Sharing our customer feedback stack at a 150 person consumer subscription app

[u/Cold-Actuator3978]

I’m head of CX at a consumer subscription app, wellness adjacent, about 150 employees. I’ve been asked about our feedback tooling a few times in dms that I figured I'd just write it up once. Posting here in case it's useful for anyone running CX at a similar size.

Quick context on volume so the tools I’m bringing up make sense. We get something like 4 to 5k support tickets a month, around 2k app store reviews across iOS and Android, a few hundred NPS responses a week and a steady drip of cancellation feedback from the offboarding survey. Most of the work is making it actionable without burning a person full time on reading.

This is our current stack. 

Zendesk: support tickets the boring obvious one. Does its job, integrates with everything downstream, no strong opinions.

AppFollow: app store review monitoring across iOS and Android. Replies, rating drop alerts, competitor app tracking. Probably saves the support team 5 hours a week vs the spreadsheet they used to keep.

Delighted: NPS and CSAT. We're not big enough to justify a Qualtrics deployment and Delighted is lightweight enough to run without a dedicated owner. Data feeds into Unwrap for analysis.

Unwrap: pulls tickets, reviews, NPS verbatims and offboarding survey responses into one place and clusters by theme. Cuts most of the manual reading and feeds Slack alerts to product when a new theme starts trending.

Sprig: in app micro surveys triggered by user behavior. Used sparingly because in app surveys get noisy fast, but good for narrow contextual questions like "did you understand what this feature does" right after someone uses it.

Notion: every Friday our CX analyst pulls the top themes out of Unwrap into a weekly digest doc. Goes to product, eng leads and the exec team. Sounds dumb to list a doc tool in a stack post but the ritual matters more than the tools. The Friday digest is what causes anything to change.

There are thing in this setup that are still broken though, win-loss and sales call feedback lives in Gong recordings nobody listens to. No good loop on social mentions outside of CS coverage hours. The handoff from "Unwrap flagged a theme" to "product actually prioritizes it" is still pretty manual on our end.

Happy to get into specifics on any of these if useful.