NPS and Voice of Customer Launch - Project Details / Task List
Tag: nps-voc
Total Hours: 40h
Structure: Single Milestone (<=50h)
Milestone: NPS and Voice of Customer Launch
Description: 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.
Task List: (NPS VoC) 1. Strategy & Tool Configuration
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Clarify Program Goals and Success Metrics | 2h | 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 |
| 2. Map Survey Touchpoints to Customer Journey | 2h | 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 |
| 3. Evaluate and Select NPS Platform | 3h | 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 |
| 4. Set Up NPS Tool Account and CRM Connection | 3h | 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 |
| 5. Configure Survey Design and Branding | 3h | 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 |
Task List: (NPS VoC) 2. CRM Integration, Launch & Enablement
Contains: Parts 3-5
| Task | Est | Description |
|---|---|---|
| 6. Create NPS Fields and Objects in CRM | 3h | 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 |
| 7. Build Detractor Alert Workflow | 3h | 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 |
| 8. Build Promoter Identification Workflow | 2h | 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 |
| 9. Create NPS Reporting Dashboard | 3.5h | 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) |
| 10. Configure Survey Automation Rules | 3h | 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 |
| 11. Run Pilot with Limited Segment | 3h | 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 |
| 12. Full Program Launch | 2h | 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 |
| 13. Train Customer Success Team | 2h | 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 |
| 14. Establish Closed-Loop Process | 2h | 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 |
| 15. Complete Client Handoff | 3h | 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 |
Summary
- Total Task Lists: 2 (consolidated from 5 Parts)
- Total Tasks: 15 (one per Step)
- Total Hours: 40h
- Generated from: playbook_nps-and-voice-of-customer-launch.md
- Generated on: 2025-12-31