1. Issue: No basis for newsletter improvement
The e-commerce team at NyokiNyoki Agricultural Products sends emails to repeat customers with information on seasonal vegetables and special offers. While the newsletter is generally well-received, a certain number of customers have been choosing to unsubscribe.
However, while the team could track which email led to an unsubscribe, they couldn’t understand the underlying reasons or context. Without knowing the “why,” it was difficult to accurately review the content or timing of their emails, making it challenging to make customer-centric improvements.
2. Solution: Establish a system for collecting feedback.
The process owner added a comment box to the unsubscribe form and integrated an AI agent into the workflow.
This allows customers to optionally enter a reason for unsubscribing when they submit their request. The comments are then analyzed by AI, which automatically generates a draft response.
Before
View details of the workflow diagram
Unsubscribe Confirmation Form
Customers submit their unsubscribe request by clicking the Submit button.
Receive confirmation email
If customer chooses “Receive,” they’ll be sent a confirmation email.
Delete Email address
Team member will remove the email address from the mailing list.
After
View details of the workflow diagram
Unsubscribe Confirmation Form
Customers submit their unsubscribe request by clicking the Submit button.
Receive confirmation email
If customer chooses “Receive,” they’ll be sent a confirmation email.
AI-generated draft
The content provided in the unsubscribe reason is analyzed by AI, and a draft for a thank-you email is generated.
Delete Email address
Team member will remove the email address from the mailing list.
Automated email sending
The thank-you email is automatically sent to the customer.
3. Benefits
Gaining Clarity on Improvements
You can now grasp the specific reasons for unsubscribing from the comments customers provide.
Clarifying Areas for Improvement
By analyzing the feedback collected, you can now clearly define the direction for improvement, including the newsletter’s content, frequency, and timing.
Maintaining Positive Customer Relationships
By sending a thank-you email, you can maintain a good relationship with customers even after they unsubscribe.
4. Other Business Applications
Collecting product reviews
Adding a free-text field to the post-purchase form allows an AI to assist with reviewing and drafting thank-you emails.
Improving customer support
By adding a “satisfaction comment” field to the inquiry form, an AI can generate suggestions for improvement and standard replies.
Post-campaign survey
An automated short survey is sent out at the end of a campaign, and an AI compiles the responses and summarizes the key points.