About Circa
Circa helps companies accelerate their success by building more diverse, innovative, and high-performing teams.
🎯 The challenge
When Lashona Boyd (aka Shona) and her team at Circa started using Appcues in-app NPS surveys, they saw incredible results—like a 370% surge in customer feedback. But collecting insights was just the beginning. They wanted to go further by turning feedback into meaningful action. How could they show users that every response mattered while maintaining a scaled approach?
🏆 The solution
Using Appcues Workflows, Shona built an automated outreach to send behaviorally triggered, personalized follow-ups based on NPS scores. This new setup didn’t just improve efficiency—it helped Circa close the feedback loop in a thoughtful and impactful way.
👀 How they did it
1. Real-time insights with NPS
As mentioned earlier, Shona started by collecting real-time customer sentiment with in-app NPS surveys. This provided a steady stream of feedback to act on, straight from Circa’s users.
2. Branched workflows for automated follow-ups
Shona designed an automated workflow that took the guesswork out of responding to NPS feedback. Using branching logic, the workflow categorized users into groups based on their responses and sent the perfect email for their experience—automatically.
- Promoters (8–10): Received a personalized thank-you message and were encouraged to leave reviews on G2, turning happy customers into vocal advocates.
- Detractors (0–6): Were sent thoughtful follow-ups that acknowledged their concerns and invited them to share more details.
This setup ensured that every response, whether glowing or critical, got the right attention at the right time—no manual effort required. Instead of digging through scores and crafting individual replies, Shona’s team could focus on higher-value initiatives, knowing that users felt seen and heard.Here’s how that looks in Shona’s Workflow:
3. Emails that feel personal, not robotic
Shona ensured every follow-up felt like a real conversation. Emails were clear, approachable, and tailored to the user’s experience, proving that Circa genuinely cared about their feedback.
✅ Results
By closing the feedback loop, Circa turned insights into action that mattered. For example, one impactful detractor follow-up led to a meeting with the product team, uncovering gaps in training and onboarding. That lightbulb moment sparked a new in-app onboarding flow, delivering tips and resources straight to users’ inboxes to help them succeed faster.
On top of that, they gained confidence in their efforts to revamp their help site. The feedback confirmed they were on the right track, paving the way for a more robust and effective user support strategy.
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Our hot take
NPS might not always be the ✨ flashiest ✨ part of customer engagement, but it’s one of the simplest, most effective ways to keep a pulse on customer satisfaction. Shona’s story proves that when you connect in-app actions with automated follow-ups, something powerful happens. That cycle—in-app NPS survey → out-of-product feedback → new in-app experience—drives better results than either channel could on its own, showing users they matter and building trust along the way. And we love to see it, Shona! 🎉