Every good business understands the importance of market research. One way to obtain feedback from your customers is to hear what they think about the quality of customer service. Yet, how can an automated phone survey be conducted?
For example, a contact center can figure out how their agents are doing with a post-call survey. This allows customers to provide feedback just after a call has taken place because it’s fresh in their mind. Yet, if a survey is misleading or wastes time it can be useless. Here’s how to keep that from happening.
1. Why are You Conducting a Survey?
Before you start writing, ask yourself what you’re trying to learn from this survey. For example:
- Does your company want to improve customer service?
- Is your company looking to expand brand awareness?
Create a survey that conveys your purpose clearly. Leave out questions that are irrelevant. This will maintain focus and yield the best results. Once you have decided on your what you would like to gain from your IVR Survey, you should clearly define the keywords in your topic so that you know exactly what you will be measuring.
2. Cater To Your Customer
One of the problems with collecting data is how much of your customer base will respond. Most companies have average response rates of 5-10% using traditional delivery methods. To increase these odds, you need to cater to your customers. One factor to take into consideration is which day will most likely get a customer response. Take a look at your social media posting times or email send times as a solid base of what days people engage. For example, studies show that if you’re sending out an email survey, Mondays will yield the best return. That isn’t to say that email is the only way to go. Other channels can yield different results.
- Online surveys usually generate a response rate of about 5%
- Email has a response rate of 9.3%.
- IVR surveys have the best response rate, 70% of those who say they will participate, do.
3. Hey, I Just Met You
Sometimes, asking a first time visitor for feedback is a bad idea. Let your customer get the help they need first, then offer a survey asking for feedback. This will keep the experience fresh in their mind without being invasive.
4. Go with Who You Know.
In order to get the best response rate, go after the customers that are most loyal to your brand. These customers will be able to share their own knowledge based on their experiences with your company over time. Most importantly, they are likely to respond because they like your company. In psychology, this is referred to as the Ben Franklin Effect.
5. Don’t Lead The Participants
Honesty is the best policy. This is especially true when it comes to an automated phone survey. Keep the wording of your survey as neutral as possible. This will help to keep the responses honest.
Questions that begin with ‘would,’ ‘could,’ or ‘should’ are typically considered leading. Your respondent will feel uneasy and most likely not want to answer the question because they feel as though there is a “correct” or “incorrect” answer.
6. Get to the point.
One problem with surveys is the chance of your respondents dropping out. If a survey has too many questions, the chances of getting all the answers you need is unlikely. A survey should be able to be completed in under 120 seconds. Factor in the dropout rate. If too many people drop out before the end, shorten it.
7. Keep it Simple
If your automated phone survey questions are too difficult to understand, your respondents are going to get frustrated quick. Avoid the use of insider terms, or complex words. If the average person can’t understand your survey, you’re more than likely not going to get the results you need.
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