Forms and Form Actions - App V5

Last Updated: March 3, 2026

What's in this article?

Forms are interactive data collection tools in Journey Builder that allow you to gather information from customers or team members during a journey. They provide a structured way to collect, validate, and store data that can be used throughout the customer experience.

What Forms Do

Forms serve several key purposes in your journeys:

  • Collect Customer Input: Present customers with fillable forms to gather specific information
  • Validate Responses: Ensure customers provide required information before allowing journey progression
  • Store Data: Capture form responses for use in subsequent journey steps
  • Pre-populate Fields: Automatically fill fields with existing customer data to save time
  • Update Records: Allow customers to modify their existing information
  • Create Structured Data: Ensure consistent data collection across all customer interactions

Key Features

Data Pre-population & Field Mapping

Forms can automatically populate fields with existing data from various sources:

  • Customer Data: Name, email, phone, address, preferences, account details
  • Case Information: Case ID, priority, category, status, creation date, resolution details
  • Previous Actions: Results and outputs from earlier journey steps
  • Custom Fields: Any custom data fields configured in your system
    This reduces customer effort and ensures data accuracy by showing information the system already knows.
Visibility Control

Forms can be configured for different audiences:

  • Customer-facing: Forms that customers see and fill out directly
  • Internal: Forms designed for staff use only, not visible to customers
Data Validation
  • Required Fields: Prevent journey progression until mandatory fields are completed
  • Built-in Validation: Ensure data quality and format consistency
  • Error Handling: Clear feedback when information is missing or invalid

Configuration Process

1. Basic Setup

Form Name: Give your form a clear, descriptive name that explains its purpose

  • Good: "Update Contact Information"
  • Good: "Service Request Details"
  • Avoid: "Form 1" or "Customer Form"

Description: Optional explanation of what the form does and why it's needed

  • Helps customers understand the purpose
  • Provides context for team members

Visibility: Choose who can see and interact with the form

  • Customer: Form appears in the customer's journey experience
  • Internal: Form is used by staff members only
  1. Field Mapping Configuration
2. Field mapping
Field mapping connects your form fields to data sources, enabling pre-population and data storage:
Available Data Sources:
Customer Information:
  • Personal details (name, email, phone)
  • Address information
  • Account preferences
  • Service history
  • Custom customer fields
Case Details:
  • Case ID and reference numbers
  • Priority and urgency levels
  • Category and subcategory
  • Status and timestamps
  • Resolution information
Previous Action Results:
  • Outputs from earlier journey steps
  • Selection choices made by customers
  • Task completion results
  • API response data
System Data:
  • Current date and time
  • User session information
  • Journey context variables
3. Form Field Types

Different types of fields can be configured based on your data collection needs:

  • Text Fields: Single-line text input for names, emails, etc.
  • Text Areas: Multi-line text for descriptions, comments, feedback
  • Dropdowns: Selection from predefined options
  • Checkboxes: Yes/no or multiple selection options
  • Date/Time: Structured date and time input
  • Number Fields: Numeric input with validation

Uses & Advanced Features

Using Form Data in Subsequent Steps

Form responses become available as data sources for later journey actions:

  • Conditional Logic: Use form responses to determine next steps
  • Personalization: Customize communications based on form inputs
  • Task Assignment: Route work based on customer preferences or needs
  • Automation Parameters: Pass form data to automated processes
Advanced Form Features

Conditional Field Display

Show or hide fields based on previous responses:

  • Display additional fields only when relevant
  • Simplify the form experience for most users
  • Collect detailed information when needed

Multi-Step Forms

Break complex forms into manageable sections:

  • Reduce cognitive load on customers
  • Allow progress saving between steps
  • Provide clear navigation and progress indication

Dynamic Options

Update dropdown options based on other selections:

  • Provide relevant choices based on context
  • Reduce confusion with too many options
  • Maintain data consistency and accuracy

File Uploads

Allow customers to attach documents or images:

  • Support various file types and sizes
  • Provide clear upload instructions and requirements
  • Ensure secure file handling and storage

Measuring Form Success

Key Metrics

  • Completion Rate: Percentage of customers who complete the form
  • Abandonment Points: Where customers stop filling out the form
  • Time to Complete: How long forms take to fill out
  • Error Rates: How often validation errors occur
  • Data Quality: Accuracy and completeness of collected information

Optimization Strategies

  • A/B Testing: Test different form designs and field arrangements
  • User Feedback: Ask customers about their form experience
  • Analytics Review: Regularly analyze form performance data
  • Iterative Improvement: Make incremental improvements based on data
  • Stakeholder Input: Gather feedback from teams using the form data

Use Cases & Examples & FAQ

Common Use Cases & Examples

Customer Information Update

Purpose: Allow customers to review and update their contact details

Configuration:

  • Form Name: "Update Your Contact Information"
  • Visibility: Customer
  • Pre-populated Fields: Current email, phone, address from customer record
  • Customer Input: Any changes needed
  • Result: Updated customer record with new information
    Benefits:
  • Customers can easily correct outdated information
  • Reduces support calls about incorrect contact details
  • Ensures marketing and service communications reach customers

Service Request Details

Purpose: Collect specific information about what the customer needs

Configuration:

  • Form Name: "Tell Us About Your Issue"
  • Visibility: Customer
  • Pre-populated Fields: Customer name, account number, service address
  • Customer Input: Issue description, urgency level, preferred contact method
  • Result: Detailed service request created with all necessary context
    Benefits:
  • Provides technicians with complete information upfront
  • Reduces back-and-forth communication
  • Enables better resource planning and scheduling

Appointment Scheduling Preferences

Purpose: Gather customer preferences for service appointments

Configuration:

  • Form Name: "Schedule Your Service Appointment"
  • Visibility: Customer
  • Pre-populated Fields: Customer name, service address, service type
  • Customer Input: Preferred dates, time slots, special instructions
  • Result: Appointment preferences captured for scheduling team
    Benefits:
  • Reduces scheduling conflicts
  • Improves customer satisfaction with convenient timing
  • Streamlines appointment booking process

Feedback Collection

Purpose: Gather customer satisfaction and experience feedback

Configuration:

  • Form Name: "How Was Your Experience?"
  • Visibility: Customer
  • Pre-populated Fields: Service date, technician name, service type
  • Customer Input: Satisfaction rating, comments, recommendations
  • Result: Feedback stored for quality improvement and reporting
    Benefits:
  • Provides actionable insights for service improvement
  • Identifies top-performing team members
  • Demonstrates commitment to customer satisfaction

Internal Documentation

Purpose: Staff documentation and case notes

Configuration:

  • Form Name: "Case Resolution Notes"
  • Visibility: Internal
  • Pre-populated Fields: Case details, customer information
  • Staff Input: Resolution steps, time spent, follow-up needed
  • Result: Complete case documentation for future reference
    Benefits:
  • Ensures consistent documentation standards
  • Provides context for future interactions
  • Supports quality assurance and training
Best Practices
Form Design
  • Keep It Focused: Only ask for information you actually need and will use
  • Logical Grouping: Organize related fields together (contact info, preferences, etc.)
  • Clear Labels: Use customer-friendly language, avoid technical jargon
  • Progressive Disclosure: Show complex fields only when necessary
  • Mobile-Friendly: Ensure forms work well on all device types

Data Collection

  • Pre-populate When Possible: Show known information to reduce customer effort
  • Explain Why: Help customers understand why you're asking for specific information
  • Provide Examples: Show format examples for complex fields (phone numbers, dates)
  • Validate Early: Check for errors as customers type, not just on submission
  • Save Progress: Allow customers to complete forms over multiple sessions if needed

Customer Experience

  • Set Expectations: Tell customers how long the form will take
  • Show Progress: Use progress indicators for multi-step forms
  • Provide Help: Include tooltips or help text for unclear fields
  • Confirm Submission: Clearly indicate when the form has been successfully submitted
  • Follow Up: Let customers know what happens next after form completion

Technical Considerations

  • Test Thoroughly: Verify forms work correctly from the customer's perspective
  • Handle Errors Gracefully: Provide clear, helpful error messages
  • Ensure Data Security: Follow privacy and security best practices
  • Monitor Performance: Track form completion rates and abandonment points
  • Regular Updates: Keep form fields and options current with business needs
Troubleshooting Common Issues

Error Handling and Validation

  • Required Field Validation: Journey cannot proceed until all required fields are completed
  • Format Validation: Ensure data meets expected formats (email, phone, etc.)
  • Business Rule Validation: Check against business logic and constraints
  • Error Display: Show clear, actionable error messages to guide completion

Form Completion Tracking

  • Progress Monitoring: Track which customers have completed forms
  • Abandonment Analysis: Identify where customers stop filling out forms
  • Completion Metrics: Measure form performance and user experience
  • Follow-up Actions: Trigger reminders or alternative paths for incomplete forms

Form Not Displaying

  • Check visibility settings (Customer vs Internal)
  • Verify journey is published and active
  • Confirm customer has reached the correct step
  • Review any conditional logic that might hide the form

Pre-population Not Working

  • Verify field mapping configuration
  • Check that source data exists and is accessible
  • Confirm data source permissions and connections
  • Test with known good data to isolate the issue

Validation Errors

  • Review required field settings
  • Check data format requirements
  • Verify business rule configurations
  • Test edge cases and boundary conditions

Performance Issues

  • Optimize form field count and complexity
  • Review data source query performance
  • Consider breaking large forms into multiple steps
  • Monitor network connectivity and server response times
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