Online forms: the most under-rated CX tool

You can even set up an automatic, personalized message to be sent within a set interval of the form submission, like “Thanks for subscribing, Karen!” two minutes after she clicks “Submit”.

If you’re running a business or marketing agency in 2018, you’re probably using online ads to gather leads. You might also be reaching out to those leads via phone calls or texts. But are you taking advantage of web forms?

Online forms are more than lead-gathering devices. They’re a means for your current and potential customers to reach out to you directly, from the convenience of their home or mobile phone, at any time of the day. While nothing can replace the human, personal touch of a phone call, in some cases people simply want to reach out with a brief note or question.

Chances are, you’ve filled out an online form and expected an instant response, only to wait hours or even days to be acknowledged. It was probably pretty frustrating, which might’ve impacted your conversation with the rep who eventually reached out to you. But how can a business, especially one with stretched resources, manage to instantly respond to every communication from clients or leads?

It’s crucial to fill this service gap, but you don’t necessarily have to hire more, or increase staffing hours to do so. In fact, we designed our FormReactor tool to solve this very problem.

What is FormReactor?

FormReactors® are click-to-call forms that can immediately trigger actions (e.g. a phone call) when a form is submitted. FormReactors can be embedded on websites and set up with a variety of response options that will occur when the form is completed.

That’s right – our FormReactor is an automation tool that can trigger instant actions on your part, from a personalized text, to an immediate call from a live agent.

Could this tool work for your organization? We think it could streamline just about any workflow, but don’t just take our word for it. We asked Edwin Melendez, a member of our award-winning support team, for a few of the ways that he’s seen our FormReactor in action.

Hey Edwin, you’ve been helping our clients over the support lines for years, and you’ve probably seen a lot of different uses for our FormReactor. Are there any particularly creative use cases you can share?

I think my number one suggested use for our FormReactor would be what I’ve seen our clients in the medical field do, which is to use a form to allow patients to book appointments for themselves online.

There are a couple different ways to do this, depending on how your medical office or clinic operates. In the last case that I worked with, any time a patient submitted an appointment request form, it would trigger an automatic response in the form of a text message to the patient. At the same time, the form would also automatically fire off a text message to the clinic owner to inform them of the appointment. Finally, both parties would also automatically receive a confirmation email.

The CTM support team also relies heavily on FormReactor to automate tasks. The first way that comes to mind is our special number request form. When someone fills out that form to inquire about purchasing a special or specific phone number, it triggers a email to our support team inbox that generates a ticket, tagged specifically for the person who handles number acquisition.

I have seen also seen a few law firms use forms and their contents to qualify leads and, based on the financial screening questions included on the form, automatically trigger calls to the prospects who are most likely to retain the law firm’s services.

Do you have a particular favorite way you’ve seen FormReactor used?

That’s tough… but, I’d say that my favorite use case for our FormReactor is how our clients set up the FormReactor system to completely replace legacy third-party services that automatically book appointments for them. We see this a lot across our clients in the healthcare and hospitality industries. Using CTM really streamlines the registration process, improving customer/patient experiences and reducing monthly spend on unnecessary software.

My second favorite use case for FormReactor would be utilizing our forms to set up an immediate, automatic response when time is of the essence. For example, our customers in the home services industry love this feature for it’s ability to instantly connect with homeowners who have an urgent need, like water damage. This feature benefits a lot of our clients across all verticals by immediately connecting callers with a live, trained phone agent.  

We have a lot of clients who run marketing agencies. How do you advise them to utilize the FormReactor?

Marketing agencies can use FormReactor to tie form conversions back to the search keywords or ad campaign that brought in the lead. Basically, FormReactors can dynamically associate form submissions with your tracking source and tracking number. So, a marketing firm can measure how many form submissions they got from different lead channels such as Google Ads, email campaigns, Facebook, etc. With this in place, if a firm is running two campaigns simultaneously but find that one is driving more form submissions than the other, they can adjust their efforts – and budget – accordingly. Of course, those form submissions are also linked to calls, texts, and web sessions, so you’re getting the full picture of each sales journey.

Marketers get really excited when I describe how our FormReactor can automatically add a form submitter’s phone number to an autodialer contact list. This means that new form leads can be set up to receive bulk text messages with special offers or promotions. You can even set up an automatic, personalized message to be sent within a set interval of the form submission, like “Thanks for subscribing, Karen!” two minutes after she clicks “Submit”.

Something to note for marketers – or anyone, really – is the flexibility of our FormReactor. It can integrate with a lot of popular platforms that most people are probably already using, like WordPress, Unbounce, and Hubspot. Imagine combining two powerful tools, like embedding a FormReactor into your Hubspot landing page, to track marketing campaign performance. You wouldn’t miss a bit of valuable data!

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