Scalable Feedback Engine Planner

How to Use the Tool

The short video above gives an overview of the Scalable Feedback Engine Planner, and some useful built-in features.

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"(* Required)" indicates required fields

1GETTING STARTED

2CUSTOMER TOUCHPOINTS

3SYSTEMS + TOOLS

4ANALYSIS + REPORTING

01 : GETTING STARTED

In this section, we ask a few questions in order to classify your business and help us build a profile to improve the relevance of the Scalable Feedback Engine plan for your unique characteristics.

You’ll find it much easier to complete this questionnaire on a device with a full keyboard. If you’re on a smartphone, scroll down to the bottom and tap Email me a continue link to send yourself a link to pick up the work later.

Filling out this questionnaire typically takes 10-15 minutes.

Recipient Email Address

Your plan will be generated on this landing page, but we do not store your plan or the information you enter on our servers. Please enter your email address if you’d like a copy sent to you—once you close this page, the data is automatically deleted and your plan disappears.

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Organization Name(* Required)

What’s the name of your company or organization?

Employee Headcount(* Required)

Roughly how many people are employed by your company? Include subcontractors or external parties who you can resource to do work.

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Content : Employee = Under 10

Businesses with fewer than 10 employees have very unique challenges (Usually rooted in too many tasks, not enough hours in the day). Give this 30/60/90 implementation plan a try—it’s balanced to not consume all of your time, but still give you a path to progress.

30 Days : Build a Foundation

* Appoint 1 team member as the Internal Champion (likely a founder or senior employee who knows the business well).
* Select 1-2 high-volume touchpoints to begin collecting feedback from (e.g., order confirmation, onboarding email). Implement a 1-question micro-survey at those touchpoints. Schedule two customer calls per week to gather qualitative insights.

60 Days : Build Habits

* Add feedback review as a 15-minute weekly standing agenda item with the full team (or a smaller group as relevant).
* Introduce a simple scoring matrix to grade feedback quality (actionable, relevant, impactful). Set up a basic spreadsheet to track insights over time. Distill your top two insights monthly and document “so what?” summaries.

90 Days : Build Momentum

* Layer on another feedback mechanism (e.g., LiveChat transcript analysis or embedded polls).
* Begin reporting monthly to customers on what was heard and what’s changing (builds trust). Document repeatable workflows for your Scalable Feedback Engine. Evaluate whether to keep the internal champion as part-time or transition to a more dedicated role.

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Content : Employee = 10 – 100

Though you have staff resources and have likely hit product/market fit, there are generally still barriers to building and scaling new initiatives (too many tasks for too little time). Try this 30/60/90 implementation plan—it’s designed to let you dip your toes in the pool and realize incremental gains without blowing your calendar apart.

30 Days : Build Structure

* Appoint a part-time Internal Champion and formalize their role/responsibility.
* Audit existing communication and survey tools.
* Identify three customer journey points where in-line feedback can be easily embedded.
* Schedule stakeholder alignment session to introduce Scalable Feedback Engine goals.

60 Days : Build Scale

* Activate your Scalable Feedback Engine across 3–5 touchpoints.
* Develop and launch a lightweight dashboard using Google Sheets or Looker Studio for aggregation.
* Train team leads on your “feedback grading” system (if you need help with a grading system, check out the Innovation Heartbeat link at the end of this report)
* Schedule monthly “Insight-to-Action” review meeting.

90 Days : Build Excellence

* Introduce automated conditional surveys tied to customer behaviours or notable events (ex : order delivery notifications).
* Segment reporting by your internal audiences (Ops, Marketing, Product).
* Develop and track KPIs that are relevant to your strategic goals and growing your Scalable Feedback Engine (SFE)
* Begin drafting a playbook for consistent SFE operations across teams.

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Content : Employee = 101 – 250

One of the advantages that you have is organizational scale, and more resources at your disposal than smaller firms. However, the subdivision of resources into functional teams likely means that you’ll struggle for the time and focus to implement a program like this from scratch. Everyone still has their dayjob, right? Try this 30/60/.90 implementation plan—it’s designed to balance out time requirements as you get going with the more rigorous expectations of an organization of your stature.

30 Days : Discovery

* Stand up a cross-functional Scalable Feedback Engine (SFE) working group composed of key stakeholders. Assign a dedicated Internal Champion (50%+ time allocation). Conduct a tool and data mapping exercise across the Communications and Surveying Layers.
* With the working group, agree on a pilot scope (e.g., one product line, one market region, or one customer grouping).

60 Days : Pilot
* Deploy your pilot SFE with integrated feedback collection, aggregation, and analysis for the selected scope.
* Generate biweekly reports with actionable insights, using pre-configured dashboards as possible with your existing tools. Source something if not currently possible.
* Engage department heads in a structured feedback review process.
* Establish clear handoffs between feedback insights and accountable owners.

90 Days : Institutionalization

* Expand SFE touchpoints based on your pilot results.
* Begin integration with Product Development, Customer Experience or Innovation programs, as relevant.
* Implement Slack or MS Teams reporting to surface insights in real time (as your capabilities allow).
* Create and publish an internal case study on the impact of insights-to-innovation process. This doesn’t have to be exhaustive, just a succinct business case on what was accomplished and why it should continue.

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Content : Employee = More than 250

Given the size of your organization, you’ll likely have existing people resources to bring to bear on a pilot for your Scalable Feedback Engine (SFE)—and that’s a significant advantage that smaller organizations won’t have. Use this simple 30/60/90 implementation plan as a starting point for your efforts.

30 Days : Governance

* Create a governance structure for SFE with steering committee + operational leads.
* Assign full-time Internal Champion (likely a Director or experienced Individual Contributor with some seniority who understands the business well).
* Map all current voice-of-customer initiatives to prevent duplication.
* Identify 2-3 business units for phased rollout.

60 Days : Platformization

* Centralize tooling selection with API-first integrations in mind (ex : survey tools, BI, CRM).
* Automate feedback ingestion and routing to relevant departments.
* Define feedback-to-insight workflow stages in your project management system (Jira, Asana, etc).
* Begin briefing internal stakeholders on use of SFE insights and the overall system with its objectives.

90 Days : Measurement & Growth

* Begin publishing quarterly insight dashboards to executive leadership.
* Launch internal communications campaign to celebrate SFE wins.
* Track your KPIs at a level of granularity that supports your engine.
* Develop a plan to expand SFE more broadly throughout the organization, and seek buy-in from colleagues and leadership.

Industry(* Required)

Which industry do you operate in?

Growth State(* Required)

How would you characterize your organization’s current state of growth?

Strategic Priority(* Required)

What’s your top strategic priority, currently?

OTHER : Strategic Priority(* Required)

Please jot down your top strategic priority.

Transformation Point(* Required)

What do you most want to improve upon within the next twelve months?

Barriers to Action(* Required)

What are the top few things which are impeding your organization’s ability to collect robust and useful customer feedback? Saying “I don’t know” is okay—it can be challenging to surface these barriers. Tap the plus/minus buttons to add or remove lines in this list.

02 : CUSTOMER TOUCHPOINTS

In this section, we ask questions which seek to crystallize the landscape of your existing customer touchpoints—the places where you interact with your customers and the mechanisms used to do so. The answers will be used to customize the framework for connecting feedback touchpoints to collection activities.

If needed, scroll down to the bottom and tap Email me a continue link to send yourself a link to pick up the work later.

Ownership of Feedback Collection(* Required)

Is there currently a single person in your organization who owns the voice of the customer, or who’s responsibility it is to collect and champion feedback from customer groups?

Yes

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Content : Ownership of Feedback Collection = Yes

Customer Segments(* Required)

Who do you sell your products or services to?

Consumer

Business to Business

3rd Sector (Governments or NGOs)

Products / Services Provided(* Required)

What do you provide to your external customers? A brief summary is fine—no need to go into specific, granular detail here.

Frequency of Interactions(* Required)

How often do individual customers generally interact with your business?

Interaction Touchpoints(* Required)

Which communications channels or touchpoints do you currently use to interact with your existing customers?

In-Person

Email / Support Ticketing

LiveChat / SMS / Real-Time Messaging (ex : WhatsApp)

Phone / Web Calls (ex : Zoom)

Website / eCommerce

Social Media

Other (Specify)

OTHER : Interaction Touchpoints(* Required)

Please list any other touchpoints where you interact with existing customers.

03 : SYSTEMS + TOOLS

In this section, we ask some questions about your processes, systems, and technology tools. This information is used in creating a personalized collection structure for your Scalable Feedback Engine.

If needed, scroll down to the bottom and tap Email me a continue link to send yourself a link to pick up the work later.

Feedback Collection Tools(* Required)

What types of feedback mechanisms does your organization currently have at its disposal and have used (even just once)?

None

Voting (Thumbs Up/Thumbs Down, Scoring, Ranking, Etc)

Embeddable Polls

Structured Surveys

1:1 Conversations (Email, LiveChat, or In-Person)

1:Many Conversations (AI LiveChat)

Focus Groups / Panels

Community Feedback Tools (ex : Forums)

Customer Reviews (Product or Business)

User Testing Tools

Behavioural Collection (Usage Analytics)

Other (Describe Below)

OTHER : Feedback Collection Tools(* Required)

Please indicate the types of other feedback collection tools that your organization has at its disposal. Tap the plus/minus buttons to add or remove lines in this list.

Frequency of Feedback Collection(* Required)

In aggregate, how frequently does your organization collect feedback from customers?

Daily

Weekly / Biweekly (Fortnightly)

Monthly

Quarterly

Semi-Annually

Annually

Irregularly / As-Needed

We don’t actively collect feedback from customers

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Content : Frequency of Feedback Collection = Not Actively Collecting Feedback

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Content : Leadership Meeting = No

04 : ANALYSIS + REPORTING

In this section, we ask some questions about your processes, systems, and reporting tools. This information is used in creating a personalized reporting structure for your Scalable Feedback Engine.

If needed, scroll down to the bottom and tap Email me a continue link to send yourself a link to pick up the work later.

Analysis of Feedback(* Required)

Does your organization currently review feedback, and consider its implications on customers and the business?

Yes

Discussion of Feedback(* Required)

Is customer feedback routinely reviewed or discussed in a high-level group setting like leadership or team meetings? Or, are the aggregate results of feedback collection discussed?

Yes

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Content : Discussion of Feedback = No

Functional Teams <> Feedback Links(* Required)

Do your functional teams have regular standups or meetings to review customer feedback together?

	Yes	No	Unsure	N/A
Product / Service Development (R&D)
Marketing
Sales / Business Development
Customer Service / Success
Supply Chain / Logistics
Operations
Finance / Accounting
ICT / Information Technology

Feedback >> Insights >> Innovation(* Required)

Does your organization have a structured process for generating insights from feedback, with the objective of using the insights as an engine for innovation?

Yes

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Content : Feedback >> Insights >> Innovation = No

Reporting Mechanisms(* Required)

To what degree does your organization currently leverage these types of reporting mechanisms?

Pre-Configured Dashboards : dashboards that are designed based on your KPIs, with data sources connected and data visualized automatically at set intervals as the sources update (ex : Google Looker Studio).
Self-Serve Dashboards : dashboards that have a number of parameters available with pre-connected data sources. Individual users can configure their own individual dashboards, and review or update them as they please.
On-Demand Reports : report templates that have been pre-configured in a technology system, and users can request that updated reports be sent to them at predetermined intervals, or when they’re requested.
Static Reports : reports are prepared by a person, and communicated to stakeholders upon completion.

	Frequently Used	Occasionally Used	Not Used
Pre-Configured Dashboards
Self-Serve Dashboards
On-Demand Reports
Static Reports
Other (Describe Below)

OTHER : Reporting Mechanisms(* Required)

What other reporting mechanisms does your organization utilize, and how frequently?

Aggregation Tools(* Required)

What tools does your organization use for the aggregation of data, and what specific purpose does each tool serve? In many cases, a collection tool is also an aggregation tool (example : Google Analytics). Don’t currently use any? Just mark “N/A”.

Tool

Purpose

Reporting Tools(* Required)

What tools does your organization use for the reporting of data? In many cases, a collection tool is also a reporting tool (example : Survey Monkey). Don’t currently use any? Just mark “N/A”.

Tool

Purpose

Six Catalysts

Scalable Feedback Engine Planner

How to Use the Tool

Get Started

01 : GETTING STARTED

02 : CUSTOMER TOUCHPOINTS

03 : SYSTEMS + TOOLS

04 : ANALYSIS + REPORTING