How long should my contact center survey be?

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How long should my contact center survey be?

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It’s a common and never-ending debate. What makes a survey too long? What makes a survey too short? What is the right length for a survey? If been part of this debate, this video may help you to gain some stability in the response.

How long should my contact center survey be?

Your survey needs to help with improvement and changes. Customers want you to be your best and you must make good decisions on what you need customers to evaluate in order to obtain the right insights.

GET More: Videos on Contact Center Surveying

26-contact-center-surveying-free-videos-registerDeveloping and fielding a great contact center survey requires a deep skill set and experience level. We all know that collecting data is easy. Your objective is to collect the right data that can be converted into the right actions. Finding the best length should not be overridden by, “keep it short”. In every instance of contact centers forcing short survey length into their voice of the customer program, you’ll find very low ownership in the results or ownership that has been created due to force. Genuine and lasting customer experience performance is not sustainable through force.

Before you begin determining survey length

As part of the normal process of constructing a contact center survey program, many begin to ask about what questions to ask and then how many questions to ask. Before you begin to restrict yourself in your survey length, you’ll want to know what the most successful contact centers have learned.

Winning contact center surveys are constructed in a way to drive desired business outcomes. Driving outcomes requires a different perspective than…SHORT.

Research on IVR contact center surveying

customers-grade-the-callsSince an IVR survey is automated, there is a greater chance to understand survey performance (the actual instrument) better than an interviewer-administered survey. With this in mind, it is critical to track drop-out points and inconsistencies in responses to determine if a script change needs to take place. Making these determinations in a live interviewer survey across multiply interviewers is very labor intensive and requires extensive mathematical calculations. And despite all of the analysis needed, a variance between interviewers will be a constant margin of error.

Survey short…and long surveys

High value and ROI can be impacted greatly if the ideal survey length is not found. Surveys that are too short can deliver data that are difficult to interpret from a key driver and impact perspective, while surveys that are too long may result in low completion rates and redundancy that can be misinterpreted.

Your voice of the customer program can contain varying survey lengths depending on your desired business outcomes, product and service mix, and type of customer.  Surveys can gives your customers a way to coach your organization to improvements or to be a mere grading scale. Improving the customer experience, improving customer retention, and getting deeper insight into the value of your contact center operation and agents requires something much more different than a grade.

Performance Management and Agent Scorecards

Maximum ROI comes from creating a fair performance management tool with customer surveys as part of your quality assurance program. Here is a case study that reveals a 300% difference in value when fair scorecards are created.

Conducting internal quality monitoring will never be enough to deliver a better customer experience that drives down costs. And conducting surveys will never be enough to create changes until they become part of your performance management process.

Learn more in the case study.

About Jim Rembach

Jim Rembach is a panel expert with the Customer Experience Professionals Association (CXPA) and an SVP for Customer Relationship Metrics (CRM). Jim spent many years in contact center operations and leverages this to help others. He is a certified Emotional Intelligence (EQ) practitioner and frequently quoted industry expert. Call Jim at 336-288-8226 if you need help with customer-centric enhancements.

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