Discover how a simple CSAT survey helped Enlightened Equipment uncover hidden promo code issues and improve customer experience. Real case study insights.
July 1, 2025
CSAT Survey Uncovers Hidden Headaches
Question
We’ve already done the whole “serious CX investigation” thing, but I’m still poking around the site to find where customers might get stuck. I want to make every step clear and effortless, but I’m really tired of all this detective work.
How do you actually find the hidden issues to streamline the customer journey?
Answer
To uncover the hidden issues that analytics can miss, add a simple CSAT survey on-site and review the feedback for recurring points of confusion or failure. Questions like “How was your shopping experience?” might surface frictions you’d otherwise never spot.
We have an example of that right here.
We have an example of that right here.
The team at Enlightened Equipment had already done a lot to make their site easier to use — watched session recordings, dug into heatmaps, you name it.
A ton of improvements made the site feel better, but they still wanted a way to spot issues without the endless research.
So we did something simple: added a CSAT survey asking, “How was your shopping experience?”
The feedback showed us stuff we would never catch otherwise.
One big one: customers were running into a promo code issue we hadn’t spotted. The welcome discount wasn’t working — but only on sale items. The real problem? Nowhere on the site explained that.
Easy fix: we added a quick explanation in the right spot.
Big picture: analytics show what is happening. Surveys show how it feels.
Big picture: analytics show what is happening. Surveys show how it feels.
And while surveys like CSAT, NPS, or product feedback often get bumped down the to-do list (since they don’t drive immediate revenue)… here’s the twist:
Fixing those hidden friction points is exactly what makes people come back — and that’s where the real revenue starts stacking up.
