Clicktools Use Case – Closed Case Surveys
This post is to help our customers who use Closed Case Surveys as part of their Support processes. It’s a quick, high-level overview, so if you need more detailed instructions, including screen shots and step-by-step guidance, please refer to our complete Closed Case Feedback PDF.
The basic activity flow goes like this:
- A case is closed in your CRM system.
- An automatic email goes out asking for feedback in a survey.
- The recipient completes the survey.
- Survey results are passed directly back into CRM.
- Support and Account Managers are alerted to any low scores to quickly recover from service failures.
- Overall results and KPIs are used to drive ongoing improvements to the entire support process.
Let’s go into a tad more explanation on these steps.
Once a case has been closed, the next step is to ask for feedback on the quality of service. Best practice, research, and common sense dictate that we should do this as soon as possible after the event. The clearest, most meaningful input will come when an interaction is fresh in your customer’s mind. Also, you may want to apply some simple rules to throttle when surveys are sent (e.g. send a survey once every X cases or if you only want specific feedback, for example, on certain products or regions).
You can automate this process using workflows in your CRM system. Or, if you cannot access the information you need using workflow, then Clicktools Deploy capability will be ideal. Once your deployment is setup, you will need to create the email you send to the person who raised the case.
Once surveys are completed, the next step is to get the information into CRM. The most common question we are asked is: “where should we put it?” We recommend that you build a custom object to capture data from all survey responses, rather than mapping data directly to the contact, account, or case.
While you may begin with closed case surveys, you may well find that you grow the program to collect other types of feedback (e.g. general customer sat, win/loss, event, etc.). You don’t lose anything by putting this information into a custom object (when compared to putting the results into the Case), but you gain the ability to grow your survey program without a huge overhead and to maximize the visibility of feedback within your organization.
Everything described above leads to this point. It’s critical to act strategically, quickly, and appropriately on the info, once you have it. The only reason to ask customers for feedback is so that you can improve as an organization. The responses should be available in CRM and used at all levels of the organization.
Ready? Can We Help?
We are happy to guide you in all areas of building your survey – from content to deployment. Please reach out to your Customer Success Manager for additional info: firstname.lastname@example.org.