Survey insights are one of the most essential sources of customer feedback. Running surveys affords you the chance to capture Voice of the Customer, create an unforgettable CX and engage with your users.
You just need to ensure you share customer feedback across teams effectively. Discover how to streamline the process of sharing survey responses so you never miss out on any important feedback.
Customer Education Specialist
Nicholas: Hey guys, Nicholas here from Survicate. I’m a Customer Education Specialist.
Tom: Hey guys, my name’s Tom and I’m an Account Manager at Survicate. And we’ll be your hosts today! Thanks for joining.
N: What we’ll try and discuss today is how Survicate makes it easy and hassle-free to manage customer feedback and act on it. You can seamlessly share survey responses with the rest of the team, and constantly improve. We’ll try to help you find new ways of turning feedback into money – getting promoters to spread your brand, as an example. Is that right, Tom?
T: Exactly. All types of business can benefit from actively listening to customer feedback. If you want your company to thrive and improve, you’ll not achieve it only by your team working late into the night to deliver a feature. Or having an all-star management.
You achieve it by a) collecting feedback from your customers b) using it to your benefit.
N: And it so happens Survicate helps you with both. I’ll now introduce the agenda of the webinar. What we’ll talk about today.
N: What we’ll discuss today:
1. Capturing Customer Feedback and acting on it in the moment
a) Why it matters so much
b) How to do it
2. Flowing survey responses in real time into Slack, Google Sheets etc.
3.Enriching your CRM/Marketing Tools (Intercom, Hubspot etc.) with Customer Feedback
a) Creating automated campaigns and gaining referrals
4. Getting instant team updates & facilitating your analytics work (reports)
5. Collaborating on feedback and turning it into objectives
N: Tom, would you chime in now and talk about why it matters so much that you swiftly respond to feedback?
Capturing Customer Feedback and acting on it in the moment – why it matters so much
T: I’ll be more than happy to, Nick. You know, there was this fantastic research on customer expectations that Salesforce has shared recently.
It says that nowadays the competition is fierce. Products and services that are innovative one day, are outdated the next day. It is the experience a company offers that can help with customers’ hearts and wallets.
N: The research by Salesforce that Tom mentioned, it reveals that 67% of customers say they’ll pay more for a great customer experience. As you can see, it’s the real differentiator. And in that spirit – we created Suvicate.
You see, not only does Survicate allow you to collect customer feedback, but also it helps you to manage it in real time, using our fantastic integrations or in-built features. And then capitalize on that feedback.
T: With Survicate, no feedback will ever slip through the cracs. If you have a customer feedback process in your company, we’ll help you improve it. If you don’t, then you’d better implement one.
You’ll be able to submit what your customers are saying for review and then turn it into action.
Nicholas, can you let us know how?
Flowing survey responses in real time into Slack, Google Sheets etc.
N: Sure. Survicate integrates with many tools and one of such tools is Slack. I’m sure you all know it. If you don’t, then it’s a team collaboration tool – it’s where work happens.
I’ll be showcasing the capabilities of our integration with Slack.
1) How to set it up
2) Per question level integration (show how responses flow into Slack one by one)
3) Linking responses with subscribers
4) Tagging people for instant reaction
5) 2 real-life examples and action taken in another tool.
 Detractor NPS saying they would submit a negative review – Intercom conversation launched
 Help request – something not understandable – Intercom conversation launched
N: Tom, what do you make of it?
T: I mean, it’s just fantastic. We’ve been using that feature heavily here at Survicate. I mean, how many times have I asked you to help out a customer of ours based on a reply they submitted that we saw in Slack?
N: Probably way too many times. 😂
T: Yeah, you’re probably right. But to finish that thought, it’s just amazing to have the right tools to follow up with a customer so quickly. And believe my words when I say it, they’ll appreciate it too. They will feel taken care of. They will feel being listened to. And that’s the best customer experience you can deliver.
But enough talking, what was the other example you wanted to show, Nick?
N: Sure, let’s discuss the Survicate x Google Sheets integration.
1) How to set it up
2) Per question level integration (show how responses flow into Google Sheets one by one)
3) Commenting on responses, tagging people for instant reaction sharing
4) Exporting multiple surveys to a single spreadsheet
5) Connect Google Sheet to a data visualization apps like Google Data Studio or Geckoboard
T: These two tools that Nicholas has just shown you, they foster team collaboration. And caring is sharing. No piece of feedback will ever go unheard if you use those two integrations.
Companies need to capture feedback at every stage. All teams such as Product, Marketing Sales, Support, Customer Success need to be able to submit customer feedback into a process they commonly share.
Actually the worst thing you can do is do nothing about the feedback you’re receiving. Your customers will simply not bother to submit it again.
N: And in that spirit, I’ll be showing you how you can enrich your CRM/Marketing tools such as Intercom, HubSpot, Mailchimp, Marketo and more.
Enriching your CRM/Marketing Tools with Customer Feedback
N: Survicate offers native integrations with many tools. Here’s the full list of integrations.
N: I wish I could show all of them, but we don’t have the time to do that. I’ll be showcasing the Intercom integration. All our integrations work in a similar way.
Tomek: I agree, and to put that into context, that means some real benefits for you company. Actioning feedback will help you increase Loyalty/repeat business, improve your word-of-mouth marketing, make product improvements, and much more. Nick will discuss some scenarios now.
Creating automated campaigns and gaining referrals
N: Sure thing. I’ll be more than happy to show you how customer experience translates directly into money.
Scenario one – gaining referrals
Scenario two – researching product usage (how they assess a feature, based on intercom attributes)
Scenario three – NPS detractors, avoiding negative reviews – it’s advisable to wait some time
T: These were just some fantastic real-life examples of how you can use survey responses when interacting with your customers, and how you can improve the customer experience.
T: We’ve already discussed how you can use Google Sheets or Slack to be able to react in real time to survey responses. Let’s discuss some of the in-built feature Survicate provides so you never miss out on any piece of feedback.
N: Times have changed, in the past customer have expected basis like quality service or fair pricing. Now it’s no longer sufficient. Modern customers have much higher expectations, such as proactive service, personalized interactions and quick response time.
And that’s precisely what you can achieve with Survicate. Here are the options we provide by default. You can access them from the Survicate panel. They don’t require any additional setup.
Email reports – daily, weekly, monthly
Add as many email addresses as you like
Email notifications – after each new response
As many email addresses as you like – customizable template
T: Running surveys and collecting feedback is not enough. It is important that you learn to analyze data you’re receiving, spot dependencies, monitor trends and draw conclusions.
Analyzing each response one by one would be so frustrating. Which is why we give you the ability to export the results as an Excel file. Nicholas will share with you one trick, of course there are much more of them – and we’ll be happy to follow up with you after the webinar.
N: Here are a couple of potential use cases of Excel reports and how easy is to spot trends with them:
Comparing two segments of users against one other – how they influence the responses, data colleration
T: Another piece of advice would be to track results within one selected group of users – for instance, mobile app users, and gauge how any changes you make affect their score. How they’re affected by a specific action.
Data export API / webhooks
Nicholas: Send survey responses to the backend, create dashboard, visualizations, much more complex, this requires developers’ input. Provides your developers with boundless possibilities – they’re bound to love it.
T: To quickly sum up, Survicate paired with Excel or Google sheets offers endless analytics possibilities. Google Sheets is a much more convenient solution as it allows you to update real-time data and fosters team collaboration. You’ll also be able to create stunning dashboards and visualizations, for instance by using Data Studio.
If you’d like to know more about how you can become an expert in survey analysis, we’ll be sure to follow up with you after the webinar.
Meanwhile, we’ll discuss how to turn customer feedback (survey responses) into real goals your company should pursue.
Collaborating on feedback and turning it into objectives
N: Here at Survicate we believe every company, whether big or small, should have a Voice of The Customer program, or at least try to implement one. Sometimes customer feedback goes unheard because there’s no process to submit and review it.
T: Pieces of feedback you could be collecting include CSAT, CES, NPS ratings, implementation or onboarding concerns, social media posts, analysis of churned accounts, to name just a few.
Survicate can help you with a good chunk of that feedback. And we’ve shared a lot of ideas on how to keep track of survey responses in real time
N: In general, people are much more likely to provide feedback if they know they can expect a response. Many companies make the mistake of acknowledging only the positive feedback and ignoring the bad.
T: Don’t make that mistake. A couple of tips we can share: a plain response of “thank you for your feedback” can do wonders. If feedback is particularly negative, use follow-up questions to try and better understand the pain points your customers are faced with. Resist the temptation of making excuses – don’t explain away the feedback, even if it’s particularly negative. If you can’t address or meet a particular need, concern or expectation, make it known. Make the customer feel taken care of.
a) Validate your efforts, track whether changes you’re making have a positive effect – measure improvements
b) Assign one person in each team who should be the end recipient of customer feedback, for example Junior Head of Product. They should own the project, validate customer insights against the rest of the team, and take action if necessary.
c) Try discovering patterns – if you spot any data correlation or dependencies, be sure to write it down.
d) Take a look at survey results and establish a haɪˈpɒθəsɪs/ of what’s not working and why. Then create a new hypothesis of what to do to improve those aspects.
e) Discuss what insights patterns reveals – maybe there’s a recurring trend and it’s worth acting upon now, or it’s better if you let things ride and inspect the trend closer?
f) If there are results whose source you’re still unsure about, don’t get discouraged. Take the results down and run them past any future responses you may receive. You might be able to find the core reason in the future – it may manifest itself at some point.
T: We hope you now have all you need to get started. We’ve talked about how you can collect actionable insights and follow up with your customers.