Recently a client of ours asked for help to improve their process for obtaining customer feedback. With a tool already in mind for gathering the feedback called Delighted, we helped to implement it, deliver it on time and improve their customer satisfaction process.
Step 1 – Choose the right survey type
Firstly, understand the customer’s experience, i.e. what are you trying to measure and what stage is the customer at in their journey. This will help determine the best survey type to use. Most people have heard of NPS, but there are other alternative survey types available. For example:
- NPS (Net Promoter Score) – is used as an indicator for future action and brand loyalty. It measures the perception of your brand in terms of promoters and detractors.
- CSAT (Customer Satisfaction Score) – measures customer satisfaction and areas for improvement. It looks at past experience at a specific point in time.
- CES (Customer Effort Score) – measures the effectiveness of your customer support and how likely the customer is to use your product or service again.
- 5 Star – gather ratings from customer experience. How the customer rates the service you provided in a simple, standard and familiar way.
Once the survey type is determined, agree on what the key question should be to help ascertain the most from the customer’s experience.
Step 2 – Set up a new workflow rule in Salesforce
We set up a new workflow rule in Salesforce that was triggered based on a date field being populated. This was used so the client knew who to issue the survey to.
The survey was sent out in an email, which allowed mapping of the contact record to the survey results. The contact record was populated with the score given by the customer, as well as any comments. And all the information was on one record in Salesforce!
Step 3 – Most importantly, take action!!
Lastly, we created a regular report in Salesforce that allowed our client to see which customers had responded to the survey. From this, they could see their comments and rating.
Having the feedback from specific customers allowed the client to quickly contact customers to resolve any issues. As well as identify pain points in their journey to improve it for all customers.
If this is something you are interested in doing, please get in touch.
