Use case
Build a customer feedback loop
Trigger NPS or CSAT surveys at the right lifecycle moment, then act on the answers automatically: a low score can tag the user or branch a journey to follow up. Because surveys, journeys, and auth share one record, feedback becomes an action instead of a disconnected report.
How it works
- 1. Trigger the surveySend an NPS or CSAT survey from a journey node at a meaningful moment, such as after activation.
- 2. Branch on the responseUse the response to tag the user or move them to a follow-up branch in the journey.
- 3. Measure the trendTrack score trends in survey analytics and tie them back to lifecycle stage.
What makes a feedback loop a loop?
Acting on the answer, visibly. Collecting feedback is the easy half; most tools stop there, and most teams end up with a dashboard nobody opens.
A loop needs four things: a trigger that asks at a moment the user has an opinion, a response attached to a real account rather than an email address, a route to whoever can act on it, and a way to tell that person you did. Break any one and the rest stops mattering.
The third and fourth are where tooling usually fails. A response sitting in a survey vendor is not routed anywhere, and closing the loop means finding that user's email in a different system and writing to them manually.
| Question | Instrument | Timing |
|---|---|---|
| Would you recommend us? | NPS | Periodic -- quarterly is common |
| Did that specific thing work? | CSAT | Immediately after the interaction |
| Why did you do that? | Custom survey | When you have a specific hypothesis |
| What are people actually doing? | Product events | Continuous |
How do you route and close the loop?
Webhooks for routing, journeys for closing. A survey submission can fire a webhook into your own systems — Slack, an issue tracker, a support queue — so a detractor response becomes a task rather than a row.
Closing the loop is the part almost everyone skips, and it is the part users notice. Because responses attach to the same usr_ record as email, following up is a message to a profile you already have, and it can be automated as a journey step rather than a manual chore.
Keep the follow-up honest. "We read this and here is what changed" earns the next response; an automated thank-you that promises nothing teaches people that answering is pointless, and your response rate falls accordingly.
FAQ
Can a survey response trigger a follow-up automatically?
Yes. Responses can tag users or advance a journey, so a detractor score can launch a follow-up sequence without manual work.
Do feedback results connect to the user profile?
Yes. Survey responses attach to the same usr_ record as auth, email, and journey history.
Related guides
- Re-engagement email journey — what to do with the detractors you find.
- NPS survey tools for SaaS — the loyalty half, including how the score is actually computed.
- Webhooks for auth and lifecycle events — routing responses into your own systems.
- Surveys CLI reference — creating, distributing, and analysing surveys.
Start with one API key
Auth, email, surveys, and journeys share one user record, so you ship this without stitching vendors together.
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