Overview
This article provides a high-level perspective of the processes involving ResponseTek and its interaction with the external world.
Process
Everything starts by answering the following question: how do customers interact with our company? The answer should comprise not only face-to-face interactions but also remote or virtual ones. It must not include only situations when the customer already bought or contracted something but when they are still evaluating options, comparing with competitors, and doing their own research. It must also comprehend what happens after the sale, such as customer service, technical support, online manuals, and so on.
When the list of interactions is complete, surveys are going to be created to measure customer satisfaction and other aspects that may deserve some attention. As an example, for interactions with customer service, some questions could be asked to customers:
- What is your satisfaction level with our customer service?
0 1 2 3 4 5 6 7 8 9 10 Terrible Excellent - How would you rate the agent's knowledge?
0 1 2 3 4 5 6 7 8 9 10 Terrible Excellent - Would you recommend [Brand name] for a friend or relative?
0 1 2 3 4 5 6 7 8 9 10 Not at all! Maybe Sure! - Please tell us how we can improve our customer service.
When the surveys are ready, it is time to monitor interactions so that surveys can be sent at the appropriate time. To do that, it will be necessary to change the existing systems in order to create an invitation for a survey when an interaction happens. For example, every time a customer contacts the customer service, they will be invited to complete a survey. Or every time a customer purchases something, they will be invited to complete a survey about the purchase process.
Invitations to surveys can be created in two ways:
- Calling a ResponseTek web service
- Creating a file and placing it on the ResponseTek SFTP
An invitation must include some information, such as the customer email address or phone number, the survey to complete, the language, among others.
Once an invitation has been sent to ResponseTek, it will be sent to the customer by email or SMS. If they decide to complete the survey, they will be prompted with the questions specified for that survey. When they finish the survey, the results will be computed and will feed the many reports available. Also, a survey can be configured to trigger alerts when some answers are received. In the example above, if question 3 (would you recommend [brand name] for a friend or relative) is answered with 6 or less, someone may call the customer to understand the reason for this answer and try to improve the brand's reputation on customer's mind.
Useful links: