How Can Post Call Surveys Help You Understand Customer Satisfaction?

In the modern age, there are many, many different ways in which businesses can reach out to customers, and how they can pool data together to look into how to improve their services. This is all for a good reason! The fact is, without customer satisfaction, you are not going to be able to grow […]

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In the modern age, there are many, many different ways in which businesses can reach out to customers, and how they can pool data together to look into how to improve their services. This is all for a good reason! The fact is, without customer satisfaction, you are not going to be able to grow your business, and what’s more, that’s going to result in poor revenue levels for you in the long run.

More crucially, it’s going to make things really frustrating for your customers. If, for example, you are failing to meet demands or expectations in a specific way – and are not taking strides to try and rectify such problems – things are only going to get worse. This is going to impact poorly on your reputation, and what’s more, it’s going to result in more and more people looking for support from other companies.

That’s something all businesses want to avoid – surely! Therefore, one of the best ways you can touch base with your customers is not to make broad, sweeping assumptions, but instead, to reach out and actually request direct feedback and advice on how you can improve your services in future.

What Are Post Call Surveys?

You may have come across a post call survey or two yourself as a caller or consumer. Essentially, it’s a quick questionnaire that you can take part in after you’ve spoken to a call centre. This allows you to give direct feedback on the service you’ve received and can advise of ways in which you’d like the service to improve in future.

A post call survey can set up in several different ways. One of the quickest and easiest ways to reach out for feedback is to speak to customer directly. However, a popular and cost-effective way to claim customer research is through an automated questionnaire at the end of a call. This helps to keep things fresh in the mind of the caller, and it’s also very quick – it’s just a case of pressing a few buttons to score service received out of five, for example.

The call centre and company will then receive these scores and use them to build towards KPI scoring. It’s really useful for training team members and for setting call quality standards across the board. However, even though some post call surveys only take scores out of five or ten, these are still useful to use when building correlations across different departments, areas of customer concern and more besides.

Similarly, some call centres and services use SMS surveys, which allow customers to text back scores and comments through their smartphones for free. This, again, is hugely convenient for both the business and the consumer and will also mean that the call in question is kept clear in mind – so that the caller knows how to respond.

What Can Post Call Surveys Measure?

It’s important to understand how important and effective a post call survey can be in measuring and grading calls. One key area that they measure is, of course, the quality of service offered from agent to agent. Customers will have the chance to raise concerns with specific agent support, meaning that your business can set up specific training schemes and can directly train team members on ways they need to improve in future.

As all calls are likely to be different, and as all queries are therefore likely to differ in terms of what impacts them, it’s also a good way to see if your systems and services are doing enough to support their general experience. Customers may choose to give feedback on the general service they receive from you regularly, for example, or may wish to raise a concern about the amount of time it has taken to reach your call centre. In any case, it’s a great way to make sure you have a plan of action in place to make changes.

Won’t All Concerns and Survey Results Be Different?

Naturally, as calls and queries will differ, it’s easy to assume that it’s going to be hard to measure for any big changes. However, it stands to reason that – through simple number scoring – you can build charts and correlations to see which departments, agents and services are scoring highly, and which need additional support and training.

This means that, even through a simple automated survey system, you’ll be able to gain a lot of valuable insight into what your customers are thinking. As it is never a good idea to make assumptions, it’s never been more important to let people have their say.

In some cases, you’ll be able to let callers leave specific messages at the end of surveys, too, so that they can give direct, specific feedback. This is not only going to be beneficial for them but is also going to allow you to apply some context to some of the concerns and queries which are driving down your scores.

Therefore, while you may find that a lot of survey specifics differ, it’s worth remembering that the scoring systems you can put in place will still give you a clear indication of the direction your business is heading in.

Setting Up After Call Surveys

If you value the opinions of your customers and want to be able to offer them the best service and care possible, it makes sense to give them plenty of opportunities to reach out to you. Do also remember that people love to share feedback and give opinions. As these surveys are very quick and easy to manage, too, plenty of people will be keen to take part.

At Callcenter, we offer after call survey automation which will allow you to take direct scores and capture feedback from all your callers. This means that you’ll soon be able to build bigger, clearer pictures of how you are perceived, and what you can do to make sure that you and your business are heading in the right direction.  Find out more by calling us free on 0800 357 678.