Use Act-On’s pre-built Customer Feedback / NPS Loop automated program to collect feedback, thank promoters, and follow up with customers who need attention. This journey keeps your feedback cycle running smoothly - helping you celebrate happy customers and respond quickly when issues arise.
Quick Reference (Advanced Users) – Click to Expand
- Location: Content > Catalog > Programs
- Template Name: Customer Feedback / NPS Loop
- Primary Trigger: Customer milestone or recent interaction (e.g. onboarding completion, closed deal, resolved ticket)
- Optional Branch: High vs. Low NPS / CSAT score
- Assets Needed: 3 email messages, NPS/CSAT score segment
What This Program Does
Your happiest customers are your best advocates - but they need a chance to share their stories. On the flip side, when something’s off, fast follow-up shows you’re listening and ready to make it right.
This automated journey helps you collect valuable feedback, thank promoters, and route concerns to the right team, so you never miss an opportunity to improve customer experience.
You can adjust this journey at any time to match your internal processes or cadence. If you’re just getting started, this pre-built template provides a complete, plug-and-play starting point.
Step 1: Start with the Template
To make setup easier, a ready-made template is available in your account.
- Go to Content > Catalog > Programs.
- Select Customer Feedback / NPS Loop.
- Choose the folder where you want to save it.
- Click Download.
Step 2: Set Up Your Trigger(s)
This journey begins when a customer reaches a milestone or completes a key interaction. Build a segment using logic such as:
- CRM Profile Field (e.g., Opportunity Date) > Equals > Relative Date > Current Date AND Opportunity > Equals/Contains > Closed
- Customer Status > Equals/Contains > Active AND Behavior > In the Last X Days Since Onboarding
- Or use other milestones like ticket resolution, training completion, or new purchase.
- Custom Field > Feature Adoption Score > [Optional threshold]
Optional: Exclude customers who submitted feedback in the past 90–180 days.
Create a Segment for NPS/CSAT Score: Use this to branch contacts based on promoter vs. detractor status.
- CRM or Profile Field containing score > Is Greater Than > 8 (if 9 is the highest value)
Tip: You can also trigger this manually after events like product launches or webinars.
Step 3: Create Your Emails
Prepare and approve all emails before adding them to the Automated Program. Once added, edits to the original templates won’t automatically update inside the program.
Recommended email flow:
| Timing | Content Ideas | |
|---|---|---|
| 1. NPS or CSAT Survey | Immediately after entry | Ask customers to rate their experience; link to survey or embed quick rating poll. Emphasize simplicity and importance of feedback. CTA: “Rate Your Experience” or “Take Quick Survey.” Optional: Create a second version for resend if unopened. |
| 2. Thank You + Share Your Story | 5–7 days later | Thank respondents and invite promoters to share their story or participate in a testimonial. Link to a short form or spotlight survey. CTA: “Share Your Story” or “Tell Us More.” |
| 3. Join Referral Program or Leave a Review | 3–5 days later | Encourage happy customers to refer others or leave a public review. Include an incentive or thank-you note. CTA: “Invite a Friend” or “Leave a Review.” |
Step 4: Build the Automated Program
Once your content is ready, open the saved template and configure your workflow.
- Go to Automation > Automated Programs.
- Click the Templates tab and find your saved “Customer Feedback / NPS Loop.”
- Hover over the program name and click the paper icon (+ Create Program from Template).
- Click Create Program.
Program Setup
- In the Settings tab, update the program name and description if needed.
- Click Select Sources and choose your feedback trigger segment.
- Allow contacts to enter immediately or per your schedule.
- Enable Suppress entrants on suppression lists (recommended).
- Click Save.
Program Flow
- In Build > Program Messages, add your prepared emails.
- Next, go to Lists & Segments and add your NPS / CSAT Score segment.
- Open Program Flow and assign each message to its proper step.
- Adjust Wait Steps to match your timing.
- Add a branch: If Prospect is In NPS / CSAT Score Above X list to guide high scorers through the “Thank You” and “Referral” path.
- For low scorers, add a step to alert Customer Success for prompt follow-up.
- Optional: Tag or flag promoters for future advocacy campaigns before they exit.
- Click Save.
Step 5: Run & Monitor
When everything looks good, go to Actions > Start Program.
After launch, monitor participation rates and score distribution. Track promoter follow-up success and resolution speed for detractors to continuously improve your customer feedback loop.