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Automate your customer feedback process with Encharge

You need a process you can depend on to collect customer feedback to save you time and focus on what you do best: deliver delightful customer experiences.

I’d like to share with you a practical, 6-step automated process to collect customer feedback.

If you’re not sure why you should collect customer feedback then have a look at my article, Why customer feedback matters.

1.0 Customer feedback event triggers

When you are done fulfilling your product/service to your customer, it’s time to trigger an action to ask for your customer’s feedback.

This is usually done about 24 hours after the customer transaction has been completed.

You want to make sure the transaction is complete (ex: deposit has been refunded).

This step is largely dependent on what kind of software tools you have in place to manage your customer orders.

That’s why I put together this article to help you with this step, 6 use cases to set up customer feedback event triggers.

graph TB
    subgraph Step 1.0 Customer 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

2.0 Asking for customer feedback via email

Pick the right customer feedback channels that make sense for communicating with your customers and ask like you would in real life.

graph TB
    subgraph 1.0 Order Complete
    A((fa:fa-hourglass-half Wait 1 Day))
    style A stroke:#FDB855,stroke-width:4px
    end
    subgraph 2.0 Asking for Customer Feedback
    A -.-> C(fa:fa-envelope Send Email - A) 
    style C stroke:#77D152,stroke-width:4px
    C --> |On Delivered| D((fa:fa-hourglass-half Wait 3 days))
    style D stroke:#FDB855,stroke-width:4px
    D --> E[/fa:fa-envelope Check Email Activity - A/]
    style E stroke:#A37A42,stroke-width:4px
    E --> F(fa:fa-envelope Send Email - B)
    style F stroke:#77D152,stroke-width:4px 
    E --> G(fa:fa-envelope Send Email - C)
    style G stroke:#77D152,stroke-width:4px 
    F --> |Not Opened| H((fa:fa-hourglass-half Wait 3 days))
    G --> |Opened, Not Clicked| H
    style H stroke:#FDB855,stroke-width:4px
    H --> I[/fa:fa-envelope Check Email Activity - B/]
    style I stroke:#A37A42,stroke-width:4px
    H --> J[/fa:fa-envelope Check Email Activity - C/]
    style J stroke:#A37A42,stroke-width:4px
    I --> |Not Clicked| K(fa:fa-bolt Send Webhook)
    style K stroke:#333333,stroke-width:4px
    J --> |Not Clicked| K
   end

3.0 Customer feedback survey

graph TB
    subgraph 3.0 Survey
    E --> H[Start Survey]
    H --> I[Q1]
    I --> |Happy| J[Q2]
    J --> K[Q3]
    K --> M
    I --> |Unhappy| L[Q4]
    L --> M[End Survey]
    end

4.0 Segment customer feedback

graph TB
    subgraph 4.0 Segment
    M --> N{Happy/Unhappy}
    N --> O[fa:fa-smile Happy]
    N --> P[fa:fa-frown Unhappy]
    end

5.0 Turn customer feedback into reviews

graph TB
    subgraph 5.0 Review
    Q[Ask for review via Email/SMS] --> R{Clicked to Review?}
    O --> Q
    R --> S[Yes]
    R --> T[No]
    T --> U[Send Follow-up]
    U -.-> |Max 1| R
    S --> V{Left Review?}
    V --> W[Yes]
    V --> X[No]
    X --> Z[Send Follow-up]
    Z -.-> |Max 1| V
    end

5.1 Multiply your happy customers with lookalike audiences

graph TB
    subgraph 5.1 Marketing
    AB[Add to Audience]
    end

5.2 De-escalate negative customer feedback

graph TB
    subgraph 5.2 De-escalate
    P --> AA[Alert team]
    end

6.0 Apply CRM tags to your customers

graph TB
    subgraph 6.0 CRM 
    W --> Y[Tag 'review_platform']
    O --> AC[Tag 'happy']
    P --> AD[Tag 'unhappy']
    end

End-to-End Customer Feedback Process

graph TB
    subgraph 1.0 Customer Transaction Complete
    A[Customer] --> B[Send Email/SMS]
    end
    subgraph 2.0 Ask
    B --> C 
    C[Ask for feedback via Email/SMS] --> D{Clicked to Survey?}
    D --> E[Yes]
    D --> F[No]
    F --> G[Send Follow-up]
    G -.-> |Max 1| D
    click E "http://www.github.com" _blank
    end
    subgraph 2.0 Survey
    E --> H[Start Survey]
    H --> I[Q1]
    I --> |Happy| J[Q2]
    J --> K[Q3]
    K --> M
    I --> |Unhappy| L[Q4]
    L --> M[End Survey]
    end
    subgraph 5.0 Segment
    M --> N{Happy/Unhappy}
    N --> O[fa:fa-smile Happy]
    N --> P[fa:fa-frown Unhappy]
    end
    subgraph 5.0 Review
    Q[Ask for review via Email/SMS] --> R{Clicked to Review?}
    O --> Q
    R --> S[Yes]
    R --> T[No]
    T --> U[Send Follow-up]
    U -.-> |Max 1| R
    S --> V{Left Review?}
    V --> W[Yes]
    V --> X[No]
    X --> Z[Send Follow-up]
    Z -.-> |Max 1| V
    end
    subgraph 6.0 CRM 
    W --> Y[Tag 'review_platform']
    O --> AC[Tag 'happy']
    P --> AD[Tag 'unhappy']
    end
    subgraph 5.1 Marketing
    O --> AB[Add to Audience]
    end
    subgraph 5.2 De-escalate
    P --> AA[Alert team]
    end

Key Takeaways

  • If you don’t have a process, you can’t measure and anlyayze accurately. If you can’t measure and analyze, you can’t improve.
  • Use software to automate as much of the work as possible without compromising on quality.
  • Leveraging customer feedback is the most cost effective way to generate new business.
This post is licensed under CC BY 4.0 by the author.