Attach customer feedback to the Pipedrive contact
Feedback lands as a note on the customer's Pipedrive record, next to their open deals.
New submission on your "Feedback" form
Add a Note to the person or organisation with the feedback and rating
One-directional. A submission triggers the action — nothing is written back into your form.
Feedback usually ends up somewhere the account team never looks: a survey dashboard, a shared folder, a monthly summary slide. Writing it onto the contact record puts the customer's own words next to their open deals and their renewal date, where it can actually change a decision.
Customer success and account management teams use this most. A rep opening a record before a renewal call sees last month's satisfaction score and the sentence explaining it, without leaving Pipedrive or asking anyone to dig out the response.
Setting it up
- 1
Publish your feedback form in formformform from the Customer Feedback Form template, and send it from the address your customers already recognise.
- 2
Keep Email Address required — an anonymous response cannot be matched to a Pipedrive record, and matching is the entire point of this flow.
- 3
In Zapier, trigger on New Submission from the feedback form, then add Pipedrive's Find Person action searching on Email Address.
- 4
Add a filter that stops the Zap when no person is found, so survey traffic does not create half-empty contacts nobody owns.
- 5
Add Pipedrive's Create Note action and attach it to the person that was found, or to their organisation if you track satisfaction at account level.
- 6
Compose the note body in a fixed order — rating first, then what worked, then what did not — so it stays readable in a timeline full of calls and emails.
- 7
Copy the recommendation score into a numeric custom field on the person as well, so you can sort and filter on it instead of reading notes one by one.
- 8
Run a test with a customer who already exists in Pipedrive, confirm the note appears on their timeline, then turn the Zap on.
What maps where
Using the Customer Feedback Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Pipedrive |
|---|---|
| Email Address | Search key for Find Person — decides which record the note lands on |
| Name | Note heading, so the entry is attributable at a glance |
| Overall Satisfaction | First line of the note, and a custom field on the person |
| How likely are you to recommend us to a friend or colleague? | Numeric custom field on the person, so you can filter and sort on it |
| What did you like most? | Note body |
| What could we improve? | Note body, below the positives |
Variations worth knowing
Add a Zapier filter on the recommendation score and, below your threshold, create a Pipedrive activity for the account owner alongside the note. A high score is worth recording; a low one from a customer with an open renewal is worth a call this week.
For account teams that live in the deal view, copy the satisfaction rating to a custom field on the customer's open deal as well as the person. It then shows up in list views and filters, which a note buried in a timeline never will.
If something isn't arriving
The Create Note action was given an organisation ID and no person ID. Supply both when you want the note visible in either place. Attached to the organisation alone, it stays off the individual contact's timeline where the rep actually looks.
That is the filter doing its job — no matching person, no note. Review those in the responses view in formformform now and then, and add a real customer's personal address as a second email on their Pipedrive record so the next one matches.
Frequently asked questions
Can I see form feedback on a Pipedrive contact record?
Yes, that is what this flow does. Each response becomes a note on the person found by email address, so the feedback appears on their timeline alongside calls, emails and deals rather than sitting in a separate reporting tool nobody opens.
What happens to responses from people who are not in the CRM?
They stop at the filter and stay in formformform, where you can still read, search and export them. Creating a contact from every survey respondent inflates your database with people no one owns and nobody intends to sell to.
Can a note in Pipedrive trigger a follow-up back in the form?
No. Data travels one way: the form sends each response onward and never reads anything from Pipedrive. To chase a low score, have the same Zap create a Pipedrive activity, or email the customer a fresh form link yourself.
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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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