Surveys are the best way to get feedback from your clients and to drive a great customer experience with your company.
They’re a great way to keep track of unhappy clients – giving you the real chance to fix any issues rather than lose a client, and improving customer experience. They’re also a great way to find out what your clients like about you and what’s important to them.
If you have a call centre, one of the best ways to get voice of the customer feedback is to get feedback right then and there while he’s interacting with your agent.
Enter the post-call survey
Firstly… What is a post-call IVR?
This is when you use your telephony system to survey your customer’s experience while he’s on the phone. The agent your client is dealing with will connect him to a pre-recorded survey, without interruption.
If done correctly, post-call IVR surveys can give your business valuable insight into what makes customers happy and what ticks them off. You could even expect a response rate of as much as 40%, in real-time. But, if you don’t execute your survey properly, it could just irritate your customer, instead of getting valuable feedback for you.
To get the best, measurable results that can help improve your customers’ experience, you have to make sure you don’t commit one of these deadly sins in your post-call IVR survey…
Four deadly sins that could see your client putting the phone down
1. Asking too many questions: Your clients don’t have an obligation to answer your survey. In fact, they’re helping you. So, keep your questions short and to the point. We suggest you ask three or four questions, definitely no more than five.
We also recommend your agents tell your customers that the survey will only take a minute or two to complete when they transfer him.
2. Asking your client to rate one to 10:“Why is this a problem?”, you might ask. Well, the keypad on a telephone only goes up to nine. So, rather ask your clients to measure on a scale of zero to nine, or even one to five.
3. Not giving the full range of answers:In other words, don’t only give options you want to hear, and not the possibly negative answer options. This normally happens with multiple choice questions. For example, if you ask the question “how likely are you to recommend us to your friends or family”, don’t only give the options of “highly likely, most likely and likely”. You must also include “not likely or not likely at all”.
4. Asking complicated, long-winded questions:The more straight-forward and easy to answer a question is, the more accurate your clients’ replies will be. It’s often a good idea to slot in a qualifying statement before you ask the question. This will put the client in the frame of mind you want him in. You can say something like “Please rate the service you just received from Sam during your call.” The best way to guarantee you don’t commit these sins is to get expert advice.
At Smoke Customer Intelligence, our research team has the expertise to guide our clients on the most vital and informative questions based individual their business needs.