Ask The Expert Featured Article

December 12, 2012

Transforming a Measurement Program into a Meaningful Program: 8 Great "Next Steps"

This article originally appeared in the Nov. 2012 issue of CUSTOMER

Post call IVR surveying and customer feedback management has been making its way into the customer experience process now for a few years. At latest count, roughly 6.5 percent of all contact centers globally have adopted the technology. And while an industry-wide ROI benchmark has yet to be established, it’s safe to say a majority of centers that have implemented post call survey practices thus far have benefitted by way of customer satisfaction improvement.

For these early adopters, the aim now is to generate even more value from their surveying investment — and taking eight basic steps can help. (These steps are a follow-up to those outlined in the white paper “Top 10 Customer Satisfaction Best Practices” previously published by CFI Group in conjunction with Interactive Intelligence (News - Alert).)

Whether completed individually or collectively, the following steps can increase the value of post call surveys and the customer feedback they provide.

1. Integrate survey data with contact center operational metrics. Minus the operational context in which survey scores are gathered, scores alone are best considered “data” and not the true customer feedback “information” needed to improve service levels. Integrating the metrics collected from your contact center platform with those of the post call survey can help resolve this issue. Among the more informational contact center metrics to consider are Call Reason, Hold Time, Answered Call Volume, Time of Day, and Number of Transfers.

2. Integrate scores with enterprise business metrics. Engage sales and marketing operations to track the ongoing value of customers via their contact center experience. It’s often possible to show a direct link between customer support levels and continued loyalty as measured by actual purchases, not just stated intent. Such insights can then contribute to an ROI analysis to determine the payback in altering survey processes, and in making additional investments in the customer service function over time.

3. Keep the survey current. Remember, the purpose of your post call survey program is gathering information, not data. Constantly review whether survey questions are relevant to your business and the issues to be resolved. (An IVR tool should be flexible enough to make survey changes with relative ease.) Be cautious, too, about continuing questions once they’ve reached an acceptable score.

4. Bust the myth that surveys can be only 2 to 3 questions! Evaluate your survey length, which coincides with keeping the survey current. While IVR surveys need to be shorter than other feedback collection methods, it doesn’t mean they must stop at 2 or 3 questions. In our experience at CFI Group, IVR survey completion rates don’t begin to drop off until 8 to 10 questions — or as high as 12 to 14 questions in certain situations. Another consideration is the way your survey phrases questions. For example, compare these two approaches.

Common approach

  1. On a scale of 1-9, with 1 being poor and 9 being great, tell us how knowledgeable our agent was.
  2. On a scale of 1-9, with 1 being poor and 9 being great, tell us how friendly our agent was.
  3. On a scale of 1-9, with 1 being poor and 9 being great, tell us how sincere our agent was.

Better approach

On a scale of 1-9, with 1 being poor and 9 being great, please rate our agent on the following:

  1. Knowledge
  2. Friendliness
  3. Sincerity


Edited by Stefania Viscusi

Related Contact Center Solutions Articles

    What it Takes to Deliver a Superior Customer Experience

    For enterprises large and small around the world for the past several years "Improving the Customer Experience" has become a C-level priority. Some might even say customer experience (CX) has become a preoccupation. The challenge for everyone who is a stakeholder in developing ways to improve CX is in divining the answer to a straightforward but devilish question, "What does it take to deliver a superior customer experience?" [ Read More ]

    Big Data: Changing the Recruitment Process

    Big data is having an impact on every aspect of business today, and recruitment is no exception. Many HR managers are increasingly turning to big data to find the right people for the right position. This idea of using big data for recruitment is called people analytics, and has been adopted extensively by many companies, especially those in the call center industry. In fact, call centers have been one of the biggest beneficiaries of people analytics because of its high attrition rates and the d… [ Read More ]

    Mobile UC Benefits From 'Interactive Virtual Queuing' For Efficient Customer Care

    A recent study commissioned by Nuance of 1,000 American consumers, confirmed the changing needs and concerns for customer service brought about by smartphones and online self-service applications for information and simple business transactions ("mobile apps"). Eighty-two percent of consumers only contact customer service when they can't resolve their needs online by themselves. [ Read More ]

    How to be the 'Squeaky Wheel' of Customer Service

    Sometimes getting customer service can be tougher than anyone might expect. It's easy to think that, particularly these days, businesses will go to just about any lengths to get and keep customers, but when it comes to customer service, that's not always the case. However, there are ways that customers can, at least somewhat, force the issue, and get great customer service out of a company, even when it would seemingly rather not provide that service. Squeaky wheels, after all, get the grease, a… [ Read More ]


Contact Center Solutions Glossary of Terms

Featured eBook

    All Things Customer Interaction Solutions eBOOK
    It has been said that customer interaction centers are the front door to any organization's value chain. This is an accurate description of the transformations taking place in contact centers as a result of enhancements in multichannel communications, speech analytics, IVR capabilities, integrations with unified communications capabilities (UC) and other collaboration tools and applications, and the move to the cloud...

Featured Whitepaper

    Microsoft® Lync® in the Contact Center: Integrating with Customer Interaction Center™ to Provide a Barrier-free Customer Experience To implement contact center functionality, organizations using Microsoft Lync Server 2010 can follow the unified communications blueprint of open standards interoperability and integrate to a contact center solution of their choice. Customer Interaction Center (CIC) from Interactive Intelligence is a proven best of breed contact center solution that merits consideration ...

Featured Success Story

    Contact Center Solutions Featured Success Story
    Interactive Intelligence all-in-one IP communications software suite integrated with Microsoft Lync helps Bentley save $200,000 annually.

Featured Product Demo

    Contact Center Solutions Interaction Analyzer™
    Interaction Analyzer™
    Real-time word and phrase spotting. Alerting. Analytics. Scoring. Coaching. Watch how Interaction Analyzer turns every moment, of every past and present call, into data that lets you deliver an exceptional customer experience.

Featured Resources

Ask the Expert