Case Study: Zapier achieves automated, consolidated customer feedback collection with Airtable

How Zapier uses Airtable to automate customer feedback collection

Zapier, the fully remote automation company with 48 employees and more than a million users, needed a reliable way to collect, organize, and act on customer feedback across time zones and many tools. To streamline customer interviews, consolidate user insights, and build program dashboards, Zapier turned to Airtable as the central platform (using Airtable bases and the User Research template) alongside their own Zapier automations.

Using Airtable, integrated via Zapier with Typeform, Calendly, GoToMeeting, Printfection and other tools, Zapier automated the end-to-end feedback workflow: form responses populate Airtable, qualifying records trigger interview invites, meetings are scheduled and reminded, session outcomes update records, and thank-you gifts are issued. Airtable gave Zapier a single source of truth and automated dashboards that count form submissions and consultations, eliminated duplicate entry, sped up research and support workflows, and freed the team to focus on product work.

Zapier

Eileen Ruberto

UX Researcher