You want your call centre to become more effective and to create a better quality of service. That’s a challenge. You probably have a customer-centric policy, and you train your call agents to become more service-oriented. But do you really know if the satisfaction of your customers is increasing? The only way to find out, is to ask them.
A great solution to get feedback from your customers is to use the phone, through IVR surveys. Why should you choose IVR? You can read about that in our blogpost ‘5 reasons why your business can’t do without IVR. Are you ready to use IVR for your next survey? Here are 8 steps to make it as effective as possible, as we did for example with UCB.
1. Decide and focus on a specific topic
We know you want to gather as much as information as you can from your customers. But a focus on a specific topic allows you to maximize the willingness of your customers to participate and to set clear KPI’s to improve. Moreover, a concise topic doesn’t generate ambiguity, meaning you can clearly interpret your survey results.
2. Develop questions relevant to the topic
Of course, you want your questions to relate specifically to your chosen topic. That’s not as easy as it sounds. You need to stick to the survey topic and make sure your questions are easy to interpret. For you, and especially for your customers.
3. Keep your words simple
Not all of you customers have a PhD in Languages. You need to make sure all your customers understand your questions. Moreover, the use of simple language creates no room for interpretation. Also, the words and sentences you use should be unbiased, so keep your wording as neutral as possible.
4. Look for continuity
When you set the order of your questions, try to list them chronologically or at least in a logical order. That means you can guide your customers through your survey, without giving them a feeling of losing track.
5. Use restricted questions with ordered answers
While open ended questions generate rich, qualitative data, they make it hard and time consuming for you to interpret all answers. Try asking restricted questions with ordered alternatives. That will reduce respondent confusion, and provide you with enriched data. You could for example ask “Did the call agent provide you with a useful solution? Press 1 for ‘not at all’, press 2 for ‘not really’, press 3 for ‘more or less’, press 4 for ‘yes’, and press 5 for ’definitely’.”
6. Use the right scale
Your customers aren’t likely to pick answers in the extremes. If you have a three-point scale, you only have one option – the answer in the centre – that is comfortable for your customers. To enrich your insights, we suggest you use a scale with at least five points. Moreover, if you like to use a Net Promoter Score, you need to have a ten-point scale.
7. Keep your survey short
If you limit the number of questions and response options, your survey is more likely to be successful. Keep in mind that automated surveys have a greater chance for drop-off than classical surveys. Therefore, also limit the survey duration to maximum three minutes.
8. Test, evaluate, and modify
An IVR survey can be a great thing to achieve your goal: getting relevant and useful feedback. However, your IVR survey must be spot on. It should motivate your customers to participate and provide you with the insights you are looking for. Therefore, you need to test your survey, not only with your colleagues, but also with a small sample of your customer base. After the test, you can evaluate what to improve, and then make the necessary adjustments before you launch.
You should also be critical of your own survey. Is it working as it should? Is it effective? Where do people drop off and what can you do about it? You can only make sure your IVR survey is effective if you evaluate it once in a while.
Do you want to know more about Customer Satisfaction? Download our free eBook ‘Customer Satisfaction in your pocket’ and discover everything about mobile & automated satisfaction surveys!