Customers tell you what agents will not
Your agents will report their wins and explain their losses. But they will rarely tell you that they overpromised during the sale, rushed through the demo, or did not follow up promptly. Customer feedback fills these blind spots.
By systematically collecting and acting on customer feedback, you can improve agent quality, reduce churn, and build a stronger sales process.
Collecting feedback
Post sale surveys
Send a brief survey to new customers within 30 days of their purchase. Ask about the buying experience specifically: how they found out about your product, how the sales process felt, whether the agent was knowledgeable and professional, and whether expectations set during the sale matched the actual experience.
Keep surveys to five questions maximum. Longer surveys get abandoned.
NPS by acquisition channel
Track Net Promoter Score segmented by how the customer was acquired. This tells you whether agent sold customers are as satisfied as those from other channels. A significant NPS gap indicates a systemic issue with your agent sales process.
Post onboarding check in calls
Have your customer success team make a brief call to new customers after onboarding is complete. Ask open ended questions about their experience, including the sales process. These conversations often reveal more detailed feedback than surveys.
Complaint monitoring
Track formal complaints and identify any that relate to the sales process. Was the customer misled? Were features promised that do not exist? Were terms misrepresented?
Analysing feedback
Look for patterns, not incidents
A single negative review is an incident. The same criticism from five customers is a pattern. Focus your improvement efforts on patterns that affect multiple customers.
Segment by agent
If possible, connect feedback to specific agents. This lets you identify individual coaching opportunities and recognise agents who consistently deliver great experiences.
Compare channels
How does the customer experience from agent sales compare to direct sales or online purchases? Differences highlight areas where the agent channel needs improvement or where it excels.
Acting on feedback
Coach individual agents
When feedback points to a specific agent, address it directly in your next coaching session. Share the feedback (anonymised if necessary), discuss what happened, and agree on adjustments.
Update training
When feedback reveals a common issue across multiple agents, update your training materials and onboarding process. If customers consistently feel rushed during demos, add a training module on demo best practices.
Improve materials
If customers report that agents could not answer specific questions, create materials that address those gaps. A new FAQ section, an updated objection handling guide, or additional product documentation might be needed.
Adjust commission structures
If feedback reveals that agents are overpromising to close deals, consider tying commission to customer satisfaction or retention metrics. This realigns incentives with customer experience quality.
Closing the loop
Share aggregated customer feedback with your agent network. "Our customers told us they love the product knowledge our agents bring but wish the onboarding handoff was smoother." This transparency shows agents that you take customer experience seriously and motivates them to improve.