Delighted Launches With Google Ventures Backing
For marketers getting more involved in customer experience management, a new tool backed by Google Ventures may come in handy.
Delighted is a one-click customer satisfaction survey tool that asks how likely a person is to recommend the company to a friend -- nothing else -- and allows for an explanation in a comment.
Think of it as the "Yo" of customer satisfaction surveys.
After operating in stealth for about a year, Delighted officially opens to the public today. It could come in handy for marketers, especially as more companies look to enhance the customer experience.
Managing customer experience is becoming an essential component of the marketing function. The chief customer officer -- a role that's emerged to manage customers' experiences at every interaction point with the company -- reports to both the CEO and CMO, according to Gartner.
Delighted co-founder Caleb Elston said in an interview that the company's simple format and usability on all platforms helps it generate above average response rates. "We see response rates over 25%, with some customers achieving 45%," he said. "This compares to traditional surveys in the low single-digit response rates."
Some customers already on board are Bonobos, Silvercar and Hotel Tonight.
One feature that should be especially enticing to marketers: the ability to plug into marketing automation systems. "Customers have connected to Salesforce, Marketo, Pardot and countless others," Mr. Elston said. "Many customers use the API to survey automatically based on key customer events."
Some marketers, for example, place those who rate their company highly into a special segment. Those customers then get special perks, Mr. Elston said, which they value more than discounts since they have strong brand loyalty.
Delighted is based in Palo Alto, Calif., and is run by a team of three people. The company's investors include Google Ventures, Shasta Ventures, SV Angel and more.