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| Feedback Action Loop |
Early on in its history (2001?), QuestBack coined the term "Ask and Act" to describe how its web survey solutions provide companies with an easy mechanism to follow up on customer feedback. But, with only a rudimentary e-mail capability, QuestBack's utility was largely limited to specific feedback projects, typically, research or customer service oriented. That has all recently changed.......
Fast forward to today. QuestBack should be renamed to "Ask and Engage". Its html based e-mail tools and media libraries allow marketers to build powerful messaging programs that present brands or introduce products / services, all while collecting data, qualifying or generating leads and prospects, or engaging with customers about various aspects of the company's relationship with them. "Rules" embedded in QuestBack surveys that accompany marketing messages let companies design engagement to maximize the business value from each contact they touch with QuestBack.
So why would a QuestBack based customer engagement program be better than say lead nurturing using e-mail tools? A couple of reasons, rules based follow up means that a "rule" determines what kind of engagement should occur. Should a contact's response profile indicate a certain type of engagement, that can be embedded as a QuestBack follow up "rule" which generates a follow action automatically. Rules can also be constructed, using company data, so that the person who "owns" a particular kind of engagement with a particular class of lead, prospect or customer can be automated into an engagement process.
Since QuestBack operates in social media platforms like Facebook or on company websites, engagement doesn't have to be just outbound e-mail driven. Done well, and using closed-loop follow up, surveys themselves are engagement tools. In fact, they are typically very good engagement tools. Even when going out in pure marketing blasts, 1-2% response rates are achievable. When going to customer bases, qualified leads or other folks with a connection, response rates can be north of 30%, a rate e-mail marketers would kill for.
"Ask and Engage" should be an approach marketers start to adopt more and more.
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| Feedback Based Engagement Loop |
So why would a QuestBack based customer engagement program be better than say lead nurturing using e-mail tools? A couple of reasons, rules based follow up means that a "rule" determines what kind of engagement should occur. Should a contact's response profile indicate a certain type of engagement, that can be embedded as a QuestBack follow up "rule" which generates a follow action automatically. Rules can also be constructed, using company data, so that the person who "owns" a particular kind of engagement with a particular class of lead, prospect or customer can be automated into an engagement process.
Since QuestBack operates in social media platforms like Facebook or on company websites, engagement doesn't have to be just outbound e-mail driven. Done well, and using closed-loop follow up, surveys themselves are engagement tools. In fact, they are typically very good engagement tools. Even when going out in pure marketing blasts, 1-2% response rates are achievable. When going to customer bases, qualified leads or other folks with a connection, response rates can be north of 30%, a rate e-mail marketers would kill for.
"Ask and Engage" should be an approach marketers start to adopt more and more.
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