Customer Feedback Loop¶
The call center is not just selling LAIRA. The call center is also the primary channel through which Airwai learns what's working in the product, what's not, what features customers wish they had, and where the next opportunity is. Feedback flows back to Airwai through the call center.
Why this matters¶
Airwai is a small team. Manomit and the product engineers cannot have 200 customer calls a month. The call center can. The call center sits at a level of insight no internal team can replicate.
Customer feedback the call center surfaces in the first six months will materially shape the product roadmap. Feedback in the first year will shape the company.
What the call center is being asked to capture¶
| Type | What | Where it goes |
|---|---|---|
| Product feedback | "I wish LAIRA could do X" / "X doesn't work the way I expect" / "I keep running into Y" | Manomit Bal (Product) via HubSpot ticket |
| Pricing feedback | "$29 is too high / too low" / "We'd pay for X feature at higher tier" | Amir Emadi (CEO) via HubSpot ticket |
| Competitive intel | "We almost went with X" / "X has feature Y we wish you had" | Both, plus CMO function |
| Use-case discovery | "We use LAIRA for [unexpected workflow]" | Both, plus product / marketing |
| Churn signal | "We're going to cancel because Y" | Amir + Manomit immediately |
| Rig signal | "We need to scan 500 miles of road this year" | Amir immediately — Rig commission applies |
| Expansion signal | "Three more people on my team want to use this" | Call center (own the expansion) |
When to capture feedback¶
| Touchpoint | What to capture | How |
|---|---|---|
| First call (discovery) | Pain points, current workflow, tool stack | Notes in HubSpot |
| Demo call | Reactions to specific features; what they leaned forward on; what they ignored | Notes in HubSpot |
| Trial week 1 check-in | First-scan experience, blockers, surprises | Brief in-call note |
| Trial week 3 check-in | Workflow fit, willingness to convert | Brief in-call note |
| Post-conversion (Day 30) | Full 15-minute interview — see interview-script.md | Recorded interview if customer agrees |
| Quarterly customer review | NPS survey + open-ended feedback — see nps-survey.md | Survey + follow-up call |
| Churn / cancellation | Why they're leaving; what would bring them back | Mandatory exit interview |
The 30-day interview — make this happen¶
The single most valuable data point: a 15-minute structured interview with every paying customer within 30 days of their conversion.
Every paying customer. No exceptions in the first 6 months.
Why every customer: - Airwai has too few customers to sample. Every voice is signal, not noise. - Patterns emerge fastest when the data is dense. - Customers feel heard, which reduces churn.
Operational target: 80%+ of converted customers complete the 30-day interview.
Script: interview-script.md.
Channels for feedback flow¶
| Channel | Purpose |
|---|---|
| HubSpot ticket | Default for product feedback, bugs, pricing requests. Routed by HubSpot to the right Airwai owner. |
Slack #customer-feedback |
Real-time channel where the call center can drop interesting customer quotes / patterns for visibility |
| Weekly feedback digest email | Call center sends a weekly summary email to Manomit + Amir: top product asks, top objections, top wins |
| Monthly themed review | Call center prepares a monthly "what we heard" deck (5-10 slides); Airwai + call center walk through it together |
| Customer interview library | Recorded interviews (with consent) live in a shared library; product team reviews on demand |
Volume targets (year 1)¶
| Feedback artifact | Volume target |
|---|---|
| 30-day customer interviews completed | 80% of converted customers (target: ~960 if 1,200 customers convert) |
| Product feature requests logged in HubSpot | ~500/year |
| Quarterly NPS surveys (one round per quarter) | 4 rounds |
| Monthly "what we heard" digests | 12 |
| Churn exit interviews | 100% of churned customers |
| Rig signals flagged | All — every signal is high-value |
Confidentiality and consent¶
- All customer interviews are conducted with the customer's verbal consent
- Recordings (audio or video) require explicit permission — written in HubSpot
- Customer-identifying information stays inside Airwai + the call center; do not share named-customer feedback externally without permission
- When summarizing customer quotes in any non-internal context, anonymize (e.g., "A municipal pavement inspector in the Pacific Northwest told us...")
What "good feedback" looks like¶
Not: "The customer said the app is great."
Yes: "The customer (Maya, persona = municipal pavement, 12 months of PCI experience at the city of [REDACTED]) said the LAIRA app's first-week experience would benefit from a 5-minute video walking through ArcGIS connection. She tried for an hour, couldn't get it connected, almost dropped to Free. She's now connected after a 10-minute screen-share with [agent]. She's converting to annual."
The good version names the persona, the pain, the moment, the outcome. The bad version is a vibe.
Feedback flowing TO the call center from Airwai¶
Feedback is bidirectional. Airwai will share with the call center:
- Product roadmap updates (every 2 weeks, when the app version ships)
- Customer-success learnings (best-converting workflows; cohort retention patterns)
- Pricing experiments
- New compliance matrices live on docs.airwai.com (each new matrix is a new sales hook)
- Brand-and-narrative updates (changes to positioning, voice, messaging)
The call center should integrate this into ongoing training. See Training.