Live in the Now: How to Get Immediate Value With Customer Surveys
Presented By: VHT
Live in the Now: How to Get Immediate Value
With Customer Surveys
Hendren, Director, Solution Innovation at Virtual Hold Technology
“Customer service this afternoon took too
long. 2 stars.” “Wow, you all knew exactly how to resolve my issue. 5 stars!”
customer pauses their day to take a survey, they provide a personal view into your
operations. All too often, these valuable insights are filed away for the
quarterly marketing review, and key remarks and rankings are lost amongst benchmarks.
While performance trends pinpoint how a company is generally doing, they tend
to hide critical customer moments until it’s too late.
hide the customer who hit you with a two out of 10-star rating because they
were on hold for 30 minutes. That same customer who spends more in a month than
most do in a year. Or at least they used to.
satisfaction survey has a lot of power when it comes to brand perception. In
fact, the moment a customer clicks submit, you can save the day or further
entrench customer loyalty. That’s a lot of power over the customer’s journey
thanks to one document. So how can a brand begin to make their surveys
powerful? Below are three tips to drive customer satisfaction with surveys.
Create a Path for Customer Satisfaction
When using a
survey, think about why you’re asking each question. What do you want to find
out? And what do you want to happen next? Whatever your answer, remember you
must guide the customer instead of relying on them to find a way.
Why? A lot
of options are available for a frustrated customer. They might keep trying to
contact a company. Maybe they’ll go to social media and complain. Or they could
go to a competitor.
for example. After 30 minutes on hold without speaking to a representative, she
rates her frustrating experience a 3 out of 10. Without navigation assistance,
Sam is left hanging. So she logs onto her favorite social media channel and
shouts out to the company – and all her followers – exactly what she thinks
about their customer service. Just like that, Sam became a brand detractor.
reason for that transformation to occur in the digital age.
the next right action creates a path for customer satisfaction. For instance, when
Sam provides her feedback, an SMS offering an immediate callback is sent to her
mobile phone. Before Sam is connected, the agent has access to all of Sam’s
interactions, helping her resolve the issue efficiently.
with customers, you are saving them time and energy. Even with a bad
experience, that type of effort shows that your customers are valued.
Use Value-Based Segmentation
right action isn’t the same for every customer. Infrequent buyers don’t have
the same expectations as frequent. And even those frequent customers act
differently – some make predictable, large purchases each quarter, others buy
consistently throughout the year.
is everything. Guiding someone to the next right action requires knowing who is
taking the step.
automating every customer’s journey, however, identify the segments that have
the most value to your brand. For example, people making the most purchases, having
an important status like gold membership, or actively encouraging others to
engage with your brand. Now, think about their preferred communication method.
Because you know she’s always near her mobile, following up with an SMS makes the
most sense. But “Greg” has a few different qualities, one of which is being far
more responsive to email than SMS. When there are enough Gregs in the world,
it’s worth automating a different step for him. Namely, if Greg gives a bad
review, an email offering callback will have better results.
Have Context for the Contact
paths for different customer segments often leads to speaking directly with a
service agent. When it does, the journey should never start all over again. Neither
the customer nor the agent want to be put in that situation. After all, an
agent performs best when they know why a customer is calling, their account
number and other information related to their survey response.
reports provide agents context into the customer’s journey. In our experience
desired customer outcomes, a good starter report includes:
- Customer history: How long have they been a
- Channel journey: What channels has the customer
navigated prior to routing?
- Events: What interactions has the customer
previously had with the brand?
Additional contact info: Email address, social
information, an agent comes to the conversation with suitable background – able
to resolve the issue more effectively and efficiently, and eliminating
correctly, surveys provide significant value outside of the quarterly report. Companies
can improve satisfaction among the customers that matter most, especially
important in the digital age when loyalty is hard to grow. By applying these
three suggestions, you’ll be ahead of the competition in increasing brand
loyalty by being responsive to the customers’ needs.