No matter what business you’re in, it’s important to remember that customers don’t buy from companies, they buy from people. Your customer support team acts as a critical human face for your company; they are the people that your customers buy from, the team that troubleshoots their problems, and the ones who can make or break your sales funnel or retention efforts.
Your customers are also your best source for understanding the effectiveness of your customer service efforts. And creating positive customer experiences is critical to gaining and maintaining your customer base [pdf]. How can you get their feedback and improve upon their experiences if you don’t ask?
Providing an immediate, post-interaction survey for customers to provide feedback about their experience means you will have more time to analyze and respond to the data that is useful rather than scouring the web for data that may be useful.
Enter the interactive voice response (IVR) survey. A well-designed IVR survey can produce an abundance of data in a short period of time that can be analyzed efficiently. Here are four ways in which an IVR survey aids the process of improving customer experience.
- Show Customers You Care: No matter how frequently it’s used, offering a survey demonstrates that your company values customer feedback and is willing to listen to what they have to say. IVR surveys are a great way for a company to show its customers that it takes their opinions seriously by giving them a simple means of direct communication at the moment of impact.
- Respect Customers’ Time, and Yours: A well-designed IVR survey allows a company to quickly acquire input from customers. The sooner there is data to analyze the more rapidly a company can improve their processes and customer experience. The beauty of IVR surveys is that they combine the utility of qualitative data with the efficiency of quantitative reporting.
- Measure What Matters: An IVR survey can cater to any desired goals or areas of emphasis and easily adapt to measure what matters most as programs evolve. Surveys can also be integrated with other Voice of the Customer (VoC) or CRM databases. This allows the survey to dynamically incorporate information relevant to each customer and ask questions about their specific interaction or the products and services they use. Personalizing a survey in this way increases survey completion rates, and makes the data collected more relevant and useful.
- Meet Customers on their Turf: In our hyper-connected world there are many communication channels available to customers and businesses. IVR solutions designed for voice can also be pushed to an array of other media channels (SMS, social media, web, email).For example, with an omni-channel communication platform like Plum Insight you can present a traditional IVR survey to someone after a call center interaction, and send a web version of the same survey to an online customer following a live chat interaction.
Embracing the voice of the customer in a direct way, like through Plum Insight, provides companies with a roadmap to understand its customers. This clarity then allows companies to better serve their customers and, in turn, cultivate brand loyalty. Don’t let your customers’ voices go unheard. Contact Plum Voice to learn how Plum Insight will benefit your customers and your company.