We’ve all heard it before. It’s more profitable to retain an existing customer than to find a new customer. What’s the one thing that the greatest companies have in common? Their customers love them! Forrester has said we are now in the “Age of the Customer.” Today’s consumers have more options than ever so we need to know how they feel about us and build a relationship with them. This is not always an easy task. This is where Email Triggers come in.
Email Triggers
Email Triggers allow you to automatically send and receive information immediately after a respondent has completed a survey. Doing this allows you to take action on time sensitive information important for customer recovery efforts.
An effective Email Trigger makes it possible to know the instant one of your customers gives you critical feedback. This is important because customer feedback is useless if you never act on it. One of the worst things you can do when asking for feedback through a customer satisfaction survey is do nothing. Listen to your customers, they want to be heard.
Two Examples
Imagine that you own a restaurant and you ask your customers the following: “Overall, how satisfied were you with your dining experience?”
Perhaps you’d like to notify the restaurant manager when customers are dissatisfied. The manager can then reach out directly to remedy the situation. Setting up an email trigger will do the trick! You’ll want to make sure to set up a condition so that the restaurant manager only gets an email when a customer has a complaint.
Another common example. Say you want to send a customized email to all customers who give you a zero through six on an NPS scale. Because these are potentially at risk customers, acknowledging their feelings is one of the best first steps to changing the way they feel about you. By using Piped Text within the Email Trigger, you can send a personalized email to all who respond in a particular way.
We’ve seen many of our clients use this to start meaningful interactions with both their happiest and most critical customers. Imagine for a second that you gave thoughtful, but critical feedback to a restaurant where you frequently eat. When you don’t hear anything back about that response and never see any improvement, how likely are you to give them feedback in the future? Now imagine that you gave them that same thoughtful, critical feedback and they sent an email an hour later apologizing that you weren’t 100% satisfied and thanking you for the feedback. And then the restaurant manager called you later that day to briefly discuss your problem. That’s powerful and is what separates good service from world-class service. We have opportunities every day to turn Detractors and Passives into Promoters.
Customers are Your Business
Keeping customers happy isn’t always easy. Sometimes demands may seem unreasonable and complaints may seem unmanageable. Employing the right tools gives you a competitive advantage in the market and makes delivering meaningful customer interactions easier. Treat your customers like your business depends on them because at the end of the day it does.
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