Measure Satisfaction From Your Email Signature!

Luis Manjarrez
by Luis Manjarrez

The customer's journey starts when they visit your website or brick-and-mortar store for the first time, and it doesn't end when they make a purchase or hire your services. It goes well beyond that point.

You've worked hard to acquire that customer. You've invested time and money. So it makes sense to retain them as long as possible. As it's the case for many industries, the cost of keeping a customer is lower than acquiring a new one. This Harvard Business Review article says that the acquiring cost can be 5 to 25 times more expensive than the retaining one.

So, how can you measure customer satisfaction to maintain low churn rates and long-lasting customers? Easy, just ask your customer for feedback. Ask for feedback on the product, the support experience, etc.

In this blog post, we're going to center around customer satisfaction in the support experience. Because unless you're Google, customer support is an integral part of your daily operations.

There are many buzzwords these days, companies boasting they are "customer-obsessed" or "customer-centric." For the most part, it's true. Companies focus more than ever in providing excellent customer support. It is mainly due to the level of competition. You can quickly lose customers to your marginally-inferior competitor if they offer superior customer support.

How to implement a customer satisfaction survey?

Probably the most known and effective way to do this is by embedding a link with the survey in the support employee's signature.

We've all seen these surveys—some people like them, others don't. Either way, they are great tools to provide feedback to the company about the employee's performance and helpfulness. Since support agents are the company's face, you only want to work with the best talent you can find.

It's also important to note that they are indispensable assets to businesses, and their work is not easy. These types of surveys can also help agents themselves. Some companies reward employees with the best ratings by giving out bonuses.

Tools to measure customer satisfaction

It's a crowded space where solutions abound. So we took the task of researching the top 3 options for customer satisfaction surveys. They all support shareable links, and some offer embeddable code.


With powerful analytics and an easy setup, Nicereply lets you create surveys for each employee rapidly and see a leaderboard.

Nicereply's dashboard
Nicereply's leaderboard


Simplesat's customizable rating scale and quirky icons are an engaging new take on user experience.

Simplestat's customer satisfaction survey


Their 5-star survey product lets you collect customer feedback easily with a link. Delighted's dashboard lets you see your customers' feedback in real-time.

Delighted's customer satisfaction survey

Bonus: Typeform

Typeform offers a design-centric solution for surveys. They also offer a wide arrange of visually stunning templates.

Typerform's customer satisfaction survey

How to add a survey to my email signature?

With Missive's managed signatures feature, you can easily add customer satisfaction surveys to each of your teammates' signatures in just minutes.

The dynamic data comes from your team's editable member profiles.

Editable profiles for all members

You can also add custom fields.

Custom fields in member profiles for managed signatures

Also, in some survey tools (namely Nicereply) other variables can be fed to enrich reporting. For instance, you could pass the {{ }} and {{ }} variables to know in which email exchange the customer completed the survey.

Depending on the customer satisfaction tool you select, there are three ways to add the survey to managed signatures in Missive.

1. Single link with employee selector

In this case, you have a single link pointing to a general survey. When the customer clicks on the link, they're sent to a page where they can select the employee's name that helped them and then they can proceed to rate them. This system usually works for small teams.

In Missive's managed signature rich text editor, simply add the survey's link.

Custom field in Missive's profiles
Both Yes and No link to the same survey page for all employees

To make this more appealing, you could create an image link with HTML. Like this:

Customizable HTML in managed signatures

You can achieve that with this code:

    <span style="font-size: 15px">{{ }}</span>
    <span style="color: #005CD4">Company Inc</span>
  <span style="color: #737373">
    <span style="font-size: 11px"></span>
  <span style="font-size: 12px">Was my response helpful?</span>
  <a href="">
    <img style="width: 100px; margin-top: 5px" src="">

2. Dynamic survey link

If the satisfaction survey system gives you a unique link per employee, you can add the unique part or the URL as a custom field in the member's profile. For example, if the complete link is:

Then in each employee's custom field, enter the variable part of the URL:

Customer satisfaction survey URL

In the editor, type in the static part of the URL and add the newly created variable custom field, like this:

<a href="{{ user.custom.survey_unique_url }}"></a>
Customer satisfaction survey HTML code in managed signatures
Each rating will link to the appropriate employee's survey

3. Embeddable code

Some survey collection companies let you generate embeddable HTML code. In this case, copy the code and paste it in the managed signature editor.

You can also add custom field variables like in the example above.

Simplesat's quirky customer satisfaction survey icons
Simplesat's quirky survey icons!

We're confident these customer satisfaction surveys will help your company offer the best experience and ultimately retain more customers.

Research done by Frederick Reichheld of Bain & Company shows that in certain industries, increasing customer retention rates by 5% increases profits by 25% to 95%.

Start gathering feedback!

Luis Manjarrez

Growth at Missive
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