Collecting customer feedback is an essential part of any company’s operations.

It’s the best way to gauge how happy your current customers are with your products and services, learn what you could be doing better, and improve the buying experience to boost your acquisition and retention rates moving forward.

But collecting useful feedback is often easier said than done.

Busy consumers’ inboxes are often bombarded with survey emails, all of which expect them to take the time to return to a company’s website long after they left, and attempt to recall details about their website and purchasing experience.

These emails often go ignored.

Fortunately, there’s a better way: chatbots.

Keep reading to learn why chatbots are such an effective tool for collecting customer feedback, along with a six-step process you can use to launch your first chatbot survey today.

Why Use Chatbots to Collect Customer Feedback?

The simplest explanation as to why chatbots are useful for collecting customer feedback is that they’re far more engaging than a standard survey email.

Survey emails typically ask users to navigate away from their inboxes, then complete a generic, multiple-choice questionnaire that can range anywhere from a handful of questions to dozens of pages of them.

As a result, many consumers’ initial reaction to seeing these emails is to move them to the trash.

Chatbots can change this.

Businesses can use them to connect with users and ask for feedback directly on their websites, as they’re actively browsing and engaging with content.

This way, instead of asking them to visit your site days (or weeks) after they even thought about your brand, you can make your surveys part of the browsing experience.

This is much more likely to yield responses — and yield accurate responses, as these users’ impressions of and experience with your company are fresh in their minds when they’re already on your site.

Plus, chatbots give you the ability to transform the experience of providing feedback from a boring form into a conversation.

And users appreciate this shift.

In one study conducted at Michigan State University, researchers found that while only 35% of respondents were willing to complete a web-based survey on their smartphones, that percentage jumped to 76% for respondents presented with the survey via chatbot.

Beyond that, respondents who took the survey via chatbot on their smartphones also rated their experience better than those who took a standard survey in their browser.

This means that when you use chatbots to collect feedback, you not only increase the chances that your customers will take the time to provide you with the information you need, but also make the experience a more pleasant one for your respondents.

Start Collecting Customer Feedback with Chatbot Surveys in 6 Easy Steps

If you’re new to chatbots, building a bot that’s capable of collecting feedback may seem like an overwhelming task.

But it’s easier than you might think.

That’s why we’ve put together a simple, six-step process you can use to launch your first survey chatbot and start collecting the insight you need from your customers.

1. Choose a Template (Or Choose to Start from Scratch)

Most chatbot builders today come with at least a handful of templates that contain basic workflow outlines. And whether you’re building your first chatbot or your hundredth, templates can make the process much faster and easier.

So the first decision you’ll need to make when creating your survey bot is whether to look for a survey template, or to start from scratch and build a fully customized workflow.

Within the Landbot App, for example, all users have access to a pre-made survey template that can serve as a starting point for collecting customer feedback.

This template provides a basic framework on which to build your bot, with pre-written questions that are likely to apply to a wide range of businesses.

After selecting it, you can customize the questions, responses, and conversation flow to match your survey goals.

This way, you don’t have to worry about mapping out a complete survey workflow before starting the build process.

Instead, you can work your way through the existing questions, tailoring them to your needs and audience. Then, once you’ve edited what’s included in the template, you can add any other questions and fields that aren’t included as you see fit.

2. Begin with Simple, Multiple-Choice Questions

Much like any other survey, you can start your chatbot survey with simple, multiple-choice questions.

For example, you might opt to first ask your customers to rate their overall experience with your company. You can adjust the rating scale to match your preferences (and any existing survey data), by selecting from a scale of one to three, one to five, one to ten, or even a scale of emojis.

These kinds of questions are a great way to begin, because they’re easy for customers to answer. By beginning with questions that don’t require much effort, you increase the chances that your audience will engage, and continue working their way through your survey.

Plus, for each question in your survey, you can opt to save your respondents’ answers to a specific field in your data. In the screenshot above, for example, you can see that responses to this question are saved in the “rating” field.

As you analyze your data, these simple questions make it easy for your team to get an at-a-glance understanding of survey results.

If your “rating” field averages out to a number above four, for example, you can safely assume that your results are generally positive — then keep that in mind as you work your way through the rest of your responses.

3. Customize Questions to Match Your Needs and Goals

As you build out your survey, it’s important to make sure that you’re collecting the kind of feedback that will help you make informed decisions about improvements to your website and company as a whole.

And generic questions are unlikely to yield these kinds of results.

So before writing questions and responses, consider what you’re hoping to learn from your survey. Then, use this to shape your copy and workflow.

If you want more insight as to why your customers are choosing your brand over your competitors, for example, you might ask what they like best about your products.

Based on the responses to this question, you could make a data-backed choice as to which aspect to your product to highlight in future marketing campaigns.

If you’re looking to develop new pricing plans, on the other hand, you might choose to ask whether your existing customers would be willing to pay those prices.

Then, you could use this insight to either launch your new plans, or head back to the drawing board to come up with a new structure.

When it comes down to it, the value you get out of your customer surveys all depends on how effective you are at asking questions that yield helpful responses.

And the more you tailor your questions to the information you want to know, the more effective you’ll be in collecting helpful, actionable feedback.

4. Add Open-Ended Questions

Although multiple-choice questions make for an effective start to any survey, they shouldn’t make up all of the questions in your survey.

While they make for easy analysis, multiple-choice questions limit your customers to a pre-written set of responses. And if your responses don’t include all of your audience’s potential opinions, there’s bound to be a certain margin of error.

That’s where open-ended questions become extremely important.

These questions allow your customers to voice their opinions without limitations, and provide the kinds of feedback you may not have even considered.

That’s essential if you’re looking to use your survey data to make the kinds of improvements your customers really want.

And your open-ended questions can be as broad or as specific as you want. For example, you might start by asking customers what they think about a specific product.

This way, you ask them to focus in on a specific aspect of your business, but give them room to say anything they want about it.

From there, you can also add fields allowing customers to submit any general feedback they have about your company, or any suggestions they have for future improvements.

Reading and analyzing these responses is a more time-consuming process than glancing at an average rating, but is ultimately one of the best ways to gain a strong understanding of what your customers want, and you can be even better at catering to their needs.

5. Add Some Personality

One of the biggest advantages of using chatbots for collecting customer feedback is that they can make for much more interesting experiences than regular survey forms.

And that’s especially true if you take a little extra time to add some personality to your chatbot.

First, you can ask customers for their names, then address them personally throughout the survey process.

Then, using the Landbot builder, you can add images, GIFs, and even custom HTML elements to make the experience of interacting with your bot more interesting for users.

Adding a GIF to your greeting, for example, only takes seconds — but can go a long way in starting the conversation off on a fun and positive note.

This may seem like an unnecessary step, but your survey is ultimately only as valuable as the responses it earns.

And the more fun and engaging you make the process of completing your survey for your visitors, the more likely they’ll be to do so — and the more helpful feedback you’ll collect as a result.

6. Keep An Eye on Your Chatbot’s Metrics

Much like other digital marketing tools, many chatbot platforms now offer their users analytics dashboards for monitoring customer actions and responses.

Within the context of a survey, of course, the most important data you’ll collect is your customer responses.

But beyond that, chatbot metrics can help you determine how effective your bot is in collecting that information.

After all, your survey chatbot is the most useful if it gets your visitors to make it all the way to the end and fully answer your questions.

And you can determine whether this is the case in the Metrics tab of the Landbot app.

Here, you’ll see a breakdown of the total number of users who engage with your bot, along with the number who convert in some way, and the number who finish your workflow.

This will give you a sense of how effective your bot is in collecting the information you need. Then, you can use this insight to adjust your questions and workflow to maximize the number of users who complete your survey — along with the value you get from your chatbot.


Customer feedback is an extremely valuable resource for any business. It can help you make the kinds of changes to your products and services that your customers want to see, and make informed choices that allow you to boost customer satisfaction over time.

But collecting this kind of feedback can be challenging, as consumers are often hesitant to spend their time filling out survey forms.

Chatbots can simplify the process.

They give you the ability to ask for feedback when your audience is already on your site and thinking about your brand, and they’re a lot more engaging than a standard survey form.

And creating them doesn’t have to be a complicated process.

Begin with simple, multiple-choice questions, then customize those questions to deliver the kind of insight you’re looking for.

Add open-ended feedback to give your customers the opportunity to voice opinions and suggestions you may not have yet considered.

Then, consider taking the time to add some personality to your bot and make the process of completing your survey a fun one for your site visitors.

With this approach, you can create a survey process that’s not only helpful for your team, but makes a positive contribution to the overall customer experience for your audience.

If you have not created your own chatbot, now is the time. Get started by creating your free Landbot account today!