The most important part of customer feedback: how you act on it

Customer feedback is invaluable. Studies indicate that for every customer who bothers to complain, 26 other customers remain silent.1

What to do with the NPS feedback?

Once you have your NPS feedback survey up and running: what are you doing about the feedback? Just measuring your Net Promoter Score® and bringing customer feedback to the product division is not enough. You have to respond to every single customer feedback.

Detractors need the most attention ‐ and need a response ASAP.
Passives also need attention ‐ and need a response ASAP.
Promoters are the people generating your word-of-mouth marketing. You should thank them and help them.

When one of your customer takes some of their valuable time to give you feedback, the least you can do is let them know that this information is valuable and thank them.

How to act when you receive a NPS response through FanExam

FanExam allows you to set up an automatic workflow whenever one of your customers answers a NPS survey.  The most used automation is a simple email to a customer service person.  Other possibilities include sending a Slack notification to your customer team or using Zapier for channeling the feedback into your systems.

Whatever system you use, it is important that a human answers the NPS survey.  Don’t just send an automated thank you!

Customer Feedback from Detractors and Passives

When you have a Detractor giving feedback, a first step is to acknowledge the response, and then propose a solution which resolves the customers grievances.  If you do this well, Detractors often will become Promoters later on.

Customer Feedback from Promoters

Promoters can be powerful allies for your product or service.   These are your champions. Our recommendation is to thank for the feedback, and ask if there is something you can do to improve the customers experience.  As a followup you can ask for example for a review or testimonial.

About timeliness

Studies indicate that customers believe up to 24 hours is reasonable for an email response. However, a quicker response is a good way to stand out from competition and prove to customers that you value the relationship. This is especially true for negative feedback.


1. White House Office of Consumer Affairs