Customer Feedback Loop System

FEEDBACK COLLECTION CHANNELS

Channel	Type	Frequency	Best For
NPS survey	Quantitative	Quarterly	Relationship health
In-app feedback	Qualitative	Always-on	Feature-specific
Support tickets	Qualitative	Ongoing	Problems/issues
CSM conversations	Qualitative	Ongoing	Strategic feedback
Community	Qualitative	Ongoing	Feature requests
Advisory board	Qualitative	Bi-annual	Strategic direction
Exit interviews	Qualitative	At churn	Churn reasons

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ANALYSIS FRAMEWORK

Feedback Categorization

Category	Examples	Route To
Bug/Issue	Broken feature, error	Engineering
Feature request	New capability	Product
UX feedback	Confusing interface	Design
Support issue	Response time, quality	Support
Pricing concern	Cost, value	Finance
Competitive	Competitor mention	Strategy
Praise	Positive feedback	Marketing

Sentiment Analysis

Signal	Sentiment	Priority
Anger words, caps	Negative	High
Disappointment	Negative	Medium
Neutral language	Neutral	Low
Enthusiasm, thanks	Positive	Capture

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PRIORITIZATION METHODOLOGY

Impact Assessment

Criterion	Weight	Score (1-5)
Revenue at risk	30%
Number of customers affected	25%
Competitive impact	20%
Effort to address	15%
Strategic alignment	10%
TOTAL	100%	/5

Priority Levels

Priority	Criteria	Response Time
P1 - Critical	Revenue risk, many affected	24 hours
P2 - High	Important, common theme	1 week
P3 - Medium	Valuable, fewer affected	1 month
P4 - Low	Nice to have	Backlog

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ROUTING & ESCALATION

Routing Rules

Feedback Type	Primary Owner	Escalation
Product bug	Engineering	Engineering lead
Feature request	Product	PM
Support complaint	Support manager	CS VP
Pricing concern	CS	Finance/Sales
Churn risk	CSM	CS leadership

Escalation Triggers

Trigger	Action
Same feedback 5+ times	Escalate to leadership
Enterprise customer feedback	Route to CSM + leadership
Churn mention	Immediate escalation
Legal/compliance	Legal + leadership

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CLOSED-LOOP PROCESS

Workflow

1. COLLECT
   └─▶ Gather feedback from all channels

2. LOG
   └─▶ Record in central system

3. CATEGORIZE
   └─▶ Tag, prioritize, route

4. RESPOND
   └─▶ Acknowledge to customer

5. ACTION
   └─▶ Fix, build, or decide not to

6. CLOSE
   └─▶ Communicate outcome to customer

Close-Loop Templates

Feedback Acknowledged:

Hi [Name],

Thanks for sharing this feedback about [topic]. We've logged it
and routed to the right team. I'll follow up when we have an update.

Action Taken:

Hi [Name],

Remember your feedback about [topic]? We've [action taken].
Thanks for helping us improve!

Won't Do:

Hi [Name],

Thanks for the suggestion about [topic]. After consideration,
we've decided not to pursue this because [reason]. We appreciate
your input and hope you'll keep sharing ideas.

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REPORTING STRUCTURE

Weekly Feedback Report

Section	Contents
Summary	Total feedback, sentiment breakdown
Top themes	Most common feedback categories
Hot issues	High-priority items
Actions taken	Closed-loop summary
Escalations	Items needing leadership attention

Monthly Analysis

Metric	This Month	Last Month	Trend
Total feedback
Positive sentiment	%	%
Response time	hrs	hrs
Close rate	%	%
Top request

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