#open-share

Does anyone have advice to improve targeting for online review email campaigns? Something beyond length of time as a customer, weekly or monthly active usage, recent renewals or expansions, NPS, or asking for CSM nominations. We are in a really competitive market and we can't seem to surpass our top competitors. I get questioned often about how we can improve who we target for a review. I feel at some point it's a matter of listening to the feedback we're getting in our reviews rather than trying to manipulate the target list to try to reach only our happiest customers. For our last campaign 37% of reviews were 5 stars, 42% were 4 stars, 18% were 3 stars, and 1% were 1 or 2 stars. Does that sound like we were reaching the wrong people? Most four star reviews start with "I love it BUT" or "It's great overall BUT" and that indicates to me that we're ALMOST there but we're missing some key things either in our product or in our customer experience. Has anyone else struggled with this? What processes did you put in place to make sure customer feedback via online reviews is highly visible to cross-functional teams?