Collecting and acting on customer feedback is increasingly becoming a top priority for organisations. Research suggests that companies have increased their monitoring of customer satisfaction (+4%), online reviews (+4%), and NPS (+6%) year on year, indicating a push towards extracting more value from feedback. One of the key moments in the customer journey when you can gather meaningful feedback is right after a service call.
Why Post-call Customer Feedback is so Crucial
Right after any brand interaction (fulfilling a service request, providing information, completing a purchase, etc.) is a good time to request customer feedback. The memory of the impression is fresh on their minds, and customers are likely to provide you with an accurate score, not influenced by market perception or peer opinion.
Post-call customer feedback also shines a light on agent performance. Apart from your internal metrics and the results of the call, how the customer felt after the interaction is a massive determiner of future behaviour.
Finally, as the line of communication is still active right after a call (the customer isn’t distracted or hasn’t switched to a competitor), companies can turn feedback into spelling or cross-selling opportunities. For example, if the customer indicates that they aren’t happy with the existing feature set during feedback, the agent could recommend a trial version of the premium version of the product in a follow-up email.
Tips for Maximising Customer Feedback Opportunities After a Call
Customer feedback isn’t merely about sending out a survey and recording/storing the responses that come in. To effectively convert a survey program into meaningful action points, you need to:
- Ensure the survey is non-intrusive – Long, rambling questionnaires may seem detailed, but inconveniences customers to an extent that they may not even respond. Instead, ask a simple one-line question where the customer only needs to click on a button (Yes/No or choose from a drop-down list), in order to respond
- Selectively roll out the survey – A selective survey gets you targeted results, from which you have a higher chance of gleaning real insights. It is advisable to roll out longer and more action-oriented surveys to loyal customers, frequent buyers, and other groups with a genuine interest in the brand. This will unlock a smaller but more effective pool of insights
- Incorporate a call to action – When you continue the conversation with a post-call survey there is an opportunity to engage customers further using embedded CTAs. You could redirect customers to your website, a mobile app if they haven’t downloaded it already, or an informative blog where they can find more answers to their queries/issues
- Ask the right questions – The opportunities you derive from customer feedback depends entirely on what you ask. Make sure that questions are relevant to the previous conversation, and geared for actionable insights
Examples of Feedback Questions to Ask After a Call
Example 1. Were you able to easily find our support phone number?
Example 2. Did we solve your problem?
Example 3. How would you rate the agent who helped you?
Example 4. Were you able to use our self-service resources?
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