Create and manage service forms

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Service forms in Masivo

Navigate to Service forms in CRM. The section has two tabs:

• Service forms — list and manage form definitions
• Reviews — all reviews across forms

The Storefront API keeps /review-forms in its paths for compatibility.

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Creating a new service form

On the Service forms tab, click New form (requires review_forms write permission). The editor contains Base Settings, Ticket automation, and Fields.

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Base settings

Configure:

• Name — unique per account (used internally and in lists)
• Description — optional internal notes
• Type — Rating, Comment, Thread, or Custom
• Status — Active or Inactive (only active forms are available via the Storefront API)

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Fields

Use Add field to define each question or input that channels must send when creating a review. For each field set:

• Field name — API key used in answers (for example score)
• Label — display label for your UI
• Type — Score, Text, Select, or Multi select
• Required — whether the answer is mandatory

Additional settings by type:

• Score — min and max values (default 1–5)
• Select / Multi select — use Add option for each choice (label and value)
• Images — optional, up to five per field; use Add image, then Select an image to pick or upload from your multimedia library, and set Alt text

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Ticket automation

Enable Create tickets from responses when submissions should open support work. Choose the pipeline and priority explicitly. Generated tickets enter the normal agent rotation and keep the review linked as their source. Open a ticket decides which responses deserve one:

• Every response — one ticket per submission.
• When conditions match — use Add conditions to open the dedicated condition editor. Save there to return to the service form, where every condition group has edit and delete actions plus a readable summary. Conditions inside a group are combined with AND; separate groups are combined with OR.

Each condition picks a type in the modal:

• Response answer — evaluates one answer of the form (for example Rating is at most 2). Pick the answer from the Answer select; it lists the fields defined in this form, and the operators adapt to the field: comparisons for scores, text matching for open answers, and equal to / not equal to for selects. This condition only appears once the form has fields, so define them first.
• Response sentiment score — the AI sentiment score of the response, from 0 to 100.
• Response emotion — an emotion the AI detected, such as Angry or Disappointed.
• Response risk flag — a risk the AI detected, such as Churn risk or Delivery issue.

Answers are evaluated the moment the response arrives; conditions that read the AI analysis wait until the response has been analyzed, so those tickets show up a few minutes later. Ticket creation happens after the review is saved. A legacy form that references a missing pipeline cannot create the ticket, but it does not reject the review; the failure is logged for operators. An unavailable roster creates the ticket unassigned for the queue sweep. When you are done, click Save in the form actions panel to create the service form.

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Editing and deleting

Return to Service forms in CRM. In the table, each row shows the form name and actions:

• View — open reviews for that form only
• Edit — update settings and fields (requires review_forms write)
• Delete — soft-delete the form (requires review_forms delete)

The edit URL follows /crm/review-forms/{reviewFormId}/update.

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Reviewing submissions

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All reviews

Open Reviews in the secondary navigation (path /crm/review-forms/reviews) to see every review for the account. Use table filters and search to narrow results.

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Per service form

From the Service forms tab, click View on a row, or go to /crm/review-forms/{reviewFormId}. You see only reviews for that form. The reviews table includes:

• Received — submission timestamp
• Customer — customer_id or - for anonymous
• Source, Platform, Brand, Channel — attribution dimensions
• Answers — JSON payload keyed by field names

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Next steps

To load service form definitions and submit reviews from your app, follow Submit reviews in the API reference. For domain concepts (field types, events, permissions), see Service forms.