Aggregate survey and feedback responses
Each feedback response becomes a row with the score, the product and the comments, ready for averages and PivotTables.
New submission on your customer feedback or NPS form
Add a row to a Responses table in Microsoft Excel with the score, the product used and the open comments
One-directional. A submission triggers the action — nothing is written back into your form.
Some teams want a feedback dashboard. This one wants the scores in a column where AVERAGE and COUNTIF can reach them. Each survey response becomes a row in a Responses table, the score in one cell and the reason for it in the next.
Product teams use it when feedback arrives steadily and the reporting happens monthly. Because formformform has no scoring engine, the raw 0–10 answer lands untouched and Excel does the arithmetic — promoter bands, an average per product, a count of how often a theme comes up.
Setting it up
- 1
Publish the survey with the 0–10 question exactly as the template words it. That single answer is what everything downstream counts.
- 2
In your workbook, create a Responses worksheet and format the header row as a table with columns for Date, Score, Band, Reason, Improvement and Product.
- 3
Format the Score column as Number before any responses land. A column that has already taken text keeps treating later values as text too.
- 4
Write the Band formula in the first data row — =IF([@Score]>=9,"Promoter",IF([@Score]>=7,"Passive","Detractor")) — and Excel fills it in for every row the Zap appends.
- 5
In Zapier, choose formformform's New Submission trigger, connect your account, select the survey and pull a test response.
- 6
Insert a Zapier Formatter Numbers step before the Excel action so the score arrives as a number rather than as the string "9".
- 7
Add Microsoft Excel's Add Row to Table action, select the workbook, worksheet and Responses table, then map the formatted score, the reason, the improvement answer and the product question to their columns, with the trigger timestamp in Date.
- 8
Build your chart and PivotTable from the table object rather than a fixed range so both extend as rows arrive, then test once and turn the Zap on.
What maps where
Using the Net Promoter Score Survey as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Microsoft Excel |
|---|---|
| On a scale of 0–10, how likely are you to recommend us to a friend or colleague? | Score column, formatted as Number and read by the Band formula |
| What's the main reason for your score? | Reason column, scanned for recurring themes |
| What could we do to improve your experience? | Improvement column at the right of the table |
| Which of our products or services did you use? | Product column, the PivotTable row field |
| Email Address | Respondent column, left out entirely on anonymous rounds |
Variations worth knowing
Use the product question as the row field in a PivotTable with average score as the value. One small table then answers which line is dragging the overall number down, without anyone reading a single comment first.
Leave Your Name and Email Address out of the mapping altogether. The row carries the score and the comments and nothing that identifies who wrote them, which is what you want when the survey went to your own staff.
If something isn't arriving
Every score arrived as text, so Excel finds no numbers to average. Add the Formatter Numbers step in the Zap, then run Text to Columns over the existing column to convert what has already landed.
It was built over a fixed range such as A1:C40. Delete it and insert the chart again with a cell inside the table selected, so the series binds to the table and extends each time a row is appended.
Frequently asked questions
Can the form work out the score band itself?
No. There are no calculated fields in formformform, so the raw 0 to 10 answer arrives exactly as it was given. The banding happens in Excel, which is usually where you want it: the formula is visible, editable and easy to argue with.
How do I archive a quarter without breaking the Zap?
Copy the rows to an archive worksheet, then delete them from the Responses table but leave the table itself in place. The Zap targets the table rather than a row range, so the next response appends to it as normal.
Can two different feedback forms write to the same table?
Yes. Build one Zap per form, point both Excel actions at the same table, and add a Source column that each Zap fills with a fixed piece of text. The PivotTable can then split scores by which form they came from.
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Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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