Every company strives for customer service excellence. However, they’re not always able to successfully monitor and maintain the process effectively. Occasionally, problems slip through the cracks and management often only becomes aware of the magnitude of the issue when it’s too late.
In the pursuit of exceptional service (and simplifying the process of completing cumbersome customer service surveys), we created the “Rate our Service in 1-click” banner campaign. As the name indicates, you can rate the service you received in one convenient click. Not only do we highly recommend this campaign to all our clients, we’ve also been implementing it ourselves for as long as we can remember.
To keep things simple, we opted for three different rating options in our version of the “Rate our Service in 1-click” banner. The banner is assigned to each and every staff member across all departments on rotation, meaning that this is not the only banner running but rotates with all other banners assigned to that department.
The moment a recipient interacts with the banner, whether they clicked on Not so good, so-so or fabulous, the line manager (of the email sender) is immediately notified via a click confirmation email in real time.
Amongst other things, the click confirmation provides valuable insights such as:
- Sender of the email
- Receiver of the email
- Date email was sent
- Recipient’s rating
A procedure is in place where the Operations Director makes immediate contact with the client if the rating is anything less than Fabulous. This way he can immediately determine the extent of the problem, apologise for any inconvenience and determine what steps need to be taken to rectify it.
At times, clients wish to elaborate on the service they received. Therefore, as an added extra, the client is redirected to a short online survey when they click on the desired rating. Regardless of whether the form is completed or not, the line manager will still receive a click confirmation email.
It’s easy to place the focus on the negative and ignoring the positive feedback. So, remember to always praise staff that receive great ratings and are really excelling!
For the purpose of this case study, we used stats based on this banner for the first half of 2019.
As it turns out, after all these years, the “Rate our Service in 1-click” banner still remains one of our most engaging banners. A total of 12,088 branded emails were sent using this banner and it received a 19.1% click through rate.
13 people opted to leave additional comments, commending staff on their excellent service after giving them a Fabulous rating. Not only were we able to give praise to those employees but (with the permission of our clients of course) we used their positive feedback as testimonials on our social media platforms.
It’s worth mentioning that not a single additional comment was left during this period of time, on any form, other than Fabulous.
To err, is human. But in the end, your attitude towards any problem and the actions you take to rectify it, plays an immense role in customer service.
“The ‘Rate our Service in 1-click’ banner never seems to fail. Over the years it has helped us successfully monitor, maintain and improve our customer service. It’s convenient for the client, and it’s invaluable to us.”
Leonie van Aswegen
Marketing Co-ordinator SA