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. Customer service performance had previously been measured used annual customer satisfaction surveys to record performance, and by the level of complaints received, but looking for a more proactive tool with which to gauge customer satisfaction.
With this in mind, AWP brought us in to provide a method to get feedback from customers. Specifically, they wanted an email signature solution using emoticons – Smiley Faces that can be used within everyday emails. We proposed a solution using an email signature survey that incorporated a request for a quick rating. Note the simplicity of the email signature template – See the example below.
What the Email Signature Should Include:
In this email signature template, 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 an immediate response to actions, to salvage that customer and counsel the staff involved. The entire smiley face survey process lasts no more than 5 seconds. The user experience for this one-click survey is simple for the customer yet incisive for AWP on staff performance. Traditional customer satisfaction surveys would never pick this up nor would allow for any customer interaction.
The email signature feedback for each support staff is seen via an online dashboard. In fact, the response rate is so high that a TV monitor in the Customer Support office displays real-time results and the trend over time. This means the Customer Success Team is always aware of their group’s performance, survey response rates, and individual staff also see their own star rating. Since the beginning of 2018, over 3,300 responses have been received via their email signature feedback program. The next stage is for all company emails to roll out this type of one-click survey and for integration of surveys company wide.
“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 gather customer service feedback and 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
How to Create an Email Signature that Gets Feedback and Drives Engagement and Action:
Surveys in email are useful but often too complex. Professional email signatures or email signal generators may not work across all major email clients or email providers. Email signature software need not be expensive. More information on email signature feedback, other types of customer service feedback and customer experience tips can be found on our ‘Feedback for Support Teams‘ page.
Surveys in email are useful but often too complex. Professional email signatures or email signal generators may not work across all major email clients or email providers. Surveys in email are useful but often too complex. Professional email signatures or email signal generators may not work across all major email clients or email providers. Email signature software need not be expensive and should be separate from other email marketing tools. More information on email signature feedback, customer experience tips and other types of customer feedback can be found on our ‘ Feedback for a Customer Service Teams. We also have a downloadable product sheet on the use of Smiley Faces for email signature feedback or other icons for both email signatures and tablets.
We have resources for you:
- The email signature feedback process including video
- The email signature guide
- Check out the features in our free downloadable product sheet
- And a case study on how these have been used.