How to Build Impactful Contact Center Customer Surveys
Successful customer survey programs are characterized by clear objectives, concise questions and closed-loop feedback processes. They can provide valuable business intelligence, customer insights and product or process feedback when properly developed, deployed and analyzed. Many customer service organizations, however, struggle to get valid insights, move survey data into action or share the findings throughout the organization.
In these eight steps, we’ll explain how to develop a customer survey that will ensure better results and opportunities for long-term survey success.
1) Define clear objectives that support your reasons for having a survey (aka: the strategy!)
- What is your purpose for having a survey?
- Based on your purpose, who should you survey?
- What is your timeframe for conducting the survey?
- How do you intend to use the survey findings?
2) Decide on the best format and delivery method for the survey
- What types of questions do you need to ask?
- In which channel or channels will you offer the survey?
- How will you capture answers and store results?
- Is there potential for someone with a self-interest in the results to be in a position to affect the sample? (For example, do you allow agents to offer the survey to customers?)
- What quantitative or qualitative data do you need to support your purpose?
3) Determine your desired sample size
- Your response rates will vary depending on the channel that is utilized for the survey. It’s important to remember this when determining the total number required to achieve your target number of completed surveys.
- Research finds that SMS, post-call IVR and web-based surveys provide the highest response rates, while email and paper surveys typically yield the lowest returns.
4) Develop your survey questions
- Only ask questions that are tied to your survey’s purpose and objective.
- Keep your survey to less than five questions (ideally two-three) with the goal of the average respondent being able to complete your survey in less than three minutes.
- Limit your use of open-ended questions and if required, include only one that asks for the respondent to explain their overall ratings or general perceptions.