references/learnings.md

1. What do you need help with?
   • A) Choosing a feedback tool / platform comparison
   • B) Designing a VoC program from scratch
   • C) Improving survey response rates
   • D) Choosing the right metric (NPS vs CSAT vs CES vs custom)
   • E) Closing the loop — turning feedback into action
   • F) Text analytics / making sense of open-ended responses
   • G) Executive reporting / proving CX ROI
   • H) Survey fatigue — customers feel over-surveyed
   • I) Something else — describe it
2. What type of business?
   • A) B2B SaaS
   • B) B2B enterprise / services
   • C) B2C ecommerce
   • D) B2C subscription
   • E) Financial services / healthcare / regulated
   • F) Other
3. Current feedback tool? (Medallia, Qualtrics, SurveyMonkey, Typeform, Delighted, AskNicely, Skeepers, none yet, other)
4. What's your scale? (monthly feedback volume: <100, 100-1K, 1K-10K, 10K+)

• Typeform platform questions →

  /sales-typeform {your question}

• SurveyMonkey platform questions →

  /sales-surveymonkey {your question}

• Qualtrics platform questions →

  /sales-qualtrics {your question}

• Medallia platform questions →

  /sales-medallia {your question}

• Skeepers Feedback Management →

  /sales-skeepers {your question}

• Pendo NPS/CSAT/PMF surveys →

  /sales-pendo {your question}

• Whatfix in-app NPS/usability surveys →

  /sales-whatfix {your question}

• Chameleon in-app microsurveys (NPS/CSAT/PMF) →

  /sales-chameleon {your question}

• Vitally NPS/surveys (within a Customer Success platform) →

  /sales-vitally {your question}

• ChurnZero NPS/CSAT/CES surveys →

  /sales-churnzero {your question}

• In-app NPS/CSAT surveys →

  /sales-in-app-messaging {your question}

• Product review collection (public reviews) →

  /sales-customer-reviews {your question}

• Email survey delivery optimization →

  /sales-email-marketing {your question}

• SMS survey delivery →

  /sales-sms-marketing {your question}

• NPS: Quarterly/annual relationship surveys + post-major-milestone (onboarding complete, renewal)
• CSAT: After every service interaction (support ticket, sales call, delivery)
• CES: After self-service flows (help center, checkout, account changes)
• Don't combine all three in one survey — pick the right metric for each touchpoint

• Just starting / <100 responses: SurveyMonkey or Typeform — simple, affordable
• Growing B2C: Delighted or Zonka — focused CX metrics without enterprise complexity
• B2B account health: CustomerGauge — ties NPS to revenue by account
• Enterprise program: Medallia or Qualtrics — full VoC platforms with action management
• Multi-location service business: Birdeye — surveys integrated with reviews, messaging, and listings in one platform
• Already using reviews platform: Skeepers — adds NPS/CSAT to existing review collection

1. Shorten the survey — 2-3 questions max for transactional, 8-12 max for relationship
2. Send immediately — within 1 hour of interaction for transactional surveys
3. Use the right channel — match the interaction channel (chat → in-app, phone → SMS, email → email)
4. Personalize sender and subject — personal name > company name, reference the interaction
5. Embed the first question in the email — 1-click NPS rating in the email body
6. Throttle aggressively — no more than 1 survey per customer per 90 days minimum
7. Close the loop visibly — customers who see action from their feedback are 2x more likely to respond next time

1. Capture → Feedback received (survey response, social mention, support interaction)
2. Route → Alert the right person based on score, topic, and customer segment
3. Acknowledge → Respond to the customer within 24-48 hours (especially detractors)
4. Investigate → Root cause analysis — is this a systemic issue or one-off?
5. Act → Fix the root cause, not just the symptom
6. Report → Track which issues were resolved and their impact on scores
7. Communicate → Tell customers what changed because of their feedback ("You said, we did")

• Link NPS to revenue: Promoters spend more / retain at higher rate than detractors
• Track closed-loop impact: Detractors who receive follow-up have higher retention
• Calculate cost of inaction: Revenue at risk from detractor accounts
• Benchmark against industry: Use published NPS benchmarks (Medallia, Qualtrics, Satmetrix)

Best-effort from research — review these, especially items about specific platform capabilities that may change.

• NPS is not a universal metric. NPS measures loyalty/advocacy — it's meaningless for one-time transactions. Use CSAT or CES for transactional touchpoints.
• Survey fatigue is the #1 silent killer. Over-surveying depresses response rates AND scores. Implement strict throttling rules across ALL survey tools — many organizations have multiple teams surveying the same customers independently.
• "Improving NPS" is not a goal. NPS is a lagging indicator. Focus on fixing the drivers (product quality, support speed, onboarding friction) and the score follows.
• Enterprise tools need enterprise budgets. Medallia and Qualtrics cost $100K-$500K+/year with professional services. Don't buy an enterprise platform for SMB survey needs.
• Text analytics varies wildly. AI-powered text analysis from Medallia/Qualtrics is sophisticated. SurveyMonkey/Typeform text analysis is basic keyword matching. If open-ended analysis is critical, it influences tool choice.
• Self-serve vs managed. Medallia is heavily consulting-dependent. Qualtrics is more self-serve but still complex. SurveyMonkey/Typeform are fully self-serve. Match the tool to your team's technical capability.
• Self-improving: If you discover something not covered here, append it to

  references/learnings.md

  with today's date.

/sales-{platform}

## Related skills

/sales-mailshake

/sales-klaviyo

/sales-apollo

SKILL.md

## Related skills

• If

  ~/.claude/skills/{skill-name}/SKILL.md

  exists locally,

  Read

  it.
• For

  sales-*

  skills,

  WebFetch

  directly from this repo:

  https://raw.githubusercontent.com/sales-skills/sales/main/skills/{skill-name}/SKILL.md

  — e.g., for

  sales-mailshake

  :

  https://raw.githubusercontent.com/sales-skills/sales/main/skills/sales-mailshake/SKILL.md

  .
• For non-

  sales-*

  skills (third-party), look up

  {org}/{repo}

  in

  ~/.claude/skills/sales-do/references/skill-sources.md

  if installed and fetch the same

  skills/{skill-name}/SKILL.md

  path under that repo.

argument-hint

argument-hint

• /sales-surveymonkey

  — SurveyMonkey platform help (survey creation, collectors, analytics, API). Install:

  npx skills add sales-skills/sales --skill sales-surveymonkey

• /sales-qualtrics

  — Qualtrics XM platform help (CX/EX surveys, dashboards, API, Experience Agents). Install:

  npx skills add sales-skills/sales --skill sales-qualtrics

• /sales-medallia

  — Medallia platform help (Experience Cloud, DXA, contact center, APIs). Install:

  npx skills add sales-skills/sales --skill sales-medallia

• /sales-skeepers

  — Skeepers platform help (Feedback Management module for NPS/CSAT). Install:

  npx skills add sales-skills/sales --skill sales-skeepers

• /sales-birdeye

  — Birdeye platform help (surveys + reviews + messaging for multi-location businesses). Install:

  npx skills add sales-skills/sales --skill sales-birdeye

• /sales-vitally

  — Vitally platform help: Health Scores, NPS, Playbooks, Projects, API. Install:

  npx skills add sales-skills/sales --skill sales-vitally

• /sales-churnzero

  — ChurnZero platform help: Health Scores, Surveys (NPS/CSAT/CES), Plays, Journeys, API. Install:

  npx skills add sales-skills/sales --skill sales-churnzero

• /sales-customer-success

  — Customer success strategy: health scores, churn prevention, onboarding, expansion, CS platform comparison. Install:

  npx skills add sales-skills/sales --skill sales-customer-success

• /sales-customer-reviews

  — Product review collection strategy (different from feedback surveys — reviews are public, surveys are private). Install:

  npx skills add sales-skills/sales --skill sales-customer-reviews

• /sales-pendo

  — Pendo platform help (in-app NPS/CSAT/PMF surveys, product analytics, guides). Install:

  npx skills add sales-skills/sales --skill sales-pendo

• /sales-in-app-messaging

  — In-app NPS/CSAT surveys as part of in-app messaging strategy. Install:

  npx skills add sales-skills/sales --skill sales-in-app-messaging

• /sales-typeform

  — Typeform platform help — conversational forms, surveys, quizzes, API, Embed SDK. Install:

  npx skills add sales-skills/sales --skill sales-typeform

• /sales-do

  — Not sure which skill to use? The router matches any sales objective to the right skill. Install:

  npx skills add sales-skills/sales --skill sales-do

• Audit survey length. If your transactional survey has more than 3 questions, that's likely the problem. Cut to NPS + open-end only.
• Check delivery timing. Surveys sent days after an interaction get ignored. Automate delivery within 1 hour.
• Test the email/SMS. Send yourself a test — does it land in spam? Is the subject line compelling? Can you rate in-email without clicking through?
• Audit throttling. If customers receive surveys from multiple teams/touchpoints, they tune out. Implement cross-program throttling.

• Alerts aren't reaching the right people. Route detractor alerts to the person who can act (frontline manager, account owner), not a shared inbox.
• No accountability for follow-up. Assign ownership and SLAs for detractor follow-up (24-hour response target). Track and report on closure rates.
• Insights stay in the CX team. Share verbatim customer comments (not just scores) with product, engineering, and leadership weekly. Real quotes drive action better than dashboards.

• Implement global throttling. No customer should receive more than 1 survey per 90 days across ALL programs. This requires coordination across teams.
• Switch to always-on channels. Replace some surveys with passive feedback (in-app feedback button, website comment box, social listening). You get continuous signal without asking.
• Communicate the value. When you fix something based on feedback, tell customers: "Based on your feedback, we've improved X." This makes the next survey feel worthwhile.