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6 use cases to set up customer feedback event triggers

Once you have determined that automating your customer feedback process makes sense for your business, it’s time to start putting the pieces together.

Setting up a customer feedback event listener and trigger is the first step of automating your customer feedback process.

graph TB
    subgraph 1.0 Order Complete
    A[fa:fa-tag Trigger when tag is added] --> B((fa:fa-hourglass-half Wait 1 Day))
    style A stroke:#52CBD1,stroke-width:4px
    style B stroke:#FDB855,stroke-width:4px
    end

What’s a customer feedback event trigger?

The “event” you are listening for is when your customer product/service is fulfilled.

Once this event is completed you want to “trigger” the next process of your customer feedback process: ask your customer for their feedback.

“Events” and “triggers” are basic components you will need in your customer process.

The problem is, there are many ways to set up this process and largely depends and what kind of software tools you’re using to manage your customer orders and to automate your marketing.

I’ll cover 6 common use cases on how you can setup a customer feedback event and trigger starting the best case scenario.

1. Native integration (best scenario)

Best case scenario, you have software to manage your customer orders and it integrates directly with your marketing automation software – 🎉.

Best for:

  • Users that have a customer order system that integrates with their marketing automation tool.

Advantages:

  • This can be setup with a few clicks.
  • No additional cost as it’s already included in price of your software tools.

Disadvantages:

  • None 🎉

2. Webhooks (a bit better scenario)

The next best thing are webhooks.

I created a seperate post to explain how you can use webhooks to trigger your automated customer feedback process and how they work.

3. Zapier + compatible apps (okay scenario)

Zapier is a fantastic tool to glue different software platforms together and pass data via API.

The process is straight forward to setup.

If you would like me to create a video on this section, please submit your feedback at the bottom of this post.

Best for: Users that have a customer order system and marketing automation tool that is compatible with Zapier.

Advantages:

  • Zapier integrates with tons of apps.
  • Zapier also offers integration with webhooks.
  • Freemium plan (but comes with limitations, I’ll explain below).

Disadvantages:

  • Zapier offers a freemium service but is limited in usage and doesn’t work with premium apps (ex: Zapier Webhooks).
  • You’ll need to pay to get the full value of the service.

4. Zapier + email parser (a bit worse scenario)

Zapier also offers an email parser, but there are also other options available like parsio.io.

Best for: Users that have a customer order system that can trigger emails once an order is fulfilled and have a marketing automation tool that connects with Zapier.

Advantages:

  • Email parsers usually connect to other services like Google Sheets.

Disadvantages:

  • You’ll need a way in your customer order system to trigger an email.
  • You’ll face the same Zapier usage limitations as stated in the third scenario above.
  • Sometimes the email parser needs to “learn” how to parse and accurately parse your the contents of your email.

5. Zapier + Google Sheets (more worse scenario)

Let’s say you don’t have a customer order system, but you still want to automate your customer feedback process.

What you’ll need to do in this case is manually enter your customer data into Google Sheets.

From Google Sheets, you can connect to Zapier and set a rule to send your customer data to your marketing automation tool.

Best for: Users that don’t have a customer order system, but have a marketing automation tool that connects with Zapier.

Advantages:

  • Google Sheets is free

Disadvantages:

  • Will require more time and resources to pass customer data to Google Sheets.
  • There’s opportunity for user error when manually entering customer data to Google Sheets.

6. Manually trigger a webhook + Google Sheets (worst scenario)

Let’s say you don’t have a customer order system, but you still want to automate your customer feedback process without using a tool like Zapier.

You’re in luck.

You’ll still need to manually enter your customer data into Google Sheets like in the previous use case, but it will be a good way to have a history of contacts that you have entered into your customer feedback process.

In Google Sheets, you will put togehter your webhook url and then you will fire it manually.

Best for: Users that don’t have a customer order system, but have a marketing automation tool.

Advantages:

  • Google Sheets is free
  • You don’t need a tool like Zapier

Disadvantages:

  • Will require more time and resources to pass customer data to Google Sheets.
  • There’s opportunity for user error when manually entering customer data to Google Sheets.
This post is licensed under CC BY 4.0 by the author.