Ask the Expert

– Building Customer

Feedback into the Contact

Centre

Speakers

Dan Moross

MOO

Sam

Richardson

Ember Services

Jonty Pearce

Call Centre

Helper

Megan Jones

Call Centre

Helper

Top Tips

and

Questions#Tip for a tip

#Question for a question

Question

As a customer...

When was the last time you were

asked for feedback?

Question

How do you currently collect feedback?

• Call Monitoring

• Analytics

• Post call IVR survey

• Email surveys

• SMS Text Messaging

• Customer Focus Groups

Question

How do you use feedback?

• We use overall percentage scores

• We call back unhappy customers

• We read all comments

• We sample some comments

• We mainly ignore comments

Audience Question

Do you have any experience of how different

cultures respond to ratings on surveys,

e.g. is there a best practice in Germany to state

what should be used as a scale and in which

order. Do they use 1-5 with 5 being Excellent

or is 1 considered Excellent for them.

Thanks to Zoe.

Audience Question

I’d be really interested to know what the panelists feel is the

most effective way to issue customer feedback to agents –

good and bad. We rarely get an equal amount of feedback

for all agents so it can feel a bit one-sided sometimes if it’s

issued publicly.

Do you think it would be more beneficial to record feedback

over a period of time and build it into one-to-ones?

Sent in by Emily.

Audience Question

What is the best method for collecting

customer feedback?

Question

How do you share good feedback with

the rest of the contact centre?

Question

What is your survey response rate?

Audience Question

How can I increase my survey

response rates?

Audience Question

Should we call customers back if there

is a bad survey feedback?

Audience Question

What are the best questions to ask?

Question

What have you tried to overcome

survey fatigue?

Audience Question

Should I invest in a Voice of the

Customer system?

Audience Question

What do I do with all this feedback?

Audience Question

#question where would nps be not relevant?

Sent in by Laura_1.

Audience Question

Has anyone experimented with increasing the delay

between interaction and survey? The idea being this gives

a greater opportunity for promises to fulfil or processes to

fail. Is it possible to relate this back to individual agent

interactions?

Sent in by Simon26.

Audience Question

When and how many times should you poll your

Customers? During the call, following the Call, a week

later?

Sent in by Mark52.

Audience Tip

#tip We have been asking customers whose calls were not

handled in SL how they found the service so we can decide

if the SL we have in place are the right ones

Sent in by (kate4).

Audience Opinion

Daniel Kahneman describes the 'remembering self' and

describes how emotional impact is inversely proportional to

the time since the touchpoint, therefore the earlier the

better, unless you want to 'massage' the results...i.e. the

later you survey the better your score has been proven.

Sent in by Paul56.

Question

What has been your experience of

SMS feedback?

Audience Opinion

Do people respond to an SMS? I mean I have a fear that

people will ignore it and we will end up having few

response rate which might lead to wrong conclusion of the

survey

Sent in by Hana1.

Audience Question

#question What is the maximum delay in contacting

dissatisfied or detractor customers following their survey

response?

Sent in by Sonelle1.

Audience Question

#Question has anyone switched to text message surveys

and seen a massive increase in response rates over email?

Sent in by paul11.

Audience Question

#question What's an ideal number of questions to ask on a

customer satisfaction survey?

Sent in by Shaun4.

*answer from Mark52

Max of 3

Question

What is your response time for

responding to negative comments?

We always respond within 4 hours

We usually respond within 24 hours

Normally within a week

We don’t respond to negative comments

Audience Tip

#TIP I found that the best and most useful client comments

were as close to the service solution as possible, while it's

still fresh in their minds

Sent in by paul11.

Audience Tip

#tip make sure your survey does not ask mandatory

questions.

Sent in by Mike22.

Audience Question

What should be the frequency of collecting feedback?

Sent in by Supreeth1.

Audience Opinion

Had survey one recently from cinema chain which asked

whether the toilets were ok. As I hadn't used them I wanted

to answer N/A but that wasn't an option and I had to

answer it. Consequently, they got the lowest rating

Sent in by Mike22.

Audience Question

#question - how many people call back their dissatisfied or

detractor customers? what is your approach and what are

the pitfalls?

Sent in by Simon26.

Audience Tip

#TIP always give a free text/speech comments question

and use a word cloud to review the most popular words.

Really insightful overview of the client experience. You can

focus your root cause analysis around them. It can also

provide your call centre with a really tangible overview of

their performance which our advisors bought in to

Sent in by paul11.

Audience Tip

#tip - make it about the customers experience of the

journey they've just gone through

Sent in by Mark52.

Audience Tip

#TIP nice to offer a call back if they want to talk about the

service both good and bad

Sent in by kate4.

Audience Question

#question- Is it better to separate the surveys. Have one for

agents and then one for process?

Sent in by Sabina1.

Audience Question

#question- Is it recommended to depend only by

satisfaction survey result, ignoring internal KPIs while

measuring agent's performance?

Sent in by Hana1.

Audience Tip

#TIP - Don't ask for feedback if you're not going to act upon

it. Keeping it relative of course...

Sent in by Mark52.

Audience Question

#Question - We have a quite mature Voice of the Customer

program, we have proven a far greater response through

an agent offer than automated offer. The only challenge we

have now is agent bias...agents not offering on poor

calls...any ideas to mitigate for the same.

Sent in by Paul56.

Audience Question

#question I've seen people mention very high response

rates in chat. What is a reasonable level to be aiming for?

Sent in by Mike22.

Thanks to our Speakers

Dan Moross

MOO

Sam

Richardson

Ember Services

Jonty Pearce

Call Centre

Helper

Megan Jones

Call Centre

Helper