IN-APP VS E-MAIL: HOW TO GET TWO TIMES MORE FEEDBACK FROM CLIENTS

Practical advice and adventurous tricks.

I wrote here about how important to collect feedback on the product and the work of the customer department is, why should we do it and so on.

Since then, a lot of time and feedbacks have passed, texts and clichés have changed, and I’ve tested different options for working with reviews on practice. The result is worthy: for a couple of months, I’ve increased the amount of feedback by two times. At 100%. As for me, that was a real victory.

Opening an article you’ll probably feel the smell of hindsight, but it never stops me from giving advice — let some beginner runner of the client service or product take into account my mistakes and avoid this road.

I ask the clients, but they don’t give any reply

We receive the messages from about 30–40 different users a day. In a perfect way, I’d like to get feedback from each of them: were there any problems with the support? What should we fix? Has anyone insulted you? Show on the doll, where these scoundrels insulted you!

Control measures for December 2016 showed that about one of ten users, that we communicated with during a month, answers our question on the quality of the customer service. You should agree, that it’s too few and shameless, which means that we are doing something wrong — let this thought always be your driving support on the way to become a career guru — it remains to understand what exactly.

What we had in 2016

Each user who turned to our support received a letter with a question on how it was in about a day.

The analytics of the openings of letters in Intercom is not bad, but of the clicks is. The same as the number of answers and comments received.

Less than half of the letters were opened, even a smaller number of letters were clicked on.
A total number of user answers for the month — 110.
Number of comments on replies — 4

I know one e-mail marketer, who reassured me, saying that more than 40% of the openings are very good for e-mailing. However, we can’t call this result useful to me as a leader.

What happened in 2017, only 2 months after. Having analyzed the current situation, it took me about a few hours to make the changes, and a little time to see the result.

I left the procedure for receiving the notification the same (one day after the appeal, because it doesn’t make sense to do it faster — as some questions are not resolved in a day), but I updated the submission form. All that I needed was to refuse the mailing list and replace it with in-app messages.

The gain is 100%. It’s a miracle!

Openings have increased by about 20% (this is natural, cause the in-app is shown when logging in immediately), which means that the other users have just not returned since then.
The amount of feedback has grown to 204 responses instead of 110 (for support the percentage, by the way, hasn’t decreased because most of the dissatisfied ones were dissatisfied not with support)
The number of comments on the answers has increased by 8 times which is a record

The bottom line is, that we received an excellent increase in response in a very short time with almost zero costs,

It’s cool, of course, but what should I do? If you are faced with a similar problem, first of all, you must still reconsider the application — textual and visual, and, what is the most important thing, the channel that you use for polling.

The following recommendations are suitable for the owners of sites and applications that customers use, if not constantly, but at least systematically. Otherwise, the effect will be reversed. This is an important point, so read it again before rushing into battle.

Why e-mail distribution works badly

Some of the messages can not only get to the spam but also be filtered by the mail server even before the receipt, if the client, for example, has a mailbox using his own domain.

It is easy to delete a letter without reading at all.

You’ll have to spend a lot of time on A / B testing of different headings to find at least one that works well.

The letter is read apart from the context and product — by the time the customer notices it, he may probably forget who you are at all.

You turn to the customer when you’re not the one he is busy with. He’s dealing with other important client affairs.

There’s no matter how smart the letter is, it will not be seen, if your domain is added to the email client filter

Additional actions are required to post a comment.

The alternative, promising gold: a bright in-app. Why?

Example of an in-app message sent via Intercom on the site
  1. You can choose the display mode of this window by yourself: in this case, I intentionally chose the full display, which is not so easy to avoid. The client sees it at once, as soon as he visits the site / the application at a given time, after contacting the support. It’s like a banner with subscribing to social networks, but better — at least as it’s one-time.
  2. Such a message reaches the client where it should: he knows what he’s leaving the feedback on, his emotions and memory are fresh.
  3. It’s easy to close it if you don’t want to answer, so the element of obsession is simply leveled.
  4. One can ask a question or leave a comment right here, everything is simple and clear.
  5. You do not distract the user, but appeal to him when he returns to work with your product.

The driver rating system in Uber can be a good example of it. You leave a feedback on the last trip at the moment of the next log into the application: you are ready, you are here, it’s easy.

What needs to be improved in the texts and visual part

  1. Tell the client why you need it. Most people will be more likely to answer a question or request when they understand why they are doing it. We need, because …
  2. Use a clear rating format: for example, emotion and text, explaining what is expressed with a click.
  3. This is a very important point: only smiles or text work much worse, while associations and quick recognition give a good chance of being answered.
  4. Storm the designer: don’t accept the standard emoticons, even if such a trifle matches the style of your brand.
  5. Experiment with the texts. The wording is your most important tool, and the way you are answered depends entirely on HOW you ask.
  6. Do not apologize and do not babble. If you need a tip, just ask for it. Politely and perky, but never in the form of “Please give us some of your time. Well, just a minute! “,” It’s Zheldortsvetmet LLC. You addressed to us the previous year. Your opinion is so important to us. “

When customers send us feedback, they see a comment box from the CustomerThermometer. Earlier Rick Roll was rocking on the right, but then one of the clients noticed that guys, it’s 2017 now. And e was right, really. So I also replaced Rick, moreover, there was a reason for that. Thank you, attentive username!

To be honest, I’m still a long way away even to a small guru, so I hope that in another six months there will be an article stating that this was not the limit, but if you have an experience that you also want to share, what are you waiting for? Here I am, let’s get better together.