The Market Need for 1-Click Email Signature Surveys
Brought to you by Exclaimer
The difficulties in obtaining customer feedback
For many organizations, the main way to obtain important feedback is via long-form customer satisfaction surveys. However, these are reactive and often out-of-step with how a customer experiences your products or services. They’re unfocused, with response rates of less than 2 percent.
Incentivising surveys also don’t improve response rates. If you’re giving every respondent a $5 gift card, you’re not inviting honesty. A customer can easily provide any random answer for a small reward. This means the data you obtain is not necessarily accurate, which can lead to misinformed business decisions.
But if it’s so difficult to get customer feedback, why go to all the effort? Because the risk of customer churn is enormous, and you end up having no visibility of this until it's too late. You'll also see your overall CSAT scores plummet, meaning you'll have to spend more money to gain new customers.
Only 1 in 26 unhappy customers actually make a complaint.
92% of customers will completely abandon a company after two or three negative interactions.
80% of customers consider their experience with a company to be as important as its products.
Companies who act well on feedback have twice the engagement score of those that don’t.
However, if you only send one survey a year, you’re not going to get an accurate picture of how customers feel about your brand. The infrequency of traditional surveys and the low response rates result in a limited snapshot of customer sentiment.
At the same time, consumer behaviour has now shifted towards instant feedback opportunities. Leading brands like Uber and Amazon want to know how customers feel during every interaction, not as a one off. They can accurately ascertain how people feel about them in real-time by giving everyone the option to provide instant feedback at any point in the customer journey.
The continued importance of corporate email
With the increasing shift to remote working, email has become an even more important customer engagement tool. In fact, the COVID-19 pandemic has sparked an estimated 44 percent increase in global email traffic.
Email has been the backbone on which business has continued. We might all meet on Zoom, but we transact and communicate through email in volumes never seen before.
But how can you use this critical communications channel to bring customers closer, increase value, and keep them satisfied? By adding a simple 1-click survey email signature to every message sent by your company.
The benefits of 1-click email signature surveys
Using an Outlook email signature survey (or other) allows customers to express feedback in a way that’s convenient for them. Email signatures get delivered where marketing emails get blocked. This makes them the perfect place to ask for customers to rate their experience. This can then be used to inform all manner of business improvements including the customer experience itself.
Email signature surveys, when used correctly, bring:
A total view of customer satisfaction at key points in the buying journey
A visible sign of dedication to customer feedback and service
An early warning system that pinpoints dissatisfied customers so you can prevent churn
High survey response rates
Email signature surveys using embedded 1-click feedback buttons make it quick for customers to leave feedback. This drives higher response rates and more accurate data to inform business decisions.
Customers tend to ignore automated emails requesting them to fill out an online survey. They’re even less likely to answer questions over the phone or in person.
Offering customers the opportunity to provide feedback via an email signature survey makes them more willing to give insight into their experience.
Regular email communications to customers increases the exposure of any email signature survey. This in turn increases response rates, turning email signatures into a channel that easily scales with your business needs.
So, the more emails your organization sends, the higher the volume of surveys responses will be. At the same time, you’re also showing a clear commitment to exceptional customer service and experience.
Capturing associated data-points with any survey responses enables more effective action to be taken. For example, an email signature survey can be integrated with internal communications tools like Slack or your CRM.
When a poor customer rating is received, custom alerts can be sent to the customer support team. This means they can take immediate action.
Agility and flexibility
1-click email signature surveys can be easily tailored and optimized to drive better response rates. By obtaining real-time feedback, unhappy customers can be immediately responded to. This reduces the chance of churn and further negative reviews appearing on social media.
Integrating 1-click surveys with email signatures
By bringing together email signature management and email signature surveys, you can trigger real-time customer feedback from every corporate mesage sent.