Call Center and Customer Feedback

Collecting and analyzing customer feedback is one of the foundations of changes in the contact center. Feedback allows you to pay attention to the stages of service that are difficult for the customer – and thus help identify solutions that may increase the level of customer satisfaction. In this Article we’ll Cover Call Center and Customer Feedback.

A good call center listens to consumers, analyzes their opinions and gives itself space to constantly improve services. Especially in highly competitive industries where the offers of individual players on the market are similar (e.g. telecommunications, banks, insurance), the quality of customer service may determine the choice of a specific brand. The first step to increasing it is collecting or analyzing feedback from consumers. How to collect customer opinions and draw correct conclusions from them?

How to Measure Satisfaction?

The index that measures customer satisfaction is called C-SAT. It is an extremely flexible indicator that allows you to test different operating elements in different channels. Satisfaction may relate to the general experience related to the brand, but also to a particular transaction or contact with a given consultant. And the customer can be asked about the level of satisfaction via telephone, e-mail or SMS.

The very wording of the question also depends on the company or organization that is carrying out the research. There are three most common ways to formulate a question:

  • Are you satisfied with the quality of service? (Yes No)
  • On a scale of 1 to 5, how satisfied are you with the quality of service? (1-5)
  • How do you rate the level of satisfaction with the service? (Very Satisfactory, Satisfactory, etc.)

Most often, the C-SAT is calculated by dividing the number of positive responses by the total number of respondents, and then multiplying the result by 100. The goal is to get as close as possible to 100%. – however, it is difficult to find appropriate benchmarks that will more accurately define the expected goals in a given industry. The C-SAT result depends on the formulation of the question and its results in different companies may be disproportionate. Therefore, when defining goals, you should independently determine the result you want to strive for.

Satisfaction Survey Channels

We can conduct customer satisfaction surveys in various channels. The first is  e ‑ mail . A request is sent to the customer’s address to complete a questionnaire on their satisfaction with the quality of service. This is not an easy channel for such a survey, as it requires many activities from the client: entering the mailbox, reading the message, often going through the link to the survey and only then giving feedback. Choosing e-mail as a satisfaction survey channel may not only reduce the number of potential responses, but also distort the results, as generally only customers with very high and very low satisfaction will be motivated to respond.

Much more reliable results can be obtained by selecting the SMS channel  . It is a more direct form of contact with the customer, which takes a lot of time and requires less focus and determination than e-mail. As a result, the response rate when choosing an SMS is significantly higher – depending on the research, it ranges from 40 to 57 percent. This choice also allows you to contact consumers who have not provided us with an e ‑ mail address.

The third most popular channel for collecting customer feedback is the IVR survey   carried out automatically over the phone. It may be a separate call from the call center to the customer who has just ended the call. However, it turns out to be more effective not to break the connection and ask the consultant to stay on the line and answer in a short questionnaire. When formulating an IVR survey, you should remember about simple language, single and simple questions and understandable terms that will relate directly to the nature of the interview.

The most important thing is the right time for the question. The research must be carried out quickly enough for the client to still remember the emotions accompanying the conversation. Therefore, satisfaction is most often examined right after the interview with the consultant.

What you Don’t Learn with C-SAT?

This method of collecting and analyzing feedback from customers primarily checks their satisfaction with the completed conversation, the transaction made, and the solution of a given case. Thus, it is an ad hoc indicator relating to the short time perspective and examining individual situations.

This means that we will not be able to predict whether the customer will return to our brand. It depends on the degree of his loyalty, which is tested by the NPS (Net Promoter Score). In order to fully listen to customers, you should hire specialized researchers who will conduct CATI (computer-assisted telephone interviewing) surveys checking service quality. This means higher costs, which not everyone is ready to pay.

Collecting and analyzing feedback also does not allow for checking the correctness of the conversation in terms of internal procedures. They can be tested either by listening to the recordings by a Quality Checker employee, or by Mystery Shopping research conducted by external specialists.

The Best Quality of Service

How to make short customer surveys a reliable indicator of call center effectiveness? The key to success is regularity and selection of the best test method. Collecting as many results as possible in the long term will allow the analysis of the dependence of customer satisfaction on many factors, such as the introduction of new solutions in service.

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