Is the Post-Call Survey Dead?
Post-call surveys are used by many call centers to capture feedback while the interaction is fresh in the customer’s mind. But this commonly used measure of customer service quality can be problematic.
What is a post-call survey, exactly?
A type of customer service survey, the post-call survey asks customers about a service experience immediately after it concludes, typically via an IVR. They may also be referred to as after-call surveys.
Post-call surveys are different than other popular customer survey types like NPS, CSAT, and CES because they assess a customer’s experience with a service interaction that just took place, rather than their overall satisfaction with the company, product, or service.
What problem do these customer service surveys solve?
Without interaction-based surveys, contact center managers are left to puzzle out how their teams are performing, usually by listening to random calls and trying to guess how the customer felt about the engagement. Post-interaction surveys allow customers to provide feedback that contact center managers can use to identify trends and themes in their performance, and reward or train agents as needed.
Capturing this data is critical. According to research from digital experience expert Neil Patel, poor customer service costs U.S. businesses an estimated $83 billion annually. In fact, 71% of consumers have actually stopped doing business with a company due to poor customer service experiences.
Although these types of surveys can be a valuable source of direct-from-the-customer feedback, the traditional IVR experience leaves a lot to be desired.
Firstly, IVR surveys have notoriously low response rates. They are also less user-friendly than a survey presented on a webpage or mobile device, and make it difficult (if not impossible) to capture deeper details about the experience, as through a free-form text field. Lastly, because they are traditionally used only after live agent phone calls, they fail to capture feedback from the much wider array of channels today’s customers use to get support.
Don’t kill off your post-call surveys just yet!
The challenges of post-call surveys don’t mean you should abandon them – quite the contrary! The main problem with after-call surveys is that they simply don’t go far enough when it comes to measuring customer service quality.
The time has come for the post-call survey to evolve.
“Post-interaction feedback” is the new post-call survey
Customers don’t just call you anymore – they email, live chat, text message, use chatbots, and so on. We’re dealing with a much broader scope of interactions, so we need a new, broader term for how we gather input from customers about those experiences.
Meet the post-interaction survey.
Unlike post-call surveys of old, post-interaction feedback captures the customer’s experience across a broad range of inbound service interactions, from live agent engagements over the phone, SMS, and live chat to service chatbot interactions to automated customer service email replies.
There are several benefits to taking this more holistic approach. For example:
- Delivering insights in real-time to contact center managers, allowing them to adapt more quickly
- Reducing agent turnover by giving them valuable performance feedback
- Improving understanding of how well customer recovery strategies are working
- Lowering QA costs by automating data collection and tapping a much larger data set
The voice of the customer insights gleaned from post-interaction feedback can significantly improve customer service quality. So, how do you get started?
7 best practices for your post-interaction surveys
Here are seven best practices to keep in mind as you implement your post-interaction surveys:
1. Keep it short! (and user-friendly)
As in the example shown here, limit the initial survey screen to a simple star rating or thumbs up/down. You’re asking the customer to “review” either the live agent they interacted with or the automated engagement they just completed (like concluding a chatbot conversation or receiving an automated reply to their email). Make sure you have a version of your survey for the web as well as mobile.
A quick, easy, device-friendly survey greatly increases completion rates.
2. Customize the survey depending on the initial rating
Use a survey tool that can dynamically present the customer with customized follow-up questions based on whether their initial rating was positive or negative. Tailoring these questions ensures you capture the most valuable data possible to either praise agents or find opportunities for coaching.
3. Tailor the survey based on the type of case
Further survey customization can be extremely helpful, tailoring questions to fit the specific reason the customer contacted you or the product they had problems with. This is one way that integrating post-interaction surveys with your CRM system comes in handy!
4. Close the loop with recovery (and another follow-up survey)
Did the customer report a negative experience on the survey? Alert the agent to initiate another contact in order to resolve the issue, then send another survey with follow-up questions about whether their issue was solved.
5. Give agents access to see their own stats
When it comes to employee engagement, transparency and feedback about how they are doing make a huge impact. Allowing agents to see their ratings and comments from customers empowers them to make changes, helps them know where they stand, and reduces turnover.
6. Deploy on multiple channels to gather comprehensive feedback
Today’s customers communicate with companies through many different channels. Gather more complete data about how those interactions are going by sending post-contact surveys after multiple types of engagements, including live agent conversations, interactions with customer service chatbots on web and mobile, and automated email replies.
7. Integrate with your CRM
Not only does direct CRM integration enable you to customize questions based on individual cases and notify agents of follow-up tasks, but it also gives you a single place in which to store all customer first-party data. From this unified source, it’s easy to analyze the data using BI tools to get the most comprehensive insights into the customer journey.
Astute Interaction Experience: everything you need for effective post-interaction surveys
Astute’s post-interaction feedback solution, Interaction Experience, gives customer care leaders the tools they need to effectively measure and manage these customer service surveys. Watch the short video below to learn how Interaction Experience gives you unprecedented insight into your customer service quality and performance:
Interested in learning more? Set up a live demo to see how Interaction Experience can improve your service journey.