4 Ways to Leverage Salesforce for your Feedback Program
One of the most powerful things Clicktools can do is integrate with Salesforce. This was one of the top two things we were looking for when we were searching for a new feedback tool. Since feedback data is only useful when you do something with it, having an easy way to get it into the hands of decision-makers is critical.
When I started creating our IT survey I went through a lot of research into what kinds of questions to ask and how to ask them. If you want to get meaningful results, you need to ask the right questions in the right format. Free text comment questions can produce some very useful data, but it’s extremely hard to quantify and review. We use numbers to indicate levels of satisfaction in a few different areas. This allows us to tally a score of the responses which we can then show easily in a chart or report. I included a comment area at the end of the survey to allow our users to express any other thoughts they wanted to. We review these comments as well, but the numbers are what we use to get the initial impression of the results.
We track several KPIs for our IT support and one of the most important ones is our average survey scores. Every week we review how our surveys came out and any low scores are investigated by the team.
When building the Royal Canin IT Case Close survey I integrated with Salesforce in a few ways. I will explain what they are, how it works and what the benefit is.
1. Initiation of the transactional survey:
What this is: Whenever an IT support case is closed we send out an email confirming the resolution of the case and invite our associate to take the survey. We do this with a workflow, email template in Salesforce and the custom URL functionality in Clicktools.
How it works: Our workflow fires whenever an IT support case is changed to a status of closed. The email template dynamically pulls details from the specific case to populate both the email content and the survey URL. This serves two purposes; the first is the email contains details of the case for our associate so they know what to fill out the survey about, and second the details from the case fill in hidden questions on the survey allowing the response to be tied back to the specific case.
What is the benefit: This is just a strict efficiency through automation. Once it is set up, you can just let it run, as long you aren’t changing the required or relevant fields or survey questions.
2. Attaching survey results to the case:
What this is: When the close case survey is submitted, the responses flow back into Salesforce and are added as a line item in a related list on the actual case that spawned it.
How it works: Using hidden question fields for the Case ID, the dynamic fields in the email template and the customizable URL for the survey create a linked survey result that we can then feed directly back into the case in Salesforce.
What is the benefit: This is two parts really; the first is part of the automation, so no one has to spend time matching results up with the corresponding cases. The second part is making use of your survey data. You can not only report on the scores your service agents are getting. You can also drill into account info, case types, etc.
3. Tasks and Alerts based on survey responses:
What this is: For our specific use case I have set up a workflow rule that creates a task and assigns it to the IT Manager whenever a survey is received with a score of 5 or less on any of the questions.
How it works: The answers to the survey questions are numbers so the workflow is a basic formula, where any answer that is equal or less than 5 triggers the task. The task can be assigned to a specific person, role, or role and subordinates.
What is the benefit: In our case we wanted to be alerted when someone has a poor experience, but you can apply this same logic to high scores, high or low averages or even mediocre results. Whatever you want to act on can be set up. You could even set up an email to go out thanking someone for the feedback and asking them to be a promoter when they give a glowing endorsement!
4. We give our customers the option to re-open their IT Case if they feel their issue was not resolved.
What this is: There is a question on our survey “Did IT resolve your issue” if the customer selects “No” then a condition questions appears: “Should we re-open your case?”
How it works: I set this up with a simple workflow with a field update. If the question “Should we re-open your case” is answered with a yes then the status of the case is set back to open from closed. The workflow fires when the survey object is created.
What is the benefit: Our customers have a way to make sure their issues are being addressed and that their concerns are being heard. Occasionally, I have seen this option misused, but largely this is not the case and allows us to make sure we are delivering exceptional service.
Just by using these four integration points I have been able to create a feedback system in which we receive current data on our responses. There are alerts that bring low scores to our stakeholder’s attention. We have reports and dashboards so that we can see at a glance how our customers feel about our service. Our customers have an avenue to express the concerns as well as their gratitude for our services. Finally, our survey results are logged directly on the case that they pertain to making sure we can always match results to the transaction.