Subscribe to the Blog Newsletter

How to Automate Closing the Loop on Customer Feedback

Gearing up to launch a customer experience management program can be a huge project. Companies often struggle with survey deployment, in particular, software marketers that want to gather feedback from users inside their application. Marketers often have to wait in the dev queue to add code to the product to enable a survey.

And, when the focus is on gathering feedback, many will launch a CX program without a plan for responding to customers. Everyone knows it’s best practice, but it can seem daunting. Let’s remedy that with an automated, code-free way to follow up.  Included in this article are screenshot examples of messaging that you can adapt, courtesy of lead-gen startup and Wootric customer, Albacross.

Send Surveys and Close the Loop 

First, why close the loop? By implementing a closed-loop element into a customer feedback program like Net Promoter Score, you can identify problems before they escalate, discover upsell opportunities, and strengthen your position among potential buyers. Plus, you are building your relationship with every customer when you acknowledge them for taking the time to provide feedback.

If you use Intercom to communicate with customers, you’re in luck. It’s extremely easy to implement a customer experience (CX) program with Wootric’s entirely code-free Intercom Messenger Integration and start gathering feedback right in Intercom chat. Wootric’s NPS microsurvey can be integrated with Intercom Messenger with one click and survey responses automatically appear in Intercom user records. This makes it easy to set up automated follow-up messages to survey respondents based on their sentiment. Whether or not you use Intercom and Wootric, you can adapt a close-loop process to your own systems. 

Lead-gen software startup Albacross recently shared how they were able to swiftly automate a full-cycle NPS program. While the team started out by simply sending NPS surveys through Intercom, they quickly realized the value in closing the loop with all of their respondents–detractors, passives and promoters. For Albacross, automating a close-the-loop process took just a few simple steps and the results have been incredible. Albacross has been able to understand its detractors on a whole new level, and they’ve been able to leverage promoters to drive more business. 

Read on for how you can easily do the same. 

Automating the Follow-Up on Every NPS Survey Response

Ask Detractors for Product Feedback

Sure, it might not feel great when you’ve received some low scores from valued customers on your NPS survey. But, qualitative feedback from detractors can become a guiding light for your organization as it chooses what issues and insights it wants to prioritize. You should also pay attention to detractors because a low score is often an indicator of customers who are at higher risk of churn. In other words, it’s crucial that you leverage your detractors – there is so much that you can learn from them. And, it’s quite simple – here’s how Albacross automated their messages for detractors: 

For users who rate their app low (0-6), Albacross sends two Intercom messages that ask for additional feedback. The main purpose of asking for additional feedback is to start the conversation and gain a deeper understanding of how the customer feels, what they’re struggling with, and why they’re disappointed.

Albacross sends messages via email: 

and via in-app messages that appear immediately after the user completes the survey:

When creating these automated messages, it’s important that you pay great attention to the simplicity and brevity of the message you’re sending out. In this case, Albacross only asks users for a single thing that they can improve to make it as easy as possible for customers to answer.

Ask Promoters to review you on Capterra or G2Crowd

But, what about all of your promoters? How can you make use of all this praise and admiration coming from your customers? 

Here’s the answer: get your promoters to share their experience on online review sites. 

Online reviews are of utmost importance in a buyer’s evaluation process, especially in the B2B world, since these transactions often involve many people and large investments of money. According to a study done by G2 Crowd and Heinz Marketing, 71% of B2B buyers look at online reviews during the consideration stage. In addition, 92% of B2B buyers are more likely to purchase after reading a trusted review. By getting happy customers to share their positive experiences online, your organization can build credibility, improve trust, and increase brand awareness among potential buyers. If you’ve got happy customers, the momentum is already there – it’s now your job to transfer that positive momentum from your surveys to review sites. 

Let’s take a look at how Albacross closes the loop with their promoters. 

For users who give the app a passive rating (7-8), Albacross sends an email of gratitude to let them know that they appreciate the user’s feedback. This is sent via in-app message.

You’ll notice that Albacross’s message is short and sweet, and at the end, they ask their users to leave them a review on Capterra. 

For users who rate the app very high (9-10), the Albacross team sends an email with similar content, but this email is sent from their CEO. 

Automation Leads to Results

Automating your close-the-loop process is guaranteed to uncover invaluable insights and drive high-impact action, whether that’s fixing a common issue for detractors or sending promoters to a review site to share their praise for your product. We cannot stress the value of closing the loop enough. 

In the case of Albacross, their efforts in automating their program saw two key tangible effects:

Albacross’s NPS Score is consistently climbing. In just a short period of time, Albacross has more than 2x’ed their NPS score. Anyone with any experience with NPS knows that this is not an easy feat. 

Secondly, Albacross now has a rating of 4.5/5 and 100+ reviews on Capterra. Most of the reviews that they’ve gathered recently have come from promoters who were directed to Capterra from Albacross’s automated Intercom messages. 

So, go forth and close the loop with survey respondents. It’s easy when you automate!

Change Region

Selecting a different region will change the language and content of inmoment.com

North America
United States/Canada (English)
Europe
DACH (Deutsch) United Kingdom (English) France (français)
Asia Pacific
Australia (English) New Zealand (English) Singapore (English)