What this is
What is a customer feedback record?
What is a customer feedback record?
A customer feedback record captures feedback that is not a complaint: praise, a suggestion, a neutral comment or a survey result. It is completed by whoever received the feedback, at the time it arrives, and covers what was said, its subject, its sentiment, and whether it points to an improvement worth acting on.
Who completes a customer feedback record?
Whoever received the feedback, whether that is a salesperson on a call, someone at a trade show, or the person who reads survey responses. Routing feedback through a single collection point loses the immediacy and the detail of who said what and why.
Why record positive feedback at all?
Because it tells you what to protect. A process change made without knowing which attribute customers value can remove the thing they were praising while fixing something unrelated. Positive and neutral feedback is the record of what not to break.
Scope
When is a customer feedback record required?
This record sits beside complaint handling, not inside it. Where the customer is reporting a problem and wants something done about it, this is the wrong template.
Use this template when
- A customer offers praise, a suggestion, or a neutral comment with no request for remedy attached
- A survey result or satisfaction score is received and needs logging against the customer and product it concerns
- Feedback arrives that says nothing is wrong but points to something worth protecting or improving
- A new record is needed; each one gets its own ID in the form FBK-2026-000
- The feedback needs feeding into a broader product or customer review
Do not use it for
- Customer Complaint Record, which records a complaint from a customer, with what they experienced and what they want
- Complaint Investigation Record, which investigates a complaint back to the batch, line and shift that made the product
- Complaint Response Record, which records what was said back to the customer, when, and by whom
- Feedback that turns out to describe harm, illness or a defect once read in full, which should be redirected to the complaint record instead
- Anything outside KnowQuality, which belongs in the workspace that owns that process
Compliance mapping
Which ISO 9001 cl.9.1.2 requirements does this satisfy?
ISO 9001 requires customer perception to be monitored, and monitoring perception means capturing more than the moments something went wrong. A system that only records complaints is measuring dissatisfaction, not satisfaction.
| Clause | Requirement | Where it lands |
|---|---|---|
| ISO 9001 cl.9.1.2 | Monitor customer perception of the degree to which needs and expectations have been fulfilled, using methods for obtaining and monitoring information | Survey scores |
| ISO 9001 cl.8.2.1 | Customer communication to include obtaining customer feedback relating to products and services, including complaints | Source |
| ISO 9001 cl.5.1.2 | Top management to ensure customer requirements are determined, understood and consistently met, enhancing customer satisfaction | Content |
| ISO 9001 cl.9.1.3 | Analyse and evaluate data arising from monitoring and measurement, including the results of customer satisfaction | Content |
| ISO 9001 cl.10.3 | Continual improvement, considering the outputs of analysis and evaluation for opportunities to be addressed | Action |
| ISO 9001 cl.9.1.1 | Determine what needs to be monitored and measured, and the methods used to obtain valid results | Header |
What it does not cover
- Customer Complaint Record, which is the correct record when the customer reports harm, a defect, or wants a remedy.
- Complaint Investigation Record, which traces a reported problem back to its batch, line and shift.
- Complaint Response Record, which documents the reply sent back to a customer who complained.
- Corrective and Preventive Action, which this record can point toward but does not itself carry out.
- A product review record, which this feeds when feedback is significant enough to inform one, rather than replacing it.
Global
Customer Feedback Record requirements by country
No jurisdiction mandates the capture of praise or neutral feedback by name. The reach of this template comes from the same customer-perception requirement that also drives complaint handling, and from certification schemes that expect satisfaction monitoring beyond complaint volume alone.
GFSI-benchmarked scheme certification (SQF, BRCGS); FDA FSMA customer communication expectations
No statute requires logging praise or survey results, but certification schemes expect customer satisfaction to be monitored through more than complaint counts.
An audit examining customer focus will ask what positive and neutral feedback shows, not only how complaints were closed.
BRCGS Global Standard for Food Safety; ISO 9001-based customer focus requirements
Customer satisfaction monitoring is expected as part of a certified quality management system, including feedback that is not a complaint.
A site relying solely on complaint data to evidence customer focus is missing half the required picture.
ISO 9001:2015 cl.9.1.2
Organisations must monitor customer perception of whether needs and expectations were fulfilled, using methods that can include surveys, direct comment and feedback of any sentiment.
Certification auditors look for evidence that positive and neutral feedback is captured, not only that complaints are handled.
How to complete it
How to complete a customer feedback record, step by step
The template prompts for what was said and how it felt. What determines whether the record does anything is what happens to it afterward.
Feedback reconstructed later loses the detail that made it useful, the specific phrase, the specific product, the specific reason. Whoever received it should write it down close to the moment, even briefly, rather than a summary drafted from memory at the end of the week.
A suggestion can be delivered with a neutral or even frustrated tone, and praise can arrive attached to a minor gripe. Recording feedback type and sentiment as distinct fields keeps a mixed message from being flattened into a single label that loses half of what was said.
A satisfaction score with no comment attached tells you less than a comment with no score. Where a survey is involved, record the score, but do not let its presence or absence determine whether the qualitative content is captured with equal care.
Praise goes back to the person who earned it; a suggestion worth acting on gets linked to an action with an owner. A record that stops at logging the sentiment has captured the feedback and discarded its purpose.
What auditors find
Most common customer feedback record findings
The record is easy to fill in because nothing has gone wrong. The findings concern whether anything happens to it once it is filled in.
| Finding | Clause | What fixes it |
|---|---|---|
| Feedback that describes a defect, harm or remedy request logged here instead of as a complaint. | ISO 9001 cl.8.2.1 | Redirect to the Customer Complaint Record; this template is for feedback that is not a complaint. |
| Praise marked as not shared with the team, with no reason recorded. | ISO 9001 cl.5.1.2 | Require sharing praise with the relevant team as a default action, not an optional one. |
| Improvement opportunity identified as yes, with no improvement action or owner ever attached. | ISO 9001 cl.10.3 | Treat an identified opportunity as requiring a documented decision to act or not act, not silence. |
| Survey score recorded with no comment or context, so the number cannot be interpreted later. | ISO 9001 cl.9.1.2 | Require the feedback summary field regardless of whether a numeric score exists. |
| Feedback not linked to product, batch or production date when the comment concerns a specific item. | ISO 9001 cl.9.1.3 | Populate the product and batch fields whenever the feedback references a specific purchase or experience. |
| Feedback recorded well after it was received, reconstructed from memory rather than logged at the time. | ISO 9001 cl.9.1.1 | Log feedback as close to the point of receipt as the method allows, even as a brief note pending detail. |
Case in point
Case in point: the compliment nobody wrote down
A cheese producer's customer service line regularly heard praise for the texture of one product, mentioned unprompted in calls about unrelated topics. None of it was logged, because the team's only feedback process was the complaint form, and there was nowhere to put a comment that wasn't a problem. A reformulation project the following year changed the culture blend to cut cost, and texture was not flagged as an attribute to protect because no record showed it mattered to customers.
Complaints rose within two months of the reformulation, all citing texture, and the investigation took weeks to connect the change to a customer preference that had never been written down anywhere retrievable. The fix was not a better complaint process; it was giving positive and neutral feedback the same record and the same visibility as a complaint, so that what customers valued was as documented as what they objected to.
The template
The template, field by field
The form exactly as it installs. Every field, option, score and conditional rule is editable, and the links to other templates come with it.
5 sections
- Reference
- QUA-027
- Archetype
- Record
- Record ID
- FBK-2026-000
- Scoring
- Satisfaction score
- Direction
- High is good
- Singleton
- No
- Basis
- ISO 9001 cl.9.1.2
- Links
- Links Customer
- Tags
- Quality, Customer
- Sections
- 5
- Fields
- 32
- Follow up fields
- 6
- Repeating sections
- 0
- Links out
- 3
Header
7 fieldsFeedback ID*
Auto sequence. Format FBK-2026-0000.
The record's own ID. Other templates point at this value.
Status*
Drives who this goes to next.
- Planned2 pts
- In progress2 pts
- Complete3 pts
- Deferred0 pts
- Open0 pts
- Closed3 pts
- Overdue0 pts
Date and Time*
Raised By*
Site*
Site ID*
Format SITE-000.
Links to FDN-001 Site ID
Not Everything Is A Complaint
Praise, suggestions and survey scores tell you what to protect when you change things. Log them the same way you log problems.
Source
5 fieldsFeedback Type*
- Praise3 pts
- Suggestion2 pts
- Neutral comment2 pts
- Survey response2 pts
Source*
Received Via*
Customer Or Consumer
Date Received*
Content
6 fieldsFeedback Summary*
Subject*
Product quality, consistency, packaging, service, delivery or value.
Sentiment*
- Positive3 pts
- Neutral2 pts
- Mixed1 pt
Batch Number
Numeric key joining to your ERP batch record.
Links to External system reference
Product
Production Date
Survey scores
4 fieldsSurvey Involved*
Satisfaction Score
Score Out Of
Would Recommend
- Yes3 pts
- Maybe1 pt
- No0 pts
Action
10 fieldsShared With The Team*
Positive feedback that never reaches the people who earned it is wasted.
- Yes3 pts
- No0 pts
Improvement Opportunity Identified*
Improvement Action Required*
Raise the action record, then enter its reference here.
- No2 pts
- Yes0 pts
Priority
- High0 pts
- Medium1 pt
- Low3 pts
CAPA ID
Format CAPA-2026-00000.
Links to FDN-014 CAPA ID
Action Owner
Feeds Product Review*
Product Review ID
Links to QUA-080 Review ID
Logged By*
Signature*
QUA-027 · record IDs look like FBK-2026-000 · Links Customer
Open in KnowellaRun it with agents
From a document you fill in to a programme that runs itself
The record is the easy part, since nothing has gone wrong when it is written. What fails is the loop back to the team that earned the praise or owns the suggestion.
Holds the feedback library against products, batches and customers, and flags praise or suggestions that were logged but never shared or actioned.
Picks up an improvement opportunity the moment it is marked identified, and tracks it to a documented decision rather than letting it sit unresolved.
Watches for feedback referencing an attribute under review elsewhere, a formulation or packaging change in progress, and surfaces it before the change is finalised.
This template lives in KnowQuality — quality and food safety. HACCP, nonconformance, traceability, laboratory and customer complaints.
Meet KnowQuality→Glossary
Customer Feedback Record definitions and key terms
- Feedback type
- Whether the feedback is praise, a suggestion, a neutral comment or a survey response, recorded separately from its sentiment.
- Sentiment
- Whether the feedback read overall as positive, neutral or mixed, independent of its type or subject.
- Improvement opportunity
- A suggestion or observation in the feedback that points to a possible change, whether or not it is acted on.
- Satisfaction score
- A numeric result from a survey attached to the feedback, recorded alongside its scale so it can be compared over time.
- Customer perception monitoring
- The ISO 9001 requirement to track whether customer needs and expectations are being met, drawing on more than complaint volume alone.
FAQ
Frequently asked questions about customer feedback record
What is a customer feedback record?+
A record of feedback that is not a complaint: praise, a suggestion, a neutral comment or a survey result, logged by whoever received it at the time it arrived, covering what was said, its subject, its sentiment and whether it points to an improvement worth acting on.
How is this different from a complaint record?+
A complaint reports harm, a defect or a request for remedy. This record is for feedback that is none of those things, praise, a suggestion, a neutral observation or a survey score, logged with the same discipline so that what customers value is documented as reliably as what they object to.
Why does positive feedback need a record at all?+
Because it tells you what to protect when a process changes. A reformulation, a supplier switch or a packaging change made without knowing which attribute customers actually valued can remove the thing they were praising while fixing something unrelated.
What happens if a survey was not involved?+
The survey fields do not apply, and the feedback is recorded on its type, subject and sentiment alone. A single conversational compliment or comment should never be forced into a numeric score it never had.
Does every piece of feedback need to lead to an action?+
No, but every piece needs a documented decision. An improvement opportunity marked as identified and then never linked to an action or a reason it was set aside is a suggestion the organisation heard and discarded without saying so.
Who should complete this record?+
Whoever received the feedback directly, a salesperson, a service agent, whoever reads survey results, rather than routing it through a single collection point that loses who said what, in what words, and why.
Keep going
Related templates and programmes
Industries this is written for
Programmes this belongs to
Used together in Nonconformance and Complaints
Root Cause Analysis
Finds out why something happened rather than who was involved
Corrective and Preventive Action
The single action record used everywhere
Product Nonconformance Report
Records product that does not meet specification
Process Deviation Report
Records a process that ran outside its set limits, even where the product still passed
Hold and Release Record
Places suspect product on hold and records the decision to release, rework or scrap it
Rework Authorization
Authorises rework on nonconforming product and sets out exactly what will be done
More in Complaints
Customer Complaint Record
Records a complaint from a customer, with what they experienced and what they want
Complaint Investigation Record
Investigates a complaint back to the batch, line and shift that made the product
Complaint Response Record
Records what was said back to the customer, when, and by whom
Complaint Trend Review
Pulls together complaints over a period to show the patterns behind them
Customer Visit Report
Records a customer visit or audit of your site, including what they looked at and what they raised
Written and reviewed by
Siddarth Singh
Founder & Chief Executive Officer, Knowella
Certified Safety Professional and industrial and systems engineer with more than a decade inside food supply chain, freight and manufacturing operations. This page was written against the current text of the standards it cites, not against secondary summaries of them.
- Certified Safety Professional (CSP), Board of Certified Safety Professionals
- MBA, University of Chicago Booth School of Business
- MS and BS, The Ohio State University, Industrial and Systems Engineering
- Six Sigma Black Belt
Sources and last review. Reviewed 16 August 2026 against:
- ISO 9001:2015 clause 9.1.2, monitoring customer perception
- ISO 9001:2015 clauses 8.2.1, 9.1.3 and 10.3
- BRCGS Global Standard for Food Safety, customer focus and satisfaction monitoring
This page is general guidance, not legal advice. Confirm requirements with your jurisdiction’s regulator.