Building Training for GetFeedback

One of the most interesting projects I had the fortune to work on was building SE Training for GetFeedback. It was one of the few times that Salesforce created training for an ISV partner. The goal was to show how GetFeedback integrates with Salesforce—providing value for both companies’ customers.

This was an engaging project that required me to create videos, build custom objects, and test Flows.

The project included two modules. The first was geared toward Account Executives to give them an understanding of how companies can get value from GetFeedback. The second was designed for Solution Engineers so they could create demos for their customers.

Shortly after this project went live, Salesforce rolled out its own survey tool, and this module was retired. I’m sharing it here as a demo of some of my technical writing.

GetFeedback Demo

Unit 1: Configure GetFeedback with Salesforce

Learning Objectives

After completing this unit, you’ll be able to:

• Identify the business goals for a customer experience program.
• Connect Salesforce with GetFeedback.

Note

In this module, we refer to:

• The accounts you sell to as businesses.
• A business’s customers as customers.

Customer Experience Program

GetFeedback by SurveyMonkey, a provider of customer experience (CX) solutions designed to work with Salesforce, helps all types of businesses uncover their customers’ perception of their brand. With GetFeedback, businesses build a customer experience program, which helps businesses listen, analyze, and act on all types of customer feedback.

In this module, we describe how to build and demo a customer feedback program that addresses a business’s top concerns. To keep things simple, we’re going to show how to build an automated NPS program. We’ll also discuss how to create CSAT and CES automated programs.

This module builds on the concepts presented in GetFeedback Selling Basics. By now, you know how to use Salesforce objects, email templates, reports and dashboards, and Process Builder and Flow Builder.

Pick The Top Concerns

The first step in building a demo is to find the business’s most pressing issue. Ask the business rep or account executive (AE):

• Which department of your business would you like to improve?
• What do you want to learn about in that department?
• What actions do you want to take to improve your customers’ experience?

Once you get the answers to these questions, find the right type of demo to prepare for the business by department. While this table doesn’t show every possible scenario, it provides some ideas to get you going.

With those top concerns and the list of surveys to build, you’re ready to get started.

Build the Demo

Get ready to learn how to help a business understand how their customers see their brand by building an NPS survey linked to the Account object. As a sales engineer, you’re an expert at building demos for businesses, so we’re only going to show the main steps of how to build out this demo. 

Without further ado, here are the two main steps to build a demo:

• Build and configure a survey.
• Automate and analyze the results.

We focus on the first step in this unit and the second step in the next unit.

Build and Configure the Survey

To get started, link your Salesforce and GetFeedback accounts, create the custom fields, build a survey, and map customer responses to those fields.

Connect Salesforce and GetFeedback Accounts

To start, give GetFeedback permission to access your Salesforce demo environment. You can set up GetFeedback with multiple Salesforce orgs. As a best practice, we suggest you link your GetFeedback account with the demo Salesforce org so you don’t have to do it later.

Here are the steps:

1. Log into your GetFeedback demo account.

2. Click your account profile and select Account Settings from the dropdown list.

{Alt text: Click your account profile and select Account Settings from the dropdown list.}

3. Click on Salesforce under Account Settings in the left navigation bar.

{Alt text: Click on Salesforce under Account Settings in the left navigation bar.}

4. Under Access Control, click + Add Connection.

5. Enter a name for this connection so you can refer to it later.

6. Select to link to the Production or Sandbox environment. 

7. Click Add.

8. Log into your Salesforce account and click Allow. GetFeedback will get the same permission in your Salesforce org as the account you use to sign in. We suggest using an account that has System Administrator permissions.

9. You’ll see a confirmation that says, “Salesforce Connection Added!” Click Close.

Embed: http://salesforce.vidyard.com/watch/xpGTM2dDEuvuNqBxAvAR5k?

Nice work! You granted GetFeedback permission to access your Salesforce demo environment. 

Create Custom Fields in Salesforce

To create the custom fields that we use in this demo, you can install the unmanaged package listed in Resources or create them yourself. These fields are used to accept customer responses from NPS, CSAT, or CES surveys and trigger automation for Flow Builder and Process Builder. In our scenario, we create an NPS survey. However, we suggest creating all the fields now so you have them for future demos.

Here’s the list of objects, custom fields, and field labels we recommend:

To enhance your demo, add these fields to the page layout. Now that the custom fields are created, you can move on to the next step.

Create the Survey

To build a survey in GetFeedback and add it to a Salesforce email template:

1. Create an email template in Salesforce, and select Available for use. See Resources for tips about how to create an email template with Marketing Cloud. 

2. Log into your GetFeedback demo account. Under My Surveys, select Use a Template or Create from Scratch. In our example, we use an NPS survey template; you can see the starting screen of the template in the final frame.

Embed: http://salesforce.vidyard.com/watch/qBGdC4Lie4G2JcJQTAoZDL?

3. Enhance the survey template by incorporating a logical flow to the survey based on the business's concerns (not shown). After the survey is customized and ready to go, click Distribute in the header menu, hover over Email, and select Send from Salesforce from the dropdown list.

Embed: http://salesforce.vidyard.com/watch/bEbrsvvYHtTF1yh7w2Di17? 

4. Select Contact from the drop down list. 

5. Click +Salesforce Field to add additional merge fields like {First Name}, {Most Recent NPS Driver}, {Account: ID}, and {Account, Account Name}.

6. Optional: Use these merge fields in your survey questions to provide a better customer experience and get a higher response rate.

Click Export.

7. Click Copy & Close and paste the VisualForce code into the Salesforce email template you created earlier. 

Embed: http://salesforce.vidyard.com/watch/M9dHx4emVSiTHddTxHTAG8?

Well done. The survey is now in your email template, ready for you to use it later in your demo.

Map to Salesforce

GetFeedback allows you to connect each survey to different objects inside your Salesforce account. GetFeedback offers two options for doing this—custom mappings and managed mappings. With:

• Custom Mappings you can link your surveys to standard or custom objects. Use them to set up surveys based on your choice. 
• Managed Mappings you can create new custom objects with preconfigured settings created by GetFeedback. 

Here’s how to connect your survey with Salesforce using custom mapping and the custom fields you just created:

1. From the demo survey, hover over Salesforce and select Custom Mappings from the dropdown list. 

2. Select the org you want to push results to.

Embed: http://salesforce.vidyard.com/watch/Xy3akhuh6GkwsejtRqw2xi ?

3. Select an object from the Select a Salesforce object to map to. In this example we select Contact.

{Alt text: Select Contact.}

4. Select an action and a mapping condition from the dropdown lists. For this example we select Update fields on existing and Every time.

{Alt text: Select an action and mapping condition from the dropdown lists.}

5. Review the mapping you selected and click Continue.

{Alt text: Review your mapping and click Continue.}

6. Under Your Mapping for Contact, select how you want to map the answers from the survey to the object. When finished, click Save.

{Alt text: Configure mappings for contact and click Save.}

7. Repeat this process for the Account object and, when done, click Save.

{Alt text: Review Account mappings.}

Congrats! You mapped your first survey response. Now, customers who fill in this survey have their response added in Salesforce. We’re ready to automate and analyze next.

Resources

• Trailhead module: GetFeedback Selling Basics
• Trailhead module: Quick Start: Create and Send an Email with Marketing Cloud
• Trailhead module: Data Modeling
• Article: Using Merge Fields to Personalize a Survey
• Article: Logic Basics
• Unmanaged package: Automatic Response Flow

Quiz Questions 

Unit 2: Implement a Customer Experience Program

Learning Objectives

After completing this unit, you’ll be able to:

• Use Flow Builder and Process Builder to automatically send surveys.
• Set up reports and dashboards for businesses to take action on customer feedback. 
• Present the customer experience program.

Build the Program

Now that all the pieces are in place, you’re ready to automate a customer experience program. CSAT and CES surveys are sent after a specific action takes place. For these surveys, use Process Builder, which supports specific actions—or trigger-based events. Since NPS surveys are sent throughout the year, use Flow Builder which supports time-based actions.

As you know, there are endless possibilities for what can be built with Salesforce automated tools. For example, businesses can: 

• Send a coupon to a customer if they give a service agent a negative review.
• Create a task for a sales manager to follow up with a dissatisfied customer.
• Send a survey based on an Einstein Next Best Action score. 

In this demo, we show how to create an automated NPS CX program. 

Flow Builder

Use Flow Builder to send an NPS survey at regular intervals. In this example we send a survey every quarter from the time a contact first becomes a customer. This entire flow is available as an unmanaged package in Resources.

Here’s what basically happens in this flow:

1. Find a new contact and set the survey send date.
2. Send the survey to the contact on the designated date.
3. Update the contact’s record with the date when they should get the next survey.

This process is fairly complicated because it has to account for every type of scenario. The good news is it’s already available for you to download in Resources. Once installed, it will look a little complicated.

{Alt text: Diagram of flow to send NPS survey at regular intervals}

Process Builder

Use Process Builder to create an automated way to send a CSAT or CES survey. You can also find unmanaged packages for these processes in Resources.

Creating a process includes three main steps:

• Select the Object—such as Case.
• Select the Criteria—such as Case Closed.
• Select the Actions—like send a survey.

You’re probably familiar with these steps, so we’ll skip them here.

Use Reports and Dashboards

Create reports and dashboards that address the business’s biggest concerns. We suggest adding the customer’s feedback to the business’s Salesforce org. This way they can create reports and dashboards directly in Salesforce. Here are some ideas for reports you can add.

• CSAT score by region
• NPS score by leader
• CES score by department

There’s also a Customer Experience report pack that you can install—find it in Resources.

In preparation for your demo, we recommend that you fill out the survey a few times so that there’s actual data to review.

Present the Demo

As a sales engineer, you know how important it is to work with the AE to create a stellar demo. Here are a few things to keep in mind as you prepare:

• Review the business’s top concerns.
• Show how easy it is to create GetFeedback surveys that link to Salesforce.
• Present the flows and Process Builders you created to build a complete customer experience program.
• Discuss how reports and dashboards provide insights that help businesses do even more with their data.

With GetFeedback and Salesforce, businesses have powerful sets of tools to listen to their customers and provide even better experiences. 

Resources

• Trailhead module: Salesforce Flow
• Trailhead module: Reports & Dashboards for Lightning Experience
• Article: New and Improved GetFeedback Actions
• Article: Power Einstein Prediction Builder With CX data
• Unmanaged package: NPS Survey Flow
• Unmanaged package: CSAT Survey Process
• Unmanaged package: CES Survey Flow
• Report pack: Trailhead CX Reports Package

Quiz Questions