Silent Detractor Detection
Identify customers who say they are satisfied but show emotional signals of disengagement. Catch churn risk before it shows up in usage metrics.
Research Goal
Detect emotionally disengaged customers who are not flagged by NPS or usage data.
Objectives
- 1.Identify accounts where verbal responses are positive but vocal tone signals disengagement
- 2.Surface the specific frustrations customers are not volunteering in written surveys
- 3.Prioritize which at-risk accounts need immediate CS attention
Interview Questions
Voice-first questions following the Voice Question Blueprint: time anchor, one clear ask, neutral guardrail.
Think about the last time you reached out to our support team. Walk me through what happened, starting from when you first needed help.
Follow-up probe:
What happened next?
Maps to: Identify accounts where verbal responses are positive but vocal tone signals disengagement
When you think about using our product day to day, what is the one thing that takes more effort than it should?
Maps to: Surface the specific frustrations customers are not volunteering in written surveys
If a colleague asked you whether they should sign up, what would you honestly tell them? One or two sentences is fine.
Maps to: Identify accounts where verbal responses are positive but vocal tone signals disengagement
Think about the past month. Was there a moment where you considered looking at an alternative, even briefly? If so, what triggered that thought?
Follow-up probe:
What did you end up doing?
Maps to: Surface the specific frustrations customers are not volunteering in written surveys
If you could change one thing about your experience with us, what would it be? Start with the most important one.
Maps to: Prioritize which at-risk accounts need immediate CS attention
On a scale of 1 to 10, how likely are you to still be using this product a year from now? What is the main reason behind that number?
Maps to: Prioritize which at-risk accounts need immediate CS attention
What to Look For in the Results
Flat or declining vocal energy when describing the product, even with positive words
Long pauses before answering the recommendation question
Hedging language: 'I guess,' 'it’s fine,' 'no complaints really'
Mentions of alternatives, even if dismissed quickly
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