Circulos AI

Marketing AI Skill

Customer Feedback Surveys

Collect, analyze, and act on customer feedback using NPS, CSAT, CES surveys and voice-of-customer programs. Use when designing customer surveys, implementing NPS programs, measuring customer satisfaction, analyzing customer feedback, creating survey workflows, or building voice-of-customer programs. Triggers on phrases like "NPS survey", "customer satisfaction", "CSAT", "customer effort score", "CES", "customer feedback", "survey design", "voice of customer", "VOC program", "feedback collection", "customer insight".

Customer Feedback & Survey System

Collect, analyze, and act on customer feedback systematically across all touchpoints.

Workflow

  1. Define feedback objectives: What decisions will feedback inform?
  2. Select survey methodologies: NPS, CSAT, CES, custom surveys by use case.
  3. Design survey instruments: Question selection, scale design, question ordering.
  4. Determine deployment strategy: Timing, frequency, channel, targeting.
  5. Build automated survey workflows: Trigger-based deployment and follow-up.
  6. Analyze results: Score calculation, trend analysis, sentiment analysis, segmentation.
  7. Close the loop: Act on feedback, follow up with detractors, share insights across teams.
  8. Report and iterate: Monthly feedback reports, quarterly strategy adjustments.

Survey Methodology Framework

SURVEY TYPE SELECTION MATRIX
==============================

NPS (Net Promoter Score):
  Question: "On a scale of 0-10, how likely are you to recommend [Company] to a friend or colleague?"
  Response categories:
    Promoters (9-10): Loyal enthusiasts who drive growth
    Passives (7-8): Satisfied but vulnerable to competition
    Detractors (0-6): Unhappy customers at risk of churn
  Formula: NPS = % Promoters − % Detractors (range: −100 to +100)
  Best for: Overall brand loyalty, relationship health, trend tracking
  Frequency: Quarterly (B2C), Semi-annually (B2B)
  Benchmark by industry:
    Consumer retail:  30-50
    SaaS / Technology: 30-60
    Banking / Finance: 20-40
    Airlines:         −25 to 0
    Hotels:           40-60
    Healthcare:       15-35
  Strengths: Simple, universally understood, correlates with growth
  Limitations: Doesn't explain WHY, cultural bias (some cultures don't give 10s)

CSAT (Customer Satisfaction Score):
  Question: "How satisfied were you with [specific experience/product/support interaction]?"
  Scale: 1-5 (Very Dissatisfied → Very Satisfied) or 1-10
  Formula: CSAT = (% 4s + % 5s) × 100 (for 5-point scale)
  Best for: Transactional satisfaction, specific experience measurement
  Frequency: After each key interaction (purchase, support, onboarding milestone)
  Benchmark: 70-85% satisfied (4-5 on 5-point scale) is good
  Strengths: Specific, actionable, tied to touchpoints
  Limitations: Moment-in-time, can be gamed, doesn't measure loyalty

CES (Customer Effort Score):
  Question: "How easy was it to handle your request?" (1-5 or 1-7 scale)
  Scale: 1 (Very Difficult) → 5 or 7 (Very Easy)
  Formula: CES = Average score or % low-effort responses
  Best for: Support experience, process optimization, friction identification
  Frequency: After support interactions, checkout, account management tasks
  Benchmark: > 4.0/5.0 or > 6.0/7.0 is good
  Strengths: Predicts loyalty better than satisfaction (Harvard Business Review research)
  Limitations: Only measures ease, not overall experience quality

CUSTOM / IN-DEPTH SURVEYS:
  Use for: Product feedback, feature prioritization, market research, brand perception
  Question types: Multiple choice, rating scales, open-ended, ranking, NPS
  Length: Maximum 10 questions (completion drops 20%+ per additional question)
  Frequency: Varies by objective (monthly pulse, quarterly deep-dive)

Survey Design Best Practices

SURVEY DESIGN FRAMEWORK
=========================

QUESTION DESIGN PRINCIPLES:

  1. KEEP IT SHORT:
     → Ideal: 5-7 questions maximum
     → Time: Under 3 minutes to complete
     → Completion rate drops 15-25% per additional question beyond 5

  2. ONE CONCEPT PER QUESTION:
     → BAD: "How satisfied are you with our product quality and customer service?"
     → GOOD: "How satisfied are you with our product quality?" + separate CSAT for service

  3. USE CONSISTENT SCALES:
     → Pick ONE scale direction per survey (all 1-5 or all 1-10)
     → Label all scale endpoints (avoid "strongly agree" confusion)
     → Odd-numbered scales allow neutral response (5-point, 7-point)

  4. AVOID LEADING QUESTIONS:
     → BAD: "How much did you enjoy our amazing new feature?"
     → GOOD: "How would you rate your experience with our new feature?"

  5. LOGICAL QUESTION ORDER:
     → Start: Easy, engaging question (score/rating)
     → Middle: Specific, detailed questions
     → End: Open-ended feedback ("Anything else?"), demographic info
     → NEVER: Put open-ended questions first (highest drop-off point)

  6. MAKE IT MOBILE-FIRST:
     → 60-80% of surveys completed on mobile
     → Large touch targets, single-column layout
     → Avoid horizontal scrolling
     → Test on actual mobile devices

NPS SURVEY TEMPLATE:

  Question 1 (Primary):
    "On a scale of 0-10, how likely are you to recommend [Company]
     to a friend or colleague?"
    [0] [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]

  Question 2 (Follow-up — shown based on score):
    Detractors (0-6): "I'm sorry to hear that. What's the main reason for your score?"
    [Open text box — optional]

    Passives (7-8): "What's one thing we could do to earn a 9 or 10?"
    [Open text box — optional]

    Promoters (9-10): "Thank you! What do you value most about [Company]?"
    [Open text box — optional]

  Question 3 (Segmentation — all respondents):
    "Which best describes your role/industry?" (if B2B)
    or "How long have you been a customer?"
    [Multiple choice — 4-5 options]

  Question 4 (Optional):
    "May we follow up with you about your feedback?"
    [Yes / No] (if yes, collect email/phone)

CSAT SURVEY TEMPLATE (Post-Transaction):

  Question 1:
    "How satisfied were you with your [purchase/support experience/product]?"
    [1] Very Dissatisfied  [2] Dissatisfied  [3] Neutral  [4] Satisfied  [5] Very Satisfied

  Question 2:
    "What did you like most about your experience?"
    [Open text — optional]

  Question 3:
    "What could we improve?"
    [Open text — optional]

  Question 4:
    "Would you recommend us to others?"
    [Yes / Probably / Not Sure / Probably Not / No]

Deployment and Automation

SURVEY DEPLOYMENT STRATEGY
============================

TIMING BY SURVEY TYPE:

  NPS SURVEY:
    → Relationship NPS: Sent quarterly to all active customers
    → Transactional NPS: Sent after key milestones (onboarding complete, first purchase, renewal)
    → Wait time: 7-14 days after transaction (not immediate — allow experience to settle)

  CSAT SURVEY:
    → Post-purchase: 24-48 hours after delivery/fulfillment
    → Post-support: Immediately after ticket resolution (within 1 hour)
    → Post-onboarding: After Day 7 activation milestone
    → Wait time: As soon as possible (capture fresh experience)

  CES SURVEY:
    → Post-support interaction: Within 30 minutes of resolution
    → Post-checkout: Immediately after order confirmation
    → Post-account-task: After password reset, profile update, etc.
    → Wait time: Immediate (effort is most memorable right after)

DEPLOYMENT CHANNELS:

  EMAIL SURVEYS:
    → Best for: NPS (relationship), in-depth surveys
    → Response rate: 15-25% (personalized), 5-15% (transactional)
    → Format: Single CTA button → survey landing page (not inline — higher completion)
    → Follow-up: 1 reminder email after 3 days if no response

  IN-APP / ON-SITE SURVEYS:
    → Best for: CSAT (transactional), product feedback, CES
    → Response rate: 5-15% (contextual), 2-5% (general)
    → Format: Modal or slide-in (non-intrusive, dismissible)
    → Timing: After specific action (purchase, support chat, feature use)

  SMS SURVEYS:
    → Best for: Post-purchase CSAT, quick pulse surveys
    → Response rate: 25-45% (highest of all channels)
    → Format: Short link → mobile-optimized survey (1-3 questions max)
    → Compliance: TCPA consent required, opt-out mechanism

  SOCIAL MEDIA SURVEYS:
    → Best for: Brand perception, quick pulse checks
    → Format: Instagram Stories poll, Twitter poll, Facebook poll
    → Response rate: Variable (depends on follower engagement)
    → Limitation: Self-selected sample (biased toward engaged followers)

AUTOMATION WORKFLOW:

  Trigger → Wait → Send → Follow-up → Close Loop

  Example (Post-Purchase CSAT):
    Trigger: Order delivered (e-commerce platform)
    Wait: 48 hours (allow product use time)
    Send: Email with CSAT survey link
    Follow-up: Reminder email at Day 5 if no response
    Close loop: If score < 3 → create support ticket, assign to customer success

Analysis and Action

FEEDBACK ANALYSIS FRAMEWORK
=============================

NPS ANALYSIS:

  SCORE BREAKDOWN:
    Promoters: XX% (target: > 50%)
    Passives: XX% (target: < 30%)
    Detractors: XX% (target: < 20%)
    NPS Score: XX (target: > 30)

  TREND ANALYSIS:
    → Monthly NPS trend (rolling 3-month average for smoothing)
    → NPS by customer segment (new vs. existing, tier, industry)
    → NPS by product line or service area
    → NPS by acquisition channel

  VERBATIM ANALYSIS (Open-End Responses):
    → Sentiment analysis: Positive / Neutral / Negative classification
    → Theme extraction: Top 5 positive themes, top 5 negative themes
    → Urgent flags: Keywords like "bug", "broken", "cancel", "refund"
    → Tool: MonkeyLearn, Thematic, Qualtrics Text iQ, or manual coding

CSAT TREND REPORT:

  ┌──────────────┬────────┬────────┬────────┬────────┬────────┐
  │ Touchpoint   │ May    │ Apr    │ Mar    │ Trend  │ Target │
  ├──────────────┼────────┼────────┼────────┼────────┼────────┤
  │ Purchase     │ 4.2/5  │ 4.1/5  │ 4.0/5  │ ↗ +0.2 │ 4.3    │
  │ Support      │ 3.8/5  │ 3.9/5  │ 4.0/5  │ ↘ -0.2 │ 4.2    │
  │ Onboarding   │ 4.5/5  │ 4.4/5  │ 4.3/5  │ ↗ +0.2 │ 4.5    │
  │ Billing      │ 3.5/5  │ 3.6/5  │ 3.7/5  │ ↘ -0.2 │ 4.0    │
  │ Product Use  │ 4.3/5  │ 4.2/5  │ 4.1/5  │ ↗ +0.2 │ 4.5    │
  └──────────────┴────────┴────────┴────────┴────────┴────────┘

CLOSE-THE-LOOP PROCESS:

  DETRACTOR RESPONSE PROTOCOL (NPS 0-6):
    → Within 24 hours: Personal follow-up email/call from customer success
    → Within 48 hours: Root cause investigation and resolution plan
    → Within 7 days: Follow-up to confirm resolution and re-measure satisfaction
    → Documentation: Log in CRM, tag for churn risk monitoring
    → Escalation: If issue unresolved in 7 days → escalate to manager

  PROMOTER ACTIVATION (NPS 9-10):
    → Within 48 hours: Thank you email + referral program invitation
    → Within 1 week: Review request (G2, Trustpilot, Google Reviews)
    → Ongoing: Feature as testimonial (with permission), invite to beta programs
    → Monitoring: Track for any satisfaction decline (prevent promoter → detractor)

  INSIGHT DISTRIBUTION:
    → Weekly: Customer success team receives detractor list
    → Bi-weekly: Product team receives feature requests and bug reports
    → Monthly: Executive summary of NPS trends and themes
    → Quarterly: Board-level feedback report with strategic implications

Integration Points

Edge Cases

Disclaimer: All rights reserved by Circulos AI. These skills are specifically designed for Claude Code, Claude Cowork, Codex, and OpenClaw. When using or referencing any skill, please provide proper attribution to Circulos AI.