Customer feedback matters. Understanding what consumers want, how they think, and where they’d like to see service improvements can help grow your brand and improve your reputation.

Customer feedback is also better for your bottom line. As noted by AdWeek, 70% of users who feel connected to a brand — thanks to great service, personalized interactions, or the ability to provide actionable feedback — spend twice as much as those who feel disinterested. Today, more than two-thirds of companies gather and act on customer feedback to help inform business decision-making.

The easiest way to solicit customer opinion and identify growth opportunities? A simple, streamlined feedback form. In this guide, we’ll teach you how to create a feedback form using HubSpot’s professional form tool, offer examples of some great feedback forms and form templates, and point you toward some great resources to borrow or build your own feedback form.

Let’s get started.

Click Here to Get HubSpot's Customer Feedback Software

The Many Forms of Feedback

While there’s no “right way” to collect feedback, there are several common frameworks.

For example, open-ended feedback forms allow customers to identify their issue or concern, relate it to a general category, and then describe it at length.

A website feedback form, meanwhile, might use checkboxes or drop-down lists to gauge consumer interest, while a survey-based feedback form lets them answer questions about specific, recent interactions.

Bottom line? The type of form you choose isn’t as important as how you design and use it. And no matter the framework, your feedback form should contain clean-looking elements, clear questions, and easy-to-understand instructions.

Here’s a step-by-step guide to creating a survey-based feedback form with HubSpot. If you're not a HubSpot customer, you can get started with HubSpot here.

1. Navigate to Service > Feedback Surveys HubSpot Service Hub.

The HubSpot customer feedback forms tool is available to Service Hub Professional and Enterprise users. If necessary, upgrade your account to access this function.

2. Click Create Survey in the top-right corner.

From this screen, you can create a new survey, or edit or clone existing surveys. For now, let’s create a new survey.

3. Select the Customer Support card and then click Create survey.

You can also create customer loyalty or satisfaction surveys. In this example, we’re going to create a customer support survey that lets you discover how easy it is for customers to get help when they need it — and what they think of that help.

how to create a feedback form hubspot create survey

4. Choose your send timing and recipient list.

In the first box, select the number of hours after the customer service interaction takes place that you’ll send the survey. More immediate surveys typically garner better responses, but make sure you have enough staff to handle time-sensitive concerns.

In the second box, select who should receive the survey.

how to create a feedback form hubspot choose send timing and recipient list

5. Customize the appearance of your feedback survey.

Here, you can customize your survey language, company name, subject line, greeting, featured image, and color.

survey customization fields in the hubspot feedback form builder tool

6. Create follow-up questions based on customer scores given.

Use the left-hand panel to customize your follow-up questions. You can create three different questions based on the customer score given: Scores from 1-3 represent customers who found service difficult to access, 4-5 were neutral about their interaction and 6-7 found it easy.

how to create a feedback form hubspot create follow up questions

7. Write customized thank-you messages using score values.

The left-hand menu also lets you customize thank-you messages based on customer score values. You can also add header and body text to describe next service steps.

how to create a feedback form hubspot write customized thank you

8. Add automation to ensure the right people on your team are notified.

Click on the Automation tab to create workflows based on customer satisfaction scores.

how to create a feedback form hubspot add automation

9. Click Publish.

When you’re finished creating and editing your survey, click Publish. You’ll get two options: A sharable link you can send directly to users, or code you can use to embed the form into your website.

Feedback Form Examples

What does a great feedback form look like? Here are a few examples.


Airbnb asks for customer feedback after each stay. Customers can be as general or specific as they want and offer suggestions for improvements to the Airbnb process.

feedback form example from airbnb


DoorDash’s support page includes a contact/feedback form for both customers and Dashers. Visitors must choose the category of their request, a subcategory based on the first category, and complete an open form field.

feedback form example from doordash

Hilton Hotels

This simple customer feedback survey lets guests quickly rate specific aspects of their stay with Hilton Hotels and provide more detailed information about previous visits.

feedback form example from hilton hotels


This radio-button survey focuses on specific customer service categories to help Netflix deliver improved streaming options.

feedback form example from netflix


Zoom’s form welcomes customers to provide feedback on their video communications software. The form is designed for ideas, comments, and criticisms. Note that the form also requires users to specify device type, making it easier to diagnose technical problems.

feedback form example from zoom


TaskRabbit offers a basic, open-end feedback form for their users and Taskers. It also allows for file attachments with requests.

feedback form example from taskrabbit

Feedback Form Templates

If you’re looking for free feedback form templates, here are a few great options.


Smartsheet offers free website feedback forms, customer feedback forms, and even employee feedback forms. Download them in Excel or PDF formats — they’re ready-to-use when you’re ready to collect feedback.

a feedback form template from smartsheet


JotForm provides more than 300 feedback form templates that can be accessed and downloaded on-demand. Guests can download 5 forms for free, or upgrade for improved access.

a feedback form template from jotform


Formstack lets you quickly browse by form and category type — sign up for a free trial and get access to hundreds of forms instantly.

a feedback form template from formstack


When you register for a free account, FormCrafts gives you access to six customer feedback forms with illustrated visuals and a comfy UX.

a feedback form template from formcrafts


Typeform both excellent feedback and survey form templates with sleek designs and background images. The free plan is limited, but you can upgrade to paid plan for $35 per month.

a feedback form template from typeform

Options to Build Customer Feedback Forms

There are also more full-featured feedback form tools.

HubSpot WordPress Plugin

The HubSpot WP Plugin is free, powerful, and easy to use. Plus, it automatically syncs forms and contacts with the HubSpot CRM, streamlining both the collection and application of customer feedback.

Gravity Forms

Gravity Forms is a powerful, adaptable tool that lets you quickly create feedback forms for your WordPress website. Build your form with their visual editor, or choose from more than 30 ready-to-use form fields. Plans start at $59 per year.


Forminator surveys to quizzes to customer feedback forms, Forminator has you covered. This free tool makes it easy to create forms with a drag-and-drop visual builder for WordPress.


Zoho lets you easily create and share online forms, and provides tools to quickly manage feedback data with integrated applications. Get Zoho basic for $8 per month, or upgrade to Premium for $40 per month.

Improve the customer experience and boost your bottom line with streamlined, simple, and specific feedback forms.

Editor's note: This post was originally published in March 2020 and has been updated for comprehensiveness.

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Originally published Mar 14, 2021 7:00:00 AM, updated December 02 2021


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