When joining a small startup, don’t expect to have a lot of engineering resources to help you with internal tools or workflows. Most of the time, the team will help set up your Support ticketing system and Email automation program and that’s it. You’re on your own from there.
So this is part 1 of a 4-part and very hands-on series where I’ll explain how we created our Voice of the Customer Program at Typeform without (too much) additional product or engineering work.
1. We used Typeform to set-up our form and the hidden fields feature to segment responses from the start (email, plan, signup date, country, etc)
2. The survey was sent from our CRM (Intercom in the image) so we could populate those hidden fields
3. We didn’t embed the from in the email. Instead, we created individual images for each number on the score and created a unique link for each image. Why? This would ensure we collected the score using Google Analytics even if the user didn’t submit the form
4. Responses where automatically sent to a spreadsheet so we can analyze the data later on (pivot tables are your friend here)
5. For Promoters and Passives, we automated the thank-you reply using Zapier. If anyone replied to these emails, responses would land in Zendesk so customer support could follow-up.
6. Any form submission from detractors would go straight to Zendesk → no automation here! This is super important. Never automate your thank you email to detractors. They are engaged enough to give feedback, so it’s the perfect opportunity to reach out to them and fix their experience.
Next week, I’ll distil our churn survey workflow.
🎙️ Other things on my mind this week
1. Four ideas to have continuous access to customer feedback
Getting regular user feedback is crucial for early-stage startups. But we know how hard it is to book calls. So here are 4 alternatives →
2. Do you interview your CEO and other founders?
You should. They know how to activate your customers better than you do →
3. How to manager the hardest handover of all
Customers had the VIP treatment so far, with a direct line to the founders. Speaking to you looks like a demotion for them. This will help →