Our rule is simple, customers are king!
Our belief is, that if you don’t care about your customers’ satisfaction, then don’t expect them to care about your services (or products). And while your customers won’t love you if you give bad service, your competitors absolutely will.
Because some of the stats about customer service are staggering…
• 84% of customers report that their expectations had not been exceeded in their last interaction with customer service [source: Harvard Business Review]
• 82% of customers have ceased business with a company because of a poor customer experience [source: Zendesk]
• 75% of customers believe it takes too long to reach a live agent [source: Help Scout]
• It is anywhere from 5 to 25 times more expensive to acquire a new customer than it is to keep a current one [source: Help Scout]
If you were blissfully unaware of the facts above, then the sooner you can digest these, the better off your business will be! That being said, whenever I’m asked the question; “Have you got time for a short customer satisfaction survey?”
“No” – is my usual go-to answer, unless of course, I’ve got a real complaint to make!
I just don’t have the time to fill out a lengthy customer survey – do you?
Customer surveys never tend to be short enough in my opinion. And, when I do complain within a survey, the chances are it won’t get acted upon anyway. Maybe it’s just me but that’s how I sometimes feel as a customer and it certainly doesn’t help in turning me into a fan…
But as a business CEO looking towards our customers, rest assured – it’s a very different story…
• I always need to know how our customers are feeling – always!
• Are they happy with their customer experience?
• How satisfied are they with our products and customer service?
• How would they rate their most recent interaction with us?
• Would they recommend us?
It may come as no surprise (therefore) that customer satisfaction is a, if not the, key performance indicator for nearly every business out there. After all, your business success and brand reputation depends on the happiness of your customers. But do you really think they’ve got the time to talk through a lengthy telephone survey with you? Or fill in a 10+ question feedback form? Is it any wonder that you hear from those same customers with the same complaints over and over again?
I’m here to tell you that if you can empathise with what I’ve written above, the answer to your issue can be located in your business email, inside the email signature itself.
Correct, the answer to customer satisfaction is right in front of you – all day, every day. Your most used business communication channel – your everyday employee email – can be that vital touch-point at the heart of a customer service campaign. BUT – how do you monitor customer satisfaction given the sheer numbers involved in email?
Remember timing is everything, over the period of a year, your average employee or team member stands to send on average around 10,000 emails! That’s a major potential risk to your brand’s reputational value, but also, a massive opportunity to measure customer satisfaction not to mention engagement potential.
Remember, Rocketseed is not just an email signature software solution, but more-over, it is an enablement tool for garnering vital customer data for businesses worldwide.
That’s why were delighted to be recognised by Customer Thermometer as the go to partner for the enablement of their powerful one click surveys within the signature of an email. From Rocketseed’s perspective, not only did we see an opportunity to team up with one of the best companies for customer surveys in the marketplace, but also a business completely aligned in customer experience.
The synergy between the two companies was natural and fits strategically with the direction our email signature software solution for the future – being the ‘go to’ for many other different customer satisfaction measurement tools, with minimum effort or cost but maximum impact.
To highlight the power and the best ways to enable email signature survey success, the incredible teams from the partnership have come up with these 7 simple to follow tips…
1. Protect customer experience and create a signature survey that’s completely on-brand
Email branding is our favourite subject (just ask our customers!) – not just the design, but the direct engagement it can drive and the data it can deliver. It can sound scary, but with every employee email your brand reputation is potentially at stake. Interactive email signatures and banner campaigns can promote your brand, a legal disclaimer can help protect your brand, but it’s only a survey that can gauge how recipients really feel about your brand.
In fact, just having a survey on your signature is a visible demonstration of, and commitment to customer experience. And it’s essential that your email signature survey is designed completely on-brand. Ask your survey question in your brand language and tone of voice. Are you serious and straightforward or creative and casual?
And what customer satisfaction rating scale sums up your brand? If you’re hitting the heights are you a shiny 5-stars, a very smiley smiley, a green ‘go’ traffic light or a big heart-felt heart?
With email signature surveys, the customisation possibilities are endless (and with the Rocketseed interface you can centrally make updates whenever you wish). Just make sure your questions and icons are talking your brand language and you’ll get more response.
2. Keep your survey quick & simple
We know customer survey’s need to be quick and simple. And your customers feel the same.
You don’t want your customer survey to be a chore. As Customer Thermometer say, you want “email surveys customers love” that will “make recipients smile, not groan”. So, what makes your customers as smiley as the smileys on your survey scale?
Keeping it simple.
And it doesn’t get more simple than a 1-click survey. Not even your shortest attention span customer can get “survey fatigue” from a single-click!
With no links to follow or extra emails, capturing customer satisfaction data becomes a seamless part of the customer survey, all jammed into the most incredible dash you’d ever need. And just as time is important to your customers, you can create a customer satisfaction survey for your email signature in seconds, and automate all updates using the Rocketseed interface, keeping your surveys current and saving you time.
3. Always achieve great response rates
This is always the big question – “What response rates can I expect”. Every business wants more feedback and everything about a 1-click email signature survey is geared to generating great response rates (that beat industry averages hands-down). Of course, every individual survey situation is unique – from the format of the survey itself, to when it’s viewed, to whether the recipient is suffering from ‘survey fatigue’!
Long-format surveys can struggle to achieve any response and tend to attract the negative comments of angry complainers. But the simplicity and speed of a 1-click email signature survey shows that you appreciate how valuable your respondents’ time is and, no surprise, the response rates are extraordinarily high, with positive responders (not just complainers!), happy to take a second (literally) to click your survey.
According to Customer Thermometer, across different sectors 1-click surveys can achieve over 50% response rates and even as high as 80% – with a high proportion of respondents also leaving comments.
4. Data is everything
One of the key reasons our CEO was eager for Rocketseed to partner with Customer Thermometer was that the click on the customer survey was just the start. Every click is tracked in real-time because each response is registered directly in the email.
And whilst Customer Thermometer’s analytics dashboard lets you see responses and comments by team, region, agent (and many more criteria) – as well as measuring brand advocacy through your Net Promoter Score – Rocketseed takes the data to another level by enabling you to see identifiable individual recipient feedback straight into Sales Force.
As for who in your business is performing best, you can see that easily on Leaderboard reports, and reward them accordingly!
5. Always be on alert and ready to act
Customer satisfaction survey feedback needs to be actionable. If something’s not right, you want to act.
You need to deal with any complaints or negative feedback before they escalate, meaning that you can turn-around any negative customer experience and make 1-click surveys an essential tool within your customer retention strategy.
In fact, if you receive a customer complaint, you’ll be instantly alerted, giving you the opportunity to experience the classic customer service recovery paradox for yourself – your customer will think more highly of your brand because of your great customer service than if their original customer experience had been fine all along!
6. Use your most cost-effective customer service channel
Don’t worry, we aren’t going to start talking price.
We’re just saying that with 1-click customer satisfaction surveys in your everyday employee email signatures, you’re achieving great response rates, gathering valuable data and keeping your customers (by keeping them happy) through a channel your staff are using all day, every day anyway.
That’s got to be crazily cost-effective!
7. Take complete control
Like all elements of your email signature, you need to be in central control of your surveys.
Otherwise, mischievous individual senders (your business may have some ‘usual suspects’) get ‘creative’ and, before you know it, they’re sending out some very strange survey questions with a rating of very ‘off-brand’ emojis (to put it mildly).
By embedding your customer satisfaction survey in a Rocketseed signature, you’re in complete control.
What does this mean in practice? It means your signatures and surveys are set up and managed centrally. There’s no need to instruct people to manually implement HTML per device or signature. And because all email signatures and surveys are stamped onto the email when they pass through the sending server, they are all tamper-proof.
So with tamper-proof signatures, surveys and feedback you can trust your customer satisfaction ratings completely.
Who really needs it?
Of course, not every email that your business sends has to feature a survey.
And just like email signatures, banner campaigns and disclaimers, your customer satisfaction surveys don’t need to be the same for every sender (although they do all need to be on-brand!). With Rocketseed’s advanced sender segmentation rules you can centrally assign surveys to specific individuals or sender groups. After all, different departments deal with different audiences and need feedback on a range of different issues.
So whether you run an email signature survey for your customer service desk, handling enquiries, returns and complaints or want feedback for your more internal-facing functions such as HR, facilities management or internal IT support, there’s a 1-click email survey solution that’s right for you. Which highlights the fact that…
Satisfaction surveys aren’t just for customers!
Think of all the emails you and your team send to other stakeholders – partners, suppliers, investors, agencies and, of course, each other.
With Rocketseed it’s easy to run specific, targeted 1-click surveys for each of these audiences. Embedding a 1-click customer satisfaction survey in the signature on every email your business sends is the most cost-effective, on-brand way to learn what your customers really think about your business, products, customer service levels and more.
Simple, on-brand and immediately engaging – a customer survey in your email signature delivers better response rates, high-quality relevant data and business insights you can act on. And we practice what we preach. You’ll find a 1-click customer survey (in our brand colours of course!) in use across Rocketseed.
With Rocketseed’s email signature control and compliance and Customer Thermometer’s specialist email survey software, you’ve got the perfect partnership to give you the insights to keep your customers happy.
To find out more about including 1-click Customer Thermometer customer satisfaction surveys in Rocketseed email signatures…