If you want real feedback from customers—stuff you can actually use, not just a pat on the back—you need a good survey. This guide is for anyone who wants to build a solid customer feedback survey in Typeform without getting lost in the weeds. Maybe you’re new to survey tools, or maybe you’re just tired of clunky forms people ignore. Either way, let’s get you set up step by step.
Why Use Typeform for Customer Feedback?
You’ve got plenty of options for surveys. Google Forms is free. SurveyMonkey is everywhere. But Typeform stands out for a simple reason: it feels less like a form and more like a conversation. That means people are less likely to bail halfway through.
Pros: - Clean, easy-to-read design - Mobile friendly by default - Logic jumps (so people only see questions that matter to them) - Decent free tier for small surveys
Cons: - Gets pricey if you want fancy features or lots of responses - Some question types are locked behind paid plans - Analytics are basic unless you upgrade
Bottom line: If you want something that’s easy for both you and your customers, Typeform is a solid pick—especially for short, focused surveys.
Step 1: Get Clear About What You Want to Learn
Before you even open Typeform, spend five minutes (seriously, set a timer) writing down what you want to learn from your customers. Don’t get greedy. “How can we make our product better?” is good. “Tell us everything about your life” is not.
Pro tips: - Aim for 5-8 questions, max. Anything longer, and people will bail. - Focus on stuff you’re actually willing to change based on the feedback. - Avoid “vanity” questions like “How likely are you to recommend us?” unless you’ll actually do something with that number.
Step 2: Sign Up and Start a New Typeform
- Head to Typeform and sign up for a free account if you don’t have one.
- Click “Create new typeform.”
- Choose “Start from scratch.” Templates are tempting, but most are cluttered and will just slow you down.
Ignore: All the fancy “quiz” or “lead generation” templates. You don’t need ‘em for honest customer feedback.
Step 3: Build Your Survey—One Question at a Time
Here’s where people usually get lost in the weeds. Don’t overthink it.
1. Add an Intro Screen
- Keep it short. A simple “We’d love your honest feedback. This’ll take 2 minutes, tops.” works.
- Let people know if responses are anonymous (and actually keep them that way).
2. Add Your Questions
Use a mix of question types, but don’t get too clever. Stick to:
- Short text: For open-ended feedback (“What’s one thing we could do better?”)
- Multiple choice: For satisfaction, feature use, or quick ratings
- Opinion scale: If you must use a 1-10 or satisfaction scale
- Yes/No: For dead-simple answers
What to skip:
- Picture choice (just clutters things)
- Payment or File Upload (unless you have a weirdly specific need)
Sample Question Flow
- How satisfied are you with [product/service]? (Opinion scale)
- What’s one thing we could improve? (Short text)
- Which features do you use most often? (Multiple choice, allow multiple answers)
- Did you run into any problems? (Yes/No, with a follow-up text if yes)
- Anything else you want to tell us? (Short text, optional)
Pro tip:
Keep every question on its own screen. This is how Typeform shines—one clear ask at a time.
3. Use Logic Jumps (But Only If It’s Worth It)
Typeform lets you show or hide questions based on previous answers. Use this if:
- You want to ask “What went wrong?” only if someone says they had a problem.
- You want to skip irrelevant questions for some users.
Don’t go nuts. Too many logic jumps = hard to test and maintain.
Step 4: Make It Look Decent (Don’t Overdo It)
Typeform’s default themes look fine. Tweak the colors or logo if you must, but nobody cares about your brand palette in a feedback survey.
- Use a light, readable theme.
- Avoid backgrounds that make text hard to read.
- Add your logo if you want, but skip the full-on branding exercise.
What to ignore:
- Fancy fonts (readability > style)
- Embedding videos or GIFs (unless it’s relevant to a question)
Step 5: Set Up Notifications and Thank You Messages
You can get email notifications when someone fills out your form. Could be handy if you want to jump on feedback right away—but if you’re getting tons of responses, this will just flood your inbox.
- Go to “Connect” → “Notifications” to set this up.
- Add a simple thank you screen at the end. “Thanks for your feedback!” is enough. Don’t promise follow-up if you’re not going to do it.
Pro tip:
If you’re collecting contact info, be clear about how you’ll use it. Nobody likes a surprise newsletter.
Step 6: Test Your Survey (On Real Humans)
Don’t skip this step. Send your draft survey to a couple of coworkers or friends. Ask them to be brutally honest—was anything confusing? Did it feel too long? Did they hit any dead ends?
- Try it on your phone and your laptop.
- If something feels awkward, fix it.
- Better to catch problems now than after you’ve annoyed 100 customers.
Step 7: Share It—But Don’t Spam People
Typeform gives you a link you can share anywhere: email, chat, your website, whatever. A few pointers:
- If you have a customer email list, send a clear message with the link. Tell people why their feedback matters.
- Don’t email people twice about the same survey. If they ignore it, that’s feedback too.
- Avoid pop-ups that force people to take the survey. It’s annoying, and you’ll get junk responses.
Pro tip:
If you want targeted feedback (say, only from people who bought in the last month), filter your list. Quality beats quantity every time.
Step 8: Review Results and Actually Do Something
Typeform gives you basic charts and lets you download responses as a spreadsheet. Don’t expect magic insights—it’s up to you to read between the lines.
- Look for patterns, not just scores. One “1-star” isn’t a crisis; ten is a trend.
- Share real feedback with your team.
- If people ask for something you’ll never build, just be honest with yourself.
Don’t:
- Get lost in “analysis paralysis.” You’re looking for actionable themes, not a PhD thesis.
- Obsess over every single response. Trust the patterns.
Should You Upgrade to a Paid Plan?
Typeform’s free plan covers the basics, but caps you at 10 questions and 10 responses/month. If you’re surveying a big customer list, you’ll probably hit that wall fast.
Upgrade only if: - You need more responses or more complex logic. - You want to remove Typeform branding. - You need integrations (like sending responses to Slack or HubSpot).
If you’re just sending a quick survey to a handful of users, free is fine. Don’t get upsold unless you truly need the extras.
Keep It Simple. Iterate Often.
You don’t need a 30-question monster or a survey that rivals the census. The best feedback comes from short, honest questions and a willingness to actually listen. Build it, test it, send it—then use what you learn. Don’t let perfect be the enemy of done.
And remember: the best survey is the one people actually finish. Keep it short, keep it clear, and don’t be afraid to tweak as you go.