In a recent Global Contact Center Survey by Deloitte, 54% of contact center leaders noted that “Feedback will be core to our DNA and is shared widely”.
As customer experience continue to be at an all-time low*, the need for contact centers to understand why has become a crucial part of a modern engagement strategy. How can contact centers ensure they create an effective feedback loop even as the number of channels increase. The key is to view each interaction as an opportunity to collect feedback while following these best practices:
- Timing is Everything
- Make it Easy
- Making it Count
Timing is Everything …
Left to their own devices, customers will only ever give feedback after either an extremely good experience or an utterly terrible experience. The information therefore is often skewed. In addition, the more time passes between feedback and the actual interaction can decrease the willingness and accuracy of the feedback.
To solve for this, an opportunity for feedback must be made available at all points of the customer journey – and immediately after the interaction.
This is perhaps most important after the customer has an interaction with an agent. In fact, as the number of channels increase, the complexity – and corresponding frustration – received by agents have increased as seen in the graph above. Prompting a feedback loop immediately after a call with an agent is therefore crucial to better understanding how customer satisfaction can be improved now more than ever before.
What is the best way to get this done?
Make it Easy….
Providing feedback requires effort on the customer to provide. Making this effort as minimal as possible is key to gathering feedback. To do so, contact centers must be able to provide a feedback look that is:
- Available on Every Channel – in an era of digital engagement, feedback channels must also be made available on every channel (Voice, email, or SMS). To optimize feedback, the customer should be provided the opportunity to provide feedback on their channel of choice. For example, during a call with an agent, the agent must be able to provide the opportunity for the customer to provide feedback directly after the call, in an SMS, or Email – all of which must be sent to the customer immediately after.
- Short in Length – Customer attention spans continue to grow shorter. Ensuring surveys are brief is crucial. Best practices are surveys between 5-10 questions with each question taking an average of 1 minute to complete. In fact, one study by Survey Monkey showed that abandon rates increase for surveys that took more than 7-8 minutes to complete.
- Simple to Navigate – Keeping a simple design for the survey is also a key best practice for collecting feedback. Customers are constantly on the go. Creating a survey that is easy to understand in movement is key. Succinct verbiage and UI are therefore crucial as seen in the example on the right.
Make it Count….
Last and perhaps the most important and challenging aspect of collecting feedback – is the ability to use it. Most feedback is facilitated through a separate system than the actual interaction channel – creating significant gaps in data. This can make analyzing feedback, like the questions below, incredibly difficult.
- Which channel was it over?
- What channels were the customer on prior to this interaction?
- Which agent did the customer interact with?
- When did this occur?
- What type of service was the agent providing?
- What other factors were involved in the interaction?
- Is this a one-off event or part of an overall trend?
Being able to answer these type of questions quickly and at a large scale will be critical and only become more complex as the number of channels increase.
Cloud is Simplifying Customer Feedback Strategies
At the heart of this challenge is a disconnected contact center environment. The applications about who the customer is, which agent they spoke with, which channel the interaction occurred, and how the feedback was gathered, are often stand-alone technologies with data stuck in each application. Solving for this traditionally required deep integrations across the entire ecosystem- a project that equates to millions of IT investments and years to complete.
Cloud is offering a different path. Cloud customer engagement solutions like LiveVox, provides a fully integrated omnichannel enabled CRM, WFO, and Digital channels that include an embedded CSat functionality.
This empowers contact center managers to easily configure campaigns with feedback loops across all channels from their desktop. In addition, the data that is provided by the customer is fully unified – enabling businesses to quickly pinpoint areas and drivers of customer satisfaction.
To learn more, read the LiveVox CSat solutions brief, available here.