Sending feedback invites from your CRM
Use your CRM platform to send out feedback requests.
This would work by embedding a link to your feedback survey into an email template and building a relevant email campaign for this in your CRM. You would define the parameters/scheduling for the campaign – we’d suggest that this is triggered by reservations, wifi log ins, voucher redemption, loyalty or payment app use, or orders being placed (this could be via ordering apps or delivery/click and collect orders) if stored in CRM.
What are the benefits
Increased feedback volume
Post visit emails are the most successful
way to get a high volume of surveys.
Increased completion rates
Where some information about your guests visit is already known, the known answers can be prepopulated in the survey using "tokens" added to the survey URL. This means there's less for your guest to fill in, improving the feedback experience, and increasing completion rates.
Example tokens:
There are 7 token options we can include.
- BranchCode: This is your code for the location, which we store in our system and use to map the feedback to the right location.
- BranchName: This is your name for the location, which we store in our system.
- GuestID: This can be anything that helps you to identify the guest or the visit (eg. a customer ID, where this already exists within your CRM system, or a reservation ID). This can then be passed back to your CRM, where the feedback can be matched with the guests existing record.
- VisitDateTime: This is date and time that the visit took place - this is expressed as the number of seconds since 1970, a standard format – see https://www.epochconverter.com/
- Visit Source: This is the source of the feedback for example from reservation, the website or receipt.
- Items: dish items used to filter dishes
- Transaction ID: ID for the guests transaction used to filter dishes.
- Here, we have shown available content tokens, but in theory you could pass across any other information that you know about the guest and that you want pre-populated in the survey (eg. VisitType - Eat In, Take Away, Delivery etc.)
Getting started
-To set this up:
- Identify what customer touchpoints are stored in your CRM - for example reservation, wifi log in etc.
- You would need to build the email campaign – design and parameters within the CRM.
- HGEM will provide the format for the URL, then your CRM system will need to add in "tokens" for the known information (eg branch code, visit date/time, Guest ID etc).
- Example URL: https://[SurveyName].hgem.com/?BranchCode=[xxx]& BranchName=[xxx]& VisitDateTime=[xxxxxxxxx]&VisitSource=[xxxx]&GuestID=[xxxxx]&Items=[xxx]-[xxx]&TXID=[xxxxxx]- For Visit Source, the main options are as follows: QR code, Reservation, Wifi, Voucher Redemption, Receipt, Email, Website, Pay at Table, Loyalty, Delivery etc.- Where there is a space in the visit source, the token should appear as follows in the URL: "QR%20Code" or Voucher%20Redemption" to pre-populate.
- We can discuss the above with your CRM provider if preferred - you would just need to provide an introduction.
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