User acquisition is important BUT if you’re not keeping your customers happy then you’re going to have to work 2x, 3x, 4x as hard at acquiring new users to stay ahead. In this video I show you a simple marketing automation workflow we use to understand how our customers are feeling while we are working on a project with them.
This automation is just one of the ways we understand customer satisfaction. This gives us the insight we need to improve the way we work with our customers. We can leave them to it when they are happy and jump on any changes in happiness quickly when their status changes.
The result of this is that we have a high satisfaction rating, high customer retention, increased repeat purchase rate and a high referral rate.
Video Transcript:
Hey, I’m Matt Byrom. In this video I’m going to give you some insight into an automated system we set up to check how happy our customers are while we’re working on a project with them. I’m going to go through this step by step so you can set this up and use it in your own business as well.
What is a Customer Happiness Journey?
At my company Wyzowl we create animated explainer videos for our customers. A project usually takes anywhere from 4 to 8 weeks depending on the complexity of the project.
Along the way customers will speak with our sales team, then our scripting team, our design team and then our animation team. With so many people involved it’s important for us to keep a handle on how our customers feel about the work we’re doing along the way.
So we setup our customer happiness journey.
In simple terms, when a customer has a project in progress with us, we send them an email every 2 weeks to ask them how they are feeling about our service. When they click an option the relevant account manager on our team gets an email so they can act on the feedback. This is low friction for the customer and provides great insight for our team.
So today I’m going to show you what this looks like, how it works and how you can set one up for yourself.
Our Customer Happiness Journey
We use Autopilot for our marketing automation software. and if you haven’t already I’d really recommend checking them out.
This is what our customer happiness journey looks like.
When we start a project with a customer we change a field in Salesforce to indicate that we have started a video project with them. Autopilot then waits 14 days and then checks the Salesforce field again to see if it it still has the same value. If it does, that means we’ve been working on a project with a customer for 2 weeks. So it’s the perfect time to check in, see how we are doing and how happy the customer is with the project.
So, Autopilot automatically sends them an email that looks like this.
It’s a simple email that asks customers to tell us how they feel about our service. There is a happy, neutral and a sad face for them to choose. This means they can give quick and easy feedback about how they are feeling. If they click on the happy face they’re taken to a page on our website that thanks them for their feedback.
This is where the next part of our marketing automation kicks in. When they visit the thank you page Autopilot tracks this and then sends the account manager on our team an email notification.
The notification looks like this.
It’s super simple and just tells us the status of that particular customer. This is a really quick way to find out how all our customers are feeling. If we get any neutral or negative feedback then our account managers can spring into action and fix any issues the customer might have. This process carries on every 14 days as long as the Salesforce field indicates the customer still has a project in progress with us.
If the field in Salesforce changes from “Project In Progress” to “Project Complete” then Autopilot recognises this and stops the journey. This stops the satisfaction emails from being sent to the customer any longer.
Recap
This simple journey is just one of the ways we make sure our customers are happy and supported as they work with us.
Feel free to copy our workflow. Set this up for yourself and please let me know how you get on in the comments below. If you’d like any further support you can get in touch with me personally on my contact page.
