customer-feedback

Customer Feedback

Metric Framework

NPS Survey Design

Timing triggers (pick ONE per user journey):

• Post-onboarding: 7-14 days after activation
• Relationship: every 90 days, offset by cohort (avoid survey fatigue)
• Post-milestone: after first value moment (e.g., first project completed)

Segmentation: Split by plan tier, tenure, geography, and use-case. Compare NPS across segments — the delta tells you more than the absolute score.

Survey rules:

• Max 2 questions: score + open-ended "What's the main reason for your score?"
• Suppress if user surveyed in last 90 days
• Exclude users active < 7 days
• Send in-app for active users, email for dormant (>14 days inactive)

Feedback Collection Channels

RICE Prioritization for Feature Requests

Score each request: RICE = (Reach × Impact × Confidence) / Effort

# Example RICE calculation
reach = 2000        # users/quarter
impact = 2          # high
confidence = 0.8    # medium — have support tickets but no interviews
effort = 3          # person-months
rice = (reach * impact * confidence) / effort  # = 1066

Qualitative Analysis Workflow

1. Tag — Apply taxonomy: bug, feature-request, ux-friction, praise, pricing
2. Theme — Cluster tags into themes (e.g., "onboarding confusion", "missing integrations")
3. Sentiment — Score positive/neutral/negative per theme
4. Quantify — Count mentions per theme per period; track trends
5. Prioritize — Cross-reference themes with RICE scores and revenue impact

Tagging rules: Use max 3 tags per item. Maintain a shared taxonomy (see references/feedback-taxonomy.yaml). Review and merge tags monthly.

Closing the Feedback Loop

Respond → Act → Communicate
   │        │        │
   ▼        ▼        ▼
 Acknowledge   Ship fix/   Notify the person
 within 48h    feature     who requested it

Templates: See references/feedback-response-templates.md

• Detractors (NPS 0-6): Personal outreach within 24h. Ask to understand, don't defend.
• Feature shipped: Email requesters with changelog link. "You asked, we built."
• Won't build: Be honest. "We considered this but chose X because Y."

Churn Surveys (Exit Interviews)

Trigger on cancellation. Keep to 3 questions max:

1. Primary reason (multiple choice: too expensive, missing feature, switched competitor, not needed, other)
2. Open-ended: "What could we have done differently?"
3. "Would you consider returning if we [addressed reason]?" (Yes/No)

Analyze monthly. If >20% cite same reason, escalate to product leadership.

Beta Testing Program

Recruit from NPS promoters (9-10) first — they're invested and forgiving.

VoC Program Design Checklist

• Define metrics: NPS (quarterly), CSAT (post-support), CES (post-onboarding)
• Set up collection channels (in-app, email, support, social monitoring)
• Build tagging taxonomy and train support team
• Create feedback board (public or internal) for feature requests
• Implement RICE scoring for prioritization
• Schedule monthly feedback review with product + engineering leads
• Automate close-the-loop notifications when features ship
• Quarterly VoC report to leadership with trends + recommendations
• Annual program review: survey response rates, action rate, NPS trend

Tools Comparison

Feedback→Roadmap Integration

1. All feedback tagged and stored in single system of record
2. Product reviews feedback board weekly (30 min)
3. RICE-scored items enter backlog with customer-requested label
4. Roadmap items link back to original feedback threads
5. Ship notifications auto-trigger to requesters via integration

See references/feedback-roadmap-workflow.md for detailed integration diagrams.