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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