Leveraging customer feedback - Diederik Martens - Chapmanbright - Adobe Summit 2019 - Marketo

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Leveraging customer feedback throughout the customer lifecycle
Diederik Martens | Chief Marketing Technologist, Chapman Bright | @DiederikMartens
3x Marketo Champion© | Marketo Certified Solutions Architect | User Group Leader

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Don’t just measure your
customer satisfaction,
but act upon it!
Leverage Marketo to determine
when (not) to send surveys
(at each lifecycle stage)
Leverage a survey platform
for more flexibility and
intricate surveys
“How would you feel if you provided feedback,
but never heard anything back about it?”
Don’t Just Measure Customer Satisfaction, But Impact It!

The Importance of Customer Feedback

The customer centric age
Our customers expect us to be relevant
So we must be able to understand them
Interpreting digital behaviour only
is simply not sufficient anymore
Leveraging explicit feedback
creates a richer customer profile

Why Measure at Different Lifecycle Stages?

There’s hearing…
and there’s listening
• How would you feel if you
provided feedback, but never
heard anything back about it?
• Roll-out improvements annually
or in real-time?
• You probably would like to be
able to help a dissatisfied
customer straight away?

Do you measure NPS
at different stages
of the customer lifecycle?
Y/N

Leverage Marketo for Feedback at Different Stages

Our TechStack

Our process
Example: Feedback as baseline directly after a customer signs their first deal with us (CSAT)
An opportunity is
created for an
account. Appropriate
contacts are
associated with the
opportunity.
From the
opportunity a
proposal is created
and sent through our
signing platform.
When signed, the
opportunity is set to
closed won.
Marketo triggers on
the first won
opportunity and
sends the primary
contact an email
with the survey.
The first answer is
stored straight from
the email and a
second question is
asked in Survicate.
Survicate pushes the
score and reason to
Marketo fields. And
logs a custom
activity for every
answer.
Marketo syncs the
scores and
engagement with
the contact and
account in
Salesforce.
And Marketo creates
tasks for account
owners, project
owners, or case
owners if needed.

Our process
We even announce the upcoming survey on the first page of our proposal!

Our setup [1/7]
Salesforce object sync
E.g. Opportunities, Cases, Projectmembers
SFDC Objects Setup: http://docs.marketo.com/pages/releaseview.action?pageId=4719297

Our setup [2/7]
‘Trigger’ upon closing an opportunity
Note: Ensure no recent survey was sent and/or answered
SFDC Object Triggering: http://docs.marketo.com/pages/releaseview.action?pageId=4719300

Our setup [3/7]
Add the first question with answers directly to the email
Pro-tip: If triggered, use email script tokens to pull in the opportunity data or helpdesk case data
Objects in Email Script Tokens: https://developers.marketo.com/email-scripting/marketo-objects/

Our setup [4/7]
We use Survicate as survey technology
Alternatives: E.g. SurveyMonkey, Decidedly, or Marketo forms

Our setup [5/7]
We use Survicate as survey technology
For both questions we map the answer to a Marketo field and we log the answer as a custom activity
Survicate Marketo Integration: https://chapmanbright.com/marketo/addons/survicate/

Our setup [6/7]
Each answer has its own unique hyperlink
This enables the customer to provide feedback straight from the email!
{{lead.Id}} allows looping back the data anonymously. Your survey-tech may rely on email address
Tokens Glossary: http://docs.marketo.com/display/public/DOCS/Tokens+Overview

Our setup [7/7]
Each answer results in a single line in the activity log (as custom activity)
And we store the score and reason in the fields ‘Last CSAT’ and ‘CSAT Reason’
Activity Logs: http://docs.marketo.com/display/public/DOCS/Locate+the+Activity+Log+for+a+Person

Marketo setup without a survey platform [1/3]
Create at least two fields:
CSAT (float or integer) + CSAT Reason (textarea)
Create Custom Fields: http://docs.marketo.com/display/public/DOCS/Create+a+Custom+Field+in+Marketo

Create a thank-you-page with a form
Hidden Form Field Values: http://docs.marketo.com/display/public/DOCS/Set+a+Hidden+Form+Field+Value

Create an email with 10 links to the thank you page:
Each link with a different query_parameter (e.g. …html?csat=9)
Similar to our Survey platform example

Don’t Just Measure, But Impact!

Act on your customers’ feedback
Example: Trigger on a score of 7 or less
Custom Activities: http://docs.marketo.com/display/public/DOCS/Understanding+Custom+Activities

Example: Trigger on a score of 7 or less and create a task for the account owner to follow up
Create SFDC Task: http://docs.marketo.com/display/public/DOCS/Create+Task

Create SFDC Task: http://docs.marketo.com/display/public/DOCS/Create+Task
Example: Trigger on a score of 7 or less and create a task for the account owner to follow up

Other examples:
Start, mid, and end of a project to provide the
project owner with actionable insights
Periodic or annual for the account manager
After 90 days since the last CSAT for the account
manager
After every # support tickets to provide your
support staff with actionable improvements
Other examples:
After they attended your (virtual) event to
drive better sales or improve next events
After or right before a contract renewal…
After or during a trial period…
After…
…

Other Scenarios for Gathering Feedback

Other scenarios for gathering feedback
A few examples:
Events:
– Event-process > Breakout sessions: Which breakout sessions or tracks would you like to attend?
– Pre-event > Boost attendance and session quality: Which questions do you hope to get answered?
– Post-event > Improve your events: Did you like our seminar?
– Post-event > Convert to sales: Still have unanswered questions?
Database & Forms:
– For form fields you don’t want to create new database fields for
Other:
– Engagement> Reduce unsubscribes: How would you rate the content we recently sent you?

Key Takeaways

Don’t just measure your
customer satisfaction,
but act upon it!
Leverage Marketo to determine
when (not) to send surveys (at
each lifecycle stage).
Leverage a survey platform
for more flexibility and
intricate surveys.

Submit your questions using the Summit App
Your question, or one similar, may already be in the queue
THANK YOU
Diederik Martens
Email: diederik@chapmanbright.com | Twitter: @DiederikMartens | LinkedIn: linkedin.com/in/diederikmartens/
Submit your questions using the Summit App
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