What the form is for
A retail store customer feedback form gives you structured feedback on a specific visit, from customers who may never write a public review. It complements reviews: forms tell you about the questions you ask; reviews tell you what customers chose to mention.
The template
- Overall: How satisfied were you with your visit to [store] today? (1 to 5)
- Staff: How helpful were our staff? (1 to 5)
- Finding what you wanted: Did you find what you came for? (Yes / Partly / No)
- Checkout: How long did you wait to pay? (Under 5 minutes / 5 to 15 / Over 15)
- Open: What is one thing we could do better?
- Optional: May we contact you about your answer? (with contact details)
Six questions take about a minute. Every extra question costs responses.
Optional questions by category
- Fashion: Were the trial rooms available when you needed them?
- Jewellery: Were prices and charges explained clearly?
- Electronics: Did staff answer your product questions?
- Grocery: Were the items you wanted in stock?
Add at most one category question.
When and how to send it
- Send within a day of the visit, by SMS, WhatsApp or email with the invoice.
- Use a QR code on the receipt for customers without contact details.
- Tie each response to the store and date.
- Do not offer rewards that depend on giving a high score.
Forms and public reviews
Do not use the form to decide who is asked for a Google review. Sending only satisfied respondents to Google is review gating, which Google's policy prohibits. Send the review request to every customer, separately from the form.
Why review gating breaks Google's policy.
Google's rules against selectively soliciting positive reviews.
Prohibited and restricted content: Maps user contributed content policy (Google)Free review snapshot
Want this done for your own reviews?
No commitment. We use your details only to send your snapshot and follow up. Privacy policy
Analysing the answers
- Track the scores by store and month.
- Classify the open answers by topic, with the same categories as your reviews.
- Compare what low scorers mention with what high scorers mention.
- Look for agreement between form answers and public reviews.
How to analyse customer feedback from every channel.
How to analyse customer feedbackCommon questions
Should we use NPS or CSAT?
For a visit, a CSAT-style satisfaction question is more direct. NPS is better for overall relationship tracking.
How many responses do we need per store?
Enough for stable scores each month; a few dozen at minimum.
Should the form be in local languages?
Yes, where your customers prefer it.
Can staff hand customers a tablet to fill it in?
It raises response rates but can bias answers; customers rate more kindly in front of staff.
Common mistakes
- Too many questions. Completion drops sharply as forms grow.
- Asking about the brand instead of the visit.
- No open question, which loses the reasons behind the scores.
- Not linking answers to the store and date.
- Asking staff to collect forms from happy customers only.
- Never telling customers what changed as a result.
An example of using it
A home goods chain sends the form with every digital invoice. Checkout waits over 15 minutes are reported by 30% of respondents at four stores, against 8% elsewhere, matching billing complaints in Google reviews at the same stores. The two sources agree, so the chain adds a mobile billing point at those stores; both measures fall the next month.
Closing the loop with respondents
When a customer leaves contact details with a low score, call or message them within a few days. Thank them, ask what happened and tell them what you will do. It is the most direct way to recover a customer, and it teaches staff what the numbers mean.
Doing this with Falcon
Falcon classifies every Google Maps review of every store into a taxonomy built from your own reviews, with the sentiment of each mention. Negative share by topic, store and month shows which issues are rising where, small samples are flagged, and every number opens the reviews behind it.