Collect and Analyze Member Satisfaction Data

Collecting and analyzing member satisfaction data through Salesforce is crucial for improving services and enhancing member experiences. Here’s a step-by-step guide to achieving this:

Implement Surveys and Feedback Mechanisms

• Use Salesforce Surveys to create custom surveys. You can send them to members via email, embedded in web pages, or presented after service interactions. Go to Setup, search for "Survey," and enable Salesforce Surveys if not already enabled.
• Set up automation to send surveys at key touchpoints, such as after a case is closed, a purchase is made, or an event is attended. This can be done using Workflow Rules, Process Builder, or Marketing Cloud.
• Embed feedback forms on your website, member portal, or within your email communications. These forms can capture member satisfaction data and direct it into Salesforce.
• Configure automated follow-ups to request feedback after specific interactions or time periods.

Integrate and Capture Data

• Automatically send surveys to members after a case is resolved. Use automation tools to trigger survey emails linked to specific cases.
• Create custom fields on Case objects to capture and store feedback directly related to the case.
• Use Salesforce Social Studio to monitor and capture member feedback from social media platforms. Integrate this data into Salesforce for a comprehensive view of member sentiment.
• Utilize Chatter to create polls and gather quick feedback from members within the Salesforce community.

Analyze Member Satisfaction Data

• Create custom reports to analyze survey responses, feedback form submissions, and other satisfaction-related data. Include metrics such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES).
• Build interactive dashboards to visualize member satisfaction trends, identify patterns, and track key performance indicators (KPIs) over time.
• Leverage Salesforce Einstein Analytics to perform advanced analysis on member satisfaction data. Use predictive analytics to identify factors that influence satisfaction and forecast future trends.
• Implement sentiment analysis to evaluate text-based feedback, identifying positive and negative sentiments to gain deeper insights into member opinions.

Act on Insights to Improve Services

• Use the data to identify common issues and areas for improvement. Look for recurring themes in negative feedback and prioritize them for action.
• Segment members based on satisfaction scores and tailor services or communications to address the specific needs of different groups.
• Develop and implement action plans to address identified issues. This might include training for support staff, process improvements, or changes to product features.
• Continuously monitor the impact of changes on member satisfaction by comparing data before and after implementing improvements.

Close the Feedback Loop

• Regularly communicate with members to acknowledge their feedback and inform them about the changes made based on their input.
• Send follow-up surveys to members who provided feedback to measure their satisfaction with the improvements.
• Treat the collection and analysis of member satisfaction data as an ongoing process. Continuously seek feedback and make incremental improvements to maintain high levels of member satisfaction.

Orchid Connect is a woman-owned Salesforce implementation firm with 30 years of experience serving associations, non-profits and small/medium businesses. We specialize in strategic and implementation services, go-to-market support, and ongoing support. To learn more, reach us at reachout@orchidconnect.com.