Customer Feedback Form
General-purpose customer feedback form for Swiss businesses and organisations. Includes NPS (Net Promoter Score), overall satisfaction rating, service dimension ratings, open praise and improvement fields, and optional contact details for follow-up. Works for any product, service, or customer experience context.
About this template
This Customer Feedback Form is a general-purpose template for collecting structured feedback about any product, service, or customer experience. It includes an NPS (Net Promoter Score) question, an overall satisfaction rating, dimension-level service ratings, and open text fields for qualitative feedback — giving you both the quantitative scores and the context to understand them. It works for any Swiss business: retailers, service providers, restaurants, SaaS products, consultancies, healthcare providers, and more.
What this form collects
- NPS: likelihood to recommend (0–10 scale)
- Overall satisfaction rating (1–5 stars)
- Service dimension ratings: quality, communication, value, timeliness
- What went well (open text)
- What could be improved (open text)
- Optional: product or service experienced
- Optional: customer email for follow-up
NPS + qualitative = actionable insight
An NPS score alone tells you the 'what' (are customers satisfied?) but not the 'why'. Pairing it with open text fields converts a number into a direction: you learn whether detractors are unhappy about price, communication, or quality — and whether promoters would refer specifically because of your speed, expertise, or personal service. This combination is why this template beats a simple 1–5 star rating in business value.
How to use this template
Use this template
Click 'Use template' to copy it into your dashboard.
Customise the service dimensions
Edit the dimension rating questions to match your specific service — a restaurant might rate 'Food quality', 'Service', 'Ambience', 'Value'; a software product might rate 'Ease of use', 'Performance', 'Support', 'Value'.
Send it at the right moment
The best time to collect feedback is immediately after the customer experience: after delivery, after a service appointment, after a project closes, or after a support ticket resolves. Send the link by email or SMS within 24 hours of the interaction.
Act on the results
Review responses regularly. Thank promoters (NPS 9–10), contact detractors (NPS 0–6) personally, and surface recurring themes from the open fields to your team.
What is Net Promoter Score (NPS)?
Net Promoter Score is a customer loyalty metric introduced by Fred Reichheld (Bain & Company, 2003). It asks a single question: 'How likely are you to recommend us to a friend or colleague?' on a 0–10 scale. Respondents are grouped into:
- Promoters (9–10): loyal enthusiasts who will refer others and fuel growth.
- Passives (7–8): satisfied but unenthusiastic customers who are vulnerable to competitive offers.
- Detractors (0–6): unhappy customers who can damage your brand through negative word-of-mouth.
NPS = % Promoters − % Detractors. Scores range from −100 to +100. A score above 0 is generally considered good; above 50 is excellent; above 70 is world-class. Swiss benchmarks vary by sector: financial services average around 20–30; professional services tend to run higher; hospitality and luxury brands often target 60+.
When to collect customer feedback
Timing is the single biggest factor in feedback quality and response rate. The best feedback is collected while the experience is still fresh — within 24 hours for transactional interactions, within 1 week for longer project engagements. Common trigger points:
- Post-purchase / post-delivery: after the customer receives a product or service
- Post-support: after a support ticket or complaint is resolved
- Post-onboarding: after a new client completes their first significant experience with your product or service
- Periodic: quarterly or annual relationship surveys for B2B clients
- Post-churn: when a customer cancels — this is often the most honest feedback you will receive
Data protection for customer feedback in Switzerland
A customer feedback form that includes an email address field collects personal data under nFADP. If feedback is anonymous (no email collected), nFADP obligations are minimal. If you collect emails for follow-up, you must: inform respondents that their email will be stored and for what purpose; not use the email for marketing without separate consent; and delete or anonymise the data once the follow-up is complete.
Frequently asked questions
How long should a customer feedback form be?
Short. Research consistently shows that completion rates drop sharply with each additional question. For transactional feedback, 3–5 questions is ideal. This template has 7 questions, with 2 optional — it is designed to sit at the upper limit of what customers will complete immediately after an experience.
Should feedback be anonymous or identified?
Both have value. Anonymous feedback tends to be more honest — respondents are less worried about consequences. Identified feedback (with email) allows you to close the loop: personally thank promoters, address detractors, and turn a negative experience into a recovered relationship. The optional email field in this template lets respondents choose.
How often should I send a feedback form?
Avoid survey fatigue — do not send the same customer a feedback request more than once per quarter unless they initiated a new interaction. For subscription or ongoing service relationships, an annual relationship NPS survey supplemented by post-interaction transactional surveys is a sustainable cadence.
What response rate should I expect?
Industry averages for unsolicited email feedback surveys are 10–30%. Forms sent immediately after a positive experience (e.g. order delivery, successful support resolution) typically see 30–50%. The biggest lever is the timing and the personalisation of the request — a generic bulk email performs far worse than a personal follow-up from the account manager or service provider.