Customer experience management software should do much more than collect feedback: it should link feedback to the right unit, route negative experiences to the responsible person, track resolution and make results visible at every level of the organization. This guide groups the questions to ask when evaluating software under headings. This guide was prepared by the Comvo team. We kept the criteria as neutral as possible, based on the requirements of a good customer experience process; we describe how our own product meets them separately, only in the last section.
1. Channels
- Can surveys be collected with a QR code in stores and branches? Can a separate code be generated for each location?
- Can personalized, single-use invitations be sent by SMS and email?
- Can events in your CRM, POS or e-commerce infrastructure (order delivered, service completed) trigger surveys automatically?
- Is there a contact frequency limit that prevents the same person from receiving surveys too often, and a quiet hours setting that prevents sending at night?
2. Survey Design
- Are NPS, CSAT, CES and root cause questions available out of the box? How many question types are there?
- Can conditional logic show additional questions to customers who give a low score?
- Does the survey open in the customer's language?
- Does the survey load quickly on a phone and can it be answered without installing an app?
- Can the design be matched to your corporate identity?
3. Organization Structure and Permissions
This is the decisive criterion for multi-branch businesses:
- Can you build your own hierarchy, such as region, city and branch? Can you upload units in bulk?
- Can permissions be granted by unit? Can a branch manager see only their own branch, and a regional manager only their own region?
- Can the permission to view personal data be managed separately?
4. Case Management
- Does a negative response automatically turn into a case based on rules?
- Is the case automatically assigned to the person responsible for the relevant unit?
- Can a resolution deadline be defined, and is the case escalated to the next level when the deadline is exceeded?
- Can a closure code and root cause be recorded when the case is closed?
- Can a resolution satisfaction survey be sent to the customer after resolution?
Why these steps matter is explained in the closed-loop feedback guide.
5. Online Reviews
- Can reviews from platforms such as Google Business Profile, app stores, Facebook and Şikayetvar be collected in the same panel?
- Do low-rated reviews turn into cases just like survey responses?
- Can you reply to reviews from the panel?
- Are review ratings reported separately without being mixed with survey metrics?
6. Reporting and Analysis
- Can scores be viewed with an organizational breakdown (region, city, branch, touchpoint)?
- Can you compare with the previous period?
- Are root cause distribution, first response and resolution times reported?
- Can open-ended comments be classified by sentiment and topic with AI? Is this analysis optional, and is personal data masked before analysis?
- Do managers receive regular summary reports?
7. Integration
- Is there a documented REST API?
- Can response and case events be passed to your own systems via webhooks? Are the requests signed?
- Can email and SMS be sent with your own accounts or through providers of your choice?
8. Security and KVKK
- Can the privacy notice be published in the survey languages and stored as versions?
- Is personal data masked according to permissions?
- Can retention periods be defined, and is data automatically deleted or anonymized at the end of the period?
- Can data subject requests (access, deletion) be managed?
- Is there two-factor authentication and a tamper-proof audit log?
9. Setup and Use
- How quickly can the first survey go live using ready-made templates?
- Is the interface in your teams' language, and can teams use it without lengthy training?
- Can field managers track cases from their phones and receive instant notifications?
- Is there a detailed help center and API documentation?
Evaluation Recommendation
When comparing software, try your own scenario in a demo environment: define a branch and a touchpoint, submit a low-score response via the QR code, and observe who that response reaches, how quickly, how it is closed and how it appears in reports. This single scenario tests most of the criteria above at once.
How Does Comvo Meet These Criteria?
Comvo is a customer experience management platform designed around the criteria in this guide: QR code, SMS, email and event-triggered surveys; 12 question types and conditional logic; your own organization hierarchy and unit-based permissions; rule-based case creation, automatic assignment, resolution deadlines, up to three levels of escalation and resolution satisfaction; reviews from Google, App Store, Google Play, Facebook, Şikayetvar, Trendyol, Hepsiburada and Yandex; reports with organizational breakdowns and optional AI-powered text analytics; a REST API and signed webhooks; and KVKK processes. For details, see the all modules page, or request a demo.