{"id":1214,"date":"2018-08-09T17:08:26","date_gmt":"2018-08-09T21:08:26","guid":{"rendered":"https:\/\/blog2wrkdev.wpenginepowered.com\/automate-customer-feedback\/"},"modified":"2026-09-18T14:12:02","modified_gmt":"2026-09-18T18:12:02","slug":"automate-customer-feedback","status":"publish","type":"post","link":"https:\/\/blog2workato.wpengine.com\/automate-customer-feedback\/","title":{"rendered":"Want to Improve Your Products and Support? Automate Your Customer Feedback."},"content":{"rendered":"\nCustomer feedback is one of the most invaluable tools for any business. Knowing what your customers think and feel about you can help you shape wonderful experiences and refine your product offerings.\n\nBut customer feedback can also be challenging to leverage. To begin with, setting up mechanisms to collect feedback can be complicated; it comes from a variety of sources (surveys, support tickets, and customer interactions), and you often need a plethora of apps to gather it.\n\nThen you need to interpret the data you\u2019ve collected, which almost always requires either a dedicated data analyst or a data visualization app. That\u2019s all before you can implement the insights you glean from customer feedback\u2014a challenge unto itself because there\u2019s usually a big disconnect between customer-facing teams that collect feedback and the product-facing teams that implement it!\n\nAutomation can make both gathering and using customer feedback much simpler. Whether you want to fix product bugs more quickly or revamp your entire offering, here are a few workflows that can make sure you\u2019re always in tune with what your customers want!\n

Automate customer feedback collection and analysis<\/h2>\n

Send surveys based on relevant events and experiences<\/h3>\nA common way to collect customer feedback is by inviting them to complete a survey. Usually, these surveys are tied to a specific event or experience, such as a customer support interaction or a retail store visit. Instead of relying on customer-facing staff to manually send survey invitations, you can use an automated workflow to deploy surveys and compile the responses.\n\nThe workflow can start with a variety of triggers; for example, you may want to send surveys after a customer support case is closed in Salesforce<\/a>. This would allow you to get feedback on specific bugs or product features that might need improvement. Alternatively, you could deploy surveys on a preconfigured schedule\u2014such as one month after a customer makes a purchase. This type of survey can help you gather feedback from new users. Whatever type of feedback you want to gather, you can customize the workflow to suit your needs!\n

Move results to the right place for storage and analysis<\/h3>\nOnce you actually receive customer feedback, it needs to be stored correctly before you can do anything with it. If you used an app like SurveyMonkey<\/a> to solicit feedback, an automation can add the customer\u2019s response URL to a customer field on a Salesforce case. This way, you have immediate visibility into their feedback without leaving your CRM.\n\nSimilarly, you can push survey results into a data visualization tool for easy, \u201cbig picture\u201d analysis. There are lots of data vizualization tools<\/a> to choose from, but regardless of the one you use, automation can ensure that customer feedback is seamlessly moved into the app for analysis. You never have to worry about manually entering data or performing complex analysis of the feedback you\u2019ve gathered!\n

Integrate customer feedback straight into your products<\/h2>\nSometimes, feedback comes in through channels like customer support tickets. This type of feedback can be more difficult to work with than survey responses because it\u2019s often qualitative and not consistently formatted.\n\nBut this feedback can also be the most valuable because it is often directly related to product issues\u2014like bugs or glitches\u2014that might affect other customers. To speed up issue resolution and product improvements, you can automate the customer feedback cycle and use it to refine your products right away.\n\nAn easy way to do this is by connecting your customer support ticketing app\u2014such as ServiceNow<\/a> or Zendesk<\/a>\u2014with the apps your engineers use to track product improvements (like Jira<\/a> and GitHub<\/a>). Every time a new ticket is created in the ticketing app, an automation can create a corresponding issue in the right engineering app. This provides instant insight into the issues customers are encountering in real-time, and it ensures that fixes or enhancements are rolled out as quickly as possible.\n

See It In Action: How Canada\u2019s #1 Luxury Retailer Refines the Shopping Experience with Automated Customer Feedback<\/h2>\nCanada\u2019s foremost luxury department store features a wide array of designer and upscale goods, as well as a one-of-a-kind shopping experience. As a high-end department store, it isn\u2019t just selling physical merchandise; the company prides itself on delivering excellent customer experiences.\n\nIn order to refine the shopping experience, the store asks customers to complete a survey after each visit. The survey allows each client to rate the service, expertise, and demeanor of the staff member who assisted them during their visit.\n\nThis raw survey data was difficult for the company to digest, however. To gain actionable insights from the data, they needed to move the survey results into their HR platform, Workday<\/a>, so that managers could easily see how well their employees were performing, identify trends and gaps in service, and keep accurate records for legal purposes.\n\nUsing Workato, the company connected Workday with its survey app. Survey results now flow into Workday and are associated with the correct employee\u2019s profile based on their employee identifier. Workato leverages Watson to parse the feedback and, if there\u2019s a bad review, flag a manager via Slack so that the issue can be resolved as quickly as possible.\n\nWith these automated customer feedback workflows, the company can fine-tune its signature in-store experience based on real customers\u2019 tastes and preferences. These workflows have also allowed the retailer to:\n