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This is a very long subject if you have the time please go ahead and read it:Unlike relationship based surveys examining customer attitudes over a long period of time, a transaction based follow-up survey is designed to assess customer satisfaction with a specific transaction. Transaction follow-up surveys are conducted after a wide range of touch points, including contact with your customer service group, sales representatives, or technical support staff. A transaction based follow-up survey can provide valuable information on a broad range of issues, including:
1) Was your question handled in a timely manner by the call center?
2) Did the customer service representative solve the issue to your satisfaction?
3) Was the sales representative knowledgeable?
4) Did a staff member follow-up as promised?
The Q you need to ask yourself is: Do all customers experience similar levels of satisfaction, regardless of which staff member or department takes their call?
Complex, technical sales, detailed, infrequent processes such as applying for and receiving a mortgage, or the use of phone based technical support are examples of customer touch points that lend themselves to transaction follow-up surveys. Industries where staff compensation is based on customer satisfaction levels are also ideal candidates for transaction based follow-up surveys. Measuring customer satisfaction utilizing uniform standards that apply to each team member, regardless of geographic location within your organization also offers the best chance to deliver a consistent level of customer service.
* How to Conduct a Transaction Follow-Up Survey
Companies use a wide range of methodologies to conduct transaction follow-up surveys. Some deploy an interactive voice system (IVR) where upon completion of the touch point, the customer is forwarded to an automated, pre-recorded survey. The customer is then asked to respond to a series of questions. Although this system allows the customer to provide feedback while their experience is still "top of mind", the process is impersonal and there is great temptation to terminate the call before the survey is completed. Some companies use an online process to gather information, but this survey style requires the customer to take action. There is no guarantee that enough customers will respond to provide decision makers with a statistically valid survey sample. One of the best methodologies to perform a transaction follow-up survey is to poll customers using the telephone. A phone survey strategy provides a detailed, in-depth dialogue with respondents and guarantees that statistically valid samples are achieved.
* Contact The Transaction Follow-Up Survey Experts
Although a transaction follow-up survey can provide a wealth of actionable information that improves the performance of your organization, significant miscues can exact a high price. Poorly conceived and executed transaction follow-up surveys run the risk of further alienating already disgruntled customers. Perhaps the biggest potential mistake is failing to act upon the information collected during the survey process. At Direct Opinions, we have over 25 years of experience conducting transaction based follow-up surveys. We will guide your organization each step of the way, from start to finish, ensuring that your organization effectively leverages the valuable information collected during the survey process. Ready to get started? Contact Direct Opinions regarding a transaction follow-up survey today!