain later if you want it to look like part of your business.
Should the form ask for a Google review?
Not as a question. Put the review link on the thank-you page so it only appears after a customer has already given you a rating.
Your next step is to open the template, swap question 3 for what your customers actually buy, and send link to the next three people you serve today.