AI Customer Feedback Analyzer

Build a no-code AI workflow that analyzes feedback sentiment automatically.

Introduction

30 Second Summary

Every business collects customer feedback, but most of it sits unread in a spreadsheet until someone has time to sort through it manually. What if an AI could read every response the moment it arrives and tell you exactly how the customer feels?

In this project, you will build a fully automated feedback pipeline that uses AI to analyze customer sentiment and categorize responses instantly. No coding required.

What You'll Build

You'll submit a response through a Google Form and watch your Make automation spring to life on a visual canvas. AI classifies the tone and topic, then logs everything into a Google Sheet in seconds.

By the end of this project, you'll have:

A live form-to-sheet pipeline where you submit feedback and watch AI instantly classify the tone and topic in real time.
A self-filling Google Sheet where new rows appear automatically with AI-generated sentiment labels and category tags alongside every response.
A complete visual workflow on Make's canvas that you can screenshot and demo to anyone.
Secret Mission: Add conditional routing that sends an automatic email alert when negative feedback arrives.

Are there any prerequisites?

You just need a Google account (Gmail or Google Drive). You will create a free Make account during the project. No coding experience or API keys required.

Before We Start

Before We Start...

Before we dive in, let's lock in what you're about to build and why it matters. This is the moment you commit to the goal so the hands-on work that follows has a clear purpose.

Set Up Your Tools

Your AI automation needs two things before it can do anything useful: a place to build the workflow, and a source of data to process.

In this step, you will create a free Make account (the platform where your automation lives) and a Google Forms feedback form (the data source your automation will read from).

In this step, get ready to:

Sign up for a free Make account.
Create a Google Form to collect customer feedback.
Submit a test response to confirm everything works.

Sign up for Make

Make is a visual automation platform that lets you connect apps together without writing code. You will use it to wire up your entire feedback pipeline.

Open a new browser tab and go to make.com.
Click Get started free on the homepage.
Choose Sign up with Google and select your Google account.
Complete any onboarding prompts Make shows you (these vary, but you can skip or accept the defaults).

You should now see your Make dashboard with an empty Scenarios page. This is where your automations will live.

What is a scenario?

In Make, a scenario is a single automation workflow. It is a chain of connected modules that pass data from one app to another. You will build one scenario in this project that goes from Google Forms all the way to Google Sheets with AI processing in between.

Can't find the Scenarios page?

Make updated its navigation in late 2025. Look for Scenarios in the left sidebar. If you see a different landing page after signup, click Scenarios in the sidebar to get to the right place.

Help me find the Scenarios page in Make

Create your Customer Feedback Google Form

Your automation needs a data source. You will build a short feedback form that captures a customer's name, their feedback, and the topic area.

Open a new browser tab and go to forms.google.com.
Click Blank form to create a new empty form.
Click the form title at the top (it says "Untitled form") and replace it with Customer Feedback.

Your form already has one default question field. You will turn it into your first question now.

Click the question title field and type Your Name.
Confirm the question type is set to Short answer (this is the default, so it should already be correct).
Click the + button in the floating toolbar on the right to add a new question.
Type Your Feedback as the question title.
Change the question type dropdown from Short answer to Paragraph.

Two questions done. One more to add.

Click the + button again to add a third question.
Type Which area is this about? as the question title.
Change the question type dropdown to Multiple choice.
In the first option field, type Product Quality.
Click Add option and type Customer Service.
Click Add option and type Pricing.
Click Add option and type Delivery.
Click Add option and type Website/App.

Your form now has all three questions. Time to grab the shareable link.

Click Send at the top right of the form.
Click the link icon (the chain-link symbol) in the Send dialog.
Click Copy to copy the form link to your clipboard.

Why do you need the form link?

You will use this link in the next substep to submit a test response. Later, you can share this link with anyone whose feedback you want to collect.

Test the form with a sample submission

Before connecting the form to Make, you need to confirm it actually collects data. A test submission gives Make something to read when you connect the two in the next step.

Open a new browser tab and paste the form link you just copied.
In the Your Name field, type Test User.
In the Your Feedback field, type The product quality is amazing, I love it!.
Select Product Quality for the multiple choice question.
Click Submit.

Now confirm the response was recorded.

Go back to your form editor tab (the one at forms.google.com where you built the form).
Click the Responses tab at the top of the form.

Before you look at the response count, what do you expect to see there?

You should see 1 response recorded. Click it to expand and you will see your test submission with "Test User", the feedback text, and "Product Quality" as the selected area.

Don't see any responses?

Make sure you clicked Submit on the form (not just closed the tab). Also check you are looking at the Responses tab, not the Questions tab.

Help me find my form response

Your tools are ready. You have a Make account waiting for its first automation, and a Google Form already collecting data. Next up, you will connect the two and watch data flow from the form into Make automatically.

Build Your First Automation (Form to Sheet)

Your tools are ready and your form already has a test submission waiting. Right now that feedback data just sits inside Google Forms with nowhere to go.

Before adding AI, you need the basic data pipeline working. In this step, you will connect Google Forms to Google Sheets through Make, proving that data flows automatically from one app to another.

In this step, get ready to:

Create a new scenario on Make's visual canvas.
Connect your Google Form as a trigger that starts the automation.
Add Google Sheets to receive and store the form data automatically.

Create a new scenario in Make

A scenario is Make's name for an automation workflow. It is a series of connected modules that pass data between apps automatically.

On your Make dashboard, click Create a new scenario.
You will land on a blank canvas with a large + icon in the center.
Click the + icon to open the module search panel.
Type Google Forms in the search field and select the Google Forms app from the results.
Select the Watch Responses trigger module.

What is a trigger module?

A trigger is the event that starts your automation. The Watch Responses trigger tells Make to check your Google Form for new submissions each time the scenario runs.

Click Create a connection inside the module configuration panel.
A Google sign-in window will pop up. Sign in with the same Google account you used to create the form, and grant Make permission to access your Google Forms data.
After authorization, select your Customer Feedback form from the dropdown.
Click OK to save the module configuration.

Don't see your form in the dropdown?

Make sure you authorized the same Google account that owns the Customer Feedback form. If you used a different account, click the connection dropdown and create a new connection with the correct account.

Help me fix this

You should now see a purple Google Forms module sitting on your canvas. That is your trigger, ready to detect new submissions.

Run the scenario to pull in your test data

Your trigger module is configured, but it has not fetched any data yet. You need to run it once to prove the connection works.

Before you run this, what do you think Make will pull in from your form?
Click Run once in the toolbar at the bottom of the canvas.
Wait a few seconds for the run to complete. A small numbered bubble will appear above the Google Forms module.
Click the bubble to inspect the output data.

You should see the test response you submitted earlier: the name, feedback text, and area selection all captured as structured data.

What does the bubble show?

The bubble displays the raw data that flowed through the module during that run. Each field from your Google Form appears as a separate data point that you can pass to the next module in the chain.

Bubble shows 0 or no data?

Make may have already processed your test submission on a previous run. Submit a fresh response through your form link, then click Run once again.

Help me debug this

Add Google Sheets to receive the data

The trigger captures data, but right now it has nowhere to send it. You will add a Google Sheets module so every form response automatically lands in a spreadsheet.

Click the + icon that appears to the right of your Google Forms module.
Type Google Sheets in the search field and select the Google Sheets app.
Select the Add a Row action module.
Click Create a connection and sign in with your Google account again to authorize Sheets access.

Why do I need to connect Google again?

Make treats each app as a separate integration. Your Google Forms connection authorized read access to forms. This new connection authorizes write access to spreadsheets.

In the Spreadsheet field, select Create a spreadsheet from the dropdown.
Name the new spreadsheet Feedback Analysis.
In the Sheet field, select Sheet1.
In the Column A field, click into it and select the Name value from the mapping panel on the left.
In the Column B field, map the Feedback text value from the mapping panel.
In the Column C field, map the Area value from the mapping panel.
Click OK to save the module.

Use the mapping panel

When you click into a column field, a panel appears showing all the data from the previous module. Click the item you want to map rather than typing it manually. This ensures the data flows correctly between modules.

Your canvas now shows two connected modules: Google Forms feeding into Google Sheets. Time to test the full pipeline.

What do you expect to happen when you click Run once now? Think about where the data should end up.
Click Run once in the toolbar.
Open your Google Drive in a new browser tab.
Find and open the Feedback Analysis spreadsheet.

You should see a new row in your spreadsheet containing the name, feedback text, and area from your test submission. Your data just flowed from a form, through Make, and into a spreadsheet with zero code.

Don't see a row in your spreadsheet?

Check that you mapped the correct fields in the Google Sheets module. Click on the Sheets module in your canvas and verify Column A, B, and C each have a mapped value from the forms data.

If the run showed an error bubble (red), click it to read the error message. The most common cause is an expired Google connection. Delete the connection in the module and create a fresh one.

Help me debug this

Your basic pipeline is proven. Data flows from your form into a spreadsheet automatically. Next up, you will insert AI modules between these two steps to analyze the sentiment of each piece of feedback before it reaches the sheet.

Add AI Sentiment Analysis

Your automation moves data from the form to the sheet, but it does not understand that data yet. A human would still need to read every single response to know if a customer is happy or frustrated.

In this step, you will plug in Make's built-in AI to automatically classify each response as positive, neutral, or negative. No API keys needed, no extra accounts to create.

In this step, get ready to:

Insert an AI sentiment analysis module into your workflow.
Map the feedback text so the AI knows what to analyze.
Test the full pipeline and see a sentiment label appear in your Google Sheet.

Insert the Analyze Sentiment module between your two modules

The AI module needs to sit between the Google Forms trigger and the Google Sheets action so it can process the feedback before it gets logged.

Return to your Make scenario canvas.
Right-click the connection line between your Google Forms module and your Google Sheets module.
Click Add a module from the context menu that appears.
In the search bar, type Make AI Toolkit and select it from the results.
From the list of modules, select Analyze Sentiment.

The module configuration panel opens. Now you need to tell it which text to analyze.

Click inside the Input Text field.
The mapping panel appears on the left showing data from the Google Forms module.
Select the feedback paragraph field (the response from your "Your Feedback" question).
Click OK to save the module configuration.

What is the Analyze Sentiment module?

The Make AI Toolkit includes a set of pre-built AI modules that require no external API key.

Analyze Sentiment evaluates the tone of a text and determines if it is positive, neutral, or negative. It uses Make's built-in AI provider, so there is nothing extra to configure or pay for on the free plan.

Your canvas now shows three modules in a row: Google Forms, Analyze Sentiment, then Google Sheets.

Don't see Make AI Toolkit in the search?

Make sure you type the full name Make AI Toolkit in the module search. It is a separate app from generic "AI" or "OpenAI" entries.

If the connection line does not show a right-click menu, try clicking the small half-circle icon on the line itself, or hover until you see the wrench icon appear.

Help me find the Make AI Toolkit module

Update your Google Sheets module to include the sentiment

The Analyze Sentiment module will produce a result, but your Google Sheets module does not know about it yet. You need to add a new column mapping so the sentiment label lands in your sheet.

Click on your Google Sheets Add a Row module (the last module on your canvas) to open its settings.
Find the column mapping section where you previously mapped columns A, B, and C.
In Column D, click inside the field and open the mapping panel.
Select the sentiment result from the Analyze Sentiment module.
Click OK to save.

What does this mapping do?

Column D now receives the AI's sentiment classification each time a row is added. Every new form submission will automatically get a label of positive, neutral, or negative alongside the original feedback text.

Test the full flow with a positive feedback submission

Time to see AI in action. You will submit a clearly positive response and watch the automation classify it.

Open your Google Form link in a new browser tab.
For Your Name, enter Happy Customer.
For Your Feedback, enter Absolutely love your service, best experience ever!.
For Which area is this about?, select Product Quality.
Click Submit.

Now switch back to your Make scenario canvas.

Before you click anything, predict: what do you think the AI will output for that feedback? Will it say positive, neutral, or negative?
Click Run once at the bottom-left of the canvas.
Wait for all three modules to show green checkmarks.
Click the bubble above the Analyze Sentiment module to see its output.

You should see a sentiment result of positive in the module's output. That confirms the AI correctly classified your enthusiastic feedback.

Open your Google Sheet ("Feedback Analysis") and check the latest row.
Column D should contain the sentiment label (e.g., positive) alongside the feedback text in columns A through C.

Sentiment column is empty in your Google Sheet?

Open the Google Sheets module settings and confirm that Column D is mapped to the output of the Analyze Sentiment module, not left blank.

If the Analyze Sentiment module shows an error bubble instead of a green checkmark, click it to read the error. The most common cause is an empty Input Text field. Go back and confirm you mapped the feedback paragraph from Google Forms.

Help me fix my sentiment mapping

Your automation now understands tone. Every piece of feedback that flows through gets an instant sentiment label without a human reading it. Next up, you will add a second AI module that categorizes what topic the feedback is about.

Add AI Topic Categorization

Your automation now understands tone. It can tell you whether feedback is positive, negative, or neutral. But it cannot tell you what the feedback is actually about.

Sentiment alone leaves a gap. A human would still need to read every response and tag it by topic. In this step, you'll add a second AI module that categorizes feedback by theme automatically.

In this step, get ready to:

Add a Categorize Text module to your scenario.
Map the category output to a new column in your Google Sheet.
Test the full flow with varied feedback to confirm both AI modules work together.

Add a second AI module after Analyze Sentiment

The Categorize Text module from the Make AI Toolkit analyzes text and assigns it to categories from a list you define. You'll insert it between your existing Analyze Sentiment module and the Google Sheets module.

Click the connection line between your Analyze Sentiment module and your Google Sheets module.
The module selector opens. Search for Make AI Toolkit.
Select Categorize Text from the list of actions.
In the Input Text field, click the field and select the feedback paragraph from the Google Forms module in the mapping panel.
In the Categories field, type your category list: Product Quality, Customer Service, Pricing, Delivery, Website/App, Other.
Click OK to save the module configuration.

Your canvas now shows four modules in a row. The new Categorize Text module sits between Analyze Sentiment and Google Sheets.

What does this module do?

The Categorize Text module reads the feedback text and compares it against your list of categories. It returns the single best-matching category as structured output that you can map directly to your Google Sheet.

Notice you included "Other" as a catch-all. If feedback does not clearly match any of your defined topics, the AI assigns it there instead of forcing a bad match.

Don't see the module between the other two?

If the new module appeared at the end of your scenario instead of in the middle, drag it into position between Analyze Sentiment and Google Sheets. Then reconnect the lines by dragging from one module's output port to the next module's input port.

Help me fix this

Update Google Sheets to capture the category

Your Google Sheets module still only maps four columns (A through D). You need to add a fifth column so the category result has somewhere to land.

Click your Google Sheets module (the Add a Row module at the end of your scenario).
Add a Column E mapping field.
Map Column E to the category result from the Categorize Text module in the mapping panel.
Click OK to save.

What does your scenario look like now?

Your four modules form a complete pipeline: Google Forms captures responses, Analyze Sentiment evaluates the tone, Categorize Text identifies the topic, and Google Sheets logs everything with the AI's analysis alongside the original data.

Test with varied feedback

Your earlier test submissions were positive. To properly verify categorization, submit feedback about a different topic with a different tone.

Open your Google Form link in a new tab.
Fill in the form with clearly negative, delivery-related feedback. For example: Name: Test User, Feedback: Delivery took way too long, very disappointed, Area: Delivery.
Click Submit on the form.

Before you click Run once in Make, predict: what sentiment and category do you expect the AI to assign to "Delivery took way too long, very disappointed"?

Return to your Make scenario canvas.
Click Run once at the bottom-left of the canvas.
Once the run completes, open your Feedback Analysis Google Sheet.

You should see a new row with "negative" in Column D (Sentiment) and "Delivery" in Column E (Category). Both AI modules processed the feedback and wrote their results into the same row.

Category column is empty or shows unexpected results?

Check that Column E in your Google Sheets module is mapped to the output of the Categorize Text module, not the Analyze Sentiment module. Click the Google Sheets module and verify the mapping panel shows the correct source for each column.

If the category does not match what you expected, that is normal. The AI interprets the text independently from the form's multiple-choice selection. As long as a category value appears in Column E, your module is working.

Help me troubleshoot my category mapping

Your automation now understands both the tone and the topic of every piece of feedback. Next up, you'll activate the scenario so it runs automatically without you clicking a button each time.

Activate Your Automation

Your automation works perfectly, but only when you manually click Run once. That means you would need to sit at your computer and click a button every time someone submits feedback.

In this step, you will activate scheduling so your scenario runs automatically every 15 minutes. You will also submit varied test responses to build a realistic dataset for your portfolio.

In this step, get ready to:

Turn on automatic scheduling so your scenario runs without manual intervention.
Submit varied test feedback to build portfolio-ready data.
Take portfolio screenshots of your complete workflow and analyzed data.

Turn on scheduling

Right now your scenario only processes feedback when you click a button. Scheduling tells Make to check for new form submissions automatically at regular intervals.

At the bottom-left of your scenario canvas, find the scheduling toggle (it looks like a small switch or clock icon).
Toggle the scheduling switch to ON.
The interval defaults to 15 minutes, which is the minimum for the free plan. Leave it at this setting.
Click the Save icon (the floppy disk icon at the bottom of the canvas) to lock in your scheduling change.

You should see the scheduling toggle turn green or show an active state, confirming your scenario is now live.

What does scheduling do?

When scheduling is ON, Make automatically checks your Google Form for new responses every 15 minutes. If new submissions exist, the entire pipeline runs without you touching anything.

On the free plan, you get 1,000 credits per month. Each submission processed uses roughly 4 credits (one per module). That gives you about 250 submissions per month of fully automated analysis.

Scheduling toggle not saving?

Make sure you click the floppy disk Save icon after toggling. If you skip the save, the scheduling change won't take effect on the server.

If you see a "max active scenarios" error, delete any other unused scenarios from your dashboard. The free plan allows 2 active scenarios maximum.

Help me troubleshoot my Make scenario scheduling

Submit multiple test responses to build your portfolio data

A single test row does not show the power of your automation. Submitting varied responses creates a realistic dataset that demonstrates how the AI handles different sentiments and topics.

Open your Google Form link (the one you copied earlier).
Submit 3-5 varied responses. Mix positive, negative, and neutral sentiments across different topics. Here are some examples:

Positive: Name: "Sarah Chen", Feedback: "Your customer service team went above and beyond to help me. Truly impressed!", Area: Customer Service.
Negative: Name: "James Miller", Feedback: "The website crashed three times during checkout. Very frustrating experience.", Area: Website/App.
Neutral: Name: "Alex Kim", Feedback: "Received my order on the expected date. Everything was as described.", Area: Delivery.
Negative: Name: "Pat Johnson", Feedback: "The pricing increased by 30% with no warning. That feels unfair to loyal customers.", Area: Pricing.

After submitting all responses, return to your Make scenario canvas.
Click Run once to process them immediately (instead of waiting 15 minutes for the next scheduled run).

Before you check your Google Sheet, predict: do you think the AI will match the sentiment you intended for each response?

Open your Feedback Analysis Google Sheet.
Confirm that each new row has the original feedback in Columns A-C, plus the AI-generated sentiment in Column D and category in Column E.

You should see your varied responses neatly organized with labels like "positive", "negative", or "neutral" in Column D and matching topic categories in Column E.

Not seeing new rows in the sheet?

Check the bubble above your Google Forms module after running. If it shows "0 bundles", Make did not detect new submissions. Try clicking Run once again. The Watch Responses module sometimes needs a second run to pick up recent submissions.

If you see an error on one of the AI modules, click the error bubble to read the message. It usually means the connection timed out. Click Run once to retry.

Help me debug why my Make scenario isn't picking up new form responses

Take portfolio screenshots

Your completed automation is something you can show to employers or add to a portfolio. Two screenshots capture the full story: the workflow itself and the data it produces.

On your Make canvas, zoom out so all four modules and their connections are visible.
Take a screenshot of the full canvas. This shows the visual workflow: Google Forms, Analyze Sentiment, Categorize Text, and Google Sheets all connected in sequence.
Switch to your Feedback Analysis Google Sheet.
Take a screenshot showing the populated rows with sentiment and category labels in Columns D and E.

Make your screenshots stand out

For the Make canvas screenshot, make sure the green "ON" scheduling indicator is visible in the bottom-left corner. This proves the automation is live, not just a static diagram.

Your AI automation is now fully autonomous. Every 15 minutes, Make checks your form for new responses and runs the entire analysis pipeline without you lifting a finger. Next up, see how you can extend this automation with conditional logic in the Secret Mission.

Secret mission

Add Negative Feedback Email Alerts

Your automation logs feedback, but it does not act on it. A truly smart workflow would alert you the moment a customer is unhappy. In this secret mission, you will add conditional routing logic so negative feedback triggers an instant email alert to your inbox.

Clean Up Your Resources

Decide whether to keep your resources running, pause them to come back later, or delete them entirely. This project uses only free services, so there are no ongoing monetary costs.

Resources you used:

Make scenario (running on your free Make account, consuming credits each scheduled run).
Google Form "Customer Feedback" (stored in Google Drive).
Google Sheet "Feedback Analysis" (stored in Google Drive).
Make account (free, no credit card required).

Keep everything running

No action needed. Choose this if you want your automation to keep processing new form submissions automatically.

Your scenario will continue running every 15 minutes, checking for new Google Form responses.
Each run uses roughly 4-5 credits from your free 1,000 credits/month allowance.
Your Google Form and Google Sheet remain in your Google Drive at no cost.
Your Make account stays active with no billing or expiration.

Pause - I'll come back to this later

Stop your scenario from running to preserve credits while keeping everything intact and ready to reactivate.

Open your scenario in Make.
Toggle the scheduling switch to OFF at the bottom-left of the canvas.
Click the Save icon (floppy disk) to confirm.
Your scenario, Google Form, and Google Sheet all remain saved and can be reactivated anytime.

Delete - I don't want to use this again

Remove all project resources and start fresh. Follow each step below.

Delete your Make scenario:

In Make, click Scenarios in the left sidebar.
Find your feedback analyzer scenario in the list.
Click the three-dot menu on the scenario and select Delete.
Confirm the deletion when prompted.

Delete your Google Form and Sheet:

Go to drive.google.com.
Find the "Customer Feedback" form and the "Feedback Analysis" spreadsheet.
Right-click each file and select Move to trash.
Open Trash in the left sidebar and click Empty trash to permanently remove them.

Delete your Make account (optional):

Click your profile name in the bottom-left corner of Make, then click Profile.
Click the dropdown arrow next to Profile Settings in the top-right corner.
Select Delete profile and confirm when prompted.

Why is account deletion optional?

Your Make account is free with no expiration or billing. Keeping it means you can build new automations anytime without signing up again.

Nice Work!

You just built a fully automated AI-powered customer feedback pipeline using Make. Every new form submission is now analyzed for sentiment and topic, then logged into a structured spreadsheet, all without writing a single line of code.

You've learned how to:

Build a complete visual automation workflow on Make's canvas that connects Google Forms to Google Sheets through an intelligent AI processing pipeline.
Use AI sentiment analysis and AI categorization to automatically classify customer feedback by tone and topic without any API keys or external setup.
Activate an autonomous scheduled scenario that processes new submissions every 15 minutes without manual intervention.
Secret Mission: Added conditional routing logic with a Router module and Filter to send real-time email alerts when negative feedback comes in.

Ready to quiz yourself?