Built a multichannel customer feedback SaaS platform that captures, tracks, and closes the loop at every touchpoint

Zonka Feedback is a SaaS customer experience platform that helps businesses measure and act on customer satisfaction across every channel. The product serves 2,000+ brands across 30+ countries — from healthcare providers and retail chains to SaaS companies and financial institutions.

Classic Informatics was engaged to build the platform from the ground up. The goal was to create a product that enterprise clients could use to run multichannel feedback programmes, track NPS, CSAT, and CES, and close the loop on every response — all from a single tool.

• The platform needed to support feedback collection across a wide range of channels — email, SMS, WhatsApp, website, in-app, and offline — each with its own delivery logic and response handling
• Survey triggers had to be event-driven, firing automatically off actions in external tools like CRMs and helpdesks, rather than relying on manual sends
• NPS, CSAT, and CES needed to be measured consistently across all channels in a single reporting layer — not tracked separately per tool
• Enterprise clients required the ability to route, assign, and resolve responses within the platform, with automation rules to handle volume at scale
• The product had to support deep integrations with the tools enterprise CX teams already use, from Salesforce and HubSpot to Zendesk and Intercom

1. Channel-first architecture

We built the platform so that each delivery channel — email, SMS, WhatsApp, website, in-app, offline kiosk — was a first-class citizen with its own delivery and response logic, rather than retrofitting one channel framework onto others.

2. Event and behaviour-driven triggers

We built automated survey triggers connected to real customer events in external tools — a closed support ticket, a completed purchase, a product milestone — so the product could serve surveys at the most relevant moment without manual effort from the client's team.

3. Unified CX metrics layer

NPS, CSAT, and CES were built with consistent measurement logic across all channels from the start, giving end users a single, accurate view of experience performance rather than disconnected per-channel reports.

4. Closed-loop workflows by design

Response routing, ownership assignment, and automated follow-up were built into the core product architecture — not added later — so every response collected by the platform has a clear path from receipt to resolution.

Survey & Collection Engine

• Multichannel survey delivery across email, SMS, WhatsApp, website, in-app, and offline kiosk
• Native iOS and Android mobile app for on-the-go survey management, response tracking, and real-time alerts
• iOS and Android SDKs for in-app and in-product feedback collection
• QR code and link-based survey distribution for on-premise and digital touchpoints
• Event and behaviour-based survey triggers connected to CRM, helpdesk, and product events
• Dynamic user segmentation to target the right audience at the right stage

CX Metrics & Reporting

• NPS, CSAT, and CES survey modules with standardised measurement logic across all channels
• Real-time analytics dashboards with response trends and sentiment tracking
• Cross-channel reporting views for unified experience performance data
• Location and agent-based reporting for multi-site and frontline teams

Feedback Loop & Workflow Automation

• Centralised response inbox with tagging, filtering, and assignment
• Automated alerts via email, Slack, and SMS when responses need attention
• Auto-responder and follow-up workflows triggered by response score or sentiment
• CX automation rules to route, escalate, and resolve feedback without manual intervention

Integrations

• Native integrations with Salesforce, HubSpot, Zendesk, Intercom, Freshdesk, Jira, Slack, and MS Teams
• REST API and Webhook support for custom workflows and data sync
• Zapier, Integrately, and Make connectors for no-code automation

Online Reputation Management

• Review monitoring and response management across public review platforms
• Automated review request workflows triggered by positive feedback scores

The platform now powers customer feedback programmes for 2,000+ brands across 30+ countries, processing over 1 million surveys per month across industries including healthcare, retail, finance, and SaaS.

Business Impact

• 2,000+ brands onboarded across healthcare, retail, finance, and SaaS
• Feedback collection live across 8+ channels from a single platform
• 1M+ surveys processed per month
• Automated survey triggers eliminate manual sends across the customer journey
• Unified NPS, CSAT, and CES reporting across all channels and locations
• Full feedback-to-resolution loop built into the product from day one