Today is all about automating your feedback loops to increase customer satisfaction, improve the speed/efficiency of bug fixes, and reduce churn.

My guest today is Baptiste, the founder of Feedier.com.

Baptiste, why don’t you tell us what Feedier is exactly?

Yes of course. And thank you for setting this up Alex. I think everyone will find a lot of value in what we’re about to show them.

Feedier is a feedback application focusing on gamification of the user experience in order to gain more actionable feedback results.

It’s great to have you and I am really enjoying my initial experience with Feedier. It’s a gorgeous product.

The situation

Let’s start today’s discussion by presenting a few situations most of you should be familiar with. Let’s say you are trying to solve for any of the following:  

  1. Improving user experience by testing new site design, onboarding funnels, web app dashboards…
  2. Gaining feedback on a specific piece of content you are sending traffic to – this could be a new ebook, video, white paper your team put a ton of time into so the feedback is important.  
  3. Reducing churn in your product, or increasing conversions from free to paid accounts.  
  4. Finding and fixing issues as soon as they happen.

In each of these situations, on-page analytics for time on page, heat maps, and fall-off percentages at each stage in your funnel, although important, do not provide the full picture from the customers’ perspective.

The automation we are about to discuss will.

Now Baptiste, tell our listeners how to set up this automation:

Here’s how to set it up

Yes Alex, and like you said, we need to get the customers’ feedback in order to really tackle UX, churn and issues in the funnel. So, in this automation, our product Feedier is used on top of Slack in conjunction with zapier and possibly Asana to solve for the needs you mentioned earlier.

The Marketing Automation (5)

Here is how to set it up:

Step 1 – Setup the widget.

Link:  Feedier.com

https://help.feedier.com/getting-started/share-my-carrier/how-to-integrate-my-carrier

Add .js snippet > setup the survey >> customize widget.

Step 2 – Connect zapier and install native Slack app:

Link: https://help.feedier.com/api-and-integrations/does-feedier-offer-integration-with-3rd-party-apps

https://slack.com/apps/A8P7FH6LR-feedie

Intercom is coming soon.

> Tag them based on satisfaction.

Step 3: Setup your first survey

Watch the demo video

Use case – testing out a new checkout funnel

Alright, so now that we’re setup, let’s discuss a quick scenario we recommend using this automation in –

I have designed and deployed a new pricing page or a new checkout funnel for an ecommerce site. I can see conversion drop off at each step in the funnel via my site analytics (GA or otherwise). But, why are users more or less interested in this new pricing/checkout funnel? Well, you can find out by running a survey.

Then, the next step is to automated the actions for your team post-survey to ensure you are making the most out of this new data.

Baptiste, please tell us what we are going to set up:

What you’re going to setup are two surveys for this funnel:

  1. Survey #1 is deployed if/when they spent too much time on the page (say checkout page). This requires a bit of .js, here is the documentation:
    1. The reason we deploy this survey, after say 15 seconds on any particular page without typing going on, is because we are fairly sure they are having issues or doubts around the product.
    2. To create the 15 second delay, you will need to add some javascript – simply follow the show or hide instructions in the docs:
    3. https://help.feedier.com/getting-started/share-my-carrier/how-to-integrate-my-carrier
  2. Survey #2 is deployed post-checkout and includes an offer.
    1. We include an offer because this survey is not meant to help them (like the former), but it’s meant to help us with product changes and improvements. So, we offer them an extra month of service, a discount code for their next purchase, a small amount of money back on the current purchase…
    2. No javascript necessary

Ok, now let’s explain what happens when either survey is filled out:

  1. When they fill out survey #1… since this is deployed during the funnel, AFTER 15 seconds of non-activity on any page, we assume they are experiencing issues. So, Baptiste, what do we do with the results from survey #1 in this example:
    1. At the end of the survey, we publish a phone number to call customer success department.
    2. A notification pushes to Slack as soon as anyone fills out this survey.
    3. That notification includes a link to the survey results.
    4. Everyone involved in CS is on this channel and receives an alert.
    5. Tags are added to their profile in CRM for “Negative Survey” or “Positive Survey” based on the qualitative questions in the survey.
      1. Text analysis feature coming soon…

IF positive: tag added into the CRM (“Positive Survey”), then they are pushed to a thank you page where there would be an option to add their experience to your review platform (i.e. Trust Pilot, App Store, Capterra…), and a social share option.

IF negative: tag added to the CRM (“negative review”) + CS team is notified via Slack and email > followed-up by an email to the customer asking for their phone number → then call from CS when they reply to gain a better understanding of what happened.

  • Time of survey + browser info + location are pushed (via zapier) to an Asana list so the engineering team can investigate.
  • When a conversation happens, CS updates their profile and adds a task to the correct list in Asana.

 

  • Ok great, so we have actions on survey #1. What if they skip survey #1 (do not experience any issues in the funnel), but they do fill out survey #2…
    Remember, since this survey happens only AFTER they have completed the checkout, we do NOT assume their experience was good or bad. Also, we need to incentivize them to leave a survey since they have no other reason to hang around.
    How is survey #2 setup Baptiste:

 

    1. They are introduced to the survey via an introduction page with the offer of a free ___ (discount code, rebate, free month…), and any additional information (how long it takes, why they are collecting feedback, etc.)
    2. A notification pushes to Slack as soon as anyone fills out this survey.
    3. That notification includes a link to the survey results.
    4. Everyone involved in CS is on this channel and receives an alert.

IF positive: Tag added into the CRM (“Positive Survey”), then they are pushed to a thank you page where there would be an option to add their experience to your review platform (i.e. Trust Pilot, App Store, Capterra…), and a social share option.

IF negative: tag added to the CRM (“negative review”) + CS team is notified via Slack and email > followed-up by an email to the customer asking for their phone number → then call from CS when they reply to gain a better understanding of what happened.

  • Time of survey + browser info + location are pushed (via zapier) to an Asana list so the engineering team can investigate.
  • When a conversation happens, CS updates their profile and adds a task to the correct list in Asana.
  • The anti-churn sequence starts from your CRM – now that they have the tag, you can add them to an automation in your CRM which helps them get better at using the software as well as forms a tighter bond between them and their CS rep.

Alex’s note: Check out CRM’s with built-in automations and the ability to programatically add tags from third party tools. Some of my favorites are Agile CRM, Active Campaign, Sales Seek…

Zapier – https://www.youtube.com/watch?v=97N4bKJ3SAo

The results from the feedback loop above

After running this, you can expect to gain;

  1. A very clear and organized system to increase response rates on poor satisfaction to reduce poor reviews or churn in the checkout funnel.
  2. An automated way to send highly-satisfied individuals to your Trust Pilot, iTunes profile, Capterra review page… in order to receive a positive rating and more social proof for your brand.
  3. More customer trust, less churn etc…

If you would like this feedback loop, head to Feedier.com or contact the team at Automated.af to set this up for you.

Baptiste, thank you for being a part of this and sharing this valuable automation.

Tell everyone how to get in touch with you:

LinkedIn : https://www.linkedin.com/in/bdebever/

Email: contact@feedier.com and we have a very active Intercom Widget on Feedier.com ?

Listen to the episode: