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NPS and Voice of Customer Launch - Playbook

1. Definition​

What it is: A structured implementation project that deploys a systematic NPS and CSAT survey program to capture customer sentiment at key lifecycle touchpoints, integrate feedback into the CRM, and establish closed-loop processes for acting on customer insights.

What it is NOT: Not a Customer Health Score implementation (that uses multiple data points beyond surveys). Not a Customer Success Platform implementation (that's broader than feedback collection). Not a one-time survey project (this establishes an ongoing cadence).

2. ICP Value Proposition​

Pain it solves: Customer Success teams lack visibility into customer sentiment until it's too late. Without structured feedback collection, at-risk accounts go undetected, product issues surface only at renewal, and promoters aren't leveraged for referrals or advocacy.

Outcome delivered: A fully automated NPS/CSAT program with surveys triggered at strategic touchpoints, real-time alerts for detractors, CRM integration for account-level visibility, and closed-loop workflows that turn feedback into retention and expansion actions.

Who owns it: VP of Customer Success or Customer Success Operations Leader.

3. Implementation Procedure​

Part 1: Define Program Strategy & Objectives​

Step 1: Clarify Program Goals and Success Metrics​

Step Overview: Align stakeholders on what the NPS program should achieve and how success will be measured. End state: Documented program objectives with specific, measurable targets.

  • Conduct kickoff meeting with CS leadership to define primary goals (loyalty measurement, at-risk identification, product feedback, executive reporting)
  • Determine how NPS data will be used by each team (CS for health, Product for roadmap, Exec for board reporting)
  • Set baseline metrics: target NPS score, response rate goals (aim for 12-40% for B2B), reduction in churn for detractors
  • Define segmentation strategy (enterprise vs SMB, decision-makers vs end-users, lifecycle stage)
  • Document program charter with goals, metrics, and stakeholder responsibilities

Step 2: Map Survey Touchpoints to Customer Journey​

Step Overview: Identify the optimal moments to collect feedback based on customer lifecycle stages. End state: Documented survey cadence with trigger points and audience for each.

  • Map current customer journey from onboarding through renewal
  • Select trigger points: post-onboarding (30-60 days), post-support interaction, quarterly relationship check-ins, pre-renewal (90 days out)
  • Determine survey frequency caps to prevent over-surveying (e.g., max one NPS survey per quarter per contact)
  • Define audience for each touchpoint (which roles/personas to survey)
  • Document survey cadence matrix showing touchpoint, timing, audience, and channel

Part 2: Select & Configure NPS Tool​

Step 1: Evaluate and Select NPS Platform​

Step Overview: Compare NPS tool options against client's tech stack, CRM, and program requirements. End state: Tool selected with budget approved and procurement initiated.

  • Document current tech stack: CRM (Salesforce/HubSpot), CS platform (Gainsight/ChurnZero), support tools
  • Create evaluation criteria: CRM integration depth, in-app vs email capabilities, alerting features, reporting/analytics, cost per user
  • Evaluate 2-3 tools from options: Delighted, Wootric/InMoment, AskNicely, Qualtrics, native CRM survey tools
  • Schedule vendor demos with key stakeholders (CS Ops, IT/Admin)
  • Present recommendation with pros/cons and total cost of ownership
  • Secure budget approval and initiate procurement

Step 2: Set Up NPS Tool Account and CRM Connection​

Step Overview: Create the NPS tool account and establish bidirectional connection with CRM. End state: Tool connected to CRM with proper API permissions and data flowing correctly.

  • Create NPS tool account with appropriate subscription tier
  • Connect to Salesforce/HubSpot via OAuth or API key
  • Configure required permissions (read contacts/accounts, write survey responses)
  • Map NPS tool fields to CRM objects (Account, Contact, custom NPS fields)
  • Test connection by sending sample survey and verifying data appears in CRM
  • Document admin credentials and access for client handoff

Step 3: Configure Survey Design and Branding​

Step Overview: Customize survey appearance, questions, and follow-up logic to match client brand and objectives. End state: Branded survey templates ready for deployment.

  • Customize NPS question wording if needed (standard: "How likely are you to recommend...")
  • Add follow-up question for qualitative feedback ("What's the main reason for your score?")
  • Configure conditional logic: different follow-ups for Promoters (9-10), Passives (7-8), Detractors (0-6)
  • Apply client branding (logo, colors, fonts) to survey templates
  • Keep survey short: 2-4 questions maximum for optimal response rates
  • Test survey experience on desktop and mobile

Part 3: Build CRM Integration & Workflows​

Step 1: Create NPS Fields and Objects in CRM​

Step Overview: Set up CRM data model to store and display NPS responses at account and contact level. End state: CRM configured with NPS fields, history tracking, and proper visibility.

  • Create custom fields on Contact: NPS Score, NPS Category (Promoter/Passive/Detractor), NPS Survey Date, NPS Verbatim
  • Create custom fields on Account: Latest NPS Score, NPS Trend, NPS Response Count, Last Survey Date
  • Configure field-level security and visibility for appropriate roles
  • Set up roll-up logic to calculate account-level NPS from contact responses
  • Create list views or reports for quick access to recent responses

Step 2: Build Detractor Alert Workflow​

Step Overview: Configure automated alerts to notify CSMs immediately when a detractor response is received. End state: Real-time detractor alerts flowing to CSMs with all context needed for follow-up.

  • Define alert trigger: NPS score 0-6 (Detractors)
  • Configure notification channel (email, Slack, in-app notification)
  • Include in alert: respondent name, account, score, verbatim feedback, CSM owner, account health context
  • Set SLA expectations (e.g., CSM follow-up within 48 hours)
  • Create task/case automatically in CRM for tracking detractor follow-up
  • Test alert workflow end-to-end with sample detractor response

Step 3: Build Promoter Identification Workflow​

Step Overview: Configure workflows to flag promoters for advocacy and referral opportunities. End state: Promoters automatically identified and queued for CS/Marketing follow-up.

  • Define promoter trigger: NPS score 9-10
  • Create promoter flag or field on Contact/Account
  • Configure notification to CSM or Marketing for advocacy follow-up
  • Add promoters to potential reference/case study list
  • Create task for CSM to thank promoter and explore referral opportunity
  • Integrate with referral program if one exists

Step 4: Create NPS Reporting Dashboard​

Step Overview: Build CRM dashboard showing NPS trends, response rates, and segment breakdowns. End state: Executive and operational dashboards live and accessible to stakeholders.

  • Build executive dashboard: overall NPS score, trend over time, response rate, Promoter/Passive/Detractor distribution
  • Build operational dashboard: NPS by segment (enterprise/SMB, lifecycle stage, CSM), recent responses, open detractor follow-ups
  • Include qualitative feedback view for common themes
  • Configure dashboard sharing and access permissions
  • Schedule automated dashboard distribution to leadership (weekly/monthly)

Part 4: Launch & Pilot Program​

Step 1: Configure Survey Automation Rules​

Step Overview: Set up automated survey triggers based on defined touchpoints and business rules. End state: Surveys automatically deploying at the right moments to the right contacts.

  • Configure trigger-based sends for each touchpoint (post-onboarding, quarterly, pre-renewal)
  • Set up contact exclusion rules (recently surveyed, churned, opted-out)
  • Configure survey throttling to prevent over-surveying same contact
  • Set up reminder logic (3-7 days after initial send)
  • Test automation rules with sample contacts

Step 2: Run Pilot with Limited Segment​

Step Overview: Launch surveys to a controlled pilot group before full rollout to validate configuration and gather initial feedback. End state: Pilot complete with lessons learned and adjustments made.

  • Select pilot segment (e.g., one CSM's book of business, one customer segment)
  • Announce pilot internally to participating CSMs
  • Send initial batch of surveys (50-100 contacts)
  • Monitor response rate and score distribution
  • Verify CRM data sync and alert workflows firing correctly
  • Gather feedback from CSMs on detractor alert experience
  • Document issues and make configuration adjustments

Step 3: Full Program Launch​

Step Overview: Roll out NPS program to all customer segments with internal communication and enablement. End state: NPS program fully live with all automation active.

  • Announce launch to full CS team with program overview and expectations
  • Enable all survey automation rules for remaining segments
  • Communicate to customers if appropriate (transparency can increase participation)
  • Monitor first week closely for technical issues or unexpected results
  • Validate detractor SLA compliance and follow-up quality

Part 5: Enablement & Handoff​

Step 1: Train Customer Success Team​

Step Overview: Enable CSMs on how to interpret NPS data, respond to detractors, and leverage promoters. End state: CS team trained and confident in using NPS program.

  • Schedule training session (45-60 min) for CS team
  • Cover: NPS methodology, how scores map to CRM, detractor follow-up playbook, promoter advocacy tactics
  • Train on using dashboards and reports for account planning
  • Role-play detractor follow-up conversations
  • Create quick-reference guide for CSMs
  • Record session for onboarding future team members

Step 2: Establish Closed-Loop Process​

Step Overview: Formalize the cross-functional process for acting on NPS feedback beyond individual detractor follow-up. End state: Documented closed-loop process with clear ownership and cadence.

  • Define weekly/monthly NPS review cadence with CS leadership
  • Create process for escalating product-related feedback to Product team
  • Establish quarterly themes analysis to identify systemic issues
  • Document how NPS insights feed into QBRs and renewal planning
  • Set up tracking for actions taken based on feedback

Step 3: Complete Client Handoff​

Step Overview: Transfer ownership, documentation, and admin access to client team for ongoing program management. End state: Client self-sufficient with documentation and 30-day support plan.

  • Transfer NPS tool admin credentials to client
  • Deliver documentation package: configuration settings, automation rules, troubleshooting guide
  • Provide runbook for common tasks (adding new survey triggers, modifying questions, pulling reports)
  • Schedule 30-day check-in to review initial results and address questions
  • Close out project with success metrics review

4. Dependencies & Inputs​

What must exist before starting:

  • CRM (Salesforce or HubSpot) with clean contact data and account hierarchy
  • Customer Success team with defined book of business assignments
  • Customer lifecycle stages defined in CRM
  • Budget approved for NPS tool (if not using native CRM surveys)

What client must provide:

  • Access to CRM with admin permissions for custom field creation
  • List of customer contacts with email addresses and account assignments
  • Decisions on survey frequency and touchpoints
  • Stakeholder availability for kickoff, demos, and training
  • Brand assets (logo, colors) for survey customization

5. Common Pitfalls​

  • Low response rates undermine data validity: With only 10-15% response, data may be skewed toward extremes. -> Mitigation: Optimize survey timing, keep surveys to 2-4 questions, send reminders at 3-7 days, consider in-app delivery for better engagement.

  • Collecting feedback without acting on it: Detractors go unfollowed-up, promoters unexploited, leading to customer perception that feedback doesn't matter. -> Mitigation: Enforce detractor SLA (48-hour follow-up), build automated alerts, track closed-loop metrics, report on actions taken.

  • Treating NPS as the only health indicator: NPS only provides a 54% correlation with retention likelihood - it's a signal, not the full picture. -> Mitigation: Use NPS alongside product usage data, support ticket trends, and CSM sentiment for complete health scoring.

  • Surveying wrong contacts or roles: End-user feedback differs from executive sponsor feedback; surveying only one group gives incomplete picture. -> Mitigation: Survey multiple stakeholders per account (users, influencers, decision-makers) and segment analysis by role.

6. Success Metrics​

  • Leading Indicator: Response rate above 20% within first 30 days; detractor follow-up SLA compliance above 90%
  • Lagging Indicator: NPS score improvement of 10+ points within 6 months; measurable churn reduction among accounts with detractor-to-passive/promoter conversions