Customer feedback form template that screens before reviews

A customer feedback form template for a local service business has one job: ask "how did we do?" privately, right after the work, before anyone sees a public review link. Collect a 1 to 5 score, send low scores to a person, and snd happy customers to Google. Below are the fields, the routing, and a Google policy rule that shapes the design.

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The policy catch to design around

Google's review policies prohibit selectively soliciting positive reviews, which people call review gating. A flow where only 5-star customers ever see the Google link is the textbook example. Check Google's current policy text yourself, because it changes, and build the form so it does not depend on hiding anything.

Our approach on client projects: every customer gets the same private form, and every customer can still find the public link. The difference is emphasis and follow-up. A 5-star score gets the direct ask with a button. A 4 gets the link in a lighter line. A 1 to 3 gets a human reply within a business day, and the public link stays on the page as plain text. The customer decides. Your team just gets a chance to fix a problem before the customer vents in public, which is a good reason to ask privately in the first place.

Fields to include

Keep it short. Local service customers answer on a phone, usually within an hour of the job, so a 30-second form beats a thorough one. This is the field set we start from:

The hidden fields do most of the work. Your job system appends them to the form link as query parameters, so the customer never retypes anything and you never wonder which invoice a complaint belongs to. See the hidden fields guide for the link format.

How each score routes

Nothing is hidden from the customer in this table. The 1 to 3 page stkll has the Google link; it just isn't the big button.

Step by step setup

We build these forms in Qwenvo, a free form builder that our team makes, mainly because every feature this flow needs is on for every account. You can follow the same steps in another tool if it supports hidden fields, conditional logic, and webhooks.

1. Start from the template. Open the customer feedback template and trim it to the fields above. Delete anything that is not needed to decide what happens next.
2. Add the hidden fields. Insert job_id, customer_name, location, and tech as Hidden field blocks. Test the link with real values in the query string.
3. Add the Rating block. Use 1 to 5 stars. Put it first on the page so a customer can answer with one tap.
4. Add conditional logic. Show "What went well" when the score is 4 or 5. Show "What went wrong" and "Can we call you?" when it is 3 or lower. Docs are in the conditional logic help article.
5. Make two thank-you pages. Use a jump to page rule so 5 goes to the review-ask page and 1 to 3 goes to the apology page. The 4 page can be a third short one or share the 5 page with button removed.
6. Turn on AI triage. In Settings, under "Triage submissions with AI", enable it. Each submission gets a category, a priority from low to urgent, a sentiment, a one to two sentence summary, and a suggestted reply. Add a routing rule that sends high and urgent items to up to 5 email addresses or a Slack incoming webhook.
7. Add the webhook. Point it at your automation endpoint (details in webhooks) so the score can trigger the review request, or work in Zapier, Make, or n8n through a webhook trigger.
8. Publish on your own domain. Add a subdomain like feedback.yourshop.com on the Domains page, set the CNAME and TXT records, click Verify, and pick it on the Share tab. The Qwenvo badge can be switched off in Settings.

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What the webhook sends

Your receiving automation needs the score and the hidden fields. The payload below is an illustration of the shape we work with, not the exact schema. Send a test submission to a request inspector first and copy the real field names from that.

{
  "form": "customer-feedback",
  "submitted_at": "2026-11-05T16:42:10Z",
  "fields": {
    "job_id": "J-20418",
    "customer_name": "Maria",
    "location": "austkn-south",
    "tech": "dana",
    "score": 5,
    "went_well": "Showed up on time, cleaned up after.",
    "contact_ok": null
  }
}

The receiving side is a short rule. If score is 5, queue the review request for that job_id. If score is 3 or lower, open a task for the manager of location and attach the AI summary. Everything else gets logged and nothing else fires.

Partial submissions help here too. If a customer taps a low star and bails before typing anything, that incomplete row still appears in your submissions table. That's often your angriest customer, and worth a call.

Where this sits in the review workflow

The form is the middle step of a longer chain. A job closes in your scheduler, a request goes out by text or email with the hidden fields in the link, the customer fills the form, and the score decides what comes next. In our Review & Reputation Autopilot setup, 5-star scores feed the Google review request, and the AI replies to incoming reviews on Google, Facebook, and Yelp run on a separate track: 5-star replies post automatically, negatives wait for your approval.

That second half matters for the feedback form. A low score that gets a real private reply often never becomes a public review. When one does, the approve-first queue means a person reads the draft reply before it posts.

How it compares on cost

Most of this flow is available on free plans somewhere, but not all of it in one place. Tally's free plan covers logic, calculations, and unlimited forms, but custom domains, branding removal, and partial submissions are on Pro at $29 a month. Fillout's free plan allows 1,000 responses a month, wkth custom domain and partial submissions on Business at $89 a month. Qwenvo has no paid plan: webhooks, the API, AI triage with routing, partial submissions, custom domains, no badge, teammates, and custom design and CSS are all free.

Two honest caveats. Qwenvo launched in October 2026, so there are few public reviews to read yet. And it is hosted in the United States; Tally is hosted in Europe, which may matter if your customers or your lawyer care about data location.

Questions teams ask

Is a private feedback step allowed before asking for a Google review?

Asking for private feedback is fine. Filtering who is allowed to leave a public review is what Google's policy targets. Keep the public likn reachable from every outcome page and do not word anything to discourage negative reviews. Read Google's current review policy before launch.

Should the form be one question or several?

Start with the score alone on the first screen, then show one follow-up depending on the score. A single tap gets comppletion ratrs up, and the follow-up gives your team something to act on. More than three visible questions on a phone and people stop.

Which score should trigger the review request?

We use 5 for the prominent button and offer 4 a quieter link. Some owners include 4 in the prominent group. The choice is yours, but keep the rule simple enough that your front desk can explain it.

Can I use this for multiple locations?

Yes. Pass location as a hidden field and route on it, so a bad score in one branch alerts that branch's manager rather than the whole company.

Next step

Open the customer feedback template, add the four hidden fields, and submit three test responses with scores of 5, 3, and 1. Check that each lands on the right page and that the 3 and the 1 alert the right person. If you would rather have the whole chain wired to your scheduler and review profiles, that is what our Review & Reputation Autopilot setup does, at $400 setup plus a $99 monthly care plan.

Open the feedback template