The need to understand what customers were thinking is what brought Marin Software to Customer Thermometer, to supercharge their survey workflow.
Marin provides an innovative advertising platform that helps organizations harness and unify big data across multiple sources to better understand and improve marketing performance.
With such a huge focus on data insights in their own product, Marin wanted to partner with a team that also understood the value of data-driven decision making.
We spoke to Andy Bauer, Support Services Manager at Marin, to find out how Customer Thermometer has changed the way they collect customer insights at scale.
Integrating customer survey responses into the business
Marin Software launched Customer Thermometer just over 18 months ago. They had been looking for a new solution to increase their survey response rate and get more actionable insight into customer sentiment.
The customer support team is a global 24/5 team of 30+ agents, handling 400+ cases a week. Cases are generated through chats, phones and email, but every interaction received is sent an email survey when the case is resolved. Customer Thermometer provided a way to easily survey customers, and use the collected data throughout their organization – all while increasing response rates.
Marin has now set up an integration to track customer feedback through Salesforce. Andy, Support Services Manager, told us how their support workflow is setup to automatically send a notification when the case is resolved asking customers how the service was.
The customer clicks on their rating and provides a comment that is instantly captured. That rating will go into Customer Thermometer, and trigger an email notification so Marin can track the data within Salesforce. This collated data helps inform and direct the action of several customer facing teams, including support, professional services, onboarding and account management.
Andy explains how it all fits together as part of their organizational data:
“We bring the Customer Thermometer data into Salesforce, and then export the data from Salesforce to a database. From there we’ve built a web application on top of that to provide additional customer insight to our teams.”
Being able to access and combine data across customer experiences empowers their team to act with data-backed knowledge of how their customer is doing.
Building constructive feedback into customer risk profiles
The biggest benefit, states Andy, is the immediate, constructive feedback from customers.
Prior to implementing Customer Thermometer, Marin wasn’t seeing a lot of survey responses, which made it difficult to understand what customers thought. Everything has changed since moving to Customer Thermometer.
“It’s worked incredibly well since we implemented it,”
“It immediately increased our response rate 5-fold.
“We have actual customer satisfaction data, survey data that is measurable and actionable.”
Andy knows how important good data is to their reporting process. Implementing Customer Thermometer has given Marin Software more than enough information to expand customer support reporting, which they used to increased customer satisfaction.
Marin has built leaderboards within their normal reporting system based on survey rating data. Team members can benchmark their response rate and service ratings against the average, and keep improving. Having this data easily accessible means the entire organization can see what customers are saying.
They’ve also built Customer Thermometer survey responses into their customer risk framework. The account management team measures risks for customers to prevent churn and to encourage customers to renew. Part of that risk framework is customer satisfaction related to customer support.
“All of our account owners have insight about when a negative or positive rating comes in and they can measure how satisfied their customer are with the support.”
Refining Marin’s survey best practices
Andy mentioned that they tried a few different things initially, based on other customer stories he read about on the Customer Thermometer blog. They began by checking in with the customer part way through a case, but found that because their average resolution time was so short, customers got confused.
They’ve now been asking the customer if they were happy with the service at the end of the support ticket. Andy talks us through their reasoning. “A customer generally got confused because they were trying to respond to two questions on consecutive days of the week, so we just thought it was best to serve one question to get the clearest results.”
This proves what we’ve been saying all along. Simple, one-click surveys which map to your own business processes and product set really do get the best results!
Bring the value of customer surveys outside of support
What’s next for Marin’s customer team? They’ve started integrating Customer Thermometer to their Onboarding Integration Team, called Professional Services. This team handles a large volume of request per month, due to much more complex projects. The Professional Services team has also seen an increase in their response rate, and Andy couldn’t be happier.
“We can continue to integrate [survey data] and build it into our internal onboarding system to keep expanding from there.”
We can’t wait to see what you do next!
Grateful thanks to Andy and the team at Marin Software for their time and input.