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Following up on Survey Responses

Surveys are useful for eliciting feedback about your product or service from your customers, and the responses you receive can help ensure that you are delivering the service and quality that you strive for.

One way to take surveys a step further is to automate the sending of follow up emails to respondents based on the feedback they give you. For example, if someone gives you a positive rating, you could send them a thank you email urging them to share their positive experience on your company’s Facebook page. Or, if they gave negative feedback, you could automatically send them a follow up email apologizing for the experience and perhaps offering a discount on their next purchase or another similar incentive.

This can be accomplished fairly easily with CRM workflows that run on the creation of survey answer records (the records that are created for each individual answer that is submitted to a survey). The workflow would need to have an organizational scope (it could be different, depending on your business structure), run when a record is created and have the structure below.

In this example, we are going to send an apology email for ratings 1-3, a neutral thank you email for ratings 4-6, and a thank you email that further asks them to share their experience for ratings 7-10.

Note: We use the Create Send ClickDimensions Email step wherever this workflow is set to send an email.

First, check if the Survey Answer’s Survey Question field equals [Your Rating Question], and then:

  • Check if the Survey Answer’s Value equals 1
    • Check if the Survey Answer’s Lead field contains data
      • Send the lead your apology email
    • Check if the Survey Answer’s Contact field contains data
      • Send the contact your apology email– Repeat for Values 2 and 3 —
  • Check if the Survey Answer’s Value equals 4
    • Check if the Survey Answer’s Lead field contains data
      • Send the lead your thank you email
    • Check if the Survey Answer’s Contact field contains data
      • Send the contact your thank you email– Repeat for Values 5 and 6 —
  • Check if the Survey Answer’s Value equals 7
    • Check if the Survey Answer’s Lead field contains data
      • Send the lead the thank you email that invites them to share their experience
    • Check if the Survey Answer’s Contact field contains data
      • Send the contact the thank you email that invites them to share their experience– Repeat for Values 8, 9, and 10 —

Here is what this workflow looks like in CRM (compressed the same way as the above, for illustration):

Once you have built and activated this workflow, everyone who fills out the specified rating question in your surveys will automatically be sent the appropriate follow up email. You can, of course, modify this as needed to work with other kinds of survey questions, and could even add additional steps into the workflow for added functionality.

Happy Marketing!

2017-07-12T18:49:39+00:00 By |Email Marketing, Surveys, Workflow|0 Comments

About the Author:

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Weston Packard is the Lead Product Specialist at ClickDimensions.

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