How can call centers collect customer feedback effectively?

OABPO Blog Team Published on July 18, 2014

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Customer feedback is among the most valuable bits of information that a contact center should collect. In fact, clients should include effective feedback gathering methods as one of the criteria a vendor must possess before they consider outsourcing to a call center in the Philippines or any top outsourcing destination. This is because the capability to generate honest, accurate opinions and testimonials can give a higher guarantee that a firm can measure its efficiency well.

Your contact center probably applies collection methods, but how sure are you that they are effective? If you feel that you’re not getting enough feedback or if your practices are coming out futile, these tips might work for you:

1. Don’t wait long to make a post-call survey

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Post-call surveys should be conducted with immediacy, or else, the feedback you could generate may come out inaccurate or incomplete. Offer IVR surveys or send email questionnaires within two days since the transaction closed so that the customers could recall their experience and the service they received in full detail.

2. Schedule satisfaction surveys

Use post-call surveys if you want to measure service quality, but if you want to know how satisfied users are with your products, ask for their feedback a week or two after the purchase. This allows them enough time to experience the product and give a good measure of its usability.

3. Change tenses

Sometimes, a simple shift of verb tenses is all it takes to get valuable answers out of respondents. Questions like “Will you tell your friends about us?” ask about the customers’ future intentions, which don’t always stick with them; whereas “Have you recommended us to your friends?” produces more response.

4. Use speech analytics

Speech analytics tools can be used for more than monitoring agent performance; they can be used for gathering and interpreting customer insights as well. Analyzing tone, word choice, patterns, and speaking mannerisms could reveal more than what simple yes or no answers can tell in phone-based surveys.

5. Monitor web activities

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The advent of mobile technology paved way for self-service options and crowdsourcing to become alternatives to phone-based customer service. Use these to your advantage by observing user-to-user interactions on forums or social media and by positioning satisfaction rankings, polls, questions, or feedback forms on your self-service platforms.

6. Measure happiness too

Most of the time, agents and surveys ask what bothers customers and how they can improve the company s service, but compliments should be given as much attention as complaints. Positive feedback from happy customers can give you an idea on how you could give the same satisfying customer experience to other consumers.

 

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