When to collect Customer Feedback?
Customer Feedback is the key to any experience improvement program. Traditionally, the process of collecting, understanding and acting on customer feedback can be time consuming, not to mention that actually getting customers to provide feedback can be challenging.
Here we look at some of the factors that impact when to collect feedback.
Refine your VOC survey timing
Choosing the right time to request feedback, you will boost survey participation rates and make the collected data more meaningful.
Feedback should be gathered as soon as possible after the customer has interacted with your business. This encourages prompt, honest feedback which is relevant to the service they have just received.So how frequently should surveys be offered and when is the optimal time to present them?
Little and often
Short, sharp and frequent surveys are recommended for optimal response. Done well, they will build their own momentum over time. Customer expectations of the survey are set by their previous experiences with your VOC surveys. The better your surveys get; the more participation you are likely to see.
Up to three metric-based questions and one or two open-ended questions are all that’s required. Keep them brief, easy to understand and relevant to your target areas. This will ensure you achieve deep insights.
Strike while the iron’s hot
Feedback should always be collected as close to the trigger event as possible. Every minute counts. According to best practice, the survey should be:
- An integral part of your business’s standard operational process.
- Incorporated into the interaction itself as much as possible.
- Presented on the same channel as the original interaction.
When the customer sees feedback as part of their normal interaction with your business, they are far more likely to give it. This method is proven to increase participation rates. Think of short IVR surveys at the close of a call, or web surveys following a web chat. The customer can give quick, easy responses, then move on.
This also enables your front line staff to personally request that customers complete a survey at the end of their interaction with them. The emotional areas of the brain kick in and the customer is far more likely to complete the survey. This effect wears off over time, so combining this with timeliness is critical.
Get the timing right
Survey timing should be centered on:
- Interaction: prompt the customer to give feedback each and every time they interact with your business.
- Episode or Journey:provide surveys on completion of the interaction point or journey.
Ensuring higher participation rates for your feedback surveys will give you insights into your customer needs that can transform your business success.
How Centra CX can help achieve higher participation rates
CentraCX VoC is a Voice of the Customer (“VoC”) platform that helps organisations to collect, understand and drive action from customer feedback.
It has been designed from the ground up to collect both front line and customer feedback with every interaction, everyday. Combined, these insights provide the complete picture of your customer experience enabling you to action what really matters.
Contact us today to find out how CentraCX VoC can improve your Customer Experience improvement program and start creating amazing customer experiences that drive loyalty and spend at each touch point with help from GSN.
Or for more information on participation rates, download our eBook How to lift your Customer Feedback participation rates to 30%.