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Workflow Template

Customer Feedback Follow-Up Workflow

Captures customer feedback with a satisfaction score, sends a thank-you, uses AI to categorise the feedback (with human fallback when uncertain), and routes low scores to an account owner for follow-up before closing, while tracking status throughout for reporting.

When customer feedback lands in a shared inbox or spreadsheet, low scores sit unread for days and nobody can say who followed up or when. This workflow captures every submission as a record, sends an instant thank-you, uses AI to categorise the feedback with a human fallback when it's unsure, and routes scores of 6 or below to the account owner for follow-up before closing the record. The team ends up with a status-tracked timeline of every piece of feedback, from Received through to Closed or Logged, ready for reporting.

Business Outcomes

  • Faster acknowledgement of customer feedback with an automatic thank-you email
  • Fewer low scores left unaddressed, since they route directly to the account owner
  • Reduced manual categorisation effort through AI classification with human fallback only when needed
  • Clearer reporting with every record's status visible from Received to Closed or Logged
  • More consistent follow-up records, capturing action taken and date contacted on every case

Workflow Steps

Steps

  1. 1
    Create Feedback Recordcreate record

    Registers the submitted feedback as a new record.

  2. 2
    Set Status to Receivedupdate record

    Marks the feedback record status as Received.

  3. 3
    Send Thank-You Emailsend email

    Emails the customer a thank-you note with their feedback reference number.

  4. 4
    AI Categorise Feedbackai classification

    Uses AI to classify the feedback into a category based on its content.

  5. 5
    Route Classification Outcome

    Checks whether AI classification needs human review or can be saved automatically.

    _ai_clf_classify_feedback_needs_human_review: "true"→Service Lead: Set Feedback Category
    _ai_clf_classify_feedback_category: "human_review"→Service Lead: Set Feedback Category
    Default→Save AI-Determined Category
  6. 6
    Service Lead: Set Feedback Categorycreate task

    Assigns the customer service lead a task to manually set the feedback category when AI is unsure.

  7. 7
    Save Manually Set Categoryupdate record

    Persists the category chosen by the customer service lead to the record.

  8. 8
    Save AI-Determined Categoryupdate record

    Persists the AI-determined category to the record.

  9. 9
    Route on Feedback Score

    Branches the workflow based on whether the score indicates follow-up is needed.

    score: "6"→Set Status to Follow-up
    score: "7"→Set Status to Logged
    Default→Set Status to Logged
  10. 10
    Set Status to Follow-upupdate record

    Marks the feedback record status as Follow-up because the score was 6 or lower.

  11. 11
    Account Owner: Follow Up with Customercreate task

    Assigns the account owner a task to contact the customer, record the action taken and the date contacted.

  12. 12
    Save Follow-up Detailsupdate record

    Persists the follow-up notes, action taken and date contacted to the record.

  13. 13
    Set Status to Closedupdate record

    Marks the feedback record status as Closed once follow-up is complete.

  14. 14
    Set Status to Loggedupdate record

    Marks the feedback record status as Logged because the score was 7 or higher.

Fields

Show all 11 fields

FormCustomer Feedback Form

  • Customer Name*· Text
  • Customer Email*· Email
  • Company / Account*· Text
  • Feedback*· Long text
  • Score (0-10)*· Number

TaskService Lead: Set Feedback Category

  • Set Feedback Category*· Choice

TaskAccount Owner: Follow Up with Customer

  • Follow-up with Customer*· Long text
  • Action Taken*· Long text
  • Date Contacted*· Date

Other fields

  • Feedback Status· Choice
  • Feedback Category· Choice
  • Customer Name*
  • Customer Email*
  • Company / Account*
  • Feedback*
  • Score (0-10)*
  • Feedback Status

Forms

Customer Feedback Form

5 fields

Data Views

Customer Feedback Overview

company_account, score, feedback_category, feedback_status

Dashboard Widgets

Feedback by Status

Recommended integrations

Setup the following integrations to extend workflow capability.

  • Send email in the workflow

    AWS SES logoAWS SES
customer feedbackcustomer satisfactionNPS follow upfeedback managementcustomer experience

Similar Workflows

Customer Complaint Management WorkflowCustomer Escalation WorkflowCorrective Action Workflow

Similar Categories

Customer ServiceCustomer SuccessQuality Management

FAQs

What happens if the AI can't confidently categorise a piece of feedback?

The workflow checks whether the AI classification needs human review or flags the category as human_review. When that happens, it assigns the customer service lead a task to manually set the Feedback Category, and the workflow waits for that task before saving the category to the record.

What happens if a customer gives a low satisfaction score?

Any score of 6 or below routes the record to Follow-up status and assigns the account owner a task to contact the customer. The workflow waits for that task, and the account owner's entries for Follow-up with Customer, Action Taken, and Date Contacted are saved to the record before it moves to Closed.

What happens if the score is 7 or higher?

The record status is set to Logged and no follow-up task is created. The feedback and its AI or manually set category remain on the record's timeline for reporting.

Can this handle feedback submitted without an account or company name?

Yes, the request form only requires the fields configured on it — Customer Name, Customer Email, Company / Account, Feedback, and Score. Every submission still creates a feedback record with a reference number and status regardless of how much detail is provided.

Who is responsible for each task in this workflow?

The customer service lead handles the manual categorisation task when AI review is uncertain, and the account owner handles the follow-up task for low scores. Both tasks are assigned to workspace members and the workflow waits for their input before moving the record forward.

Can we customise which score triggers follow-up?

Yes, the routing step's threshold can be adjusted by describing the change in plain English or editing the step directly in the workflow editor. Earlier versions of the workflow are kept, so changes can be reviewed or reverted if needed.

What does the customer actually receive during this process?

The customer receives a thank-you email with their feedback reference number shortly after submitting the request form. They are not required to have an account at any point, since all interaction happens through the public request form or emailed forms.

What if the account owner doesn't respond to the follow-up task right away?

The record stays in Follow-up status until the account owner completes the task, since the workflow waits for that step before proceeding. This keeps the record visible in table views and dashboards as an open case until the follow-up details are recorded.

How do we track feedback trends for reporting?

Each feedback submission becomes a record with a reference number, status, and full timeline of what happened, including its category and any follow-up notes. Table views and dashboards show records grouped by status, making it straightforward to see how many are Received, Follow-up, Closed, or Logged.

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Customer Feedback Follow-Up Workflow | assess.one