In this article, Jennifer Passini at NICE and Steven Owens at Odigo define after-call surveys and explain how they work.
What Is an After-Call Survey?
According to Jennifer Passini at NICE, an after-call survey is a feedback request made following a customer call, with the goal of uncovering success or flaws in the call touchpoint experience.
After-call surveys are important as a diagnostic tool to fine-tune the experience and service delivered. They not only assess perceptions of experiences, but also help an organization understand customer motivations and intentions following the experience.
Steven Owens at Odigo expands on this by explaining that:
An after-call survey is typically an automated way of collecting customer feedback primarily about either the perception of a brand using Net Promoter Score (NPS) questions or about performance by asking questions that help calculate Customer Satisfaction (CSAT).
The key to using the data from after-call surveys effectively is to have the right goals in mind by considering what these surveys do and do not represent.
After-Call Surveys Are:
After-Call Surveys Are Not:
How Do After-Call Surveys Work?
Jennifer Passini at NICE explains that with survey results, organizations can assess key drivers or influencers of overall satisfaction and can isolate opportunities to improve internal procedures, systems, and policies impacting customers’ experiences.
Diligently using these surveys as part of a wider Customer Experience Programme that gathers omnichannel feedback including unsolicited and operational data helps dramatically improve customer loyalty as it demonstrates to customers that their concerns and compliments are being heard and acted upon.
For contact centre supervisors, after-call surveys are helpful in improving overall performance for that touchpoint, as they highlight the metrics most important to customer satisfaction and areas for improvement to guide coaching and training for agents.
However, it is critical to compare this customer feedback with agent and team performance quality management measures to deliver truly personalized training.
After-call surveys powered by interactive voice response technology that’s native to the CX technology already in use eliminates the costs and complexity commonly needed to add third-party software.
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