KPIs & Metrics

Why Your Call Center Needs to Implement a Satisfaction Survey

Data provide decision-makers with the context needed to make smart moves with their business. If you’re leading a call center, a number of different metrics can help you quickly dial into productivity: hold times, throughput, and whether customers have to call back. Yet through a different perspective, it’s helpful to look at customer feedback on how your call center is performing. Here’s a closer look at four questions that can give you a useful perspective.

Did we resolve your issue? Some call centers are opting for simple surveys that get right to the heart of the matter. By the time a customer or prospective customer has contacted your service department, a problem or question has arisen. Fundamentally, the most important measure of your customer service department’s performance is whether or not they are able to successfully resolve the customers’ concerns. Whether this means addressing a problem that has arisen with an order or answering a product question, it is important that customers leave each interaction with your brand feeling that their needs were met and their experience was a positive one.

On a scale of 1 to 10, how helpful was the representative you dealt with today? Another element of the customer service experience every contact center manager must evaluate is individual representative performance. Ask questions that help you understand the knowledge level, demeanor, and overall effectiveness of your customer service reps. Gathering specific feedback at the representative level can help you identify problems and provide feedback, coaching, and other interventions that help your team succeed.

How likely would you be to recommend our customer service to a friend? The Net Promoter Score is a well-known metric within the marketing world, which looks at how likely an individual is to recommend your product or service to another person. A high score indicates that you are performing well and your customers would go out on a limb with their reputation and recommend your brand. A low Net Promoter Score suggests that you have significant room for improvement. By looking at your customer service department performance through this lens, you can develop a deeper sense of whether things are going well or if your contact center’s performance needs a closer evaluation.

What’s one change we could make to improve your customer service experience? By asking a question such as this one, you are achieving two objectives. The first is to ensure that your customers know you value their experience and are creating the space for them to feel their concerns have been heard. The second is gathering specific, actionable, and real-time data on steps you can take to improve your customer service experience today. Open-ended questions provide your customers with the opportunity to share personalized and targeted feedback.

A satisfaction survey allows contact centers to gather feedback on how they’re performing and to take advantage of direct contact with customers to form a more detailed understanding of whether or not they are meeting service expectations. When a problem does arise, a satisfaction survey gives managers the data and insights they need to deliver the world-class customer experience that sets your brand apart.