Choose useful customer feedback questions

Design guidance version: 2026-10-20.1

A useful feedback form helps your team understand an experience and decide what to improve. Start with what the customer did, who answers and how you'll use the answers.

Match the form to the experience

An order, a visit, an application and a conversation may need different questions. A general form can stand alone. Use current details for a Catalog item's form. You can also save a form now and choose where to use it later.

Use your request, current Catalog facts and approved business Knowledge for wording and choices. Don't invent services, eligibility rules, required documents or legal duties. Business information doesn't grant permission to publish, contact someone or change their details.

Ask less, learn more

Ask one neutral question at a time. Don't suggest that the customer was satisfied or combine several experiences in one answer. Explain each question's purpose and group related questions.

Use a rating scale with clear endpoints when a score is useful, a written answer for an explanation, and choices when the options are known. Keep score meaning and limits consistent. A low-score setting helps follow-up; it mustn't stop honest feedback.

Require a question only when you cannot use the feedback without it. Offer extras separately, unticked. Ask for missing choices rather than inventing them.

Respect the person answering

Name and contact details aren't automatically needed. Known customers shouldn't have to repeat details just to leave feedback. Check whether the collection method supports anonymous answers before promising anonymity.

Keep the person answering separate from anyone they describe. Explain sensitive questions and leave sensitive suggestions unticked. Don't ask for passwords, one-time codes or payment security details. Don't copy private Contact details or earlier answers into a generated form. Having data doesn't grant permission to use or change it.

Keep public reviews a separate choice

Private feedback isn't automatically a public review. Ask permission with a separate, optional yes-or-no question explaining what may be published. A required answer, positive score or submission isn't permission.

Permission alone doesn't publish a review. The form's settings, the customer's answer and the team's review still apply. Don't silently add public-review permission to a private form.

Check the full journey

Saving, publishing, choosing a form for a Catalog item, sending a request, receiving an answer and publishing a reviewed comment are separate steps. Check the form, customer experience and collection method before use. A saved draft isn't yet ready to send.

If setup is missing, keep the reviewed design and complete that setup through its own controls. Check again before continuing. Show unavailable business information rather than guessing.

These principles aren't fixed question sets or legal advice. Submitted answers and tenant edits don't update this guidance automatically.

Related

• Build a feedback form
• Collect customer feedback
• Review and moderate feedback responses
• Why a feedback request wasn't sent