--- name: customer-feedback-voice-of-customer description: 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 programs, conducting customer interviews, or closing the feedback loop. Triggers on phrases like "voice of customer", "VoC", "NPS", "Net Promoter Score", "CSAT", "customer satisfaction", "customer feedback", "survey design", "customer interviews", "feedback analysis", "sentiment analysis", "closed-loop feedback", "customer effort score", "CES", "feedback loop". --- # 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 - **Low response rates**: Incentives, timing optimization - **Biased feedback**: Survey fatigue, selection bias - **Multi-language**: Translation, cultural nuances - **Enterprise**: Executive interviews, board-level VoC - **B2C**: High volume, automated analysis ## Integration Points - **Survey tools**: Qualtrics, SurveyMonkey, Delighted, Medallia - **CRM**: Salesforce, HubSpot (feedback linked to accounts) - **Analytics**: Tableau, Power BI, Looker - **NLP/Sentiment**: MonkeyLearn, MeaningCloud, custom - **Support**: Zendesk, Intercom (CSAT integration) - **Product**: Productboard, Aha! (feedback routing) ## 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 ```