Breaking into GTM

How do I collect customer feedback, and which tools help?

Ask at the moments that matter and read every answer: a one-question survey after onboarding and after a support ticket, a Net Promoter Score question each quarter, and regular calls with customers, including the ones who leave. NPS is the percentage of promoters (scores of 9 or 10) minus the percentage of detractors (0 to 6), and the 'why did you give that score' that follows is worth more than the number. For tools, Google Forms is free, Tally gives unlimited forms and responses free (Pro $24 a month), Typeform has a free plan for one-question-at-a-time surveys, and SurveyMonkey team plans start at Rs 1,550 a user a month for 3 users or more, billed annually. Tag every answer in one sheet by theme and count them each month. The rule: a free form plus a habit of calling customers beats an expensive survey tool nobody reads.

Part of Forms and surveys on eChai Explore.

Go deeper

6 resources, 1 India-specific, 6 link-checked.

📄 Article
✓ Link checked Free Intermediate

An actual interview script, twelve sections deep, designed to get past 'it was too expensive' to the real reason. This is the input your churn dashboard cannot give you.

How to Conduct Customer Churn Interviews: Step-By-Step Guide

From Klue by Adam McQueen 12 min read

  • 75 percent of tech businesses evaluate alternatives before they renew, so a renewal is a fresh decision.
  • Selling to an existing customer converts at 60 to 70 percent against 5 to 20 percent for a new prospect.
  • Five to ten stakeholders typically influence a B2B renewal, so a churn interview needs more than the main contact.
  • Gives a 12-part interview structure, from role and context through to final recommendations, with sample questions for each.
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The same ground, at another level

How customer success and retention reads from a different seat.

How do I build a customer health score that actually predicts churn? Start with four to six inputs, not twenty. The ones that earn their place are depth of product usage (not logins), breadth across the account, supp... Doing the work 5 resources → How do I structure a customer success team once one person is not enough? Pick your organising axis on purpose. By segment (enterprise, mid market, SMB) is the default and works when your customers differ mostly in size. ... Leading a GTM team 5 resources → GitLab publishes its entire customer success handbook. What is worth copying? Three things. The renewal tracking process, because it shows what a renewal looks like as an operational pipeline with stages and owners rather tha... How the best do it 5 resources →

Terms in this answer

Net Promoter Score

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