I recently called my mobile service provider about some new services I required. Within about an hour I received a text telling me I was going to receive a text survey and 4 more texts of one question each. My answers were to be texted back. All the texts (both the ones I received and the ones I sent were considered free texts by my mobile service provider.

It is interesting that I had also called the same company as they were my phone service supplier as well. They also called me with an automated survey where I gave the answers verbally. The four questions were identical. Three were 3 multiple choice questions and one was open ended.

Why is this important?

Companies are still trying to obtain feedback from customers as quickly as possible after the transaction completes.  Telephone surveys are expensive and there is a time delay. Email surveys often don’t get read within a short period of time. In both these cases the request for feedback came in hours. In both cases, the techniques were automated. There was no human involved though someone will need to listen to or read the comments and code them someway. So organizations are still doing customer satisfaction surveys but they are timely and inexpensive.

What questions were asked?

Text 1: Thanks for calling (company name). Your feedback is important to use. Shortly you’ll received 4 questions. (Survey texts are free)

Text 2. How satisfied were you with the service from our Client Care Rep? Choices were Completely, Very, Somewhat, Not Very or Not at all.

Text 3. Thanks, Do you feel your inquiry was resolved? Choices were: Absolutely, Yes, Somewhat, Not Really, Not at All.

Text 4. Great. What is the one thing we could have done better to improve your recent experience? To answer, reply to this msg. This was the open ended question.

Text 5. Thanks. Based on your recent experience how likely are you to recommend (company name inserted here)? Choices were: Definitely, Probably, Maybe, Not Likely, Not at all.

Text 6. Thank you for your time and comments. Your comments will help us continually improved our service.

Benefits of this survey approach.

1. Speed is the of the essence. If a customer is unhappy, you capture it quickly before it gets on Youtube or into Yelp. If there is a concern with the service representative, you can provide quick feedback, listen to the recording of the call, and provide management with the opportunity to respond quickly to rising issues.

2. Customers remember the transaction they just completed and provide honest feedback.

3. These techniques are cost effective so every call can be tracked instead of just a sampling.

4. It’s cool and appeals to the younger generation, especially the texting format.

What is your opinion. Are you using new techniques in your surveying? Share your story in the comments below.

 

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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

6 Responses to “Customer Satisfaction Survey by Text or AutoDial”

  1. Barry Clasper Says:

    This sort of thing is all very nice when only a few are doing it. But I’ve become quite fed up with the deluge of requests to answer surveys that is becoming the norm. We seem to be trending toward every single commercial transaction generating a request to fill out a survey. I get them when I purchase online, when I take my car in for service, when I buy something at a store, even when I just land on a website. And some are not content to pester you just once, they figure if you didn’t answer the first time, pestering you repeatedly will wear you down. ENOUGH ALREADY!

  2. Adele Says:

    Thanks for your comments Barry.

    I haven’t been the recipient of as many surveys as you have but I agree, we all get annoyed, if the volume gets too high.
    Anyone doing surveying needs to understand that they are not the only ones doing surveys.

    I also find it interesting that so many companies are doing surveys when social media can provide so much feedback about what customers are saying about any organization. I would have thought that there would be less surveying and more listening to social media sources.

  3. Frank Says:

    I have stopped responding to these survey requests. I have grown to be very cynical as to the use of the results of the surveys. I do not see results from surveys being used to improve their businesses. I have observed companies using the survey as a means of saying they are listening to consumers, yet they have not used the survey data to improve any business process. These companies have no desire to change the processes just their image. I have better things to do than waste my time responding and the data not being used productively. What is missing is the feedback process of what improvements have been made as a results of data collected. No, I do not expect my single survey results to change a business process. Yet, the acccumulation of data should result in some changes. These changes (feedback) need to be part of the process of change that a has in place.

    My compliments on your posting. It is an excellent topic to expose to discussion. Good luck with it.

  4. Adele Says:

    Thanks for the comment Frank.

    I agree if companies just survey and don’t provide feedback on what they learned and what they are doing about the feedback they received, people will get sick of surveys and won’t take them. We are living in an attention deficit world. There is so much we can focus on, we have to chose where to put our focus and attention.

    I think if customers are dissatisfied, they are more likely to spend the little time they have complaining about it on a survey. But if they don’t see any results, they normally will just take their business elsewhere when the opportunity presents itself.

  5. Frank Says:

    Adele, I agree with all you have stated. It was the pervasive nature of the lack of responding actions that made me cynical and doubt the value of surveys. It may just be that they have not learned the value of feeding the changes back to the consumers. I am hopeful they will learn the value over time.

    Again thank you for your valuable website and postings on Customer Satisfaction. It is providing excellent education to businesses and consumers.

  6. Adele Says:

    Thank you Frank. I appreciate your compliment and encouragement.

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