Start tracking product feedback in Airtable

Getting started with standardizing your feedback collection is as simple as asking yourself “what data do I want to define?” and then collecting this data in your base with fields.

In this step, we will focus on exploring a “Feedback” table in our team-level base.

You’re reading stage 1 of Airtable’s guide for product operations

Explore the full stage here

Follow along in Airtable.

In this step, we’ll explore this team-level template. Dive deeper into the product operations workflow here

Define what feedback you need to track

Creating a “Feedback” table within a product team base allows you to make relevant feedback visible to the feature development team. Watch this short video to see some of the common fields you might want to add to your “feedback” table, from customer contact information to the feedback itself.

Download and customize the template featured in this video here

Gather & input customer feedback into your base  

Next up is gathering the feedback. Already have a spreadsheet with customer feedback data? No problem—easily import your spreadsheet directly into Airtable in a matter of minutes (dare we say seconds?) 

To import your CSV file, Google Sheet, or Excel form, simply click “Add or import” near the top of your base and select the file you wish to upload.

For ongoing feedback, we recommend you capture that in Airtable with forms, which you can easily create and customize for different audiences. Many product ops teams have found success in centralizing and tracking feedback through creating customer feedback forms for different product areas, or forms to collect feedback from customer-facing stakeholders (think customer success teams, QA, or sales). 

These forms can be distributed in a number of different ways:

  • Sent via email

  • Embedded on customer-facing webpages

  • Embedded on internal wiki pages (i.e. Confluence)

To get started on creating a form, head to the views tab in your base and click “Form.” You can then add your questions, tying them to fields in your underlying base.

When you capture feedback in an Airtable form, it automatically populates your base with the responses. Each question will correspond to one of the fields you identified in the previous section. Conditional form fields are particularly useful for feedback because they only appear when a certain condition is met in a form, allowing for more specific information to be gathered. 

Create a form

Try it in your base now

See how centralizes product feedback with Airtable

The powerful thing about collecting feedback in Airtable is that once you’ve done so, you can also start collaborating internally with other team members on the form submissions by adding comments, tagging people, adding notes and additional fields to tag information, and more. 

For example, you can easily start slicing and dicing feedback in different ways and customize views of feedback to support different needs using groups or filters. We recommend creating multiple views—as many as you need for your unique use cases.

Group by related projects or ratings to categorize information. You can group by multiple fields to drill down even further.

Filter by specific fields to slice and dice information. For example, in this view called ‘Complaints’, we’ve filtered for feedback with low recommendation scores. 

⚡ Pro tip

We recommend you create standard fields across forms to collect customer feedback. That way, if multiple product teams are working out of different Airtable bases, they can easily sync information into a central base for easier analysis. We’ll dive deeper into this in the “organization-wide” section next.

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Guide for product operations


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