Global Digital SMB - Feedback Collection and Best Practices

Background

Currently the GDS team derives feedback from SFDC Cases via Advocates, Customer self-cancels on CDot, and periodic CSAT/NPS surveys. We want to centralize all these sources, ensure we are getting the best version of the respective feedback, and actioning on them to the best of our abilities. Below is a guide on our best practices surrounding this effort.

Feedback sources

Case feedback

When an Advocate closes a case, they select their Feedback Type and add comments in the Feedback field surrounding said case. This feedback can range from case logic, product, to customer experience feedback. See this case where you can navigate to the Feedback and Feedback Type fields for an example.

Portal cancels

When a customer self-cancels on the Customers Portal, they are prompted to select a cancel reason and add additional comments in the text field. The GDS team can access this data to derive insights. See this screenshot of the cancel prompt.

Customer call recordings or emails

Advocates can record customer calls on Gong and can screenshot any relevant customer email they receive. This can be posted on our global-digital-smb_feedback channel. GDS Leadership will also periodically review Gong call recordings to aggregate any product-related feedback.

Ad-hoc global-digital-smb_feedback channel posts

Any other type of feedback is typically posed in this feedback Slack channel.

CSAT/NPS

Company-wide CSAT Surveys are sent out twice annually via Gainsight.

Feedback best practices for Advocates

We as a team should try our best to ensure the feedback we provide or the questions we ask customers, are clear and actionable.

Case feedback

Please refer to this document for best practices with examples. It is very important we follow these best practices as it gives us the best chance to influence Product and Sales System roadmaps.

Customer call recordings or emails

Direct feedback from customers should be provided in one of two channels:

1. Case feedback: ideally, your customer interaction is linked to a case. When closing the case, please link the Gong call recording with a brief summary of what the call consists of. For emails, feel free to copy + paste the email into the feedback field. Alternatively, you can screenshot the email, save it on your gdrive, and link it within the feedback field.
2. global-digital-smb_feedback channel: if your customer interaction cannot be linked to a specific case, please post the call recording (example) or an email screenshot in the feedback Slack channel. Again, this should be accompanied with a brief summary describing the problem and potentially the suggested solution.

global-digital-smb_feedback channel

For any other feedback not connected to a case or customer interaction, please post it in the feedback channel as well. Similar to a customer feedback, any example available to outline the feedback is strongly recommended. For example, if you are unable to complete a Salesforce action, please provide the screenshot of the error you are receiving.

Feedback actioning

Depending on the type of feedback, we will pursue one of the following routes:

GDS Leadership issue

Any feedback stemming from the above-stated resources that can be actioned on by GDS leadership (e.g. case type update), will be actioned in through an issue creation.

See an example issue of how GDS leadership logged and will action on feedback items stemming from recent team onsites.

Sales systems or Sales ops issue

Any feedback that concerns SFDC object updates, automation logic, and sales tooling will be pursued by GDS leadership by engaging with the appropriate systems or sales ops team.

For example, Advocates in Q3 provided feedback on further automating case actions, especially with Groove Flows. The GDS leadership team created this issue to kickstart exploring automation opportunities.

GDS <> Product intake issue

Any feedback that points to productization will follow this agreed upon intake-model with Product. This intake model places further emphasis on making sure the original feedback we gather has specific examples and screenshots, so Product can prioritize our items first.

Ad-hoc feedback items

Any feedback items that may be smaller in nature, or just require clarification, will start first in the appropriate slack channel of the team best fit to support. Below are some examples:

• Thread about updating payment instructions on Airbase with the Finance team
• Thread about a single customer needing assurances for outages with the Support team
• Thread about Customers Portal disclaimer clarification with the Product team. This has now become a Product intake issue.

Feedback progress updates

The GDS team will be kept up to date on any feedback they provided weekly through the Friday Weekly SMB update Alert in the global-digital-smb_team channel. In this update, we will callout any feedback item we are pursuing, and link the appropriate issue if needed.

Feedback dashboard

The GDS Feedback Tableau dashboard is how the team will monitor most of the feedback sources. The has created views on each feedback source in one workbook, making it easily accessible to read and action on said feedback.

Case feedback

• Visual: a tabular view of all case feedback
• Fields: Case Owner, Region, Case Type, Case Subject, Description, Date, Resolution Action, Feedback Type, Feedback
• Timeline: Trailing 1-2 weeks

Portal cancels summary

• Visual: stacked graph
• Fields: Month, Cancel Reason, SaaS, Self-Managed
• Timeline: Trailing 6 months

Portal cancels details

• Visual: a tabular view of all customer cancel events with text field
• Fields: Date, Cancel Reason, Text field, SaaS, Self-Managed
• Timeline: Trailing 3-4 weeks

CSAT/NPS

Survey results are analyzed and made available in the following formats:

• Tableau Dashboards: Created from Snowflake data, these dashboards provide a visual representation of overall CSAT trends, key metrics, and actionable insights.
• Gainsight: CSAT scores are comprehensively tracked in the Customer 360, providing a detailed view of customer satisfaction over time. Additionally, a universal dashboard offers a consolidated overview of all CSAT surveys sent, enabling easy monitoring and analysis.
• Salesforce: Survey responses can also be found in the embedded Gainsight widget on any account page in Salesforce.

DRIs

Below are the DRIs to facilitate the investigation of the appropriate feedback type. This does not mean this individual would solution the feedback, but they would bring the problem to the appropriate team.

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