Listening to Customers: Leverage Feedback Throughout the Lifecycle
Leveraging feedback (with surveys) at every stage of the lifecycle has become increasingly crucial for marketers. Get Diederik's keynote from Adobe Summit 2020.
Automating Customer Feedback Makes Retention Easy
Effective feedback collection is key to understanding and improving customer satisfaction. Learn how to implement smarter workflows to automate surveys and address customer concerns promptly.
The Problem with Traditional Feedback Collection
For many businesses, feedback collection happens sporadically, often limited to annual surveys. These methods miss key moments when customer insights are most valuable, such as after a completed purchase or a resolved issue. This lack of timely and structured feedback undermines efforts to measure customer satisfaction, address emerging concerns, and reduce churn. Without a personalized approach triggered by specific milestones, businesses often lose the opportunity to act promptly and improve relationships with customers. This results in missed chances to proactively meet customer needs.
An Automated Workflow to Optimize Customer Feedback
Implementing an automated workflow based on key customer milestones allows businesses to streamline feedback collection and analysis efficiently. Here’s how you can set this up in three actionable steps:
- Identify Critical Touchpoints: Map out customer journeys and determine the milestone moments such as completed purchases, support resolution, or contract renewals.
- Create Automated Feedback Triggers: Use software to send CSAT (Customer Satisfaction) and NPS (Net Promoter Score) surveys immediately after these critical touchpoints.
- Analyze and Respond: Monitor collected data for trends and sentiment patterns. Set up an automatic escalation system for negative feedback to ensure prompt management by relevant internal stakeholders like account managers or support leads.
An automated workflow also enables continuous data collection and optimization, not only for enriching contact and company records, but also for helping businesses deliver improved services based on real-time feedback insights.
The Benefits of Proactive Feedback Management
This solution strengthens customer relationships by showing responsiveness to feedback and fostering trust. It reduces churn by addressing issues before they escalate, ultimately improving customer retention and loyalty over time.
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Listening to Customers: Leverage Feedback Throughout the Lifecycle
Customer feedback – sometimes we love it, sometimes we fear it, but we always need it. Leveraging feedback at every stage of the customer lifecycle has become increasingly crucial for the modern-day marketer. But implementing a strategy that provides you with what you need, when you need it can feel like an overwhelming undertaking. Dive into a winning strategy and discover how we are collecting and leveraging customer feedback today. Explore how to:
- Automate feedback at key stages of the customer lifecycle
- Trigger tasks for account owners, such as following up on satisfaction survey answers
- Implement tips, tricks, and best practices for customer feedback using Marketo Engage