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Customer feedback webhook trigger

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

If you don’t have a direct integration with your marketing automation tool and your customer order management system, consider using webhooks to make the connection between the two.

Best for: Users that have a customer order system that can trigger webhooks once an order is fulfilled.

Advantages:

  • Doesn’t require coding for setup.
  • Usually included in price of software.

Disadvantages:

  • You need a little time to understand how webhooks pass data.
  • Might not be available in your software tools.

Requirements to make webhooks work

In order for webhooks to work, you’ll need to the following requirements:

  • Customer order management tool and your marketing automation tool need to have webhook capability.
  • Customer order management tool will need a way to set a rule to trigger your webhook at the end of customer transaction.
  • Customer order management tool need to dynamically pass in customer data via variables.

How webhooks work

You can think of a webhook as a way to pass customer data through a link to another software tool.

Webhooks differ from API’s because they are one-way channels.

graph LR
  A[fa:fa-bolt Webhook] --> |fa:fa-link pass data within link| B[fa:fa-database Endpoint]
  style A stroke:#52CBD1,stroke-width:4px
  style B stroke:#FDB855,stroke-width:4px

In other words, you can only push or post data to an endpoint and you can’t pull or get data like you can with an API.

Webhook url structure

Url Query Parameter Structure

  • ?: Start url query parameters
  • key: You can think of this as a variable you’re passing information to
  • =: How you set your key equal to your value
  • value: The value you’re setting your key to
  • &: How you add additional key value pairs (aka url query parameters)

Webhook url keys

You’ll want to include the following customer data to send your customer feedback request and personalize it to get a higher response rate.

Here is a short list of keys you will want to include:

  • email: For requesting feedback via email
  • phone: For requesting feedback via text SMS
  • name: For personalization
  • product: For personalization
  • tag: This is your trigger

Webhook url example with static values

1
https://url.com?name=Bob&phone=555-555-5555&email=bob@email.com&product=airpods&tag=trigger

Webhook url values

You’ll need to be able to pass dynamic variables as your values inside of your webhook keys in order to automate your customer feedback process.

For example, instead of manually inserting each name of your customers (which would take forever), you would insert whatever variable your customer order management system uses.

  • [[ first_name ]]

Webhook url example with dynamic values

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https://url.com?name=[[ first_name ]]&phone=[[ phone ]]&email=[[ email ]]&product=[[ product ]]&tag=trigger

Please note, your tag key will likely stay static if you’re using one way of triggering your customer feedback automation.

Also, the structure of your dynamic variables will vary depending on what your customer order management system uses.

For example, curly braces are quite common.

Mapping values to your marketing automation tool

Once you successfully pass data with a webhook from your order management system to your marketing automation tool, you’ll need to map the data to specific contact fields.

This is a one-time directive so you’re piping the data in the right place.

This post is licensed under CC BY 4.0 by the author.