How to Use CSAT Surveys to Improve Customer Satisfaction for Won or Lost Deals

 

Customer satisfaction plays a crucial role in the success of any business, especially in closing deals. With InstantFeedback, FrodX leverages CSAT surveys to gather actionable insights from all contacts involved in closed deals—whether won or lost.

InstantFeedback Campaign

When a deal is marked as "Closed" in HubSpot, InstantFeedback automatically triggers an email campaign to every contact associated with the deal. This ensures feedback is collected from all individuals involved in the decision-making process.

The automated email includes a CSAT survey with two essential questions:

  • CSAT Rating: How would you rate the impression we left during the preparation of our offer for your inquiry? (Scale 1–5)
  • Comment Field: What was the key reason that influenced your decision? (Comment)

These two questions provide a balanced mix of quantitative and qualitative data, offering a clear snapshot of what worked and what didn’t during the sales process.


HubSpot Follow-up Journey

Feedback doesn't stop at collection – it drives change. If a respondent includes a comment in their survey response, regardless of their rating, a HubSpot task is assigned to the responsible salesperson to report it in the shareholder meeting. The responsible salesperson prepares and presents these comments, enabling a collective discussion to identify successes, challenges, and actionable improvements. This ensures that all feedback is systematically reviewed and used to enhance the sales process. By systematically collecting and reviewing feedback, FrodX refines its sales processes, strengthens customer relationships, and ensures better outcomes in future deals.


The Role of Feedback in Driving Sales Growth

Measuring satisfaction and thoroughly analyzing the outcomes of your sales efforts creates a feedback loop that powers continuous improvement. By understanding what drives success, you can replicate winning strategies and refine processes that didn’t resonate. For instance, insights from satisfied contacts help you identify your competitive strengths, while feedback from lost deals highlights gaps in communication, value propositions, or execution. This knowledge enables your sales team to craft more targeted, persuasive approaches, leading to higher close rates. Over time, it also shapes a more efficient sales funnel, reducing the cost per deal and improving ROI. Ultimately, aligning your sales processes with real-world feedback ensures that your company not only meets customer expectations but consistently exceeds them, securing long-term growth and competitive advantage.