If you’re tired of chasing down customer feedback and want a system that does the grunt work for you, this guide’s for you. I’ll walk you through using Delighted integrations to automate the whole process—no more spreadsheets, no fiddly exports, no “we’ll circle back” nonsense. This isn’t about chasing the latest SaaS hype. It’s about setting up a feedback loop that runs itself, so you can actually use what your customers are telling you.
Let’s get straight to it.
Why bother automating feedback?
Before you roll your eyes: Yes, it’s worth it. Manual feedback collection is a time sink, and you’ll miss out on real insights if you only ask now and then. Automation means:
- Feedback comes in consistently (not just when you remember)
- You see trends sooner
- You spend less time nagging customers or your team
But automation isn’t magic. It just makes it easier to do the right thing, over and over. The rest is up to you.
Step 1: Get your Delighted account ready
If you’re reading this, I’ll assume you already have a Delighted account. If not, go sign up—it’s straightforward. Their free trial is enough to get your feet wet.
Pro tips: - Use a generic company email as your sender, not “noreply@”—customers ignore those. - Set up your Delighted branding early, so emails don’t look like spam.
Step 2: Map out your feedback touchpoints
Don’t automate blindly. Figure out when and where you want to ask for feedback. Otherwise, you’ll annoy customers or, worse, collect useless data.
Ask yourself: - Do you want feedback after a purchase? After support tickets close? After onboarding? - Are you measuring NPS, CSAT, product feedback, or something else? - Who should not get surveyed? (For example, someone who’s already responded recently.)
What works:
Automating after “moments of truth”—like after onboarding or a resolved support ticket—gets the best response rates.
What doesn’t:
Blasting surveys after every little interaction. That’s a fast track to unsubscribes and eye rolls.
Step 3: Choose your integration (and skip the fluff)
Delighted plays nicely with a lot of tools—Helpdesks, CRMs, e-commerce, and automation platforms like Zapier. Here’s the honest breakdown:
- Native integrations: If Delighted has a direct integration (like with Shopify, Zendesk, or Intercom), use it. These tend to be reliable, easy to set up, and don’t break when someone updates an API.
- Zapier or Make: Good for connecting to tools that don’t have native support. Zapier’s interface is easier, but Make is more flexible if you want to get nerdy.
- API: Use this only if you have a developer handy, or you need to do something fancy. For most teams, it’s overkill.
Skip:
Pointless integrations just because they exist. If your team doesn’t use Slack, don’t bother with a Slack integration to “keep everyone in the loop.” Only set up what you’ll actually use.
Step 4: Set up your first automated workflow
Let’s get hands-on. I’ll walk you through an example: automating a feedback request after a support ticket closes in Zendesk. The steps are pretty similar for other platforms.
A. Native integration (Zendesk example)
- In Delighted, go to Integrations > Zendesk.
- Click “Connect” and follow the prompts. Give Delighted access to your Zendesk account.
- Choose your trigger (e.g., ticket solved).
- Map ticket fields to Delighted survey fields (like customer email, name, etc.).
- Set a delay, if you want (e.g., send survey 2 hours after ticket solved).
- Save and test.
Pro tip:
Always test with your own email first. Make sure the survey looks right and isn’t going to spam.
B. Zapier (for non-native tools)
Let’s say you use a helpdesk that isn’t directly supported.
- Log into Zapier.
- Set up a trigger (e.g., “Ticket Closed” in your helpdesk).
- For the action, choose Delighted and select “Send Survey.”
- Map the fields—email is required, name is nice.
- Test the Zap with a sample ticket.
- Turn it on and monitor for the first week.
C. E-commerce (Shopify, etc.)
Delighted’s Shopify integration is plug-and-play. It’ll trigger surveys after orders are fulfilled.
- Go to Integrations in Delighted.
- Select Shopify and connect your store.
- Choose when to send (e.g., after delivery).
- Customize your survey as usual.
Heads up:
Don’t send a survey immediately after payment. Wait until the customer’s actually had a chance to use your product.
Step 5: Customize your surveys (but don’t overthink it)
Delighted’s templates work out of the box. You can tweak questions, but keep it short. More questions = fewer responses.
What to focus on: - Personalize with customer name and product, if possible - Keep the main question clear (“How satisfied were you with your recent support experience?”) - Limit open-ended questions—one is enough
Skip:
Branding gymnastics. A minimal logo and your brand colors are fine. Don’t spend hours obsessing over email fonts.
Step 6: Set up notifications and follow-up (if you actually plan to use them)
You can push feedback to your team via email, Slack, or other channels. Only do this if someone’s going to read and act on the feedback.
- Email digests: Good for team leads or managers who want the big picture.
- Slack notifications: Useful if you want real-time alerts on low scores (so you can jump in and fix things).
- CRM or ticketing system: For closing the loop with unhappy customers.
Don’t:
Turn on every notification channel “just in case.” That’s how feedback gets ignored.
Step 7: Monitor, adjust, and don’t set-and-forget
Check your survey response rates after a week or two. Are you getting enough feedback? Is it from the right people? Are you getting spammy or nonsense responses?
- If response rates are low, try tweaking your timing or email subject lines.
- If feedback is vague, consider making your questions more specific.
- Look for patterns: Are certain teams or products generating more negative feedback?
Pro tip:
Automated feedback is only useful if you actually use it. Build a habit of reviewing feedback weekly and sharing real takeaways with your team.
What’s worth your time (and what isn’t)
Worth it: - Automating surveys after key touchpoints (onboarding, support, purchase) - Keeping surveys simple and personalized - Reviewing feedback regularly and acting on it
Not worth it: - Over-customizing every survey for every situation - Chasing fancy integrations just because they’re there - Collecting data you’ll never look at
Keep it simple, tweak as you go
Don’t aim for perfection right away. Set up a basic workflow, see what comes in, and adjust. The goal is to make feedback collection a habit—not a project you revisit once a year.
Start small, automate what matters, and let your customers do the talking. If you need to tweak or scale up later, Delighted makes that easy. Just don’t let the “automation” part trick you into thinking your work is done.
Now go set it up, and get back to work that actually needs a human touch.