The Model

The model is based on five emojis that reflect the level of customer satisfaction:


  • From left to right, the first two icons indicate positive feedback, the middle one a neutral feedback and the last two, negative feedback.

  • Positive feedback:
  • Customers associated with the first icon have potential to become product advocates.
  • The goal for the company is to have a high % of customers linked to the second icon.

  • Neutral feedback:
  • Customers associated with the third icon don't have a strong opinion on their experience or are not entirely satisfied with it.
  • For this category, the main goal is to try to improve their experience so they don't fall into the negative category

  • Negative feedback:
  • Customers associated with the fourth icon are unhappy, but are still at a point where they can be rescued.
  • Customers associated with the fifth icon are frustrated and ready to depart as customers.

The Social-ID Customer Satisfaction Feedback service will help you to quickly get feedback from customers and offer analytics to interpret the feedback and develop strategies to keep customers happy.

Customer feedback plugins and emoji copyright

The plugins are available for deployment on websites, mobile apps and on the captive portals. Emojis are trademarked and protected, so in order to comply with copyright laws we are using an emoji open source version. Our recommendation is to use Twitter’s open source version, please click here for more information.

Data collection

The customer satisfaction analysis depends on the quality and richness of the data captured during the feedback. The Social-ID captures the following data:

  • Level of satisfaction feedback as defined above
  • Date and time
  • Location: website, mobile or physical location (store, shop, etc.)
  • Location: Contextual information such as a new product or service launch, promotion, delivery, product quality etc.
  • Location: Customer identity when the feedback was given while the customer was logged in

Anonymous feedback

Created when customers offered feedback without login or identification.

Feedback for logged in customers

Created when customers are logged in and the feedback is associated to the customer identity.

Customer feedback venues

  • Online feedback:
  • Available for mobile apps and websites.
  • Feedback for the physical world:
  • The Social-ID offers a mobile app for iPads and tablets (Android) to offer customer feedback at physical stores.

The omnichannel

The customer satisfaction invitation can be sent using the Social-ID via email, Facebook Messenger, Facebook notifications, push notifications, SMS, wifi portals and of course via website and mobile apps.

The analytics

The customer satisfaction analysis depends on feedback data and the quality of reports. The Social-ID offers real time segmentation and reports for the data collected:

  • Level of satisfaction feedback
  • Date and time
  • Location: website, mobile or physical location (store, shop, etc.)
  • Contextual information
  • Customer identity when the feedback was given while the customer was logged on