Email triggers highlight two key aspects of enterprise feedback management: 1) transforming surveys from projects and integrating them into processes and 2) distributing survey data to employees.  Typically, a web survey of customers is set up with triggers or alerts that are fired off to staff each time a respondent gives a low rating to customer satisfaction or loyalty questions.

 

For instance, through an automated process, each call to a contact center generates a follow-up email survey within 24 hours of the issue being marked as resolved.  This survey is short and—behind the scenes, thanks to CRM integration—includes data about the transaction being rated.  If the customer rates the service poorly on one of several key measures, an email is triggered: this notification of a poor rating is sent to a contact center manager, and includes within it the customer’s answers to the survey as well as data about the customer, product line and call-center transaction.

 

 

 

By receiving this notification moments after the customer has completed the survey, the manager is able to begin customer recovery with a call or email.  The actual manager notified might vary depending on other fields contained within the survey, such as location of the contact center or location of the customer.

 

Of course, the survey response is compiled and aggregated for reporting purposes, as with a traditional survey.  However, thanks to the user of email triggers, measuring satisfaction has been transformed into intervening to improve that satisfaction.

 

See also: Survey Alerts (Trigger Emails) Improve Satisfaction