The playbook
Customer Feedback Collection: Template and Field Guide
This customer feedback collection template turns a broad task into a record another person can use. It captures customer moment, question, response, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Ask about a recent specific experience, such as onboarding or support resolution. Follow a rating with a question about what caused it. Assign actionable concerns and tell the customer what happened when a response is appropriate.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| customer moment | Record the customer moment associated with this customer or opportunity record. Use a stable reference so later updates can be matched. |
| question | Record the question associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| response | Record the response associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| action | Record the action associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with customer moment. Use the same reference throughout the record so notes are not attached to the wrong item. Then ask focused questions at meaningful customer moments. This establishes the information required before the worksheet becomes a request for action.
Next, record context and distinguish opinion from observed behavior. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as collecting scores without learning what caused them, rather than a broad instruction to “improve performance.”
Finally, close the loop on actionable concerns. Put pair ratings with specific questions and a follow-up process in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Collecting scores without learning what caused them |
| Action | Pair ratings with specific questions and a follow-up process |
| First check | Ask focused questions at meaningful customer moments |
| Follow-up check | Close the loop on actionable concerns |
| Outcome to define | actionable feedback resolved |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If question changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep actionable feedback resolved connected to the item so the team can later assess whether the action was useful.
Distinguish a person, an organization, and an opportunity. One contact can participate in several buying decisions, and one company can have several contacts. Keep identifiers and relationships clear when reviewing counts or moving records.
Skip the manual steps. Let AgentixCRM run this for every client.
Start now