Customer feedback: process/ignore

How to get feedback from customers and why do we need it at all.

How are the things with me: the technical side

There will be not a very interesting story about me and Intercom

The issue of gaining feedback from clients for me is especially topical — for several months I’m going to start to conduct analytics and get the feedback on the current support work (I don’t mention the product feedback intentionally, as these are almost identical concepts in this context, ie support is my product).

My way to analytics has faced many challenges: myriad, procrastination, vacation, low blood pressure and even hail, but the most important thing that prevented me from completing this step was the total lack of tools to collect the necessary data.

Since our support works as a chat, my requirements for the tool have become specific. In an ideal world where I go to work in a sleigh of a unicorn harness, I should have had a magic button that I could press after the end of the correspondence with the user, and at that moment he would have received a request like “Hey, how do you rate me?“.

For me, it was extremely important to do this in real time and not on a schedule or trigger, but manually, because:

  1. Users often open several chat rooms, not realizing that you can write to one, and some chat rooms are closed after a long time (as it should) — this eliminated the ability to configure automatic pushes with a rating while closing the chat.
  2. Sending a request quickly is necessary for a banal reason — the user must respond while he is in a state of affect, so I can fix the current situation and, for example, I will be able to find out a bad worker by hot pursuit from the flaming spit of the client.

It turned out that products that work in this mode in integration with Intercom (and we are currently using it) are categorically absent. Intercom itself does not have the necessary functionality.

Having studied all the market options, I turned to the guys from NiceReply. They are not cheap at the current exchange rate (min $ 89/500 of the estimates), but it may be good for a start. Laconic interface, setting for a couple of minutes (they just let you customize the appearance of the questionnaire, and then paste this piece of code into your newsletter in Intercom) + understandable and readable statistics = we can work with it.

By the way, if someone is interested in some other integrations, which I brushed aside, or crutches through Intercom itself (yes, it also takes place, but requires Engage Standart), let me know — I’ll tell you.

What we finally have: we set up an automatic email-list in Intercom (the push would be better, but the html-markup is supported only by letters) by the right filter (in my case those users who corresponded with us less than one day ago) and follow the results.

In short, everything is ready. Now we’ll heal.

How to ask to be answered In addition to the results of the answers themselves, it is important to monitor the frequency with which users respond in principle to such requests from you. Here are my fertilizers for your work:

  1. Customize the sending of requests for rating such a way that a client doesn’t get bored of you. In the event that you need the feedback every time after the completion of some action (delivery, purchase, cleaning), all is simple, but if you’re constantly providing some services (the same support, for example), then it’s easy to overdo it. Take into account this banality and you do not have to mess with the streams of shit from your favorite customers. Moreover, the irritation does not fit in at all with good assessments of your work.
  2. If you do not have a tool to ask at once, send your questions during the most active working hours of your customers or before the start of the working day, so that your message gets into the very heap that will be looked through first after the night.
    In fact, you also understand it: on weekends, at night, on holidays, mail is checked much less often.
  3. Get away from the templates
    Pay for a copywriter or arrange an independent brainstorm. Do not be shy, surprise, intrigue. All the rules of good e-mail marketing can work here. Change the tone and content of the question, change the title of the letter and the leading to the question of the quality of service, jowly joke and insert funny, but decent pictures into the text.
    No one really wants to answer the question “Give a minute to rate our work”, I’d rather get a pillow and drool over it, rather than answer.
    The truth is severe: in fact, it’s much more difficult than it seems to get a feedback from a person if he is not full of emotions (especially negative ones). That’s why you will have to try.

Where to bring these complaints and how to handle them. You should bring it to yourself or to the management (in case you have there only pluses and love), regarding processing — it should be lightning fast.

  1. Before starting emailing with polls, check all the functionality well — send yourself a test letter, read it thoroughly, and then, twist, smell, poke. Make sure that the header is displayed correctly, and after sending the rating something happens. This something should be a thank you page. Do not forget about it. The user should understand that his answer was sent and everything was not in vain.
  2. Respond to calls. You do not need to reply to each respondent, but when viewing reports, pay attention to the extreme marks: expressive “Super!” And “You are terrible”. And if the first case can be ignored (although isn’t it worth to thank these users for recognition and praise once a week?), the second one can not remain unanswered. Otherwise, you will give the user the opportunity to complain, give him the expectation that something will change / his complaint will be responded and corrected. This will double the negative and ultimately undermine the credibility of you.

At the same time, the reaction should be fast, everything can lose its meaning after a week, and the client will already have a cocktail in the company of your competitor.

A Positive Example

In addition to the paragraphs above, I wanted (not on advertising rights) to note an excellent example of processing a negative feedback from Qlean.

What happened?

The cleaning lady came to me an hour later, as she had lost. While waiting, I experienced a lot of emotions — from sympathy to irritation and finally — acceptance.

She called me and said that she was late for 10 minutes, then called again and discouraged me with her position: “Alexandra, how should I get to you?”. The question stumped me because I do not quite understand how to explain to a person without a map how to go somewhere, if I do not understand where she is. I asked her to call back in 3 minutes. Having exhaled, I opened all my applications with navigation and began mentally pronouncing her explanation with landmarks. As time went on, I was fully armed — I felt the power and seemed to be able to save any person who only needs a guide to Cheryomushki. The call never happened. After 40 minutes, the desired sound was heard, but it was not the telephone that rang, it was the doorbell.

“I got it!” The cleaner reported with satisfaction.

“Why did not you call back? I would help you. “

“Yes, some man helped. I really thought I would not be here! Now the question is how I go back … “

“Well, I can help you!” — I promised, feeling again the uplifting cartographic power.

The cleaning was finished quite quickly (2 hours and a bit instead of the usual 3–4), the girl was clearly in a hurry, and I was upset as my dirtiest shelf was not cleaned, and the unnecessary garbage was looking at me despairingly from the small trash in the bathroom. I was upset and thought, why not to write about it (I rarely write bad reviews, because everything in me is against it and my therapist should have known that). By sending a polite “four” to the Qlean feedback, I blissfully fell asleep.

It turned out that all this was not in vain. I received a response almost immediately:

Hello, Alexandra!
Thanks for your honest rating. It is really important for us to hear all that our customers want to say to us and use it in future. Please accept our apologies for the mistake the cleaner has made. We’ll thoroughly discuss it with our colleague, as the regulations of our company say that a cleaner must get acquainted with the way 24 hours before cleaning. We will also add the necessary comment to your profile on where should the attention be paid. As a compensation, we’ll assess 1000 points to your bonus account, that will be applied to your next order (the discount isn’t applied to the special offer).
Have a clean day! team

The example of the reaction (response speed, tonality, content, compensation, individual approach) is excellent.

However, Qlean has always been famous for its exemplary client-orientedness, but I personally experienced it only now.

Qlean team is good, be like Qlean.