How call centers measure customer satisfaction

OABPO Blog Team Published on June 26, 2014

call-center-agents-customer-service-team-customer-satisfaction
Every leading call center company in the Philippines recognizes the value of customer satisfaction in gaining a competitive advantage in the industry. Customer satisfaction is driven by the excellent service and the experience people get from the agents, and in turn, it drives the loyalty of the market the contact center serves. Customer satisfaction is indeed the yardstick that tells of a firm’s success. That’s why it s imperative to know how agents satisfy customers to determine the success level the company is on. Unfortunately, not all call centers know how to measure it.

A white paper published by CFI Group suggested post-call survey as a way of gauging satisfaction. It does, after all, make sense to ask customers directly about how happy they are with the service they receive. The best way to understand the business relationship is through the consumers’ perspective, and the best time to get their sentiments is right after a call while the interaction is still fresh.

female-customer-phone-mechanic-call-center-outsourcing-customer-experience

Technological advances have enabled companies to gain deep insight from reliable, targeted sources, but the effectiveness of post-call surveys doesn’t depend on technology alone. The contact center has to structure and deliver the survey in a way that would allow it to extract honest opinions and actionable data.

According to a 2007 report by the International Customer Management Institute (ICMI), manual follow-up survey conducted by agents was the most common method of collecting satisfaction feedback, with 38% of contact centers using this technique. The other top choices were email or web-based surveys (34.1%), automated phone surveys (23.9%), and mailed, printed surveys (20.5%).

These methods, although popular, have drawbacks. Since they are typically carried out hours or days after the call, they can’t guarantee genuine feedback, particularly because of recall or memory lapses on the respondents’ part. And most of the time, consumers don’t bother finishing the questionnaire at all.

But that was in 2007. Now, post-call surveys are mostly automated so that companies can record, analyze, and interpret data seamlessly to pinpoint factors that are lowering the satisfaction levels and find ways to work on those. Interactive voice response (IVR) systems have been increasingly used for this activity because of the faster turnaround time and lower costs they bring. To effectively capture responses via IVR-based surveys, call centers apply the following best practices approved by the American Customer Satisfaction Index (ACSI):

1. Equate one issue per question. Instead of using only one question to find out if the agent was courteous and knowledgeable, it’s better to ask about these traits in two separate queries.

2. Focus on one goal. If the purpose of the survey is to gain honest opinion about agent performance, you shouldn’t include marketing or product-related questions.

female-customer-happy-on-the-phone

3. Keep the survey short, ideally not lasting more than two to three minutes to keep the respondent interested.

4. Only collect feedback that matters. It’s tempting to take the opportunity to ask everything about the brand—from the product, to the service, to the reception. But again, if your goal for conducting this is just to improve agent efficiency, you should only ask questions relating to the customers’ interaction with your employees.

5. Use the right scale. Excluding 0, most dial pads only have the numbers 1-9, so if your survey asks to rank something, keep the ranking within a practical scale. Each answer should be keyed in with one press, so 1-10 rankings are not ideal in IVR-based surveys.

6. Survey results are not meant to evaluate individual agents; You should use the data to improve the overall performance of the team.

Effective survey methods can capture data that accurately reflect the customers’ experience. Once you get the information you need, you should now put it into work.

Join us on facebook
Open Access BPO Yesterday
Delivering outstanding #CustomerSupport on over #SocialMedia promptly is essential for enhancing #CustomerSatisfaction and improving the overall brand experience.

But how can your brand consistently deliver on this crucial front?

Improve your customer interactions and build stronger connections on social media by reading all about it on our blog: https://buff.ly/sdjJ2A3

——————————
Give your brand a CX boost on the social web!
Outsource to a #CustomerService expert today: https://buff.ly/aBetHaO

#WeSpeakYourLanguage
#CustomerService #CSat
#CustomerExperience #CX
Open Access BPO 11 days ago
The world is getting smaller, and your customers come from all corners of it!
Partnering with a culturally diverse #CallCenter team isn't just the right thing to do, it's a smart business move.

Learn about the key benefits in our blog:
https://buff.ly/360SqHP

----------
Want a high-value #CustomerExperience for your diverse audience?

Let our multicultural teams help your brand break into international markets without worries.

Contact us today: https://buff.ly/59i7YD6

#WeSpeakYourLanguage
#CX #diversity #inclusion
Open Access BPO 11 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 11 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 12 days ago
Open Access BPO conducted Plant It Forward, a two-part tree-planting initiative, held in Laguna and Davao in May and June 2025.

Volunteers from both activities planted 300 Philippine indigenous trees, which were selected to help maintain the biodiversity in the area.

“This program is more than just planting trees; it’s about cultivating a culture of social responsibility within our organization and demonstrating our commitment to the communities where we operate,” said Joy Sebastian, Global VP at Open Access BPO.

This is only the start. Open Access BPO vows to continue investing in such environmental projects, affirming its core value of creating positive impact.

Read more about the green initiative here: https://buff.ly/HjTlHZC

#WeSpeakYourLanguage
#OABPOPlantItForward
#OABPOcares #IdeaHubOABPO
Open Access BPO 12 days ago
𝐀𝐝𝐝𝐢𝐧𝐠 𝐯𝐚𝐥𝐮𝐞 𝐭𝐨 #𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐦𝐞𝐚𝐧𝐬 𝐠𝐨𝐢𝐧𝐠 𝐭𝐡𝐞 𝐞𝐱𝐭𝐫𝐚 𝐦𝐢𝐥𝐞 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬.
This means transforming basic interactions into meaningful connections.

It's the secret to building strong customer loyalty and driving business success by making customers feel valued and understood.

Dive deeper into what makes a truly value-added #CX and how it can significantly boost #CustomerLoyalty and overall business success: https://buff.ly/8Wxb9gw

——————————
Ready to transform your customer experience? Don't settle for less; elevate your #CX by partnering with a #CallCenter that truly goes the extra mile 24/7.

Learn how our dedicated team can enhance your customer interactions and drive loyalty.
Take the first step towards superior CX today: https://buff.ly/L6dUG5E

#WeSpeakYourLanguage
#CustomerSupport #BPO