Timing Impacts the Core Focus of Customer Surveys

Here is an idea to help you get more balanced feedback on your customer surveys.

Depending on the time you ring them, customers will tend to focus on different aspects of the call in your post-call surveys.

If you ring a customer back immediately, the agent’s personality will be at the forefront of their mind. You may subsequently find their opinion of your processes is shaped by the good or bad rapport they’ve built with your agent.

Vice versa, if you call one week after the survey, the customer probably won’t remember the experience they had with the agent (unless it was particularly awful), and will instead have a more balanced view of the end-to-end experience with your business.

Instead of trying to capture all of this data, create 2 separate surveys – one for agent feedback and another for your processes, and adjust your timings accordingly.