FeedbackHub
A feedback form your customers will actually finish
Drag questions onto the canvas, set the wording, publish. The builder covers everything from a single star rating to a branching form that asks different questions depending on what the customer already told you, and none of it requires a developer.
Fifteen field types, twelve of which collect an answer
Different questions measure different things, and mixing them up produces data you cannot compare. The builder keeps the standard customer experience question types separate and scores each one correctly, so a star rating feeds your satisfaction average and an NPS question feeds your Net Promoter Score rather than being averaged into the same meaningless blend.
Every field carries its own wording, help text, required flag and placeholder, so you are never stuck with a generic phrasing that does not sound like your business.
What each question type is for
Pick by what you need to learn, not by what looks nicest on the screen.
| Type | Scale | Use it when |
|---|---|---|
| NPS | 0 to 10 | You want a loyalty number that is comparable across your industry, and you care about repeat business rather than one transaction. |
| Star rating | 1 to 5 | You want the fastest possible answer about one visit or one order. Stars are universally understood and take one tap. |
| Smiley faces | 1 to 5 | Your customers include children, tourists or people who read little English. Faces cross language barriers better than words. |
| Effort score | 1 to 7 | You suspect the problem is friction rather than quality: too many steps, too much waiting, too much explaining. |
| Slider | Your own range | You need a scale that is not one of the standard ones, with your own labels at each end. |
| Thumbs up or down | Binary | You want the highest completion rate possible and a simple yes or no is enough. |
| Single choice | One option | You need to categorise: which branch, which service, which member of staff, how they heard about you. |
| Multiple choice | Several options | More than one answer can be true at once, such as which parts of the visit went well. |
| Short text | Up to 190 characters | You need a name, an order reference or a one-line answer. |
| Long text | Up to 2,000 characters | You want the story. This is the field the AI sentiment and theme analysis reads. |
| Email and phone | Validated | You want to be able to reply, or to follow up on a complaint personally. |
| Heading, divider, image | Layout only | The form needs sections, a break, or a picture of the product being reviewed. |
Ask the follow-up only when it is warranted
Long forms lose people. The fix is not to ask less, it is to ask less of most people. Conditional logic lets a field appear only when an earlier answer matches a condition, so the form stays two questions long for a happy customer and expands only for the ones with something specific to report.
A rating of four or five can lead straight to the thank-you screen with a review link. A rating of two can open a follow-up asking which part of the visit let them down, followed by a comment box and an optional phone number so a manager can call. Both customers filled in the same form; they simply saw different amounts of it.
Conditions can test equality, containment or numeric comparison, which covers the cases that come up in practice without turning the builder into a programming language.
- Show a field when a previous answer equals a specific value
- Show a field when a multiple-choice answer contains an option
- Show a field when a score is above or below a threshold
- Hidden fields are excluded from the saved response, not left blank
It should look like your business
Customers answer more honestly when they know who is asking. A form that looks like a generic survey tool gets treated like one.
Logo and colours
Use your company logo automatically, upload a different image for a specific form, or run without a logo entirely. Control the width and alignment, and set an accent colour that carries through the buttons and rating controls.
Your own words
Every heading, question, helper line and button label is editable. The introduction that appears above the first question and the thank-you message that appears after submission are both yours to write.
The thank-you screen
The last screen is not dead space. Depending on the score, it can carry a public review link, contact details for a manager, an offer, or simply a sentence that sounds like a human wrote it.
Built for a phone
Most feedback is given on a phone, standing up, in the thirty seconds before something else demands attention. The form is designed for that: large tap targets, one thing at a time, no pinching or zooming.
Footer and contact details
An optional footer can carry your company name, phone number and address, so a customer who wants to reach you directly does not have to go looking for it.
Preview before publishing
Preview the live form as a customer sees it before anything goes out. What you approve is what gets sent.
Version history, so old answers keep their meaning
Feedback forms change. You reword a question, add an option, drop one that never got used. If the form is stored as a single mutable document, every one of those edits quietly rewrites the meaning of the responses you already collected.
FeedbackHub stores each publish as an immutable version and records which version every response answered. Reword question three today and last quarter's data still points at the wording that was actually on screen when those customers answered it. When you compare this month against last month, you are comparing like with like.
Answers are stored twice on purpose: as the complete raw submission for audit, and as normalised rows per field for fast filtering and reporting. That combination is what makes it possible to ask "what was the average rating for branch two, on the SMS channel, in March" without waiting.
Also worth knowing
- Duplicate a form to spin up a variant for a second branch or a seasonal campaign without rebuilding it
- Draft, published and archived states, so a half-finished form can never go live by accident
- Hidden context fields capture order number, value, branch or staff member from the link itself
- Single-use links expire once submitted, keeping one response per request
- Response counts and average rating shown per form in the list view
- A default message template can be attached to a form so send-outs use the right wording automatically
How long should a feedback form be?
Shorter than you think. Response rate falls off sharply with each additional question, and the questions people abandon on are almost always the ones that serve internal curiosity rather than a decision someone is going to make.
A form that works for most businesses has three fields. One score, so you have a number to track. One open comment, so you have an explanation. One optional contact field, so you can follow up on the bad ones. That is roughly twenty to thirty seconds of a customer's time and it produces everything the reporting needs.
Add a fourth question only when you can name the decision it will inform. "Which branch" is worth asking if you plan to compare branches. "How did you hear about us" is worth asking if someone actually reviews marketing spend. If nobody will look at the answer, the question is costing you responses for nothing.
Where you genuinely need depth, use conditional logic rather than length. Everyone answers the short version; only the customers with a problem see the diagnostic questions, and those are the ones willing to spend an extra minute because they want the problem fixed.
We will build your first form with you
Setup includes a working form, wording that suits your business and a test send before anything reaches a real customer.