How well are you training your staff? Service is one of the biggest factors that can determine the success of your business and the success of your call center. Look at the statistics:

  • 68% of customers will switch brands based on a poor service experience – Gartner Group
  • 92% of customers form opinions about a company based on their call center – Purdue University
  • 1% of customers are at risk of switching from your brand if their problem is resolved in the first call; 15% of customers are at risk of switching if they do not get their problem resolved in the first call – Service Quality Measurement Group

Are you implementing the voice of the customer into your training strategy? Do your agents know what customers perceive about the service they receive? Agents can suffer from a shortsighted inability to see from the customers eyes. Does your call center training plan address this?

Post call surveys may be the perfect tool to help you leverage the voice of the customer.

The Post Call Nightmare

A post call survey sounds simple enough. It’s just asking your customers about their experience once they finish interacting with your call center. But many misguided managers poorly execute the surveys, leading to misleading information. Many organizations, according to Gartner Group report titled Implement Customer Satisfaction Management Processes to Improve Revenue, wait too long to perform the survey, ask the wrong questions, or don’t actually use the information from the feedback.

So how do you do it right?

Getting it Right: 3 Focus Points

There are three main areas to focus on in order to conduct a fruitful post call survey:

  1. Creating the survey – Define your goals clearly because they are what you will be measuring your performance in terms of. What is your organizational strategy? Do your questions closely relate to it? Ensure you have questions that measure your current performance levels and weak/strong areas. Soliciting a customer suggestion for possible improvements is also good.The survey should also be brief and direct–Autonomy, an enterprise software company, found that survey times of over 5 minutes led to nearly 100% abandonment rates.
  2. Executing the survey – Getting the customer to answer the survey right after the interaction is the best way to capture their true experience. Customers can forget about some call they made days or weeks ago. Try to automatically survey customers after the interaction.
  3. Using the results – Analyze the results of your survey carefully. Try to pick out trends and patterns. Pay attention to all feedback, good and bad, while digging for the root cause of their comments. Does your survey provide you with good, actionable insights? If not, you should redesign the survey. Give the insights and results form your survey to agents and managers in an easy to read format. Make the message from the results clear. Ensure everyone, no matter what level they are, understands the voice of the customer. Finally, follow through with the feedback and make significant changes based on the evidence. Don’t sit on knowledge, use it to improve.

Have you implemented post call surveys? How are you using surveys to bolster your call center training program? Is your organization deaf to the voice of the customer? Let me know in the comments below.


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