The Company’s Customer Sat Survey May Not Serve the Contact Center

Bigstockphoto_Customer_Feedback_Survey_1564305

Our group believes in designing and implementing customer-centered programs for measuring and improving service quality. When talking to contact center managers and executives about improvements to their quality process, we usually start by asking what they know about their customers. We are often told: "Our company already does an annual survey." The problem is that the broad customer sat surveys done on the corporate level (which are usually the ones referenced) are only useful for getting a, well, broad picture of the customer's satisfaction. They won't give you much detailed information for the customer's expectations and satisfaction with their contact center experience.

An short, focused survey of customers who have recently called the contact center can provide you with a plethora of actionable information. The data can feed into a quality scorecard, training initiatives, system enhancements, as well as prioritizing and justifying capital expenditures. For call center managers or a V.P. of Customer Service, a small investment in a focused contact center survey can yield tremendous return when it allows you to make tactical decisions you know will positively impact your customers experience.

  3 comments for “The Company’s Customer Sat Survey May Not Serve the Contact Center

  1. September 25, 2009 at 9:07 am

    A lot of Call Centres in the UK have been using a technique called NetPromoter as a quick customer satisfaction survey.
    It asks the question “How likely is it that you would recommend our company to a friend or colleague?”
    And rate this recommendation on a scale of of 0-10.
    While it is a bit simplistic, a number of centres that I have spoken to use it to good effect (including the winner of this year’s European Call Centre of the Year Award.
    There is a bit about it on this page
    http://www.callcentrehelper.com/net-promoter-score-and-how-it-can-improve-your-call-centre-4463.htm

  2. September 25, 2009 at 9:46 am

    This is something I’m working on right now: putting together a survey that feeds into our QA metrics. I am so trained to hear the voice of the customer, and it’s important that others do too. You may get 100 on the scorecard, and QA will be happy, but if that customer isn’t happy then it means absolutely nothing.

  3. December 2, 2009 at 5:44 pm

    Jonty, the thing about using such a quick customer survey is that often times you’ll get someone who just wants to be done with it, or their emotions are high because despite the CSR’s best attempts, they just aren’t happy (not the CSR’s fault). So your results may be skewed too harshly to the negative.
    Marc
    WealthNet Partners

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