P1-05 Contextual Surveys / NPS → Auto-Actions

In-app micro-surveys with automatic downstream actions.

Scoring Card

Dimension	Score	Rationale
Pain	4/5	Everyone collects NPS; nobody acts on it automatically
Revenue	4/5	Retention saves and referral activation directly impact revenue
Build	5/5	Simple component + reuses email orchestrator for auto-actions
Moat	4/5	Auto-action loop is impossible with standalone survey tools
Total	17/20

Classification

Painkiller

The Pain It Kills

“Our NPS is 62 but I don’t know which users are detractors or what to do about them.”

“Typeform data sits in a dashboard nobody checks. We ran an NPS survey 3 months ago and never followed up with a single detractor.”

“Connecting survey → email → referral requires 3 integrations. We tried with Zapier. It broke after the second survey.”

The real pain is the action gap: teams collect scores but never act on them.
Connecting survey responses to email sequences and referral invites requires 3 separate integrations that nobody builds.
Detractors churn silently. Promoters never get asked to refer.
Survey data lives in a silo — it never enriches the contact record.

What It Does

1–3 question in-app micro-surveys — NPS (0–10), CSAT (1–5), or custom questions.
Event-triggered delivery — show surveys post-purchase, after N days, on cancellation, or on any custom event.
<growthOS-survey> Web Component — embed in any app or page.
Email-embeddable survey link — collect responses without requiring app login.
Responses flow into the contact graph — last_nps_score, last_survey_date, survey_responses[].
Auto-action rules — the core differentiator:

NPS ≤ 6 (Detractor) → Trigger retention email sequence automatically
NPS 7–8 (Passive) → Tag contact, add to re-engagement segment
NPS ≥ 9 (Promoter) → Auto-send referral invite + prompt app store review

Competition & What We Replace

Tool	Pricing	Limitation
Typeform	$25–$83/mo	Survey only, no auto-actions
Delighted	$224/mo	NPS only, expensive, no growth integration
SurveyMonkey	$25–$99/mo	Generic surveys, no product event triggers
PostHog Surveys	Free tier	Basic, no auto-action loop

All competitors are survey-only tools. None of them can trigger email sequences, referral invites, or contact segmentation based on responses.

Moat & Defensibility

The auto-action loop is the moat (4/5).

The survey component itself is a commodity. Any tool can collect a 0–10 score. What no standalone tool can do:

NPS ≤ 6 → automatically trigger a retention email sequence via Lifecycle Emails
NPS ≥ 9 → automatically send a referral invite via the Referral Engine + prompt an app store review
Every response enriches the Contact Graph with last_nps_score, enabling segmentation and scoring

This closed loop from score → action → outcome is impossible with standalone survey tools without custom Zapier/webhook wiring that breaks constantly.

Interoperability Advantage

What Ships

<growthOS-survey> Web Component — in-app micro-surveys
Email-embeddable survey link — collect responses via email
Dashboard builder — NPS, CSAT, and custom survey results
Event triggers — show surveys based on product events
Auto-action rules — configurable response → action mappings
Response data flows into contact graph — last_nps_score, last_csat_score, survey_responses[]

What Does NOT Ship

Advanced survey logic (skip logic, piping, multi-page surveys)
Advanced analytics (trend analysis, cohort breakdowns, statistical significance)
AI response analysis (sentiment detection, theme extraction)

Build vs Buy

BUILD. Simple survey component + reuses the email orchestrator for auto-actions.

The survey UI is straightforward (1–3 questions, standard scale types). The real value is in the auto-action rules engine, which leverages the existing Lifecycle Email sequence orchestrator and Referral Engine APIs.

Estimated effort: 2 weeks.

Dependencies

Dependency	Why
Contact Graph (P1-01)	Survey responses are stored on the contact record.
Email Sequences (P1-03)	Auto-actions trigger email sequences for detractors and promoters.