All interactions with your customers where they provide direct feedback are a powerful source of data. This data can be used in RetentionX to analyze feedback in more depth and identify specific customer groups you should approach. So let's explore how to best leverage these new insights.
How it Works
After connecting your Gorgias account to RetentionX, all ticket information from Gorgias will be imported into the individual customer profiles in your RetentionX account.
Therefore, always ensure that support tickets are tagged in a consistent and standardized way. One of the biggest mistakes you can make is using tags without a clear and organized process. Inconsistent tags then can't be sorted for analyzing your data. Find more information about how to label your tickets in the Gorgias help desk.
Once connected, your ticket data can be found in the individual customer profiles under Tickets. To analyze the data, segment your customers based on their their ticket tags. You can do this one of two ways:
- Created a ticket
- Last ticket tag
Best Practices
We've put together some best practices for inspiration on how to use the additional ticket tag information in RetentionX. Although these examples use "Last Ticket Tag" as their segment criteria, you can instead use "Created a Ticket", depending on your goal. Let's take a look!
- Reveal complaint reasons
- Recognize unhappy top customers
- Pay attention to overdue complainers
- Take advantage of raving fans
Reveal complaints reasons
Customer complaints aren't fun for anyone. They lower customer loyalty, take time to resolve, and contribute to negative brand awareness. But complaining customers can serve as your strategic thermostat if you pay attention to them. Therefore, it is important to be able to identify and address any patterns of these complaints.
We recommend analyzing the following three dimensions:
- Products
- Operations
- Customers
Products
First, let's find out whether certain products lead to a higher number of complaints. To do this, create the following segment:
For these customers, analyze which products were purchased. It is particularly valuable to group these products together:
- Do products of one category or collection often result in complaints?
- Might it be more expensive products that, due to their pricing, lead to significantly higher expectations that are not met?
Apply your newly created segment to the list view under Products > All Products or All Categories to answer these questions.
Operations
In addition, it is key to understand how well your order fulfillment processes are aligned and if your products arrive at your customers' doorsteps as they should. To this end, identify all customers who have experienced a damaged order:
About these customers we would like to know:
- Which products have been purchased? Does the packaging need to be improved for these?
- What location was the order shipped to? Perhaps you have issues with international shipping?
For this scenario, also consider customers with the last ticket tag "delayed".
If there are customers who claim their order is incomplete, find out how many products were part of their orders on average. Are these baskets with plenty of items or with certain combinations of products? This indicates that your warehouse processes need attention.
Customers
But let's face it. You can offer the best products and have the smoothest operational processes, still, they will always exist: the grumblers!
So take a close look at the characteristics of these customers and ask yourself the following questions:
- Do these customers typically have low order values?
- Do these customers consistently have a high rate of product returns?
- Do these customers tend to only purchase at a discount?
Recognize unhappy top customers
Complaints are always unpleasant, but they are especially hurtful when coming from your best customers. Use the RFM Analysis and divide your customers into groups to understand their potential based on three variables:
- Recency: Number of days since the last order
- Frequency: Total number of orders
- Monetary Value: Generated net revenue
Your top customers perform best on all three variables and are therefore the ones you don't want to lose. Let's identify your top customers who have recently been in contact with your customer service team and for whom the last ticket tag contains a negative sentiment. Now it's your job to make these customers feel happy again, e.g. by providing extra incentives to forgive this bad experience. |
Pay attention to overdue complainers
Negative experiences always have a harmful effect on the repurchase rate. Especially with new customers, there is a risk that you will lose them after just their first order. Therefore, target one-time shoppers who complained and haven't ordered since, but are overdue - this way you ensure that the one experience won't be the only one:
Of course, you should target all of your overdue customers, but it's important to consider the sentiment of those. Having this valuable information at hand will help you address irate customers and adjust your communications and incentives accordingly.
Take advantage of raving fans
Either your customers are talking about you or they are not. What you want here is obvious, as raving fans are one of the best forms of marketing any brand can have.
To make the most of your happy customers, target them! To do this, utilize information from recent ticket tags that show a positive sentiment among your repeat buyers.
Now that you know who your happy repeat customers are, turn these into your ambassadors! Use this segment as input for a dynamic audience and ask them, e.g. for a product review, Google customer review, or a referral. Customers who voice their happiness with your service are much more likely to do this for you. In return you can offer them a special incentive such as free shipping, a discount, or points to your loyalty program. |
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