With the recent launch of Fortapay, (our Infusionsoft invoicing and account management platform,) we wanted to automatically check in with our customers every so often to see how happy they are with their Fortapay app. We decided to keep things simple and use a customer experience metric called the Net Promoter Score® (NPS).
We wanted to make it easy for our customers to send us feedback. Like one-click type easy. The one metric measured in the NPS method is “On a scale of zero to 10, how likely are you to refer us to a friend?” With only one simple question, there is only one simple response; couldn’t get any simpler for gauging our customer experience.
After a bit of brainstorming, we decided that we wanted to have the survey in the email, where the customer could glance at the survey, click a choice and be done. Unfortunately, embedding forms in an email is a big no-no, since it isn’t widely supported and many email clients/providers block any emails with embedded forms.
We also didn’t want to have our customers click a link in the email and then send them to a webpage to complete the survey. You see, in the customer’s mind, they have no idea how long or involved the survey might be and deleting our survey request is easier than figuring out how much time it would take to complete the survey.
But when the survey is staring them right in their face, and its only one question, it’s hard to resist! Anything we can do to streamline our customers’ ability to provide feedback is a good thing.
So we ended up with this email below. The survey is contained within the email, and is created using columns and rows. No ISP block. And only one question that begs to be answered.
We decided to track everything in Infusionsoft. We set up a “looping” sequence in the campaign builder so our customer would get the NPS survey a couple times per year. We set up a custom field to store the latest response (value from 0 to 10) so we could aggregate scores to figure out our NPS.
We also apply a note template to log each time the customer responds. If our customer gives us a bad score, we automatically create a task for one of our staff to follow up and see how we can improve that person’s experience with our company/application. Here’s the gist of the campaign:
Knowing how our customers perceive us gives us a chance to sleep well at night– or at least do something about it if the results are dismal. We certainly think Fortapay’s a cool app, but knowing what others think proves to be a more valuable metric to know.
This article is provided by Fuseomatic, LLC. (c) 2014. For more information, visit www.fuseomatic.com