FS-DOC-03Operations
Process Runbook / SOP
Customer Satisfaction Surveying
[YourCompany.com] · Customer Support Department · Prepared by FullSpec · [Today's Date]
This runbook is the day-to-day operating guide for the Customer Satisfaction Surveying automation. It tells your team exactly what the system does on its own, where a human step is still required, how to handle anything that goes wrong, and who to call when you need help. FullSpec builds, tests, and monitors the automation end to end. Your team's only regular responsibility is following up directly with customers who leave a low score.
01Process overview
The Customer Satisfaction Surveying process runs automatically from the moment a support ticket is closed in HubSpot to the point where a satisfaction score is recorded, the tracking sheet is updated, and the support manager is alerted if the score is below the agreed detractor threshold. Two agents handle the full loop: the Survey Dispatch Agent sends a personalised survey email within seconds of ticket closure, and the Response Processing Agent captures each Typeform submission, writes the score back to HubSpot, appends it to the Google Sheets report, and posts a real-time Slack alert for any low score. The only step that stays with a person is the direct follow-up call or message to an unhappy customer, which requires empathy and context that the automation cannot provide.
Process name
Customer Satisfaction Surveying
Trigger
A support ticket moves to Closed status in HubSpot
Final output
Score recorded in HubSpot, row appended to Google Sheets report, and Slack alert sent to support manager for any detractor response
Agents running
Survey Dispatch Agent; Response Processing Agent
Tools involved
HubSpot, Gmail, Typeform, Google Sheets, Slack
Weekly volume
Approximately 30 surveys/week (120/month)
Human checkpoint
Support manager follows up directly with any customer who submits a detractor score
Process owner
Tom Briggs, Support Manager
Process Runbook / SOPPage 1 of 4
FS-DOC-03Operations
02Step-by-step: what happens and who acts
What you actually need to do: There is one human step in this entire process. When a Slack alert arrives naming a customer with a detractor score, the support manager contacts that customer directly by phone or email to understand the issue and resolve it. Every other step in the table below runs automatically.
Step
What happens
Who acts
Type
1
A support ticket in HubSpot is moved to Closed status. This event triggers the Survey Dispatch Agent immediately, capturing the customer ID, ticket reference, and assigned agent name.
HubSpot (system event)
Automated
2
The Survey Dispatch Agent checks the customer's HubSpot contact record to confirm they have not received a survey in the past 30 days. If they have been surveyed recently, the flow stops and no email is sent.
Survey Dispatch Agent
Automated
3
The agent assembles a personalised survey email using the customer's name, the ticket reference, and the agent who handled the case, then sends it from the business Gmail account with the Typeform survey link embedded.
Survey Dispatch Agent
Automated
4
The send event, including the date, ticket ID, and customer ID, is written back to the customer's HubSpot contact record so the full team can see that a survey has been sent.
Survey Dispatch Agent
Automated
5
When the customer submits the Typeform survey, the Response Processing Agent receives the full response payload in real time, including the score, any written comment, and the submission timestamp.
Response Processing Agent
Automated
6
The CSAT score and verbatim comment are written to the customer's HubSpot contact record immediately, giving every team member a current view of that customer's sentiment without any manual entry.
Response Processing Agent
Automated
7
If the submitted score falls below the agreed detractor threshold (CSAT under 3), the agent posts a formatted Slack alert to the support manager channel, naming the customer, the score, and the ticket reference.
Response Processing Agent
Automated
8
The support manager reads the Slack alert and contacts the customer directly by phone or email to acknowledge the poor experience, understand the issue, and work toward a resolution. This step requires human judgement and empathy.
Support Manager
Human
9
Regardless of the score, every response is appended as a new row in the Google Sheets satisfaction report, including the score, comment, customer name, ticket ID, and timestamp. Running averages and response rates update automatically.
Response Processing Agent
Automated
Process Runbook / SOPPage 2 of 4
FS-DOC-03Operations
03Handling exceptions
Situation
What the system does
What you do
A closed ticket is missing the customer email address
The Survey Dispatch Agent detects the missing field during the eligibility check and skips the send. The skip is logged against the ticket in HubSpot with a note indicating the reason.
Review the HubSpot ticket and add the customer email address if available, then manually trigger a survey send or wait for the next ticket from that customer.
A customer submits a duplicate survey response (same customer, same ticket)
The Response Processing Agent checks the ticket reference before writing to HubSpot and Google Sheets. If a score for that ticket already exists, the duplicate is discarded and a note is logged.
No action required. If you believe a legitimate second response should be recorded, contact FullSpec support at support@gofullspec.com to review the log.
A Typeform response arrives but cannot be matched to a HubSpot contact
The agent flags the unmatched response and writes it to a holding row in the Google Sheet with the label 'Unmatched' and the raw submission data, so no response is lost.
Open the Google Sheet, find the unmatched row, identify the correct HubSpot contact manually, and update HubSpot with the score. Notify FullSpec support if this happens repeatedly.
A detractor Slack alert is sent but the support manager does not respond or follow up within a set period
The system does not automatically chase. The alert remains visible in Slack. There is no automated escalation beyond the first alert.
Establish a team agreement that detractor alerts are acknowledged in Slack within two hours. If the support manager is unavailable, another nominated team member should pick up the follow-up and note it in HubSpot.
A customer does not respond to the survey at all
The system does not send a reminder automatically in the Standard build. The send is logged in HubSpot and the row in Google Sheets remains with no score recorded.
No action is required unless your process includes a follow-up reminder. If you want automated reminders added, raise this with FullSpec support so the option can be scoped.
Gmail, Typeform, or HubSpot is temporarily unavailable (tool outage)
The automation platform retries failed steps up to three times with a short delay between each attempt. If all retries fail, an error notification is sent to the process owner's nominated email address and the failed job is logged.
Check the tool's status page to confirm the outage. Once the tool is back online, review the error log in the automation platform and re-trigger any missed survey sends manually from HubSpot. Contact support@gofullspec.com if you need assistance clearing the error queue.
04Who to contact and when
Fill in the rows below once your team is confirmed. Keep this table updated whenever a team member's role or contact details change, as it is the first reference point if the process has an issue that needs a human decision.
Role
Name
How to reach them
Process owner (Support Manager)
Tom Briggs
[Rep email]
CX Coordinator
Rachel Osei
[Rep email]
Operations Lead
Sara Mendez
[Rep email]
Escalation contact (business owner or director)
[Your name]
[Rep email]
FullSpec builder
FullSpec team
support@gofullspec.com
FullSpec support
FullSpec support desk
support@gofullspec.com
For any automation error, unexpected behaviour, or change request, email support@gofullspec.com with the process name, the date and time the issue occurred, and a brief description of what happened. The FullSpec team monitors all active automations and will respond within one business day.
Process Runbook / SOPPage 3 of 4
FS-DOC-03Operations
05Ongoing maintenance
Whenever HubSpot pipeline stage names are renamed or restructured
Notify FullSpec support immediately. The trigger condition is tied to the exact pipeline stage label. If the label changes without updating the automation, surveys will stop firing.
Process owner, then FullSpec support
Whenever the survey email template needs updating (wording, branding, or Typeform link change)
Send the updated template text to support@gofullspec.com. FullSpec will update the template within the automation and confirm when the change is live. Do not edit the live Gmail draft directly.
CX Coordinator raises, FullSpec implements
Monthly spot-check (first week of each month)
Open the Google Sheet and verify that the number of rows added in the past month is consistent with the expected survey volume (roughly 120 rows). Check that averages are calculating correctly and that no rows are showing as Unmatched.
CX Coordinator
Weekly error-log review (every Monday)
Review any error notifications received by email during the previous week. If no errors were flagged, no action is needed. If errors are listed, confirm whether they resolved on retry or whether manual intervention is required.
Process owner
When a team member leaves or changes role
Update the contact table in this document and email support@gofullspec.com to update the Slack alert destination and any other team-specific settings in the automation.
Operations Lead
Quarterly volume review (every three months)
Compare actual survey volume to the expected 120 per month. If ticket volume has grown significantly, review whether the current automation plan tier still covers the throughput, and whether the detractor threshold remains appropriate for the business.
Support Manager and Operations Lead
The most common maintenance issue for this process is a mismatch between HubSpot pipeline stage names and the trigger condition in the automation. If surveys suddenly stop sending, this is the first thing to check. Confirm that the ticket pipeline stage labelled 'Closed' in HubSpot exactly matches the value the automation is watching for, and contact support@gofullspec.com if you are unsure.
Process Runbook / SOPPage 4 of 4