Why Use Post Call SMS Surveys?

Overview

Post-call surveys help contact centers measure customer experience based on the interactions they have with the agents. It is always challenging for businesses to continue to deliver a delightful experience to their customers and contact centers are at the forefront and an important touchpoint for most businesses when it comes to customer interactions.

Measuring customer experience helps businesses discover opportunities to drive real change through continuous action. Post call IVR surveys provide an entry point in to listening to customers at the contact center touchpoint and drive change to improve the experiences over time and empower the contact center staff with real-time visibility of customer sentiment and feedback. Post-call SMS surveys are a next-level solution as well as a natural extension to post-call IVR surveys to collecting feedback from contact center customers.

Unlike post-call IVR surveys that have the limitation of collecting feedback using numeric input, due to the nature of most IVR solutions out there, post-call SMS offers a lot more. Apart from the ability to collect feedback using more questions including open-text feedback allows for richer experiential data for agents and supervisors.

All this data is easily accessible in Webex Contact Center agent desktop using the Customer Experience Journey widget for the voice channel. Additionally, it enables agents to track performance and trends using the Customer Experience Analytics widget and analyze KPIs.

How it works?

Post-call SMS surveys are sent out to the customer’s mobile number post interaction with the contact center. These SMS carry a link (URL) to the feedback survey. Customers can provide feedback at any time after receiving the SMS by clicking the link that will open the survey in their mobile browser.

Post-call SMS surveys can be used in tandem with IVR surveys or independently as well. Other than the fact that SMS survey feedback is provided by customers after a delay from the contact center interaction, compared to IVR surveys that are offered immediately after the interaction, the SMS surveys offer everything that IVR surveys do and more. Some of the key advantages of post-call SMS are:

Ask more questions

Surveys over IVR are recommended to be kept short so that customers can end the call after giving feedback quickly once their agent interaction is over. Due to the nature of SMS surveys as a channel, customers can respond to the surveys at ease on their mobile devices once they receive the links post a contact center interaction. These surveys can be longer than IVR surveys and ask customers to rate their experience on more attributes like “agent’s ability to understand the issue”, support additional types like open-text and thus capture a lot more experiential feedback compared to other channels. More experiential data means better insights and more ways to slice the data and have a whole range of analytics that can be run on the feedback data.

Know which agents/teams are performing or not performing

Using the widgets available in Webex Contact Center, supervisors can dive deeper into the feedback data collected and slice it by various attributes to look at data cuts by agents, teams, or queue IDs. It becomes very easy to quickly identify at a glance which agents or teams are performing well and the ones that have room for improvement.

Monitor KPI trends

The ability to look at trends for metrics and KPIs allow supervisors to identify downtrends which become an early indicator for issues that require attention. On the other side, uptrends on metrics and KPIs serve as an indicator of the impact of any changes that are implemented.

Know ‘why’ for the KPIs with open-ended feedback

Open text questions open up a whole new way to know more about why your customers rate you high or low. It makes it easy for your customers to share their thoughts clearly about what made their experience great or poor and in turn, gives the agents quick insights into what are the things they may be doing well or can improve on. All open text feedback is processed by the Webex XM text analytics engine.

Get top themes and sentiment scores

Theme and sentiment analysis are the key value drivers for using post-call SMS surveys. Given SMS surveys allow using open-text questions to receive unstructured feedback from customers about their experience, Webex XM text analytics helps make sense out of this data.

Theme Analytics goes beyond counting words or phrases and identifies clusters of related topics in the open text feedback. These topics usually map to key aspects of your business that matter in the context of customer experience and often include specific suggestions about areas of improvement for you to take action on.

Sentiment Analysis uses our powerful Deep Learn system to crunch unstructured text from all the open-text feedback to automatically derive the overall emotional footprint of your customer’s experience.

Get to know the high impact attributes driving the contact center KPIs

Prioritizing Action to act and improve upon attributes that in turn drive the key contact center KPIs is one of the key advantages of running SMS surveys. Asking customers to rate their contact center experience on more attributes allows Webex XM to use a predictive modeling technique called regression analysis to estimate the causal impact of all attributes on the overall customer experience KPI.

Bring in the call transcripts and look at customer feedback in the context of interaction

Powered by Cisco AI, post-call AI transcripts enable word cloud for agent and customer transcripts that surfaces frequently occurring words in contact center conversations. This helps you quickly understand topics that your customers are talking about, and with this added context of the conversation transcripts, customer feedback can be understood a bit better.

Supervisors can get notifications for poor feedback or change in trends

Custom rules can be created to send notifications via email or to a space or person in Webex Teams whenever poor feedback is received for customer interaction. Additionally, changes detected in score trends can be captured and brought to a supervisor’s attention early.

Out-of-the-box widgets availabe in Webex Contact Center

Webex CC comes with 2 ready-to-use widgets that are wired up to bring the customer feedback data to the Agent Desktop.

• Customer Experience Journey (CEJ) - Displays all the past survey responses from a customer in a chronological list. This widget helps gain context about the customer’s past experiences with the business and engage appropriately with the customer. Customer Experience Journey is automatically activated when an agent engages with a customer through a call. An agent can view ratings and scores such as Net Promoter Score (NPS), and Customer Effort Score (CES) along with all other feedback collected from a customer using a post-call survey.

• Customer Experience Analytics (CEA) - Displays the overall pulse of the customers through industry-standard metrics such as NPS, CSAT, and CES or other KPIs being tracked within Experience Management in a dashboard within Agent Desktop.

Import feedback data into visualization tool of choice

All feedback data can be easily accessed and downloaded to be used for data analysis and visualization. Data can be easily imported into any visualization tool of choice.