Customer Feedback Form Template (8 Important Questions to Include)

Management 13 minute read 17 June 2021

According to Microsoft, 90% of people view customer service as a factor for deciding whether or not to purchase from a company (winks into camera).

This is one of the many reasons businesses are increasingly focusing on how to ask for feedback from their customers; they know the answers are like gold dust.

In the hospitality business, customer feedback is arguably given an extra edge because so much of that feedback is made public on websites like TripAdvisor and OpenTable.


The presence of these platforms is enough to give hoteliers and restaurateurs nightmares, but the simple fact remains that customer feedback is an incredibly important and powerful marketing tool.

The good news is that you can be the one in charge of your venue’s online reputation. You simply need to get in there first, and it all starts with your own customer feedback drive.

To do this effectively, you need a great template, and in today’s guide, we’re going to show you how to create one that’ll help draw out the most beneficial feedback you can imagine.

The difference between CSAT and NPS scores

Before we begin, it’s important to get your head around two of the most common methods for obtaining and measuring customer feedback.

They’re known as CSATs and NPS. Here’s the definitions:

  • Customer Satisfaction Score (CSAT) is measured by surveying customers on how happy they are and calculating the percentage of the sum total of ’satisfied’ responses and dividing them by the total responses received.

  • Net Promoter Score (NPS) measures long-term happiness and customer loyalty by asking them to rate their happiness from 1-10 (10 being the happiest).

We should note that these are complementary measures for analysing customer satisfaction. Indeed, most surveys you send out will feature elements of both CSAT and NPS measurement.

The goal for both methods is to reveal a number which can be attributed to overall customer satisfaction. The biggest difference is that CSAT usually measures short-term satisfaction, while NPS focuses on revealing long-term brand loyalty.

Making the distinction between direct and public feedback

It’s a fact of life that at around 36% of consumers will openly share their experience of dealing with a brand, whether it’s good or bad.

This is why it’s important to make the distinction between public and direct feedback. The former is something over which you have limited control, but to which you must proactively respond. The latter is entirely within your control and largely kept private, unless you choose to share it (more on that later).

Both are very important if you want to continue growing your business and improving the service you offer.


8 things to include in your customer feedback form template

Now we’ve nailed down the different types of customer feedback you can seek, let’s consider eight essentials for any feedback form template.

The following will be relevant to any kind of business operating within the hospitality industry, whether you’re running a hotel, restaurant, small cafe or multi-property enterprise.

The items below should also help you build the customer survey questions which are most likely to elicit a wide response from your audience.

1. Demographics

Discovering the exact makeup of your customers is vitally important if you want to conduct targeted marketing campaigns in the future. It’ll also reveal exactly what demographic you’re most - and least - popular with.

Consider asking these demographic questions in your surveys:

How old are you? Where do you live? What’s your employment status? What’s your profession? What’s your relationship status? Make sure the answers are optional, but you’ll be surprised by how many people answer every single question.

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2. Statistics magnets

Surveys are brilliant for drawing out fascinating statistics about your customers. This is why some of your questions should be focused on drawing out percentages, trends and other insightful numbers.

For instance, you could ask how often they visit your venue, or how important specific amenities are to them.

The more statistical information you can get from your customer base, the more you can align your business with the big numbers and write content which quotes your surveys and attracts plenty of attention online. This is great for brand recognition and attention.

3. Open text responses

Multiple-choice answers are great for building the statistical information we mentioned above, but it’s important not to narrow down the options too much for the respondent.

They may have more to say, or you may not have given them an option which aligns with what they want to say. To ensure you don’t lose their interest, make sure most if not all of your survey questions feature an open text response.

For some questions, you may only want to include an open text answer. For instance, if the question is “what impressed you the most about your stay with us”, it might be more insightful to encourage completely unique, unguided answers.

4. Customer experience questions

This is where your CSAT and NPS questions come in!

An example of a CSAT question would be something like: “How satisfied were you with the quality of the food you ate today?”, and provide a sliding scale from, ‘not happy’, to, ‘very satisfied’.

An NPS question would be more along the lines of: “how likely would you be to recommend our hotel to a friend?”, followed by a 0-10 scale of likelihood.

Keep your customer experience questions short and few in number; make sure you really hone in on the stuff that matters to you in terms of driving the business forward and providing the best possible customer experience.

5. Operational compliance questions

These will help you determine the effectiveness of your staff training and general approach to industry compliance overall.

Examples include:

  • “Was your table clean on arrival?”
  • “Did you find it easy to pay for our services?”
  • “Did your home delivery arrive on time?”
  • “Were you invited to join our loyalty program?”

Arguably, we’re living in a world now where many of the compliance questions will - and should - centre on cleanliness, but make sure you use this part of your survey to highlight where you’re falling short.

6. Discovery questions

This is an exciting part of the survey, because the answers should give you some great insight into how your customers discover you and where your strategy is paying off.

For instance, you might ask where they heard about you. Providing common options for the answer (such as ‘word-of-mouth’, ‘Google’ and ‘advertisement’) will reveal how well your marketing strategies are performing.

You can also use this part of the survey to discover what’s missing from your offering. Was the menu inclusive enough? Did the room offer the amenities the guest expected?

Again, make sure you keep the questions short and to the point.

7. Conversational language

Answering a survey should feel like you’re having a conversation with someone. That way, you’re far more likely to complete the entire survey and provide genuine answers.

To encourage this from your respondents, make sure the questions are asked in a natural, conversational manner. Avoid any kind of industry lingo, abbreviations or sales talk; write as you would speak.

8. An incentive

It’s important to note at this juncture that the idea isn’t to offer an incentive for good feedback - that’s completely the wrong thing to do.

Instead, have a think about how you can make the survey worth your customers’ time. Indicate how long it’ll take to answer (five minutes if a good duration to aim for) and include some form of incentive for doing so.

The trick, as always, is to use something which is of high value to them but of relatively low cost to you. A 10% discount, free room upgrade or loyalty points reward are great examples.

What to do with great customer feedback

Once the feedback starts rolling in, there are three things you can do with it:

  • share it with staff (both negative and positive - the former will make them feel rewarded, while the latter will give them something on which to base their development);
  • highlight the best responses you get on your website and on your social media channels; and
  • approach the most enthusiastic advocates of your brand and ask if they’d like to provide a more in-depth testimonial via video or in writing.


The last piece of advice is to continually revisit your customer feedback form to ensure it’s relevant and in tune with your growing business - this isn’t a document that should be created once and left to gather dust.

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