KPIs and Analytics drive call centers as much as the people taking the calls. While data may be critical for the call center, we cannot overlook the often-ignored impact of feedback obtained from clients and customers directly.
This first-hand information is the best tool possible for learning not only where you need to improve, but also where you are doing well – and that positive feedback is fantastic when shared with agents to help boost their morale.
It is in your customers best interest for you to be as efficient and useful as possible, so the feedback they provide is generally quite relevant, allowing you to make serious service improvements. Of course, that assumes two things:
- You are asking the right questions, and
- You are actually doing something with the information that they provide to you!
To ensure that you meet both of these requirements, you need to come up with a well-crafted plan that covers all bases and gives you an opportunity to exploit the full potential of feedback.
If you are having trouble creating great call center survey questions, here are some proven strategies and tools that you can use. Keep reading for a ready-to-use template, too.
How to Ask Questions
The good thing about conducting a survey is that you can do it yourself. Although you might consider hiring a company that specializes in surveying customers, they are generally costly. If you are just starting out, it’s often best to use your own internal resources.
If this feels risky or difficult for you, or if you’re concerned about getting the process right first time, consider running a pilot project on a small scale first to iron out any procedural issues.
As you grow and expand your feedback process, you could consider looking at an external organization. These companies can be beneficial in providing you with clear, unbiased feedback that you can pick up and work on straight away.
Create an Online Survey
One way to post your questions and get the feedback you are looking for is by looking to integrate your survey with your existing online resources. Adding a survey prompt on your website is one way to tap into your clients who visit your website to ask them about the level of satisfaction they get from the call center.
You do need to ensure that the survey is in a standard format and the information you receive back is protected and secured, but this is a very good, cost-effective and green way of surveying your customers!
Start a Conversation
It can be tempting to ask your agents to perform feedback surveys with customers on the phone. While this has the advantage of getting you instantaneous feedback, in reality this method has a lot of pitfalls.
Understandably, customers are often very hesitant to give negative feedback verbally to the agent that just served them. Agents would need to record feedback accurately, increasing wrap times, as well as increasing the time spent on the phone.
A better way of taking advantage of customer feedback while they’re on the phone is by using IVR survey software. This allows agents to simply ask the customer’s permission to run a survey, and transfer the customer through to a specific automated line which collects their feedback.
Send an Email
If you have email addresses on file, sending an emailed survey can be a cheap and quick way to get feedback.
But there’s risks here too – it’s always possible that customers might lose your email in the shuffle or put it aside, marked read.
Use Hard Copy Questionnaires
The other way of getting call center feedback is by using hard copy questionnaires. Depending on how you operate, you can have them given to clients when they visit your business, or mail surveys to them. It is essential to include accurate addresses on the envelopes to facilitate an easy reply, preferably via free post. Also, be sure to have a system in place that will ensure that received feedback gets received and recorded correctly.
Bear in mind that the point is not only to collect customer feedback but to gain insight from the responses and to find ways of improving where your clients think that you can do better. With the right process and survey questions, you can do just that.
Sample Template for Getting Call Center Feedback from your Customers
Here is a list of sample questions you can use to get the opinions of your customers.
The sample questions contain a general question to assess customer satisfaction, as well as questions assessing the knowledge, speed and manner of the interaction. We’ve also included a question to help you gauge your FCR, and there’s an NPS measure too.