Campaigns can be created specific to each customer in each industry that your business operates in.
By using campaigns, businesses can tailor the feedback request specific to each of these touch points to gain more specific insights and interaction at each step on the customer journey.
Every customer journey is unique and we want to enable you to tap into those personal touch points so you can put your message across in a meaningful way.
Here are a few examples of industries that can leverage campaigns in different ways:
A holiday can quite often be split into two distinct phases, namely the experience of booking the holiday and the experience of the holiday itself. Both are quite distinctive experiences and should be treated as separate entities.
Booking (PRE) feedback email
In this booking experience scenario, the customer may have spoken to a sales rep on the phone, booked online or even visited a branch, which is valuable information when wanting to understand the performance/engagement of your sales channels.
Holiday experience (POST) feedback email
For the post travel experience the business may want to tailor the feedback request to the type of holiday/experience the customer has had and ask specific questions relevant to their experiences. These could be related to the hotel, activities or overall holiday experience.
For estate agents in particular, you may like to tailor your campaigns by each business sector (commercial, lettings, sales) etc. By segmenting your users in this fashion you are effectively targeting each part of your business with highly relevant messaging that will resonate with the customers particular circumstance.
Omni-channel retailers may like to tailor their campaigns towards specific sales channel (per store, online shopping, click and collect) or product. Because of the exponential variance in products and services, campaigns will be your go-to segmentation channel to make sure that your messaging and the questions you ask are configured to each customers purchase (especially if they have purchased multiple products).
Particularly for insurance companies you may want to split your feedback into segments such as new policies, renewals and claims. As claims are often sensitive in nature you can choose to have this campaign remain private so that the feedback will not be available for public display but you can still analyse it for business intelligence purposes.
For the motor industry you may want to tailor the feedback request to be specific to a lease, part-exchange or when a vehicle is bought outright. Because leasing is an ongoing cost, it is advisable to have a feedback strategy to create touchpoints throughout a leases contract life-cycle. You can gain valuable intelligence from being proactive in your feedback questioning that you can then use to adjust future leasing options and even feedback performance of the vehicle itself back to the product team. Even when a car has been exchanged/bought the customer journey shouldn't end there (or until a service or MOT is due), you should be equally proactive in investigating your customers satisfaction over time for brand reputation purposes.
In recruitment it is important to understand not just what the candidate thought of the process but equally the businesses that you are working with and how they feel about your relationship with them. There are a few use cases with recruitment particularly in the area of 'lost fee' campaigns which would allow the agency to contact businesses when a candidate has left within the rebait period, thus allowing them to understand if there was an area in which could be improved next time around. Another good example would be related to how candidates like to be recruited as this would allow the agency to leverage their database to gain internal insights around how candidates prefers to be recruited.
Whether it's taking out a mobile phone contract or sorting out your banking, it is very important to take customer feedback into consideration, so that you can understand your processes better. For mobile phones you may want to split your customers between new business and renewals so you can target your customers with a more tailored feedback journey to improve retention. If people are wanting to upgrade their contract or purchase more data/bolt ons it's important to segment those customers and touch base with them throughout the year, so they can understand your offering better and start planning for what they want to do when their contract ends. Depending on the contract length you could set up campaigns to contact those customers throughout the year to ask if their data allowance and minutes is enough for their needs to develop cross/upsell strategies based on usage. Equally for your pay as you go customers you could understand more about why they chose this model over a contract model so you can advise them specific to their situation on what might be the best/most cost effective solution to their needs.
If you have any questions about how campaigns can be applied to your industry then please get in touch to find out more!