Customer Surveying
Customer surveying plays the same function in the customer service industry as quality control plays in manufacturing: an immediate check that intent and output are one and the same.
At its most simple, customers are personally invited to comment on the service they have just received, in the main by voice but via text if this is more convenient. Topics can vary from a standard probe of the service experience to specialist surveys triggered by the type of customer or the topic of conversation just undertaken with the service agent.
Surveys can be built from simple multiple choice questions which have the advantage of being easy to compile into statistical reports. Or they can be open questions in which the customer is invited to comment freely. These are most effective at uncovering the full range of customer opinion.
Although a feedback process does signal a brand’s willingness to listen, the real value lies in doing something as a result. Developing a continuous improvement process either from scratch or adapted from existing organisational best practices is therefore a fundamental consideration in extracting full value from surveying technologies.
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Datapoint provides the following technologies and services for Customer Surveying.