Discover what not to do with feedback buttons

Feedback buttons empower your customers and employees to give you instant feedback when they face difficulties with – or enjoy – an experience. They are quick, accessible, and universal. They take a moment of somebody’s time, integrated into an experience rather than a separate jarring process.

what not to do with feedback buttons

But, as with most things, implementation is everything! Whilst push button surveys  are simple to use, some thought into the process is required. Over the years we have encountered a number of dilemmas and learned the hard way, so we thought we’d share what we discovered.

Top tips of things to avoid when designing a feedback button survey

#1 Confusion

Make sure the meaning of the button is clear. Push button surveys are best when they do not take too much thought – you capture the feeling. If your user must take a moment to decipher your questions or answer buttons, that pause can influence the response. To keep the insight as accurate as possible, the buttons must be quick to understand. Simple wording, icons, and often smiley faces are quick and easy to recognise and associate with.

#2 Complexity

Feedback buttons are well suited for quick pulse feedback – they are not a deep dive into the detail. Keep questions and answers reflective of that, by keeping them short and intuitive.

#3 Excessive options

Too many buttons on a screen can create uncertainty – so again users might overthink, but also dilute your responses for analysis.  In-the-moment feedback should be actionable, and if you dilute responses too much it can make it difficult to focus on what needs to improve.



Designing a survey using feedback buttons

You see a button and you want to push it!

That’s why buttons are so useful for feedback capture.

Smiley Face Survey - Fun_Smiley_VeryGood

#4 Forcing a decision

Give your users an out – a neutral button, N/A or skip. If you force a customer to give an answer you not only annoy them, but you also force them to give an answer that might not truly reflect their feelings. It can be tempting to stop people from skipping a response to guarantee the number of responses, but this payoff might be the quality of the data output.

#5 Being Irrelevant

Asking irrelevant questions – if a customer has said they are happy with the service don’t ask them what you could have done better. It will jar their thought process and take them on a tangent, instead about they about what they felt was good. To do this well, you will need to route your survey questions to ask different questions to those that are happy and those that are unsatisfied. Using routing on your feedback buttons will enable you to do that.

#6 Exclusivity

Avoid narrowing access to your survey – either by making it accessible to only customers that have made a purchase or only to employees with instant access to technology. Enable access in a variety of ways – across channels to ensure there is an equal chance to leave feedback. Feedback buttons can be access via kiosks in spaces, by scanning codes with mobile phones, embedding in to websites or via an online link. Same surveys, multiple ways to access.

We hope this guidance is useful to you, as you start – or continue – your journey of capturing customer and employee feedback.

Real-time Feedback Solutions

Ask your people, in your spaces, about their experience.

Do you need a smart way to collect feedback?


Welcome to ViewPoint, the world’s leading provider of feedback solutions – including kiosks & online surveys.

ViewPoint’s feedback solutions are the smart way to collect feedback from your people in your spaces.

Whoever they are.

Wherever they are

Read more about collecting customer and employee feedback

Contact us or download our brochure for more details.