Support AI Skill

Customer Feedback Voice Of Customer

Implement Voice of Customer (VoC) programs including NPS surveys, CSAT measurement, customer interviews, feedback analysis, sentiment tracking, and closed-loop feedback processes. Use when designing surveys, analyzing customer feedback, implementing NPS pro...

Customer Feedback & Voice of Customer (VoC)

Implement Voice of Customer programs including NPS, CSAT, customer interviews, feedback analysis, and closed-loop processes.

Workflow

1. VoC Program Architecture

VOICE OF CUSTOMER PROGRAM
═══════════════════════════════════════

Metrics Framework:
═══════════════════════════════════════

Metric              Question                          Scale          When           Target
───────────────────────────────────────────────────────────────────────────────────────
NPS                 How likely to recommend?           0-10           Quarterly      ≥ 50
CSAT                How satisfied with [interaction]?  1-5            Post-ticket    ≥ 4.5
CES                 How easy was it to [task]?         1-5            Post-task      ≤ 1.5

Survey Channels:
═══════════════════════════════════════

  → Email: Primary channel (in-app trigger + email follow-up)
  → In-app: Embedded surveys (contextual, micro-surveys)
  → SMS: Mobile-first customers (post-purchase)
  → Phone: Enterprise accounts (quarterly, by CSM)
  → Web: Exit-intent surveys (website visitors)

  Survey Tools:
    → Qualtrics / SurveyMonkey / Delighted / Medallia
    → Integrated with CRM, support, analytics

2. NPS Program

NPS PROGRAM
═══════════════════════════════════════

NPS Survey Design:
═══════════════════════════════════════

  Question 1: "How likely are you to recommend [Company] to a friend or colleague?"
  Scale: 0 (Not at all likely) to 10 (Extremely likely)

  Question 2: "Why did you give this rating?" (open-ended)
  → Captures verbatim feedback (categorize later)

  Question 3: "What is the primary reason you use our product?" (multiple choice)
  → Context for segmentation

  Question 4: "What could we improve?" (optional, open-ended)

  Timing:
    → Transactional: After key events (signup, purchase, support ticket)
    → Relationship: Quarterly (all active customers)
    → Frequency: Max 1 survey/quarter per customer

NPS RESULTS (Q4 2024):
═══════════════════════════════════════

  Promoters (9-10):  52% (↑ from 48%)
  Passives (7-8):    30% (↓ from 33%)
  Detractors (0-6):  18% (↓ from 19%)

  NPS Score: 34 (↑ from 29)
  Target: ≥ 40
  Benchmark: Industry avg 31

  By Customer Tier:
    → Enterprise: NPS 42 (↑ 5)
    → Professional: NPS 35 (↑ 4)
    → Starter: NPS 28 (↑ 2)

  By Region:
    → North America: NPS 38
    → Europe: NPS 32
    → Asia-Pacific: NPS 29

3. CSAT & CES Measurement

CSAT (Customer Satisfaction)
═══════════════════════════════════════

  Post-Ticket Survey:
═══════════════════════════════════════

  Question: "How would you rate the support you received?"
  Scale: 1 (Very Unsatisfied) to 5 (Very Satisfied)

  Follow-up: "What could we have done better?" (optional)

  Results (Q4 2024):
    → Average CSAT: 4.7/5.0 (target: ≥4.5) ✓
    → 5-star ratings: 72% (↑ 5%)
    → 4-star ratings: 22%
    → 3-star or below: 6% (↓ 2%)

  By Channel:
    → Chat: 4.8/5.0
    → Email: 4.7/5.0
    → Phone: 4.6/5.0
    → Self-service: 4.5/5.0

CES (Customer Effort Score)
═══════════════════════════════════════

  Question: "How easy was it to resolve your issue?"
  Scale: 1 (Very Difficult) to 5 (Very Easy)

  Results (Q4 2024):
    → Average CES: 4.3/5.0 (target: ≥4.0) ✓
    → Easy (5): 58%
    → Somewhat easy (4): 28%
    → Neutral/Difficult (1-3): 14%

4. Feedback Analysis & Closed-Loop

FEEDBACK ANALYSIS PROCESS
═══════════════════════════════════════

Verbatim Analysis:
═══════════════════════════════════════

  → Collect: Open-ended responses from NPS, CSAT, CES
  → Categorize: AI-powered sentiment + topic classification
  → Themes: Group by topic (product, pricing, support, UX)
  → Prioritize: By frequency, severity, customer tier
  → Route: To appropriate team (product, support, billing)

  Top Feedback Themes (Q4 2024):
═══════════════════════════════════════

  Theme               Mentions  Sentiment  Team         Status
  ────────────────────────────────────────────────────────────────────────
  Dashboard performance 145     Negative   Engineering  In progress
  Pricing transparency  98      Negative   Product/Rev  Reviewing
  Customer support      87      Positive   Support      Maintaining
  Mobile app            76      Mixed      Engineering  Roadmap Q1
  Onboarding experience  65     Positive   CS           Optimizing
  API documentation     54      Negative   DevRel       Updating
  Feature requests      210     Neutral    Product      Backlog review
  Billing issues        43      Negative   Billing      Fix in v3.2

CLOSED-LOOP PROCESS:
═══════════════════════════════════════

  Detractor Loop (NPS 0-6):
═══════════════════════════════════════

  1. Alert: CS manager notified within 24 hours
  2. Contact: Phone call (personal outreach)
  3. Listen: Understand pain points (don't defend)
  4. Resolve: Address specific issue (if actionable)
  5. Follow-up: Check satisfaction (7 days later)
  6. Document: Log issue, action, outcome

  Promoter Loop (NPS 9-10):
═══════════════════════════════════════

  1. Thank: Automated thank-you email
  2. Leverage: Invite for testimonial/case study
  3. Advocate: Refer-a-friend program
  4. Engage: Beta testing, user advisory board
  5. Retain: Proactive CS check-in

  Escalation Loop (Recurring Issues):
═══════════════════════════════════════

  → Weekly: Feedback review meeting (CS, Product, Support)
  → Monthly: Executive feedback report (VP level)
  → Quarterly: VoC strategy review (leadership)

5. Customer Interviews & Research

CUSTOMER INTERVIEW PROGRAM
═══════════════════════════════════════

Interview Types:
═══════════════════════════════════════

Type                  Purpose                  Frequency    Participants   Duration
───────────────────────────────────────────────────────────────────────────────
Discovery             Understand pain points   Monthly      5-8 customers  60 min
Product validation    Test new features        Per release  5-8 customers  45 min
Churn prevention      Understand churn risks   As needed    3-5 customers  30 min
Win/loss              Understand decision      Post-deal    3-5 customers  45 min
UX research           Improve usability        Quarterly    5-8 customers  90 min

INTERVIEW GUIDE (Discovery):
═══════════════════════════════════════

  1. Warm-up (5 min): Introductions, context setting
  2. Current state (10 min): How do you currently handle [process]?
  3. Pain points (15 min): What's frustrating about [current solution]?
  4. Impact (10 min): How does this impact your business?
  5. Solution exploration (15 min): How would your ideal solution work?
  6. Decision process (10 min): How do you evaluate solutions?
  7. Wrap-up (5 min): Anything else? Follow-up?

CUSTOMER ADVISORY BOARD (CAB):
═══════════════════════════════════════

  → Members: 8-12 enterprise customers
  → Frequency: Quarterly meetings (virtual + in-person)
  → Agenda: Product roadmap, feedback, industry trends
  → Benefits: Early access, direct input, networking
  → Value: Shape product direction, build relationships

Edge Cases

Integration Points

Output

VoC Program Status

VOICE OF CUSTOMER — Q4 2024
═══════════════════════════════════════

NPS: 34 (↑ from 29, target: ≥40)
CSAT: 4.7/5.0 (target: ≥4.5) ✓
CES: 4.3/5.0 (target: ≥4.0) ✓
Survey responses: 2,340 (response rate: 28%)
Detractor follow-up: 95% (within 48 hours)
Top themes: Dashboard performance (145), pricing (98)
Interviews completed: 45 (monthly)
CAB members: 10 (active)
Next priority: Improve NPS to 40, address top 3 negative themes