8 step MOT for your customer feedback survey
Most customer-facing organisations run feedback surveys; but are you making the most of yours?
This 8 step MOT will help you turn your customer feedback into profit.
1. First things first
Make sure that the metric you ask about first is the one that is most important to your organisation. This
may be NPS or a general feedback question about satisfaction with a particular transaction. By asking
the key metric first you ensure you capture feedback even with part-completed surveys.
2. Short and sweet
Your customers are busy people. They may be happy to give up a couple of minutes of their valuable
time to offer feedback but don’t push your luck. Questionnaires that probe every single aspect of a
transaction or brand relationship and go for longer than 2 minutes will see high fall-out rates.
3. Keep it simple
New survey technologies have been designed to simplify the survey process and ensure you get better
quality feedback from respondents. Try not to confuse people by using different scoring scales for
different questions; and above all preserve a logic flow to your questionnaire structure. The public
assumes that you are a seamless organisation and your survey structure should reflect that.
4. Keep it fresh
Consistency of question format and survey structure is vital for reviewing trends. But you also need to
ensure that your questions remain relevant and topical. Avoid the twin traps of not regularly reviewing
your survey or doing something ‘because that’s how we’ve always done it’.
5. Check under the bonnet
Research often identifies a problem but fails to explore the reason why that problem exists. To help get
to the root of the problem use open-ended questions that let respondents explain the score they’ve
given you. Verbatim feedback gives a richness of insight that numbers never can; and new technology
means those ‘voice of the customer’ comments can be captured as text and easily analysed.
6. Fix problems now
Gathering feedback in real time is a good idea; but an even better idea is to respond to feedback in real
time – particularly negative feedback. You can only do that if you have an effective alerting process –
one that flags up an issue, to the right person at the right time. ServiceTick found that brand advocacy
levels could be increased threefold by responding to a customer’s complaint within fifteen minutes.
7. Audit. Analyse. Action.
Companies invest heavily in gathering feedback but often forget to reap the rewards. Make sure you
gather data that pinpoints issues, provokes action and profits the business. Sharing data across your
organisation is arguably more important than gathering the data in the first place. New research
suggests only 56% of call centre operations report broken processes within their organisations.
8. Learn from your MOT
An MOT often reminds you about how to get the best performance from your car. Feedback surveys can
help you improve performance in a call centre. By analysing feedback for individual agents you can
identify the best performers and clone their best practice across the team.
For more information please contact us on +44(0)1603 618326 or visit us at www.servicetick.com