Are call centre surveys most effective when agent offered or automated?
Coke or Pepsi, Star Wars or Star Trek, agent offered or automated? It’s often a hotly debated topic among call centre management as well as customer insight and survey experts but whether call centre surveys are offered by the agent or automated is something we’re hearing much more noise about. As employee engagement and getting frontline staff to drive business change becomes more of a priority for the call centre, it’s a topic that’s not likely to go away any time soon. Most discussions surrounding this debate tend to centre around the typical pros and cons of agent offered contact centre customer surveys. One of the biggest fears of getting the agent involved when offering surveys is what’s known as ‘cherry picking’.
The objective of call centre surveys.
The sole objective should be giving feedback to drive meaningful action across the business. This means ensuring you have high rates of quality responses from your customers, who are given every opportunity to be as open and honest about your service as possible. There’s no better way to get a high volume of high quality responses from your customers that a timely, well-placed survey offer from another human being. Agents need to feel safe in the knowledge that feedback from customers isn’t going to be used as a stick to beat them with. Of course, this begs the question: ‘how do we know whether our agents are providing a great service?’
Do customers understand how their call centre surveys are being used?
For a great customer experience improvement process, contact centres need to ensure agents and customers understand how their surveys are being used. This means call centres need to start being very clear about what they are going to be doing with the feedback they elicit from customers. Any contact centre customer survey needs to be completed with the confidence that results aren’t going to be used to “over” manage performance, and are going to be used in a constructive way to understand how best to improve the business for its customers.
Projects to date:
Customer Satisfaction - Motor Retail I Telco I Electronics