We uncover some original research showing how contact centres are changing the methods by which they collect feedback.
Bye Bye, Old-Fashioned Surveys
The terms “junk mail”, “survey fatigue” and “spamming” have long been associated with the contact centre and how we gather customer feedback.
So, as part of our report “Is Your Contact Centre Delivering Exceptional Customer Service? (2020 Edition)“, it was interesting to see a decline in the percentage of contact centres using transactional customer surveys.
Transactional surveys are those that we use to calculate Customer Satisfaction (CSAT) and Net Promoter Scores (NPS), for example. Their usage fell from 73.5% to 61.8% in just one year, as highlighted in the graph below.
These findings suggest that many contact centres are looking for less invasive ways to measure metrics like customer satisfaction, like using speech analytics to analyse customer conversations.
The use of speech analytics as a method for analysing conversations to find customer insights has increased from 9.6% in 2019 to 16.6% in 2020 – highlighting that analytics technologies are finally starting to make an impact on the contact centre industry.
Customer research initiatives – like customer panels, focus groups and interviews – have also grown in popularity in the last year, again suggesting that many contact centres are looking to gain a deeper understanding of their customers.
The One Negative Finding…
While the results of our survey show the evolution in how contact centres are collecting customer feedback, there was one finding that is perhaps a cause for concern.
It was a worry to see fewer brands talking to advisors and asking them to relay common customer concerns. This free resource can be a goldmine.
Yet it is not only the value of advisor feedback that we should consider; remember that people like being listened to. That in itself is an invaluable engagement technique.
For more interesting results from our survey, be sure to download the report by following the link: Is Your Contact Centre Delivering Exceptional Customer Service? (2020 Edition)