As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. Wufoo is mentioned in chapter 7 – Teaching Sells. Enjoy the below post from Johan from Wufoo.
When setting up your one question testimonial, it’s easy to focus on the customers who would refer your product or service to friends and ignore the ones who wouldn’t. But this would be a big mistake. The customers who wouldn’t refer you to a friend are a great source of information to help you find out what went wrong and what you could do better.
If the Customer Selects 1-4
If your customer selects 1-4 on your one question testimonial, you’ll want to redirect that user to a page where a) you can apologize that they had a bad experience, and b) lets the customer know that you’ve been notified of their experience and that you will be in touch with them shortly. The page should be short, apologetic in tone, and you should really follow through and make sure to contact the customer to let them know you really do care about their feedback. This is your chance to help save a customer.
If the Customer Selects 5-7
In the cases where your customer answered 5-7, this is a great opportunity for you to get some feedback on how to improve your product or service. These customers should be redirected to a form where you ask the customer a single question, “What can we do to make your experience better?” A simple text box is enough to allow these customers the ability to vent a bit and really express the issues they encountered that would prevent them from referring you to a friend. You can use these responses to inform your product changes and help define what you could do to change your service for the better. Once the customer completes the form, make sure you thank them for their feedback to let them know that you value their opinions.
Now for the fun stuff!
If the Customer Selects 8-10
If your customer answered 8-10, you want to make sure you can get a testimonial from them to help your marketing. You’ll want to make sure these customers are redirected to a form which a) asks them for a testimonial, and b) asks them if they would be willing to be interviewed for a case study. The first question should be a text box to allow the customer some room to write a review and should be phrased as, “Would you mind giving us a testimonial on why you liked our product/service?”. The second question should be a check box (and defaulted to unchecked!) and be phrased as, “I agree to be contacted to be interviewed for a case study.” Once the customer submits their testimonial, you should show them a friendly confirmation message thanking them for their business and their taking the time to leave a testimonial.
And there you have it. A simple one question testimonial that allows you to make sure you get constructive feedback from your customers who wouldn’t refer you to a friend while also getting potential customer testimonials for use in your marketing initiatives.
Johan’s the Product Owner for Wufoo, an HTML form builder that makes forms easy and fun. He started his career in online social gaming at Habbo Online, moved into product management at Evite, and really cut his teeth in tech at JIbJab. When he’s not working, he’s drinking beer (Drakes Brewery is the best!), playing video games (Titanfall at the moment) and watching baseball (Go A’s!).