Customer feedback for distributors and manufacturers
It should be the thing that asks. Avota triggers off your system of record, scores by account weighted to revenue, and turns a bad answer into a task with somebody's name on it.
The thing nobody says out loud
There's no setpoint, no alarm, no actuator. Nothing reads it and nothing acts on it. You would never install an instrument that way on a production line, and yet it's how every customer-feedback product on the market is built.
A company at NPS 30 that closes every loop beats a company at NPS 60 that files the data. Closing inside 48 hours is worth about 12% in retention. The score is the reading — the loop is the machine.
How it works
An order closes, an invoice clears, a quote is lost. We poll NetSuite read-only — nothing is installed in your account.
The ERP knows the account. Your inbox knows the person. We join them, and hold rather than guess when we're unsure.
One ask per person per quarter, whatever they buy. Every rule is simulated against your history before it can be switched on.
The 0–10 scale is in the email body. One tap and they're finished; the comment box is optional and says so.
Scores roll up per account, weighted by revenue. A detractor becomes a task for the rep who owns them, with a deadline.
Closing means writing what you did — not ticking a box. Sixty days later we ask again to see whether it held.
Connectors today: NetSuite for the events, revenue and account owner; Front for identity. A CSV works too.
What's different
Everyone else asks you to upload a CSV or wire up Zapier. The moment that decides whether somebody recommends you is a completed order or a lost quote, and that lives in your system of record. Nothing else reads it.
In distribution the median account is small and one account is often a quarter of revenue. Unweighted scores treat them the same, which produces a number describing nobody. We weight by revenue your ERP already knows.
It goes to the rep who owns the account with what the customer said, why we asked them, and a deadline. It escalates when it ages. It closes only with a written outcome, and we re-ask sixty days later.
Show a salesperson a metric and it becomes "that survey thing from marketing". They see their accounts, what changed, and who to call. The word NPS doesn't appear in their screen or their weekly email.
On the first real account we connected, 97% of orders carried an email address — and 77% of them were the company's own staff. The rest were shared AR inboxes. Thirteen thousand orders resolved to about seven hundred mailboxes.
Build the obvious thing and you email your own accounting department ten thousand times and call it a customer survey. Avota won't use that field, and it tells you why using your numbers, not ours.
Setting up
Help articles are how expertise leaks out of a product. Nobody reads "NPS frequency best practices" — and the person who most needs it is the least likely to.
So on connect, Avota runs a read-only pass over your data and shows you your own situation with the buttons already filled in: how many events you had, how many accounts are reachable, the three triggers we'd recommend, and what each would send per month. Then it shows you the rules it won't let you build, and the figures from your account that explain why.
events across 1,072 accounts last year — computed from your ERP, not a benchmark
the most you could ever ask, so you know adding triggers won't add answers
rules we won't build for you, each with your own numbers attached
Pricing
Response caps are the most-complained-about thing in this category, and they punish exactly the customers getting the most value. They exist because a survey tool has no idea what its customer is worth. We do — we're already computing it to weight your score.
| Plan | Revenue under measurement | Per month | Who it's for |
|---|---|---|---|
| Owner | up to $2M | $49 | A business the owner still runs day to day |
| Operator | up to $15M | $199 | One location, one system of record |
| Multi | up to $75M | $399 | Several locations, or several systems |
| Group | $75M+ | $799 | Multi-entity, multi-subsidiary |
Your data
Delighted shut down on 30 June 2026 and deleted its customers' history. Everyone in this market is nervous for good reason.
So: an Avota account that lapses goes to sleep. We stop asking on your behalf and we stop polling your ERP. Nothing is deleted, and export stays open forever — you paid for that history and a lapsed card doesn't unpay for it. Turn billing back on and it picks up where it left off.
Export is available at any time, on any plan, including while asleep. It's a plain CSV of everything: scores, comments, accounts, loops, outcomes.
Getting started