Gauge Your Customer Satisfaction — Create Customer Feedback Form PDFs.

All businesses are reliant on providing goods or services that people need and want, but you can’t always personally talk to every customer. How do you know that your customers are satisfied and you’re delivering what they want? Customer feedback forms are a valuable tool to learn how your business is perceived. Use Adobe Acrobat to create fillable PDF client feedback forms to better understand your customers.

What you’ll learn

• The purpose of customer feedback forms
• What to include in customer feedback form templates
• Why you should acknowledge receipt of customer feedback forms
• How to create a fillable customer feedback PDF template
• Tips for creating effective customer feedback form templates

What is the purpose of customer feedback forms?

Customer feedback forms have several purposes. They gather information and opinions from customers about their experiences with a product, service, or brand. Like a customer satisfaction survey, they’re also an important communication tool that can help build trust and strengthen your relationship with your customers. Think of your customer feedback form as a chance to have a friendly conversation with your customer — one that is simple, direct and to the point.

Some of the main uses of customer feedback forms are to —

• Gather customer insights.
  Feedback forms allow your businesses to gain valuable insights into your customer preferences, opinions, and expectations. This information can be used to understand your customer needs and make data-driven decisions.

• Improve products and services.
  Customer feedback helps identify areas where your products or services may be lacking or need improvement. This input can be used to make necessary adjustments and enhancements to meet your customer expectations.

• Identify pain points.
  Feedback forms can pinpoint specific pain points or problems in your customer journey or experience. This includes identifying areas where your customers encounter difficulties, frustrations, or obstacles when interacting with your business.

• Enhance customer satisfaction.
  When you listen to customer feedback and address suggestions or concerns, you can improve overall customer satisfaction. Satisfied customers are more likely to become loyal and repeat customers.

• Measure customer loyalty.
  Including questions in feedback forms related to customer loyalty and the likelihood of recommending your product or service to others helps to assess satisfaction.

• Meet compliance and regulatory requirements.
  In some sectors, feedback forms may be required to comply with regulatory standards and demonstrate that your business is actively seeking and addressing customer feedback.

• Undertake market research.
  Feedback from customers can help you identify trends, competitive advantages, and potential opportunities in the market.

What to include in customer feedback form templates.

The content and structure of your customer feedback form should be well-thought-out. Make it easy for your customers to complete and for you to extract the information. The length and complexity of the feedback form should be appropriate for your audience and the nature of the feedback you seek.

Key elements to consider including in a customer feedback form include —

• Introduction and purpose.
  Begin with a clear and concise introduction that explains the purpose of your feedback form and why your customer’s input is valuable.

• Multiple-choice questions.
  Use multiple-choice questions to gather specific feedback from customers. For example —
  Q. "What do you find most useful about our business?"\
  • Our opening hours
  • Our website
  • Our customer service
  • Our products/services

• Likert scale questions.
  Use Likert scale questions to measure customer opinions and perceptions on a scale. For example —
  Q. "I found the customer support team to be helpful."
  • Strongly agree
  • Agree
  • Neither agree nor disagree
  • Disagree
  • Strongly disagree

• Net Promoter Score (NPS) questions.
  Include NPS questions to gauge customer loyalty and willingness to recommend your product or service on a rating scale. For example —
  Q. “How likely is it you would recommend us to a friend or colleague?"

• Open-ended questions.
  Use open-ended questions to allow your customers to provide detailed comments and suggestions. For example —
  Q. "What did you like about our product/service?"
  Q. "What could we improve?"
  Q. "Do you have any specific recommendations?"

• Comments or suggestions box.
  Allow your customers to share any additional comments, suggestions, or concerns that your questions may not cover.

• Contact Information (optional).
  Ask customers to provide contact information if they are open to any follow-up or if you need additional information.

• Privacy statement.
  Be transparent about how you will use your, store, and protect your customer’s feedback. Include a link to your privacy policy, if applicable.

• Thank you and call to action.
  Conclude your feedback form with a brief thank-you message to express appreciation for your customer’s time and feedback. Include instructions or a button to submit their form to you.

Why you should acknowledge receipt of customer feedback forms.

Respond or acknowledge receipt of customer feedback forms, whenever possible. Here are some reasons why —

• You show that you value your customers’ opinions.
  Responding to customer feedback shows that you value your customer’s opinion. It demonstrates you are committed to improving the customer experience.

• You build trust in your business and brand.
  Acknowledging customer feedback shows that you appreciate that they have taken the time to do so. This can help to build trust in your relationship.

• You can address potential concerns and issues.
  Responding to customer feedback is an opportunity to address any concerns or issues that your customer may have raised. This can help to resolve any problems and prevent future issues.

Create a fillable PDF customer feedback form template.

Use Adobe Acrobat to create fillable PDF customer feedback forms to collect insights from your customers. Here’s how —

1. Create a customer feedback form from scratch in Adobe Acrobat, or convert a file to PDF from other formats.

2. Adjust your pages using tools such as, delete PDF pages, rotate PDF pages, and more.

3. Select Prepare a Form from the Tools in Adobe Acrobat.

4. Use the form components to create interactive question fields. These make your form easy to complete and collect the information in a format you can use.

5. Customize the design of your form by selecting Edit PDF. Add logos, change fonts, and adjust the layout.

6. Save the form as a PDF. If necessary, use the compress a PDF tool and then share it with your customers via email, a link or embed it on your website.

Tips for creating effective customer feedback form templates.

Follow these tips to build intuitive customer feedback form templates.

• Keep it short and simple.
  Your customers are more likely to complete a feedback form if it is quick and easy to do. Only include relevant questions. Create a logical flow of question order.

• Have a clear purpose.
  Simplicity starts with having a clear purpose. Before creating your feedback form, have a good sense of why you’re doing it, and the information you want to collect and learn from your customers.

• Make it seamless.
  Make it a seamless process with a clear call to action to complete and submit the form. Use consistent business branding in the design and presentation. Choose methods that your clients are likely to engage with. For example, as a form on your website, attached to a newsletter, or via social media or other channels.

• Consider accessibility.
  Design your customer feedback form with accessibility in mind. Make it usable for individuals with various abilities. Ensure it is compatible with screen readers and keyboard navigation.

• Test and optimize.
  Test your feedback form to ensure it functions properly on various devices and browsers. Optimize the form to suit mobile and desktop users who may use the free Adobe Acrobat Reader to fill out your form.

Related content.

Other articles to learn more about working with PDFs and customer management forms include —

• How to Create an Interactive PDF
• PDF Security: Protect Your Sensitive Content and Information
• Save Time and Money with PDF Automation