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Customer feedback surveys are post-interaction questionnaires sent to customers to gain direct feedback on the customer experience and ensure that contact center teams can close the loop.
These tools are also interchangeably used to measure and determine Net Promoter Score (NPS), Voice of the Customer (VOC), and Closed-loop feedback. They can be opted-in to at the start of a call, sent via SMS or email, or conducted via IVR.
Good survey questions for feedback are those that are clear, concise, and specific. Here are a few examples of survey questions that can be used to collect feedback:
How satisfied are you with your experience with [company/brand/product/service]?
How well did [product/service] meet your expectations? What specific features or areas could be improved?
How satisfied are you with the service provided by our representatives? Was the issue resolved to your satisfaction?
On a scale from 0-10, how likely are you to recommend [company/brand/product/service] to a friend or colleague?
Did you encounter any issues when using [product/service]? If so, what were they and how can we improve?
How do you create a customer feedback survey?
Creating a customer feedback survey requires careful planning and consideration of your end goals to ensure you’re gathering the most valuable insights from your customers. Here are a few things to remember as you get started:
1. Determine your objectives: Clearly define the purpose of your survey. What specific information or feedback are you seeking from your customers? Whether it’s measuring customer satisfaction, identifying areas for improvement, or gauging the effectiveness of a recent product launch, clarifying your objectives is crucial.
2. Design your survey: Start by crafting clear and concise questions that align with your objectives. See this post for examples of what to ask. Use a mix of multiple-choice, rating scales, and open-ended questions to capture a comprehensive range of feedback. Keep the survey length reasonable to avoid participant fatigue. Consider the flow and organization of your questions to ensure a smooth and logical survey experience.
3. Personalize the survey: Address customers by their name and demonstrate that their feedback is valued. You can do this by telling them “we want to hear from you,” or “rate your last experience with [x] company.” Then make sure you’re providing clear instructions for how long the survey will take upfront and if there will be any associate promotions with survey completion. Always make sure that your customer feedback surveys are mobile-friendly for easy accessibility.
Don’t forget to pilot-test the survey with a small group to identify any issues or areas for improvement before launching it to a wider audience. Once finalized, choose an appropriate survey distribution method, such as email, post-call, website pop-up, or social media, to reach your target audience effectively.
More customer feedback survey resources for call and contact centers
Multichannel Contact Center Survey for Customer Satisfaction (livevox.com)
Get feedback in context. Effectively analyze and develop improvement programs with CSAT findings that includes full campaign and agent metadata.
Voice of the Customer: What Is It and How To Find It – LiveVox
The first step in any VoC program is to understand what your customers need and want. This requires research. You can’t just assume you know what they want. You need to ask them directly.
The best way to do this is through surveys. You can use a tool like SurveyMonkey or Google Forms to create a survey, or you can hire a market research firm to conduct surveys for you.
Measuring Call Center Agent Experience and Satisfaction (livevox.com)
These are sometimes called employee satisfaction (ESAT) surveys or ESAT scores. They’re like CSAT scores, but for your employees.
Not only do agent feedback surveys give you valuable insight into your agents’ perceptions of their work environment and their level of engagement with their jobs, they also give your staffers a sense that their voices are being heard.
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