“Are you unaware of a survey participant’s request to be called back?” is one of the questions that were posed in the 25 Mistakes to Avoid with Post-call IVR Surveys eBook and self-assessment. The eBook and self-assessment includes diagnostic questions to uncover many of the problems we have come across since inventing post-call IVR surveying in contact centers almost 20 years ago.
What to do when survey participants request to be called back?
You want your customers’ opinion on their experience with your organization, right? (I mean, if you are reading this, being more customer-focused has to be important to you.) What happens when a customer completes one of your surveys and requests a return contact?
Think about this for a minute – a customer answers the survey questions and during an open-ended comment asks to be contacted to discuss their experience further. Their scores are all high, in the delighted range, so what could they possibly need to discuss? When they provide their contact information and request to be called, what happens to that survey comment? Does your process notify you that a customer has verbally requested to be contacted? Does it escalate into a call queue for someone to follow up? Is an email sent to a designated group of agents, notifying them that someone wants to be contacted? If your answer is ‘I’m not sure’ or worse yet ‘No’, do you think that is a problem? That could be one of your most profitable and highest referring customers that left that request.
Do you really want a valuable customer that has taken time out of their busy schedule to provide feedback about their customer experience with your company to be ignored? In addition to that, they have offered even more of their precious time to discuss something they deem to be important about their experience that they feel you, as a reputable business, need to know. Wouldn’t you want to know what the customer has to say? If their survey comment isn’t escalated to anyone for follow up, how will you ever know that they have something more to tell you until you see (you do review it I hope) the final monthly report?
Sure, in the example above, the scores were all high so it is plausible that the customer simply wants to tout praise for the agent who helped her. However, what if that wasn’t the case? What if the customer did indeed give high scores when evaluating the agent, however, wanted to tell you about a glitch in your process that she identified during her experience with your organization? Wouldn’t you want to know that right away? If the customer’s survey isn’t escalated in one fashion or another to a live person, how will this customer ever get a call back in a timely manner, if at all?
Let’s put aside the fact that the company will miss out on potentially valuable feedback for a moment and think about things from the customer’s point of view. You told them that you valued their opinion when you asked them to complete the survey. They fulfilled their part of the agreement by providing their feedback. How valued are they going to feel when the return call that they requested never comes? Do you think that is going to solidify the value of your relationship or jeopardize it?
I’m sure we can all agree that it surely wouldn’t make you feel as though you are anything more than a data point in the mountain of information that the company collects each month. Nothing about the lack of response would make you feel valued. Depending on what it was that you wanted to discuss, it might even be enough to make you want to take your business elsewhere to a company that truly DOES value input.
There are two solutions to this problem. The first is to offer a post-call IVR survey that includes real-time alerts for designated responses. By offering alerts in real time, surveys where customers requested to be contacted can be escalated to a designated group of agents or managers to ensure prompt follow up is provided. This will enable you, as an organization, to get valuable feedback from a customer outside the scope of the survey script to which you might not otherwise be privy.
The second is to include Survey Calibration with all of your research methodologies. With Survey Calibration, all customer comments are reviewed along with all related survey responses to monitor for the spoken request for a call back. There are times like the above example when the positive scores do not precipitate the offer for a call back through the survey path, but there are also times when the survey offers a call-back to the customer and the offer is declined only to then get the verbal request in the comment. There are many possible causes for survey automation to fail which is why Survey Calibration is required.
There are no circumstances in which a customer requests a call-back during a survey for that request to go unrecognized by the company. At no time should your attempt to measure satisfaction with a customer experience be the cause of dissatisfaction and subsequent damage to the relationship.
Just remember, just like anything else you design, customers do not always navigate a process the way you want them to. In your survey process, if a customer wants to communicate more, you better be listening for that too.
- Time to Stop Customer Feedback - September 2, 2015
- 3 Things Enable Agents to Increase FCR - January 15, 2015
- What side of the quality assurance argument are you on? - October 23, 2014
- Yes, You accidentally cause agent burnout - August 22, 2014
- Top 4 Reasons Quality Fails - July 31, 2014
- Why consistency with QA calibration may make you inconsistent - March 20, 2014
- Why QA must generate a company score beyond VoC - March 13, 2014
- What’s the right number of things to measure on your QA form - February 26, 2014
- Why FCR is not a contact center metric anymore - February 20, 2014
- Quality Assurance Optimization Requires Transformation - December 9, 2013