4 customer feedback templates for best results

As an ecommerce business owner, it is imperative that the customer experience on your site is built to satisfy and delight the customers browsing and shopping on your site. 68% of respondents in a survey by HubSpot said they were willing to pay more for products and services from a brand known to offer good customer service and 93% accepted to repeat purchases With companies that offer excellent customer service. While the statistics prove the need for "good" and "excellent" customer service, how do you know where you stand? This is where customer feedback comes in.

Customer feedback is a way of collecting information pertaining to the customers' experience with your company. As an ecommerce firm, customer feedback can be obtained for website user experience, products and services, service providers, order fulfillment, payment and checkout, and more. The most common channels of collecting this feedback from customers are:

- Post-purchase online survey

- In-store conversations

- Physical survey forms

- Sample focus group discussions

- Online review sites and blogs

While customer feedback is the first step to streamlining and building a successful customer experience, it's necessary we understand feedback surveys. Every business has a set of functions, activities, and departments that affect the customer experience directly and honest feedback is the cheapest and most effective way to identify room for improvement. So building a customer feedback survey that captures the true essence of the customer's experience while covering all critical information that needs to be collected is an art in itself. Feedback surveys are created using 5 major question types as mentioned below:

1. Multiple choice questions

    Example: Q. Which is your most favored way to book an appointment with us?

    a. Telephone b. Front desk c. Website d. Email

2. Ordinal scale questions

    Example: Q. Rate your masseuse on their massage (1 being the worst):

3. Interval scale questions

    Example: Q: Rate your website experience from 1-10 (1 being the worst)

4. Ratio scale questions

    Example: Q. Please select the age bracket you belong to:

    1. <20   2. 21-30    3. 31-40   4. 41-50    5. >50

5. Open-ended questions

    Example: Q. Do you have any suggestions to improve your customer experience with us?

 Depending on the nature of your business, the customer experience you wish to build, and the information you require, the customer feedback survey will be built using the above questions. You must remember that feedback surveys once received from all your respondents, must be collated to build reports that offer insights into the brand's customer perspective. This means that every question's answer must have the ability to be able to either calculated or plotted on a graph in order to pull conclusive reports. Whether it's an interval scale that can calculate the difference between each of the options or the ratio scale that allows to create homogeneous customer groups, it's necessary that you build the questions just right.

Keeping these in mind, here are a few customer feedback templates that you can use:

1. Customer feedback form template for ecommerce stores with online presence:

These forms can be shared with the customer post purchase after checkout or after product delivery. The questions can, thus, be added or removed accordingly.

Questionnaire 1 (Approx. 3 minutes to fill)‍

A) Profile

1. Name: _______
2. Age group:

             a. <20

             b. 21-35

             c. 36-50

            d. >51

3. Address:

B) Product review

          Please rate the product:

          ⭐⭐⭐⭐⭐ OR

          Rate the product on a scale of 1-10, 10 being the best.

C) Logistics/shipping review

          Please rate the delivery

          ⭐⭐⭐⭐⭐

D) Suggestions and comments  

2. Customer feedback form template for ecommerce stores with offline presence:

Questionnaire 2 (Approx. 5 mins)

       a. Name: _____________

       b. Age group:

          i. <20

          ii. 21-35

         iii. 36-50

         iv. >51

        c. Address: ____________

        d. How did you come to know about our store/website?

           [Share multiple possible options as choices]

        e. How would you rate your store/website experience?

             Interval scale - Rate from 1-10,10 being the best

        f. Please share your review about the product:

            ⭐⭐⭐⭐⭐

        g. Any other comments or suggestions:

 3. Customer feedback form template for service providers with online and offline presence:

Questionnaire 3 (Approx 5 mins):

1. Name: _____________
2. Age group:

           i. <20

           ii. 21-35

           iii. 36-50

           iv. >51

3. Address: ____________
4. Rate the service delivery: ⭐⭐⭐⭐⭐
5. Rate the service provider: ⭐⭐⭐⭐⭐
6. Rate the appointment booking experience: ⭐⭐⭐⭐⭐
7. Would you recommend us to your friends and family? Yes/No
8. Any suggestions or comments:

 4. Customer feedback form template for product and service brands with online and offline presence:

Questionnaire 4 (Approx 6 mins)

1. Name: _____________
2. Age group:

           i. <20

           ii. 21-35

           iii. 36-50

           iv. >51

3. Address: ____________
4. Rate the service delivery: ⭐⭐⭐⭐⭐
5. Rate the service provider: ⭐⭐⭐⭐⭐
6. Rate the product: ⭐⭐⭐⭐⭐
7. Rate the shipping/ delivery: ⭐⭐⭐⭐⭐
8. Rate the appointment booking experience: ⭐⭐⭐⭐⭐
9. Rate the website user experience: ⭐⭐⭐⭐⭐
10. Would you recommend us to your friends and family? Yes/No
11. How can we serve you better: 

 As can be seen in the questionnaires above, the time to fill in the questionnaire is another critical aspect to be kept in mind. Know that the customer approaches the brand for a specific requirement - either the product for sale or the service. Sharing feedback is not on their list of priorities and a long-form questionnaire may discourage them from filling the same. You can encourage the customers by awarding deals, discounts, freebies, loyalty points, and more for filling out the feedback form and keeping it short.

 Once you have the feedback template in place, ensure that the customer is approached multiple times within their purchase journey to share their feedback. Incorporating the same within your Shopify website or sharing survey links through email notifications is a surefire way to gather attention. Additional applications such as Appointo, the appointment scheduling app, allow you to automate notification emails and reminders, specifically useful for service-based businesses. Leverage these features to gather customer feedback. This should help you create a streamlined and successful customer experience across all engagements within their journey.