Customer feedback is only valuable when it leads to action. This was the premise for redesigning the annual Customer Satisfaction Survey (CSAT). Asking customers for feedback is only one part of the process; asking the right questions is what makes that feedback meaningful. The focus was to develop a survey that would generate actionable insights into the customer experience and support continuous improvement across teams.
Specific objectives for the CSAT study included:
Understanding net promoter score (NPS) and other KPIs to benchmark success.
Detailing drivers to loyalty and pain points that impact potential churn.
Understanding customer to understand needs/wants.
Creating simple and clear improvement areas with actions to take from the results.
Capturing testimonials and leverage for marketing/sales.
Using this study as the starting point to identify other research efforts to dive deeper.
CUSTOMER ENGAGEMENT
Improving the CSAT Survey Architecture
Supporting customer engagement strategic initiatives
Step 1: Brainstorming &
The first step was defining what we wanted to learn from customers. Through multiple brainstorming sessions and cross-functional discussions, I worked with teams to identify key areas of improvement and understand which aspects of the service required change or deeper insights. The result was a new question framework tailored to each service area.
Step 3: Launching
With the survey setup complete, everything at this stage was about launching it and ensuring a smooth process. This involved monitoring responses, tracking completion rates, and organising incoming feedback to prepare for analysis. As feedback came together, I reviewed results across different service areas, analysing quantitative and qualitative data, and comparing trends with previous years to identify key insights.
The next step was about building the process behind it—gathering customer data, configuring the survey workflow, and ensuring the right customers received the right survey at the right time.
Step 02: Building the structure
The next step was about building the process behind it—gathering customer data, configuring the survey workflow, and ensuring the right customers received the right survey at the right time. This process required careful planning and coordination across multiple activities, from working with client success teams, localising content, and setting up the survey logic, automation, and distribution.
Step 03: Ready for Launch
With the survey setup complete, everything at this stage was about launching it and ensuring a smooth process. This involved monitoring responses, tracking completion rates, and organising incoming feedback to prepare for analysis. As feedback came together, I reviewed results across different service areas, analysing quantitative and qualitative data, and comparing trends with previous years to identify key insights.
Step 04: Turning insights into action
The final step was transforming customer feedback into key findings that supported future improvements. The goal was to understand the wider story behind the data: how different service areas influenced one another, what the NPS analysis revealed about customer loyalty, how service performance evolved over time, and what customer testimonials uncovered about their experiences.
Step 2: Creating the system
The next step was about building the process behind it—gathering customer data, configuring the survey workflow, and ensuring the right customers received the right survey at the right time. This process required careful planning and coordination across multiple activities, from working with client success teams, localising content, and setting up the survey logic, automation, and distribution.
Step 4: Turn insights into action
The final step was transforming customer feedback into key findings that supported future improvements. The goal was to understand the wider story behind the data: how different service areas influenced one another, what the NPS analysis revealed about customer loyalty, how service performance evolved over time, and what customer testimonials uncovered about their experiences. the results brought closer toX.
