Customer feedback is essential when it comes to improving satisfaction. With the right contact center solution, you should already have the tools at hand to help collect valuable customer insights via survey features. The data you gather can be used to improve the overall customer experience.
Surveys can be included at many points within the buying cycle and in a multichannel environment, make sure to use the communication channels that are most popular with your customer base. Responses can be captured not only through post-call surveys, but via text, email, web forms or by an outbound call.
Tips for Including Surveys Within Your Contact Center Operation
Post-call interactive surveys allow you to integrate direct end user feedback quickly and easily as soon as the call ends. This minimizes the risk of the message getting diluted or 'lost in translation' by a 3rd party marketing agency or human interpretation.
Involving callers in providing real feedback after the call ends allows organizations to assess their scoring and coaching processes in line with real opinions from customers. Survey questions can involve yes/no responses (i.e. press 1 for “yes”, 2 for “no”) or scoring questions - e.g. “Grade your experience 1-5 where 5 is excellent.”
Beyond post-call, call center customer surveys can also be deployed effectively in the channels your customers use most. After an email, web chat or social media exchange, you can send an e-survey link inviting the customer to provide feedback.
Be sure to ask important questions to ensure customers’ inquiries are resolved, alongside softer questions on how they felt about the service they received. Sometimes a customer can become too frustrated to continue speaking to an agent. Surveys of this sort are a great way to capture candid responses as frustrated customers often won’t mind saying what’s on their mind in a survey afterwards.
If you’re going through the effort of surveying, make sure that you act upon the responses. Obvious? Yes. But all too often businesses fail to do this. Consider automating pro-active follow up actions based on negative survey responses. It's a great way to quickly address issues and turn a frustrated customer into a happy one. Here’s an example: if you ask whether the customer’s query was resolved and the response is no, edit your contact flow so that the customer is immediately routed to an agent or schedule time for customer care to reach out to them later.
3 Quick Tricks to Make Your Surveys Better
- Keep it simple. Long drawn-out questionnaires should be avoided. Failure to do so could lead customers to give false answers, just be done with it, or even total abandonment.
- Make it relevant. Also ensure that questions are related to the experience that the customer has had, use clear language and ask unambiguous questions.
- Make it count. If you are carrying out surveys, it's critical that you act on the results. If a survey highlights an issue, then use this opportunity to resolve the issue. And take the time to let the affected customers know that you've fixed the issue. This level of service helps you stand out from the competition. It's also going to make customers more likely to respond to future surveys. Maybe they’ll even recommend your business to friends and family, and remain a loyal customer for a lifetime.
If you'd like to find out more about our survey tools and how you can automate actions that will ultimately improve the customer experience, please get in touch for more information. We'd love to hear from you.
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