This guide shows you how to build a fully automated customer feedback loop — from survey creation to real-time team alerts and a centralised insight dashboard — using Typeform, Make (formerly Integromat), and Slack. Most businesses can complete the entire setup in three to four hours, with no coding required.

What You'll Build

  • A branded Typeform survey that captures NPS scores, open-ended feedback, and customer segment data
  • An automated Make workflow that routes feedback responses to a dedicated Slack channel in real time
  • A conditional alert system that flags detractor responses (NPS 0–6) for immediate team follow-up
  • A Google Sheets log that stores every response for trend analysis and reporting
  • A repeatable system you can deploy across multiple products, campaigns, or customer segments

Prerequisites

  • A Typeform account (free tier works for up to 10 responses/month; Business plan recommended for volume)
  • A Make account — the free tier includes 1,000 operations/month, sufficient for most SMBs starting out
  • A Slack workspace with permission to add apps and create channels
  • A Google account with access to Google Sheets
  • Basic familiarity with drag-and-drop workflow tools (no code needed)

Tool versions tested: Typeform API v3, Make core engine as of June 2026, Slack app platform v2.

Step 1: Design Your Feedback Survey in Typeform

A well-structured survey is the foundation of the entire system. Poor question design produces noise, not insight.

Why does survey structure matter more than survey length?

Research from Typeform's own benchmarks shows completion rates drop by roughly 20% for every five questions added beyond the first three. Keep your survey tight.

Log in to Typeform and click + Create new form. Use the blank template — pre-built templates often include unnecessary fields. Add the following question blocks in this exact order:

  1. NPS Question (Opinion Scale, 0–10): "How likely are you to recommend [Product/Service] to a friend or colleague?" Set labels: 0 = Not at all likely, 10 = Extremely likely.
  2. Follow-up open text: Use Typeform's Logic Jump to show different prompts based on the NPS score. Detractors (0–6) see: "What's the main thing we could improve?" Passives (7–8) see: "What would make us a 10 for you?" Promoters (9–10) see: "What do you love most about working with us?"
  3. Customer segment (Multiple choice): "Which best describes you?" Options: Small business, Mid-market, Enterprise, Individual. This lets you filter insights by segment later.
  4. Optional email field: "May we follow up with you? (Optional)" — mark this as not required.

Pro tip: Under Design > Theme, match your brand colours and add your logo. Typeform data shows branded surveys achieve 34% higher completion rates than generic ones.

Under Share > Settings, enable the Typeform respondent notifications only if you plan to send a follow-up email. Leave this off for now — Make will handle routing.

Common pitfall: Do not add a redirect URL at this stage. You will configure the post-submission experience after the automation is tested.

Step 2: Connect Typeform to Make

Make acts as the central automation hub. It listens for new Typeform submissions and triggers every downstream action.

  1. In Make, click Create a new scenario.
  2. Search for and select the Typeform module. Choose the trigger Watch Responses.
  3. Click Add to create a new Typeform connection. Make will prompt you for a Typeform API key. In Typeform, go to Account > Developer Apps > Generate a personal token. Copy and paste it into Make.
  4. Select your form from the dropdown. Set the Limit to 1 (process one response at a time to avoid batching delays).
  5. Click OK to save the trigger.

Expected result: Make shows a green connection indicator and lists your form's fields as available data points for downstream modules.

Common pitfall: If Make cannot detect your form fields, submit one test response in Typeform first. Make needs at least one real submission to map the data structure correctly.

Step 3: Add a Google Sheets Logging Module

Every response should be logged permanently before any alert is sent. This protects against data loss if Slack is temporarily unavailable.

  1. In your Make scenario, click the + icon to add a second module after the Typeform trigger.
  2. Search for Google Sheets and select Add a Row.
  3. Connect your Google account and select (or create) a spreadsheet named Customer Feedback Log.
  4. Create a sheet with these column headers in row 1: Timestamp, NPS Score, Open Feedback, Customer Segment, Email, Respondent Token.
  5. Map each Make data field to the corresponding column. Use the Submitted At field from Typeform for the Timestamp column.

Pro tip: In Google Sheets, freeze row 1 and apply a conditional formatting rule to colour NPS scores: red for 0–6, yellow for 7–8, green for 9–10. This makes weekly reviews instant.

Step 4: Build the Conditional Slack Alert Logic

This is where the feedback loop becomes actionable. Not every response needs immediate attention — only detractors do.

How does the conditional routing work?

Make's Router module splits the workflow into separate paths based on conditions you define. Think of it as an if/else branch inside your automation.

  1. After the Google Sheets module, add a Router module (found under Flow Control).
  2. Create three routes from the Router: Detractor, Passive, and Promoter.
  3. For the Detractor route, click the filter icon on that path and set: NPS Score <= 6.
  4. For the Passive route: NPS Score >= 7 AND NPS Score <= 8.
  5. For the Promoter route: NPS Score >= 9.

On each route, add a Slack > Create a Message module.

For the Detractor route, use this message format in the Slack module:

🚨 *New Detractor Response — Action Required*

*NPS Score:* {{NPS Score}}/10
*Segment:* {{Customer Segment}}
*Feedback:* {{Open Feedback}}
*Email:* {{Email (if provided)}}
*Submitted:* {{Submitted At}}

Please follow up within 24 hours.

For the Promoter route: