Post-call surveys are among the most popular ways of collecting customer feedback in a contact centre. Once an interaction ends, the customer is requested to score the conversation on a scale of 1-5 or 1-10, indicating their satisfaction. The organisation, then, evaluates the average response to understand how effectively an agent handles customer interactions, as well as the average performance levels across the contact centre.
However, post-call surveys have recently come under scrutiny due to their declining response rates and possible lapses in efficacy. To understand its pros and cons, let us first look at what post-call surveys mean in a modern contact centre setting.
What is a Post-Call Survey:
You can define post-call surveys as a customer feedback collection mechanism where a customer is automatically contacted after they speak with a live agent, via SMS, email, or interactive voice response (IVR) telephony systems, so that they can answer the survey questions or questionnaire to inform the organisation about the call experience that they received.
Typically, post-call surveys are of two types – NPS surveys and customer satisfaction or CSAT surveys. The former asks the customer “How likely are you to recommend our organisation to a friend or family based on your most recent interaction?” In contrast, CSAT surveys ask customers “How satisfied are you with the results of your most recent interaction?”
NPS survey results reflect the customer perception of the brand, while CSAT surveys are all about individual agent and contact centre performance.
A modern contact centre typically deals with a variety of communication channels, ranging from mobile app-based chat, webchat, and social media to your traditional phone calls, email, and SMS. You can adapt post-call surveys for omnichannel as well, sharing the questionnaire through non-traditional channels like mobile app notifications.
