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How do we use email signature feedback to deliver a customer review?

AWP (Area Wide Protective) had been asking themselves this question as part of an initiative to improve customer service. AWP provides traffic control to 19 states and parts of Canada. In particular, they offer a variety of traffic control services for construction project and events. Specifically, these include flagging, safety consulting, temporary traffic control plans, and equipment.

Over 4,000 employees of AWP are supported by a large customer service team. Previously they were measuring customer service performance by the number of complaints received, but looking for a more effective tool to measure customer satisfaction.  As a result, we were brought in to provide a method for AWP customers to give feedback about staff specific customer service. In addition, AWP wanted feedback using the email as the request. Most importantly, the prompt is the email signature that contains emoticons, or Smiley Faces.

Email Autosignature with Smiley Faces

The solution provided is an email auto-signature that incorporates a request for a quick, 1-click rating. An example of this email signature feedback is shown below.

Email Smiley Face Feedback

Below the signature name is a question:

How satisfied are you with Vincent’s performance?

Each of the smiley faces is active. When the face is clicked, the satisfaction rating for that individual staff is recorded. In the example above, if either of the ‘sad’ faces is clicked, a low score is recorded and a window opens to request more information. As an example:

What is the one thing we can do to improve your experience?

This answer and the Smiley Face rating is immediately sent by email to the AWP team.  This alert message allows AWP management to take action:

  1. Quickly fixing the issue
  2. Salvaging that customer (Before they defect or complain online)
  3. Counseling the staff involved.

The entire feedback process lasts no more than 5 seconds. and above all, the customer is always thanked for their feedback. 

AWP has visibility to the data for each support staff via an online dashboard.  Furthermore, they have taken this a stage further and use a TV monitor in the Customer Support office to display real-time results and the trend over the last 3 month. Consequently, the team is always aware of their performance.

Feedback Results

Since the beginning of 2018, over 2,300 responses have been received by 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