Every call center knows customer feedback is precious. That’s why we invest staff, time, and technology budgets into call center software and organic outreach to learn how customers feel about the service they receive. Customer satisfaction and net promoter scores are helpful metrics, but the after-call survey is the most immediate resource. But what kind of questions should you include? And how should you structure your survey?
Keep reading—we’ll guide you through everything you need to know to write a successful after-call survey!
What is an After-Call Survey For?
An after-call survey is a series of questions requesting customer feedback right after an interaction. The value is in the timing—customers will give the most accurate accounts of their service experiences shortly after they’ve happened.
The surveys give contact centers valuable insight into agent performance, customer experience, and other factors that can inform CX strategy. Keep in mind though, that the after-call survey is an important tool to drive improvement in the call center, but it’s not the only one. Of course, you should still use other KPIs to improve your call center. Now, how do you write an after-call survey that brings the most value to your call center?
7 Tips for Writing a Good Post-Call Survey
You’ve probably drafted customer satisfaction surveys before. The after-call survey is similar, but the caveat is the timing. Your customers have just finished an interaction with a call center rep—they may have used IVR (interactive voice response) or a phone call. They might feel a little fatigued after the interaction, so post-call surveys should be short and sweet. Here are some more tips for writing a solid after-call survey.
1. Think About Your Audience
Let’s say your customers are patients at a healthcare facility. Since their interactions with your contact center concern health matters, they might be more sensitive than, say, eCommerce customers. Keep that in mind. And, if you know your customers prefer to communicate via text message IVR, continue offering that channel for your after-call survey. The same goes for phone calls.
DID YOU KNOW? 33% of customers prefer social media communication with a company to phone calls.
Always keep your customers in mind when drafting your survey. Imagine what they’re feeling and thinking after an interaction.
2. Have a Goal in Mind
Goals are important in every aspect of the call center. Having a clear goal will help keep your after-call survey targeted and focused. What are you aiming to improve, or what situation do you wish to clarify? Some after-call survey goals could focus on improving or understanding:
- Agent productivity and performance
- Operational efficiency
- Product satisfaction
- Customer experience
3. Understand the Difference Between Recruited and Random Calls
This goes hand in hand with thinking about your audience. A recruited call means the customer is already expecting it. Perhaps they scheduled it with one of Fonolo’s Voice Call-Backs. This type of call might require less introductory information. By contrast, a random call means the customer isn’t prepared for the call.
4. Personalize Each Survey
Living through the pandemic has lead customers to need and expect more empathy, and personalization is a small way to offer that. You might have a carefully crafted questionnaire or script for your after-call survey. Consistent questions are easier for analysis, but that doesn’t mean you can’t personalize them.
Introduce surveys by using the customer’s name. Ask questions about recent purchases and try to refer to specific problems they’ve discussed with agents.
FACT: 68% of customers expect empathy from customer service agents.
5. Mind Your Timing
Statistics show that Mondays are excellent days to send out a survey, but every call center is different. Your best bet is to experiment with timing and assess which time frame garners more responses. On top of that, consider regulations from the Telephone Consumer Protection Act. Review restrictions to avoid potential legal issues, especially if you are working in a healthcare setting.
CLICK TO TWEET: After-call surveys give you a snapshot of #customerexperience. They’re proven to improve customer retention and inform customer service strategy. Learn how Fonolo’s Visual IVR can take customer surveys to the next level!
6. Use a Good Software Product
So, you conducted an after-call survey. Great! But how did you do it, and where are your results? A strong contact center software product is the best way to streamline the process and accurately collect survey data.
For example, Fonolo’s Visual IVR has an intuitive post-call survey feature that automatically sends survey questions at toggled time frames. It offers your call center a well-documented view of response rates, survey answers, and timing information.
7. Continuously Improve Your Campaign
Metrics are every call center leader’s bible, and that remains true for the after-call survey. How are your response rates? What are customers saying? How much information are you gathering?
Conduct your survey for a month and assess the results. Have you collected enough data? Are you visualizing survey results to make them more actionable? Fonolo’s Portal could help with real-time insights and data-rich reporting.
Keep in mind response rates can be low, starting as low as 5%. But you should aim for around 30% for an after-call survey. If your customers are abandoning the survey or refusing to take it, consider your timing. Or, you might consider incentivizing customers with a special offer or discount.
Sample After-Call Survey Script
Still need help getting started? Use this handy sample script as a guide!
Sample Call Introduction:
“Hi (Customer’s Name),
I’m (call center rep name or robot) from (name of organization) and I’m contacting you to inquire about your last interaction with (last customer service rep they spoke with).
The survey that follows should only take (insert duration in minutes) and will help us (X goal). Your participation is voluntary and appreciated.
We value your feedback and want to make sure you receive the highest quality in your service experience. If you’re busy right now, feel free to press X for a Voice Call-Back.
Note: Feel free to exclude the third paragraph of this introduction if you’re working with recruited calls and customers are already expecting you to reach out.
Sample Call Survey Questions:
Did you solve your problem regarding (recent customer issue) during the phone call or interaction? (This question speaks to FCR.)
- Was the agent knowledgeable, professional, and helpful? (This question speaks to agent performance.)
- How long did it take you to reach us? (This question speaks to operational efficiency.)
- On a scale of 1-10, how satisfied are you with (specific product) and your last interaction with us? (This question speaks to product satisfaction and overall customer experience.)
Sample Call Conclusion:
“Thank you for taking the time to share your experience with us. We appreciate your business and look forward to supporting you in future purchases.”
Optional: “You’ll receive a special offer in your email shortly.”
Feel free to adjust the sample based on your call center’s goals, customer needs, and any other relevant factors.