At Campaign Monitor, we have five core values. One of the most popular is:
As a company, we strive to live by it in everything we do. To make sure our values aren’t just platitudes but actual driving forces for our company we need to create ways to measure our customer satisfaction at every interaction point with our organization. If we can measure it we can manage it.
Measuring customer satisfaction is something we’ve been doing since the beginning at Campaign Monitor. We use GetFeedback to regularly measure NPS across our customer base and we post our Customer Satisfaction score on large screens in our offices for all to see.
As part of a recent initiative, we’ve been looking at every touchpoint we have with prospects and customers to make sure we live up to our core values. This surfaced the need for us to implement an NPS-like survey process for our thousands of sales prospects. A member of our sales team may be the first Campaign Monitor representative that the general public will interact with. Giving our sales prospects a direct feedback channel would allow us to measure these initial interactions for quality. To do so we wanted to automatically email a survey to our sales prospects that would link the feedback directly into our CRM.
In this post, we’ll walk you through how we built our automatic prospect satisfaction survey process using Campaign Monitor, GetFeedback, and Salesforce.
Prospect Satisfaction Survey Project
Internally, we coined the project the Prospect Satisfaction (PSAT) Project. The goal was fairly simple – create a system which automatically provides all of our prospective customers the opportunity to give us feedback on their interaction with our sales team. We wanted the feedback to be tied to each individual’s lead record in Salesforce, our CRM, so we could connect the feedback directly to the individual and to the specific sales rep for feedback and coaching.
While many of us have a lot of experience using Campaign Monitor, GetFeedback, Salesforce, and the Campaign Monitor for Salesforce integration, this would be one of the first times we would be linking it all together in one project with our marketing automation feature and GetFeedback as the pillars.The initial mockup of the process is captured in the below diagram. “Lead Accepted” refers to leads in our CRM that become working opportunities while “Lead Disqualified” refers to leads in CRM that are not valid sales opportunities. We decided to stick to sending only to disqualified leads for this first iteration just to keep things simple:
Building the list
Using the Campaign Monitor for Salesforce integration would allow us to easily build our subscriber list for the PSAT survey. We started by navigating to the integration app within Salesforce:
In the app, in the Subscriber List tab, we created a new list:
Once created, we navigated to the Automatic Subscription related list section of the Subscriber List (note you can also navigate to this object using the main Salesforce tabs) to create our Automatic Subscription:
This subscription would keep our list consistently updated with the latest prospects we’d talked to.
For the final step, we added two additional custom field mappings to our list.
- Disqualification Reason: We have a custom field for disqualified leads in our system which captures the disqualification reason. This is a list our sales team can choose from to explain why a lead is not qualified. For some disqualification reasons like Email Bounce, we would like to avoid sending the survey unnecessarily. By mapping this field to Campaign Monitor we can then later segment which disqualified leads should receive our PSAT survey.
- Record ID: Salesforce uses a unique 18 character identifier for each record. By passing this record identifier through to Campaign Monitor, and through to the GetFeedback survey, we can map the survey results back to the lead record. This will tie our survey results to the prospect as well as the sales representative responsible for the interaction.
Building the survey
For our PSAT survey, we wanted to optimize the experience for simplicity. Our disqualified prospects really have no incentive to complete our survey so we wanted to keep things short and sweet.
Our survey consists of 4 items to complete: 3 questions and 1 open comment box:
1. How would you rate your experience with your Campaign Monitor Sales Representative? (Rating question, 1-5 stars as the option)
a. Logic: if the prospect answers by choosing 1 star – 4 stars, send them to question 2. If the prospect answers by choosing 5 stars, send them to question 3.
2. What could we have done better? (Multiple choice question)
3. What did we do the best? (Multiple choice question)
4. Is there anything else you would like to tell us about your experience?
We then created matching fields in Salesforce on the lead record for all survey responses. By mapping directly to the lead record we can attribute survey responses back to the original prospect and sales rep. Mapping is easily set up for each survey in GetFeedback using the Salesforce tab on the individual survey.
Building the journey
The first step for creating the prospect journey we wanted using marketing automation was to properly capture our custom fields so we could then segment our new list based on the disqualification reason.
Navigating to our new list in Campaign Monitor all the quick links needed to get started creating the journey are quickly available in the right-hand navigation menu:
In the custom fields section, the two Custom Field Mappings we sent over from Salesforce can be matched to new custom fields in Campaign Monitor by simply adding the fields. Once the custom fields were lined up we created a segment for all members of the list that matched the disqualification reasons we wanted to target:
Once the foundation was in place building the journey was really the fun part, and incredibly simple. The logic for the journey exactly followed the logic of the process. We added a time delay before sending the survey email just to be sure we weren’t emailing the prospect too soon after interacting with our team:
Building the email
While we could have easily used our drag-and-drop email builder to create an email from scratch, we opted for grabbing one of our custom templates, mainly for ease and brand consistency. A few copy tweaks later we had exactly the email we needed.
In an earlier step, we used one of our custom fields, Disqualification Reason, to properly populate our segment. This step in creating our survey email was where we were going to use the other custom field, Record ID. We need to pass that unique Salesforce identifier through the entire process in order to map our information back to Salesforce correctly.
To complete this step, we modified the end of the GetFeedback survey URL linked from the CTA to include the following parameter, based on our custom field in Campaign Monitor:
This parameter captures the prospect’s Salesforce record identifier from the Campaign Monitor email and passes it through to GetFeedback so we can tie everything back together in Salesforce.
One of my favorite things about this project was how easy it was to create a seamless brand experience for the user without a line of code. From our website (primary lead source) through to the PSAT email, then through to the PSAT survey, a marketer like myself could create an entirely branded experience without needing to make a single API call or mess with any lines of HTML or CSS. All the heavy lifting was carried out by integrations and all the content could be crafted with drag-and-drop tools.
We started seeing survey results the same day we turned on the marketing automation journey. To date, we’ve had a 36.75% open rate and a 20.93% average click rate on the journey email. Both metrics are much higher than we expected. Here are some of the possible reasons why the email is performing for us:
- Timing – Though we used automation to delay the email by a few hours, the email is timely for each user that receives it, and relevant to a recent experience they had with us.
- Context – The subject line and the preheader both reiterate that this email is a follow-up to a recent interaction. This reminds the user that there’s purpose to this email and a specific reason they’re receiving it.
- Content – In the email itself we focused on two primary things. First, we wanted to elegantly display our brand and make it very clear that this is coming from Campaign Monitor. Second, we wanted to stay very true to our initiative. The goal of this email is to support the goal of the project, which is to get feedback from our sales prospects, and the email concisely makes that very clear. It also doesn’t hurt that we limited the survey to 3 questions, and we state that in the email, so the user knows they’re not going to get sucked into a long drawn-out questionnaire.
As for the data, we now have live customer sales experience intelligence directly in our CRM.
We can slice this information by time period, product line, sales rep, location, time of day – you name it. With this information, we can make sure we’re living up to our Campaign Monitor core values at every touchpoint our prospects and customers have with us.