FS-DOC-03Operations
Process Runbook / SOP
Customer Feedback Loop
[YourCompany.com] · Management Department · Prepared by FullSpec · [Today's Date]
This runbook is the day-to-day operating guide for the Customer Feedback Loop automation. It tells you exactly what the system does on its own, what your team is responsible for, how to handle problems when they arise, and who to call when something needs a decision. FullSpec has built and tested the full automation end to end. Your role is to review escalated alerts, keep contact details current, and flag anything that looks wrong so FullSpec can adjust the configuration.
01Process overview
The Customer Feedback Loop automation captures every customer feedback submission the moment it arrives, whether it comes through Typeform or a tagged Gmail inbox. An AI sentiment agent scores the response from 1 to 10 and tags its primary theme. The structured record is logged in Google Sheets, the matching HubSpot contact record is updated, and an acknowledgement email is sent to the customer automatically. If the sentiment score is 4 or below, a Slack alert fires immediately so the right person can decide on a personal follow-up. The Notion themes dashboard updates continuously so the weekly summary requires no manual effort. The only action that stays with a human is reviewing escalated negative feedback in Slack and deciding whether a direct follow-up call or message is warranted.
Process name
Customer Feedback Loop
Trigger
A new Typeform survey response is submitted, or a feedback-tagged email arrives in the connected Gmail inbox
Final output
Structured feedback record in Google Sheets, updated HubSpot contact, sent acknowledgement email to customer, updated Notion themes dashboard, and a Slack alert for any response scoring 4 or below
Agents running
Feedback Intake Agent, Sentiment and Routing Agent, Response and Reporting Agent
Tools involved
Typeform, Gmail, Google Sheets, HubSpot, Slack, Notion
Weekly volume
Approximately 30 responses per week (120 per month)
Human checkpoint
Review escalated Slack alert for negative feedback (score 4 or below) and decide on personal follow-up action
Process owner
Operations Manager
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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 for a negative feedback submission (sentiment score 4 or below), you open the alert, read the customer name, score, and theme included in the message, follow the direct link to the full response, and decide whether to place a personal follow-up call or send a direct message to that customer. Everything else in the table below runs automatically without any action from your team.
Step
What happens
Who acts
Type
1
A new Typeform survey response is submitted or a feedback-tagged email arrives in the connected Gmail inbox. The Feedback Intake Agent detects it immediately, extracts the customer identity, source channel, and raw feedback text, and creates a clean structured record ready for the next stage.
Feedback Intake Agent
Automated
2
The structured record is picked up by the Sentiment and Routing Agent, which reads the full response text, assigns a sentiment score from 1 to 10, and tags the primary theme, such as product quality, delivery, or support.
Sentiment and Routing Agent
Automated
3
The complete structured record, including timestamp, source, customer email, sentiment score, theme tag, and raw text, is written to the central Google Sheet in a consistent format. No manual copying is required.
Sentiment and Routing Agent
Automated
4
If the customer's email address matches a contact in HubSpot, the automation adds a note to that contact record containing the sentiment score, theme, and a direct link to the full response. A custom property on the contact is updated with the latest feedback score.
Sentiment and Routing Agent
Automated
5
The system checks whether the sentiment score is 4 or below. If yes, a structured Slack alert is sent to the designated channel immediately, including the customer name, score, theme, and a direct link to the full response. If the score is above 4, this step is skipped and the workflow continues to the acknowledgement email.
Sentiment and Routing Agent
Automated
6
You receive the Slack alert, open it, review the customer's name, score, and theme, and follow the link to the full response. You then decide whether a personal follow-up call, a direct message, or another action is appropriate for that customer relationship. This is the only step that requires a human decision.
Operations Manager
Human
7
The Response and Reporting Agent sends a personalised acknowledgement email to the customer via Gmail. The email template is automatically matched to the sentiment category, thanking positive respondents or committing to follow up for negative ones. No one needs to draft or send this manually.
Response and Reporting Agent
Automated
8
The theme tag and sentiment score are appended to the live Notion themes dashboard. The weekly summary view updates automatically so the team can see recurring patterns without anyone writing a report.
Response and Reporting Agent
Automated
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03Handling exceptions
Situation
What the system does
What you do
Feedback arrives with missing or incomplete data (no email address, blank response field, or unrecognised source)
The Feedback Intake Agent logs the partial record in Google Sheets with a 'Incomplete' flag in the status column. The record is not passed to HubSpot or the acknowledgement step, and no email is sent to avoid sending to a blank address.
Check the flagged rows in Google Sheets at least once a week. If the customer can be identified by other means such as a name or phone number, add the missing details manually so the record can be updated in HubSpot.
The same customer submits duplicate feedback within a short window (same email address, very similar text, within 30 minutes)
The Sentiment and Routing Agent detects the duplicate submission by matching email address and submission time. The second entry is tagged as a duplicate in the Google Sheet and no second acknowledgement email or Slack alert is triggered.
No immediate action needed. If a duplicate appears that should have been treated as a separate submission, contact FullSpec at support@gofullspec.com to adjust the deduplication window.
A feedback submission's email address does not match any HubSpot contact record
The automation logs the structured record in Google Sheets and sends the acknowledgement email as normal, but the HubSpot update step is skipped. The record is tagged as 'No CRM match' in the sheet.
Review the 'No CRM match' entries during your weekly spot-check. If the customer should be in HubSpot, create or update the contact record manually and add the feedback note. Regularly seeing new names may indicate a gap in your CRM data.
A Slack alert is sent for negative feedback but the responsible person does not act within a reasonable timeframe
The system does not send a second alert automatically. The original Slack message remains in the designated channel with the customer details and link to the full response. The Google Sheet record remains flagged as requiring human review.
Your team should agree on a response-time expectation for Slack alerts, such as within four business hours. If an alert goes unacknowledged, the channel owner should reassign it. Contact FullSpec if you want an automatic reminder or escalation alert added to the workflow.
Typeform or Gmail becomes temporarily unavailable and new responses cannot be retrieved
The automation platform queues the trigger and retries the connection at regular intervals. Once the tool comes back online, any responses that arrived during the outage are processed in sequence. No responses are permanently lost provided the outage is less than 24 hours.
If an outage lasts longer than a few hours, log in to the affected tool directly to confirm that responses are being held and not lost. Report any outage lasting more than 24 hours to FullSpec at support@gofullspec.com so the queue can be manually reviewed.
The acknowledgement email fails to send because Gmail hits a daily sending limit or the customer's email address bounces
The Response and Reporting Agent logs the send failure against the Google Sheet record, marks it as 'Email failed', and does not retry automatically to avoid repeated bounces. The Notion dashboard is still updated as normal.
Check for 'Email failed' entries in the Google Sheet during your weekly review. For bounced addresses, verify the correct email with the customer through another channel if possible. For sending-limit failures, contact FullSpec at support@gofullspec.com to review the Gmail account configuration.
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04Who to contact and when
Fill in the rows marked with placeholders once your team is confirmed. Keep this table updated whenever a role changes so everyone knows who to reach in a time-sensitive situation, particularly for escalated negative feedback that needs an urgent decision.
Role
Name
How to reach them
Process owner (Operations Manager)
[Your name]
[Your email or Slack handle]
Business Owner (negative feedback escalation decision)
[Your name]
[Your email or phone number]
HubSpot CRM admin (contact record queries)
[Your name]
[Your email]
Typeform account holder (form access and changes)
[Your name]
[Your email]
Notion workspace admin (dashboard access)
[Your name]
[Your email]
FullSpec builder (workflow changes, new channels, threshold adjustments)
FullSpec
support@gofullspec.com
FullSpec support (errors, outages, unexpected behaviour)
FullSpec support
support@gofullspec.com
05Ongoing maintenance
Whenever a feedback channel is added or removed (Typeform form changed, new Gmail tag, new review platform)
Notify FullSpec at support@gofullspec.com so the Feedback Intake Agent connection can be updated. Do not add channels directly to the form or inbox without telling FullSpec first, as unconnected channels will not be captured by the automation.
Process owner, then FullSpec
Whenever an acknowledgement email template needs updating (tone, wording, offer, or signature)
Send the revised template text to FullSpec at support@gofullspec.com. The Response and Reporting Agent uses fixed templates stored in the automation platform, so changes must be applied there and not just in your Gmail drafts.
Process owner requests, FullSpec applies
Monthly spot-check (first Monday of each month)
Open the Google Sheets feedback log and review the past 30 days. Check for 'Incomplete', 'No CRM match', and 'Email failed' flags. Confirm that the Notion themes dashboard reflects the volume and themes you would expect. Note any patterns that seem off and raise them with FullSpec if needed.
Operations Manager
Weekly error-log review (every Friday)
Scan the Google Sheet status column for any failed or flagged records from the past seven days. Check the designated Slack channel to confirm no alerts have gone unacknowledged. If more than two or three failures appear in a single week, email FullSpec at support@gofullspec.com.
Operations Manager
When a team member changes role or leaves
Update the contact table in this runbook. Reassign the Slack alert channel membership if the departing person was the primary reviewer. Notify FullSpec if the new person needs a different Slack handle added to the alert routing.
Business Owner or Process owner
Quarterly volume review (every three months)
Check whether the monthly response volume has grown significantly beyond the current 120 per month baseline. If volume increases by more than 50%, review whether the current tooling plan limits (Typeform, HubSpot, Notion) still cover the load. Share the updated volume figure with FullSpec so the automation can be stress-tested if needed.
Process owner, with FullSpec if adjustments needed
The single most common maintenance issue for this process is the sentiment score threshold drifting out of alignment with your actual customer base. The alert threshold is set at 4 or below at launch, but short or ambiguous responses such as 'it was fine' can be scored inconsistently by the AI agent. In the first four weeks after go-live, review the Slack alerts you receive and note any that felt unnecessary or any negative responses that were not escalated. Send that feedback to FullSpec at support@gofullspec.com so the threshold can be tuned to match your real response patterns.
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