Using the Feedback Manager

Use it to track and analyze user feedback on your content.


The Feedback Manager is a authoring tool that helps you track and analyze user feedback on your content. This feedback comes from the survey at the bottom of every page:

Visitors see this survey at the bottom of every page

How it works

The Feedback Manager is embedded in the CMS. It includes user feedback from any page on You can customize the way visitors leave feedback from your Organization page. You can choose to collect:

  • Verbatim feedback (default)

  • Verbatim feedback followed by a link to a page featuring your organization’s contact information or a contact form

  • Verbatim feedback along with contact information to respond directly to the visitor

Once visitors complete either of these 3 feedback options, they can provide additional feedback on their overall experience.

If they choose this option, you will see their responses along with their original verbatim feedback.

You’ll also be able to tag your content’s user feedback. Tagging feedback helps train our machine learning program on how your feedback should be organized and labeled. In the future, we’ll be able to use machine learning to automatically tag user feedback for you.

How to use

Step #1: Find the Feedback Manager in the CMS

Step #2: Filter your results

There are several ways to filter the feedback you see on this screen. You can cast a large net with the Organization filter, you can focus on only your content with the Author filter, or you can look up an individual page with the Content filter.

Select a single page to see the feedback it has received

Select an organization

You can choose multiple organizations at a time.

Select an author

You can choose multiple authors at a time.

You can also:

  • Filter by specific date ranges by choosing a Start Date and End Date

  • Choose a category of feedback in the Filter by tag drop-down. (If you haven’t yet tagged any of a page’s feedback, this filter will, tragically, return no results. See Step #4 for how to add or remove tags.)

  • Sort the data by newest or oldest at the top

  • Choose to view only “Yes” or only “No” responses to the “Did you find…” prompt, or view both at once

  • Choose to view only “Yes” or only “No” responses to the “Requires Response” prompt, or view both at once

  • Filter by watched pages only (this is enabled by default)

It is also possible to filter only by feedback tag, “Did you find” status, or “Requires Response.” To do this, leave the Organization, Author, and Content filters blank, and pick at least one option from Filter by tag, Filter by “Did you find?” status, or Filter by “Requires Response.”

Step #3 View feedback

Once you’ve finished picking your filters, you can begin reading your content’s feedback. From left to right, each row contains:

  • Date: The date feedback was received

  • Did You Find: Whether the user responded “yes” or “no” to the “Did you find what you were looking for on this webpage?” survey

  • Source Page: The page the feedback is from

  • Feedback Text: The user’s verbatim feedback

  • Requires Response: Whether the user responded “yes” or “no” to the “Would you like a response from [your organization]?” prompt

  • Survey: Whether the user chose to provide additional feedback about their overall experience

  • Tags: Any tag that’s been applied to the feedback so far

Step #4 Add or remove tags

To add a tag, click the “Add tag” button:

A tag dropdown will appear. Select the tag you think best fits from this menu. For example, you might tag “senior lifetime pass” with “Adult and Senior Care,” and “how much is parking” could be tagged “Location Information.”

After you’ve added a tag, it will appear in the Feedback Manager next to the response:

Items can have up to 3 tags:

To remove a tag, click the “Remove tag” link next to each:

If you want to request a new tag, request it through ServiceNow.

Step #5: Export feedback (optional)

You can export lists of filtered results from the Feedback Manager into a comma-separated values (CSV) file (or Excel spreadsheet). This can be helpful if you’re tracking feedback you’ve responded to or plan to respond to, making content improvements based on specific feedback, or sharing feedback with colleagues or supervisors.

Step #6: Respond to feedback (if a response is requested)

If you’ve chosen to collect contact information along with feedback, you are expected to reach out to visitors who have left their contact information within a reasonable time frame. If a visitor has requested you respond to them, you will see their contact information in the “Requires Response” column.

How does tagging feedback benefit you?

There are 2 reasons to tag your feedback. First, it’s practical: On heavily-trafficked pages with a lot of feedback, tagging helps you organize that feedback, and to identify patterns in what users say. Then, you can make informed decisions about how to improve your content based on your user data.

Second, in the future, we plan to take advantage of machine learning to automatically tag feedback. This means that we can teach a machine learning program to identify patterns and to associate labels with those patterns. Our machine learning program will eventually be able to identify what kind of feedback should be tagged with “Contact information,” “Document Upload and Management,” “Compliment,” and so on.

The more data we give our machine learning program, the better it will be at recognizing which tags are appropriate for which types of feedback. Similarly, the more feedback you tag, the better it will be at learning how your feedback should be categorized.

What if the tag you need isn’t there?

Request a new one through ServiceNow.

Was this article helpful?

Tell us what you think button