Meet Sonika
I’m Sonika Mehta, Co-Founder and Product Director of Zonka Feedback. I’ve been in the SaaS and customer experience space for over a decade now—long enough to learn and understand that customer feedback is either a company’s greatest asset or its biggest blind spot. My focus has always been on making feedback actually work for businesses—turning it from a passive data dump into a real growth engine.
At Zonka Feedback, we help businesses listen to their customers (not just collect surveys for the sake of it), understand what they’re really saying (with deep insights, now powered by AI), and act on feedback in real time to improve experiences and drive retention. The best part of this industry? It never stands still—there’s always a new challenge, a fresh perspective, and another way to help businesses up their game.
What inspired you to create Zonka Feedback?
A decade ago, feedback collection was basically stuck in the Stone Age—paper forms, unread Excel sheets, and surveys that never made it past the “collected” stage. Businesses were gathering feedback, but no one was really using it. It felt like shouting into the void.
That’s why we built Zonka Feedback—to take feedback from being a passive exercise to an active business strategy. The goal was (and still is) simple: make it ridiculously easy for businesses to gather insights, analyze them meaningfully, and act on them fast. Today, it’s all about closing the feedback loop—because what’s the point of collecting data if it doesn’t lead to action?
How does Zonka Feedback stand out from other customer feedback platforms?
Zonka Feedback isn’t just another survey tool—it’s a full-fledged feedback execution system. Most platforms stop at collection. We go further. We help businesses:
✅ Gather feedback across channels (email, SMS, WhatsApp, website, in-app—you name it).
✅ Use AI-powered sentiment analysis to actually understand customer emotions.
✅ Automate workflows to ensure feedback turns into action (so it doesn’t just sit in a spreadsheet forever).
In short, we don’t just help you ask for feedback—we help you do something with it. And that’s what makes all the difference.
How customizable are the surveys on Zonka Feedback?
Completely. Think of our surveys like a blank canvas—you can tweak, personalize, and mold them to match your brand and business needs. Want to change colors, fonts, and add your logo? Done. Need to add skip logic, smart branching, or embed surveys in your CRM? Easy.
Whether you’re running an NPS program, a transactional feedback loop, or a deep-dive customer sentiment study, our platform lets you design surveys that actually fit into your workflow—not the other way around.
What role does real-time feedback play in improving customer satisfaction?
It’s the difference between saving a relationship and watching a customer walk away. Imagine getting a frustrated response from a high-value customer—and actually being able to address it before they churn. That’s what real-time feedback does. It gives you a chance to fix issues before they turn into bad reviews or lost business.
With Zonka Feedback, businesses can:
- Get instant alerts for negative feedback
- Automate responses and escalation workflows
- Act on customer insights before it’s too late
It’s not just about collecting feedback; it’s about using it at the right moment to make an impact.
What’s your perspective on the growing adoption of AI in SaaS?
AI is changing the game. It’s not just about automating tasks anymore—it’s about making businesses smarter. AI in feedback means we can now understand customer sentiment at scale, predict churn before it happens, and even categorize feedback automatically.
At Zonka Feedback, AI helps businesses uncover trends they’d otherwise miss, making sure every piece of feedback contributes to product and service improvements. The SaaS world is more competitive than ever, and the companies that use AI to truly understand their customers will be the ones that win.
What advice would you give to new SaaS founders about building a scalable product?
Keep it simple. Solve one problem exceptionally well before adding more features. Scalability isn’t just about tech—it’s about adaptability. Your product should be flexible enough to evolve with customer needs.
And if I can give just one golden rule? Build a strong feedback loop early on. Talk to your customers, analyze their pain points, and iterate based on real insights. A scalable product isn’t one that does everything—it’s one that grows with its users.
How do you see Zonka Feedback contributing to the SaaS ecosystem as a whole?
SaaS companies live and die by customer experience. A churned customer doesn’t just mean lost revenue—it’s a lost learning opportunity. Zonka Feedback helps SaaS businesses listen to users, understand pain points, and act before issues escalate.
We make it easier for SaaS companies to:
- Improve retention with AI-powered sentiment analysis
- Reduce churn by closing the feedback loop
- Enhance product decisions with real, actionable customer insights
In a world where SaaS is crowded, the companies that truly understand their users will thrive. And we’re here to make sure they do.
What metrics do you consider essential for customer satisfaction and retention?
If you’re not tracking these, you’re flying blind:
- NPS (Net Promoter Score): Who loves you, who doesn’t, and why?
- CES (Customer Effort Score): How easy is it to do business with you?
- CSAT (Customer Satisfaction Score): Are customers happy right now?
- Churn Rate: The ultimate SaaS heartbreaker—how many customers are leaving?
- CLV (Customer Lifetime Value): The long-term revenue your customer relationships bring.
Together, these metrics give you a full picture—whether customers love you, where they struggle, and most importantly, what you need to fix.
Did you enjoy our interview? Do you have anything to say to our community?
Absolutely—this was a blast! To the SaaSPirates community: keep building, keep iterating, and keep listening to your customers. The best SaaS products aren’t built in a vacuum—they’re shaped by the people who use them. Stay obsessed with your users, and you’ll never go wrong.
And hey, if you ever feel like you’re drowning in feedback but not sure what to do with it—well, you know where to find us. 🚀
