(503) 567-2314 info@opiniator.com
Smiley Face Feedback In Outbound Emails

How to use email signature feedback with smileys to deliver a customer review.

This was the issue for AWP Area Wide Protective. AWP provide traffic control to 19 states and parts of Canada. They also offer a variety of traffic control products and services for construction projects and events. These include flagging, safety consulting, and equipment. AWP has over 4,000 employees working on projects, supported by a large team dedicated to customer service. They had previously measured customer service performance by the level of complaints received, but are now looking for a more proactive tool with which to gauge customer satisfaction.

With this in mind, AWP brought us in to provide a method for customers to deliver feedback. Specifically, they wanted emoticons – Smiley Faces that can be used within an email. We proposed a solution using an email auto-signature that incorporated a request for a quick rating. See the example below.

Email Smiley Face Feedback

Each of the smiley faces is active. This means that when selected, it registers the satisfaction rating for that staff member sending the email. Moreover, if either of the ‘sad’ faces is clicked a web screen requests a little more information on the issue. Additionally it triggers a quick alert message to the AWP team.  Specifically, this allows a timely reaction to fix the issue, salvage that customer and counsel the staff involved. The entire smiley face survey process lasts no more than 5 seconds. Simple for the customer yet incisive for AWP on staff performance.


The feedback for each support staff is seen via an online dashboard. In fact, a TV monitor in the Customer Support office displays real-time results and the trend over time. This means the team is always aware of their group’s performance and individual staff also see how they are delivering. Since the beginning of 2018, over 3,300 responses have been received via their email signature feedback program.

“AWP is a rapidly growing company. When we centralized our Support Center, some customers were apprehensive to deal with someone outside of their local vicinity. Opiniator allowed us to measure customer experience so that we not only knew how well we are doing, but also gave us the opportunity to use the metrics to reassure new customers that our staff is capable of servicing them well, no matter what proximity they are to us.”

Deanna Meadows: AWP Marketing and Business Development Manager

More Information:

More information on email feedback and other types of customer support feedback can be found on our ‘Feedback for Support Teams‘ page.

We also have a downloadable product sheet on the use of Smiley Faces or icon feedback in both email signatures and tablets. Go to the Product Sheet page and scroll down to find the document you want to download. It’s free.

Feedback Resources to Deliver a Return

Get ahead of customer feedback and understand how to improve operations, lower HSE risk and deliver greater customer loyalty.