5 Tips to Improve Post-Call Center IVR Surveys

Using the right survey tools is important to close the loop on call center interactions. However, using the right survey formats and following IVR survey design best practices is equally important. A poorly structured survey is worse than useless; it can create misleading results that skew the findings so you get a false perspective on the customer experience.

For any post-transaction survey, the goal is to get the customer to complete the survey and ensure the results are an accurate reflection of the call center experience.

In the rush to gather results, best practices for creating a meaningful, valid response can be overlooked. For any post-transaction survey, the goal is to get the customer to complete the survey and ensure the results are an accurate reflection of the call center experience. While it has been shown that IVR surveys yield meaningful data to gauge call center performance, you still need to follow best practices for survey design:

1. Set your goals – You want to settle on a specific topic for a post-call survey. You can start with broader objectives, such as satisfaction with customer service, product satisfaction, brand awareness, etc., but narrow the focus. For example, was the customer’s issue resolved? Were they satisfied with their interaction with the call center? Are they satisfied with the product? The more specific the topic, the more meaningful the response.
2. Keep it short – Some argue that IVR surveys need to take less than five minutes. You have a little more latitude when using voice-driven IVRs with open-end responses – you want to make sure the respondent can share their views. However, you don’t have to ask more than a few questions. Questions should be simple, and precise, and only ask fewer questions so you can get a more meaningful response in under five minutes.
3. Don’t change your ratings scales – You need to be consistent in your ratings scale to get viable results. If you use a five-point scale then most responses will be within three points of one another, so use a broader scale to gather definitive data. But be sure to use the same scale throughout the survey.
4. Use both keystroke and voice responses – While voice response IVR surveys offer a rich source of data and make it easy for consumers to respond, some people still prefer using a keyboard. To maximize response you need to offer both options – voice and text.
5. Think about motivational language – When crafting your questions, you want to avoid bias using leading phrases but you want to promote a response as well. Use motivational language in your survey instructions but be careful not to influence the response

Remember that each survey is a branding opportunity as well as part of the customer experience. You want to be sure to put your best foot forward when creating post-call center surveys to leave a positive impression while gathering meaningful data to improve call center performance.

Make it easy for consumers to tell you what’s on their minds by using clear, concise surveys and respecting their time. Be concise and provide options for a survey response. When you use IVR surveys to collaborate with customers you get much better results.