Customer feedback is the cornerstone of performance improvements in a contact centre, but it can be notoriously hard to collect. Nearly 4-6% of all survey responses comprise of bogus data, and asking for feedback at the wrong time could interrupt the customer journey. On the other hand, when negative feedback is shared in a public forum, it could significantly dent your brand reputation and deter future prospects. Remember, the no.1 source of new leads continues to be referrals, and acting on feedback could significantly improve satisfaction and thereby convert customers to loyalists.
To achieve these benefits, you need a stellar customer feedback strategy.
1. Personalise your proactive feedback communication
If you wait for customers to share feedback, the chances are that you will receive mostly negative comments and complaints. That’s why it is vital to have a proactive feedback strategy, embedded in a customer’s favourite channels as per their unique profile. Remember to personalise the message using their name and their preferred time of interaction for maximum chances of getting a response.
2. Train agents to be unintrusive
One of the most common reasons for refusing to share feedback is that it is too intrusive – there is a lengthy questionnaire, instead of a one-line NPS message. Or, the agent rushes through the call only to stress the feedback part of the interaction. Structure your feedback forms in an unintrusive manner and train agents to seamlessly weave feedback into the conversation, while communicating to customers its value.
3. Take advantage of visual IVR for web-based feedback
Visual IVR offers a simple way to present multiple-choice questionnaires, guide customers through a preconfigured conversation flow, and capture quantifiable data with very little deviation. You can embed a visual IVR app on websites to conclude each session, just as you would embed a live chat app.
4. Pay attention to your publicly available feedback
In the age of social media, a sizeable portion of feedback information will be available on public websites, shaping brand reputation and customer opinion. Gartner found that products with zero online reviews have a 37% lower conversion rate than its counterpart with even a single review. 10+ verified reviews can increase traffic to your website by 127% and double conversion rates. That’s why you need a strong online reputation and review management strategy, promptly responding to negative opinions, acknowledging positive ones, and appreciating customers for taking time to share feedback.
5. Ask for feedback after every major moment of truth
Moments of truth are decision-making nodes on the customer journey, where the customer actively decides to stay on the engagement pathway instead of switching to another channel or competitor. It is vital to solicit feedback after every such moment (e.g., completing a payment, tracking a purchase, ending an interaction, etc.) to pre-empt any latent frustration.
6. Leverage speech analytics for impromptu feedback capturing
Finally, leverage speech analytics to assess ongoing calls in real-time and historical transcriptions for feedback keywords – such as “Can you…?” “It would be helpful if…,” “Would it be possible to…”, etc.
