--- name: customer-feedback-management description: "Collect, analyze, and act on customer feedback through surveys, reviews, social listening, and NPS/CSAT programs to drive product improvements and service quality. Use when designing feedback programs, configuring NPS/CSAT surveys, analyzing customer sentiment, closing the feedback loop, or creating voice-of-customer programs. Triggers on phrases like 'NPS program', 'CSAT survey', 'customer feedback', 'voice of customer', 'VoC program', 'sentiment analysis', 'feedback loop', 'review management', 'survey design', 'customer listening'." --- # Customer Feedback Management & Voice of Customer Systematically collect, analyze, and act on customer feedback across all touchpoints through structured NPS/CSAT programs, review management, social listening, and closed-loop feedback processes. ## Workflow ### Phase 1: Feedback Program Design 1. **Define feedback framework**: - NPS (Net Promoter Score): overall loyalty, "How likely to recommend?" (0-10 scale) - CSAT (Customer Satisfaction): transactional satisfaction, "How satisfied were you?" (1-5 scale) - CES (Customer Effort Score): ease of interaction, "How easy was it?" (1-5 scale) - Qualitative: open-ended comments, interview insights, review text - Social listening: brand mentions, sentiment across social channels 2. **Map feedback collection touchpoints**: - Post-interaction: after support ticket resolution, after purchase, after onboarding - Periodic: quarterly NPS, annual customer health survey - Event-triggered: after product update, after billing change, after contract renewal - Proactive: pulse surveys, feature request collection, UX feedback 3. **Design survey instruments**: - Question design (concise, unbiased, actionable) - Response scale selection (Likert, numeric, emoji) - Question logic and branching - Timing optimization (when to send for max response rate) - Multi-language support ### Phase 2: Collection & Analysis 1. **Deploy feedback collection**: - Automated survey triggers (post-interaction, periodic) - Multi-channel delivery (email, in-app, SMS, web intercept) - Incentive program (optional: gift cards, loyalty points, feature access) - Response rate optimization (timing, length, personalization) 2. **Analyze quantitative metrics**: - NPS calculation: Promoters (9-10) - Detractors (0-6) - CSAT average and distribution - CES average and trend - Segment-level analysis (by product, plan, region, tenure) - Trend analysis (week-over-week, month-over-month) 3. **Analyze qualitative feedback**: - Sentiment analysis (AI-powered categorization) - Theme extraction (common topics: pricing, features, support, UX) - Severity classification (critical issues, enhancement requests, bugs) - Topic modeling (identify emerging themes) - Verbatim review sampling for deep insights ### Phase 3: Action & Closed-Loop 1. **Immediate response protocols**: - Detractor callback: <24 hours (support or CSM follows up) - Critical issue escalation: <4 hours (product/engineering alert) - Positive feedback amplification: share internally, invite review/referral - Automated acknowledgment for all respondents 2. **Action planning**: - Aggregate feedback by theme and priority - Create action items with ownership and deadlines - Track implementation of feedback-driven improvements - Close the loop: notify respondents when their feedback led to change 3. **Reporting & communication**: - Weekly feedback summary to leadership - Monthly VoC report with trends, themes, and actions - Quarterly deep-dive presentations - Real-time alerts for critical issues - Cross-functional sharing (product, engineering, support, sales) ## Templates ### Feedback Program Configuration ``` CUSTOMER FEEDBACK PROGRAM — Configuration =========================================== Version: [3.0] | Effective: [Date] SURVEY TYPES & DEPLOYMENT: ┌──────────────┬────────────┬──────────────┬──────────────┬───────────────┐ │ Survey Type │ Trigger │ Timing │ Channel │ Frequency Cap │ ├──────────────┼────────────┼──────────────┼──────────────┼───────────────┤ │ Post-Ticket │ Ticket │ 2 hours │ Email + │ 1x/30 days │ │ CSAT │ closed │ after close │ in-app │ per customer │ ├──────────────┼────────────┼──────────────┼──────────────┼───────────────┤ │ Post- │ Purchase │ 24 hours │ Email │ 1x per │ │ Purchase │ completed │ after │ + SMS │ transaction │ │ CSAT │ (if >$100) │ after │ │ │ ├──────────────┼────────────┼──────────────┼──────────────┼───────────────┤ │ Quarterly NPS│ Scheduled │ Month 1, 4, │ Email │ 4x/year │ │ │ │ 7, 10 │ │ per customer │ ├──────────────┼────────────┼──────────────┼──────────────┼───────────────┤ │ Onboarding │ Day 7, 14, │ Day 7, 14, │ In-app + │ 3x during │ │ CES │ 30 │ 30 │ email │ onboarding │ ├──────────────┼────────────┼──────────────┼──────────────┼───────────────┤ │ Feature │ New │ 1 week after │ In-app │ 1x per │ │ Feedback │ feature │ launch │ + email │ feature │ │ │ launch │ │ │ launch │ ├──────────────┼────────────┼──────────────┼──────────────┼───────────────┤ │ Pulse Survey │ Monthly │ 1st week │ Email │ 1x/month │ │ │ │ of month │ │ per customer │ └──────────────┴────────────┴──────────────┴──────────────┴───────────────┘ NPS SCORING: Promoters: 9-10 → Loyalty, expansion opportunity Passives: 7-8 → Satisfied but not advocates Detractors: 0-6 → Churn risk, immediate follow-up CSAT SCORING: Very Satisfied: 5 → Celebrate, request referral/review Satisfied: 4 → Maintain Neutral: 3 → Investigate Dissatisfied: 2 → Follow-up within 48 hours Very Dissat.: 1 → Follow-up within 24 hours RESPONSE RATE TARGETS: Post-ticket CSAT: ≥ 25% Quarterly NPS: ≥ 15% Onboarding CES: ≥ 40% Feature feedback: ≥ 10% Pulse survey: ≥ 8% SURVEY DESIGN STANDARDS: Max questions: 5 (transactional) / 10 (periodic) Completion time: < 2 min (transactional) / < 5 min (periodic) Open-ended: Max 2 questions Mobile optimized: Yes (all surveys) Language support: English, Spanish, French, German, Japanese ``` ### Closed-Loop Response Protocol ``` CLOSED-LOOP FEEDBACK RESPONSE — Protocol ========================================== Version: [2.0] | Effective: [Date] DETRACTOR RESPONSE (NPS 0-6): Timeline: < 24 hours Owner: Support Lead / CSM (by customer tier) Process: 1. Automated alert to assigned owner 2. Personalized outreach call or email 3. Listen actively, acknowledge frustration 4. Resolve immediate concern or escalate 5. Document resolution in CRM 6. Follow-up within 7 days to confirm satisfaction Escalation: Unresolved after 48h → Manager | Unresolved after 72h → VP CRITICAL ISSUE ESCALATION (CSAT 1-2): Timeline: < 4 hours Owner: Support Manager Process: 1. Immediate alert (Slack + email) 2. Contact customer within 4 hours 3. Triage: product bug? service failure? pricing issue? 4. Route to appropriate team (product/engineering/support) 5. Provide timeline for resolution 6. Daily updates until resolved 7. Post-resolution satisfaction check PASSIVE ENGAGEMENT (NPS 7-8): Timeline: Within 7 days (automated) Owner: Marketing automation Process: 1. Personalized thank-you email 2. Request specific feedback: "What could make it a 9 or 10?" 3. Offer relevant resources (tutorials, tips, new features) 4. Include subtle upgrade/expansion opportunity PROMOTER AMPLIFICATION (NPS 9-10): Timeline: Within 48 hours (automated) Owner: Marketing automation Process: 1. Personalized thank-you with specific appreciation 2. Invite to leave review (G2, Capterra, Trustpilot) 3. Share referral program link 4. Invite to user community / advisory board 5. Feature in customer spotlight (with permission) 6. Flag for expansion opportunity (sales notification) INTERNAL CLOSING THE LOOP: Weekly: Feedback summary → Product team Monthly: VoC report → Leadership team Quarterly: Deep-dive presentation → Company-wide Ad-hoc: Critical feedback → Engineering/Design sprint planning Annual: Feedback impact report → Board of Directors FEEDBACK IMPACT TRACKING: For every theme with ≥ 20 mentions: 1. Create action item with owner and deadline 2. Track implementation status 3. Notify affected customers when change shipped 4. Measure post-change NPS/CSAT shift 5. Document in annual VoC impact report ``` ## Integration Points - **Survey platforms**: Qualtrics, SurveyMonkey, Delighted, Typeform - **NPS/CSAT tools**: Promoter.io, Survicate, Wootric, Nicereply - **Social listening**: Brandwatch, Sprout Social, Hootsuite Insights, Mention - **Review management**: Trustpilot, G2, Capterra, Google Reviews - **CRM**: Salesforce, HubSpot (customer profile, feedback history) - **Support systems**: Zendesk, Intercom, Freshdesk (post-ticket surveys) - **Analytics**: Tableau, Power BI, Looker (feedback dashboards) - **AI sentiment**: MonkeyLearn, Lexalytics, MeaningCloud, custom NLP - **Communication**: Slack, email (alerts, follow-ups, internal reports) - **Product tools**: Jira, Pendo (feedback-driven feature tracking) ## Edge Cases | Scenario | Handling | |----------|----------| | Low survey response rates | Optimize timing, reduce length, add incentives, personalize, A/B test subject lines | | Survey fatigue (too many surveys) | Enforce frequency caps; consolidate surveys; rotate question sets | | Biased sample (only extremes respond) | Analyze respondent demographics; weight scores; add intercept surveys | | Detractor feedback is abusive | Professional acknowledgment; no engagement on abuse; escalate if threat | | Multinational feedback with cultural differences | Localized surveys; cultural sensitivity in scoring; regional benchmarks | | Feedback contradicts product roadmap | Document and present data; engage in data-driven prioritization discussion | | Incentive-driven response bias | Track incentive vs. organic respondents separately; adjust analysis | | Feedback volume overwhelms team | AI triage; prioritize by severity and volume; auto-respond for common themes | ## Output ### Voice of Customer Dashboard ``` VOICE OF CUSTOMER DASHBOARD — Monthly Summary =============================================== Period: January 2025 OVERALL SCORES: NPS: +42 [↑ +3 from December] ████████████████████████████░░░░ (target: +45) CSAT: 4.3/5.0 [↑ +0.1] ██████████████████████████████████░░░░ (target: 4.5) CES: 2.8/5.0 [→ stable] ███████████████████████████░░░░░░░░░ (lower = better) NPS BREAKDOWN: Promoters (9-10): 58% ████████████████████████████████ Passives (7-8): 27% ████████████████ Detractors (0-6): 15% █████████ RESPONSE METRICS: Surveys sent: 12,847 Responses: 3,456 (26.9% response rate) NPS responses: 892 (15.2% of active base) CSAT responses: 2,134 (28.7% of interactions) CES responses: 430 (39.1% of onboarding cohort) TOP FEEDBACK THEMES (by mention volume): 1. "API reliability issues" — 87 mentions | Sentiment: 62% negative | Priority: HIGH 2. "Dashboard UI improvements" — 64 mentions | Sentiment: 45% negative | Priority: HIGH 3. "Pricing transparency" — 52 mentions | Sentiment: 58% negative | Priority: MEDIUM 4. "New reporting features loved" — 48 mentions | Sentiment: 89% positive | Priority: LOW 5. "Onboarding too complex" — 41 mentions | Sentiment: 71% negative | Priority: HIGH 6. "Customer support praise" — 39 mentions | Sentiment: 95% positive | Priority: LOW 7. "Mobile app performance" — 35 mentions | Sentiment: 55% negative | Priority: MEDIUM CLOSED-LOOP METRICS: Detractor callbacks: 127/134 (94.8% within 24h) CSAT 1-2 follow-ups: 34/36 (94.4% within 4h) Detractor recovery rate: 23% (score improved on follow-up survey) Promoter review rate: 18% (invited to leave review) Promoter referral rate: 8% (used referral link) ACTION TRACKING: Open action items: 14 | Completed this month: 9 | Overdue: 2 Top completed actions: 1. API timeout fix shipped → related NPS mentions ↓ 40% 2. Onboarding video series launched → CES ↑ 0.3 points 3. Pricing page updated → pricing complaints ↓ 25% TREND ANALYSIS (6-month): NPS: 38 → 39 → 40 → 41 → 39 → 42 (↑ +4 overall) CSAT: 4.1 → 4.2 → 4.2 → 4.3 → 4.2 → 4.3 (↑ +0.2 overall) Response rate: 22% → 24% → 25% → 26% → 27% → 26.9% (↑ +4.9% overall) ```