Effective Customer Experience Surveys

🚀 𝗟𝗲𝘁’𝘀 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗱𝗲𝗹𝗶𝗴𝗵𝘁, 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝘁𝗵𝗲 𝗞𝗮𝗻𝗼 𝗠𝗼𝗱𝗲𝗹. In product, design, and service strategy, one of the toughest calls is what to build next. How do we balance basic expectations, smart improvements, and those wow-factor moments that truly set us apart? 𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗲𝗿𝗲 𝘁𝗵𝗲 𝗞𝗮𝗻𝗼 𝗠𝗼𝗱𝗲𝗹 𝘀𝗵𝗶𝗻𝗲𝘀. Originally developed by Professor Noriaki Kano in the '80s, this framework helps us prioritize features based on how they impact customer satisfaction. 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝗾𝘂𝗶𝗰𝗸 𝗯𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻: ✅ Basic Needs: Table stakes. If you miss these, customers are frustrated. ✅ Performance Needs: The better you deliver, the happier your customer. ✅ Exciters/Delighters: Unexpected features that spark joy (and loyalty). ✅ Indifferent: Features that don’t move the needle. ✅ Reverse: Polarizing features (some love, some hate). Why does this matter? Because in fast-moving industries like healthcare, tech, and service design, we can’t afford to guess what customers value. 𝗧𝗵𝗲 𝗞𝗮𝗻𝗼 𝗠𝗼𝗱𝗲𝗹 𝗵𝗲𝗹𝗽𝘀 𝘂𝘀 𝗺𝗼𝘃𝗲 𝗳𝗿𝗼𝗺 𝗮𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝗶𝗻𝘀𝗶𝗴𝗵𝘁. ✅ Keeps teams laser-focused on customer value. ✅ Helps avoid feature bloat and random acts of innovation. ✅ Supports lean, smart MVP development. ✅ Elevates customer experience by investing in moments of delight. Kano isn’t perfect. Customer needs evolve. Delighters today become expectations tomorrow (Wi-Fi on planes, anyone?). That’s why it works best when paired with Voice of Customer (VoC) insights and regular market feedback. 👉 If you’re planning a roadmap, running prioritization workshops, or looking to boost customer satisfaction, the Kano Model is worth adding to your toolkit. 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝘆𝗼𝘂: Have you used the Kano Model? What insights did it unlock for your team? #ProductManagement #ServiceDesign #CustomerExperience #CX #Innovation #Prioritization #Leadership #VoiceOfCustomer #Strategy

Customer Support is no longer a Cost Center, it’s a Growth Driver. Gone are the days when CS was just a call center for customers and a cost center for companies. Expectations have evolved - dramatically. Today, customer support is a game changer. It's not just about selling a product or service, it's about showing up for the customer when things go wrong, and that’s where real loyalty is built. Here’s my take on what both customers and companies expect from modern Customer Support 👇 🔍 What Customers Expects from the Brand: ·      Multiple, easy-to-access support channels ·      Fast response times: ideally, real-time support ·      Extended support hours (we live in a global world!) ·      Helpful, courteous, and non-scripted responses ·      Resolutions that meet customer expectations: not just what's written in an SOP ·      First contact resolution (FCR): at least 9 out of 10 scenarios ·      Proactive follow-ups instead of radio silence ·      Fewer bots and more humans - when it really matters 📈 What Management Expects from CS function: ·      A best in class customer experience ·      Higher retention and increased Lifetime Value (LTV) ·      Efficient P&L management ·      Smart use of AI, bots, and automation to boost productivity ·      Reduced noise and complaints on social media ·      Regular sharing of customer insights with the business ·      Strong CSAT and NPS scores to validate the team’s efforts ·      Automation of repetitive, mundane and low impact tasks ·      Clear checkpoints and quality controls across operations Did I miss anything? Would love to hear your thoughts. Let’s share, learn, and grow together. #CustomerSupport #CustomerExperience #CX #Retention #CSAT #SupportStrategy #Automation #AIInSupport

The MOST critical metric you can use to measure customer satisfaction: (This changed everything for my company) We had a daily deal site with 2 million users. Sounds great, right? But about 18 months in we had a massive problem: → Customer satisfaction was TANKING (we were in the daily-deals business, largest Groupon competitor) Why? Our customers weren't getting the same experience as full-paying customers. They were treated as “coupon buyers”, so they: - Had long wait-times - Didn't get the same food - Got given the cr*ppy tables at the back They went for the full service and they got very low-quality service. And it was KILLING our business model. We tried everything - customer service calls, merchant meetings, forums. Nothing worked. Then I learned about NPS (Net Promoter Score) at EO and MIT Masters. It was an ABSOLUTE revelation. NPS isn't a boring survey asking "How happy are you with our service?" It's way more powerful. It asks, on a simple scale of 0-10: → "How likely are you to recommend this service to a friend or colleague?" 10-9 → Promoters (Nice!) 8-7 → Passive (no need to do anything) 6-0 → Detractors (fix this NOW) It’s such a simple shift on our end and so easy to respond on the customer end: “Hey, would you recommend me or not, out of 10?” “Hm, 7.” “Ok, thank you” — that’s it. Simple reframe, massive impact. We implemented it immediately. But here's the real gold: → We contacted everyone (one-on-one customer service) who used our service and provided a NPS score. They scored us less than 6? - Give them gift cards - Interview them to make them feel heard - Do ANYTHING to flip detractors into promoters Because if they’re scoring you less than 6, they’re actually HARMING your business. These are going to be like e-brakes in your company. NPS became our most important metric, integrated into everything we did. The results? - Improved customer satisfaction - Increased repeat business and customer LTV - Lower CAC (because happy customers = free marketing) - Higher AOV (people were willing to spend more) But it's not just about the numbers. It's about understanding WHY people aren't recommending you and fixing it fast. (Another great feature is that people can also add comments to get some real feedback, but just using the number is POWERFUL). If you're not using NPS, stop what you're doing and implement it tonight. Seriously. And if you are already using it? Double down on those 0-6 scores. Turning your detractors into promoters is where the real growth potential lies. Remember: in business, what gets measured gets managed. And NPS is the ultimate measure of how satisfied your customers REALLY are. So, what's your score? — Found value in this? Repost ♻️ to share to your network and follow Ignacio Carcavallo for more like this!

Why Expectation Setting Is the Most Powerful Retention Tool Most brands focus on exceeding expectations. But the real advantage is setting them correctly. In sexual wellness, mismatch between expectation and reality is one of the biggest causes of dissatisfaction. Not because the product fails. But because the expectation was unclear. Users may expect: Immediate results A certain type of experience A specific outcome If the reality differs, even slightly, confidence drops. This is where expectation setting becomes critical. Clear, honest communication about: What the product does How it works What results to expect over time What variables may affect the experience This creates alignment. And alignment increases satisfaction. There is also a psychological benefit. When expectations are realistic, users interpret the experience more positively. Even small improvements feel meaningful. Another advantage is reduced friction post purchase. Fewer returns Fewer complaints More consistent usage Because the user knows what to expect. At V For Vibes, expectation setting is intentional. Because the goal is not just to impress in the moment. It is to create a consistent, reliable experience over time. And in this category, alignment builds trust faster than exaggeration. #SexTech #CustomerExperience #Ecommerce #ConsumerBehavior #BrandStrategy

Brands keep running a “set-it-and-forget-it” WISMO reduction playbook while customers are demanding more—and it’s costing them loyalty, revenue, and retention. Our 2025 State of Post-Purchase Experience (PPX) research encompassed a consumer study with over 2,500 respondents and an analysis of 1,500 brands through test orders. This comprehensive approach revealed a significant gap between consumer expectations and current brand practices, highlighting missed opportunities for customer engagement and retention. ✅ 81% want personalized, real-time updates (not generic shipping emails) ❌ 37% of brands still send generic shipping emails—zero personalization, zero differentiation ✅ 92% say easy returns impact loyalty (but clunky return portals kill conversions) ❌ Only 29% provide self-service return options—frustrating customers into churn ✅ 68% expect proactive delay notifications (not “check the carrier site” excuses) ❌ 65% rely on third-party tracking pages—handing engagement to someone else ✅ 58% want immersive post-purchase experiences (not third-party tracking pages that break brand trust) ❌ Only 22% leverage post-purchase for retention & upsell—leaving $$$ on the table Brands treating post-purchase like a cost center instead of a growth lever are bleeding revenue, retention, and customer trust. Yet, too many retailers outsource the most critical part of the customer journey to third-party tracking pages and clunky return portals—handing engagement and customer lifetime value (CLV) to someone else. Customers aren’t just looking for only delivery tracking. They’re demanding a seamless, branded, and proactive post-purchase experience. If your current strategy isn’t driving loyalty, retention, and revenue, it’s not a strategy—it’s a liability. It’s time to own your post-purchase experience.

Is it better to meet customer expectations, or exceed them? I used to assume the answer was obvious. Exceed them. Every time. Then I worked with an Industry Leading Customer Experience company that ran a large study with a National Tire Service brand. One of the variables they focused on was simple: The estimated time of completion vs. the actual time of completion. Example: A rep tells a customer, “Your tire service will take two hours.” They measured three outcomes: – It took longer than two hours – It took exactly two hours – It finished early The results surprised a lot of people. Yes, taking longer than promised reduced satisfaction and loyalty. That part was expected. But finishing early did not meaningfully increase satisfaction or loyalty. What customers valued most was accuracy. If you said two hours, they wanted two hours. If you said four hours, they wanted four hours. Not faster. Not “wow.” Just right. That insight stuck with me because it reframes how we think about Customer Success. We often chase “above and beyond” moments But the real lever isn’t unexpected heroics. It’s predictability.  • Clear expectations.  • Credible timelines.  • Specific next steps.  • Then doing exactly what you said you would do. This doesn’t mean you never go the extra mile. Obviously you should whenever necessary. But consistently setting accurate expectations, and meeting them, builds more trust than occasionally exceeding vague ones. Trust compounds. Surprises don’t. In Customer Success, the win isn’t overpromising and scrambling to impress. It’s being clear, being honest, and being reliable… over and over again. How are you approaching setting accurate customer expectations?

What does neuroscience teach us about the customer journey? It's a predictable, human process: ➡️ Value is learned. The brain uses reinforcement learning to make action-outcome associations and inform future decisions. This means the customer’s journey is not only about learning to use new technology, but evaluating the offering and deciding whether you can be trusted. ➡️ Expectations matter. During reinforcement learning, the brain reflexively compares outcomes to expectations and determines if the decision produced a reward or a punishment. This means expectations are as important as outcomes, and ensuring you meet or exceed them is essential. ➡️ Expectations change over time. Once an outcome occurs, the brain adjusts expectations in the direction of the reward or punishment to minimize prediction errors. Past is prologue; a series of good or bad experiences affects what your customer expects will happen next. ➡️ What starts right, stays right. Initial expectations are very fluid, based on perceptions, similar experiences, and what other people say. Once it coalesces, this anchor point has outsized influence on the trajectory. So your crucial first step is ensuring expectations are properly set with all decision-makers. ➡️ Not every touchpoint is important. Memory is extremely limited, so the brain only bothers to store events that are novel, relevant, salient, surprising, or filled with emotional content. This means you must manage a critical few moments well, rather than a trivial many. ➡️ Emotions rule. Besides the preferential recall, emotions dominate decision-making. Logic mostly sits on the sidelines unless greater discrimination is needed for a decision. This means you must pay closer attention to how your customers feel than what they think. ➡️ Bad events are more impactful than good ones. Due to natural selection, the brain weighs negative episodes about twice as much as positive ones, especially when it comes to subconscious threats. So minimizing negative experiences trumps maximizing positive ones. ➡️ Once established, beliefs linger. During reinforcement learning, the brain gains confidence when expectations, good or bad, become accurate predictors. This creates a belief, which is then used to filter new information. So time is limited to shape your customer’s perceptions for the long term. The takeaways? Science underscores the critical need to do things right the first time, from clearly setting value expectations before the sale to ensuring value is realized afterwards. And the process can’t be left to chance. Executing a few things well makes all the difference between a customer that leaves and one that stays and buys more.

Health tech is about to struggle, more… In U.S. #healthcare, we spend a lot of time focusing on clinical outcomes, safety, and adherence. Appropriately so. But there’s an underlying layer that often determines whether someone stays or goes with a product or service: expectation. Expectation is an unwritten contract between a person and a system, shaped before a product or service is even used. It’s built through messaging, word of mouth, past and analogous experiences, and hope. When it’s met, you build trust. When it’s not, you lose people. Mis-matched expectations show up all the time: - A “personalized” onboarding that feels generic - A “seamless” tool that’s glitchy - A promise of simplicity that hides complexity Now add #AI to the mix. Smarter, faster digital tools are accelerating the shift. People are expecting more hyper-personalization, real-time responses, and near-perfect predictive accuracy. Strong products can lose relevance overnight when expectations outpace the experience. In fact, Reforge recently published a story on Product-Market Fit collapse, and how it’s happening in real time (link in comments).  For health tech companies, this is a call to action. Innovation takes time. But alignment can start now. Here’s my advice to leaders: + Understand what customers expect + Design experiences to meet or reset expectation early and often + Be honest about what your product can and can’t deliver Because once expectation breaks, so does trust.

83% of customers say they’re happy. That sounds like good news until you look deeper. In my 2026 State of Customer Service and CX research, 42% of customers report having more negative experiences than in previous years. That number has increased three years in a row. Complacency is risky. Customers believe good service should be easy to deliver. They expect responsiveness, reliability and kindness as the baseline. When either your systems or your people fail, the experience fails and customers don’t care which part broke down. Loyalty also has limits. Two out of three customers say they will walk away from a company they like if the service isn’t good. A great product alone is not enough. And remember customers don’t compare you to your competitor. They compare you to the best experience they’ve ever had. The standard keeps rising. The fundamentals haven’t changed. Deliver a product that works. Be trustworthy. Make it easy. Support it with knowledgeable, helpful people. That’s what keeps customers coming back.

If you’re an early-stage founder - track one thing: NPS. If you’re just starting out, you’ll hear a hundred opinions about which metric matters most. MRR. CAC. Churn. Activation rate. Retention curves. All important but honestly, when you’re in the first 12–18 months, there’s only one number that truly tells you if you’re building something people care about: 👉 Your NPS (Net Promoter Score). Let me explain. When you’re early, your biggest problem isn’t marketing, or scale, or even funding. It’s indifference. People try your product, they say “this is nice,” and then they disappear. No anger. No complaints. Just silence. That’s the danger zone. Because silence kills startups faster than criticism ever will. NPS is the simplest way to measure how deep your product actually lands in people’s lives. It’s one question: “On a scale of 0–10, how likely are you to recommend this to a friend or colleague?” That’s it. But the magic is in what you do with the answers. Here’s how it works: 9–10 → Promoters. They love you. They’ll talk about you without being asked. 7–8 → Passives. They’re fine. But they’ll switch the moment someone else looks shinier. 0–6 → Detractors. They’re not happy — and they’ll quietly erode your reputation. Now here’s the formula no one explains properly: NPS = (% of Promoters) - (% of Detractors) Say you survey 100 customers. 60 give you 9–10, 30 give you 7–8, and 10 give you 0–6. Your NPS = 60 - 10 = 50 That’s a solid score. If you’re below 30, you’ve got work to do. If you’re above 70, you’ve built something people genuinely love. When I applied it, I personally called every detractor. Not to defend ourselves, but to listen. One client told me, “I like what you’re doing, but it takes too long to get to the ‘aha’ moment.” That line changed our roadmap more than any analytics dashboard ever could. We realized our onboarding was too heavy so we stripped it down. Two weeks later, completion rates doubled. And funnily enough, our next NPS jumped from 36 → 57. if you are a new founder- Don’t chase a dozen dashboards. Start with one number that talks back. Because NPS doesn’t just measure satisfaction it measures emotional conviction. And conviction is what makes people stick around when your product isn’t perfect yet.