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Customer Satisfaction

Customer Satisfaction Survey: Why Phone Surveys are MOST Effective

Written By:

Josh Aaker;  Project Manager & Marketing Coordinator

Last week we talked about the importance of measuring customer satisfaction and why it makes a big difference in customer retention. We also went over what the most common methods of gaining insights into customer satisfaction are.

Types of customer satisfaction surveys:

  • In-app surveys
  • Online surveys
  • In-store surveys
  • Feedback forms
  • Offline surveys over the phone.
This week, we want to talk about:

Why Phone Surveys are still the MOST Effective Way to Measure Customer Satisfaction

Out of the five customer satisfaction survey methods listed above, there are many advantages and disadvantages to each of them. However, there’s one that we think is most effective, and that’s phone surveys. Phone surveys combine the ease of use of an online survey with the dynamic flexibility of an in-person meeting

Quality of Data

One big difference between a phone survey and any of the other methods is the quality of data you are able to capture. Short-form surveys are touted as being the best way to get a response from a customer. It makes sense. In theory, the easier or a quicker a form is to fill out, the greater number of people actually fill it out, right?

Well, that’s not exactly what we’ve seen with our clients.

Instead, what we’ve experienced has been pretty remarkable. We answer questions for over 20 data points instead of the 1-3 you can get from an online survey. As a result, we are able to maintain a completion rate of over 10% higher than the average online survey.

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See for yourself :

Customer Engagement

Last week we also talked about the importance of customer retention, and why keeping an existing customer is just as valuable as gaining a new one. This is the second value found in phone surveys over the rest. This is especially true during these life-changing times.

Now more than ever, it’s crucial that your customers feel they are more than just a number. Too put it simply, they are real human beings. They are looking for authenticity and relatability in their consumption choices. In fact, PwC states that 64% of U.S. consumers and 59% of all consumers feel companies have lost touch with the human element of CX. And 71% of Americans would rather interact with a human than a chatbot or some other automated process.

Which makes our point even stronger in regards to phone surveys. It allows time for each customer to identify what makes them happy, or not, with your business in a personal way. Its structured process ensures that the data is consistent and reliable. This too provides actionable insights aimed to improve your marketing and sales teams.

With phone surveys, you can reach your customers with more consistency and more care each time.

Getting the Information

Quality of Data and making your customers feel like real people are important. I think we’ve agreed on that part so far. But none of that matters if you don’t actually complete the survey.

The “popular” opinion is that phone surveys are too long and inconvenient for a customer to actually provide the data.

But that’s not what the data tells us.

The phenomenon of this method is the two needs that a customer has, namely to be seen and to be understood, effectively removes the barrier of ease of use when met correctly. The “human touch” is the key to this success. Customers are human beings, and it’s incredible how much people appreciate being treated like one. People are much happier having conversations with “a friend talking about their new purchase” than a robotic data collection call.

Tone of Voice: A Crucial Element in Communication (Especially on the Phone)

See why tone of voice is one of the most crucial elements in communication between you and your customers. As well as to your customer’s experiences and interactions with your business.

Gain Valuable Insights into Your customers with personalized data capture

Putting it All Together

  1. Quality of Data
  2. Customer Experience/Engagement
  3. Survey Completion

These are the elements you need for a successful customer satisfaction survey campaign. On a bigger level for your Voice of Customer (VoC) program as well.

Unfortunately, some of the customer satisfaction survey methods listed above can’t achieve those elements without sacrificing another. But, as we’ve seen, a well-executed phone survey campaign can! This method, in particular, can nurture both quality of data and CX. All without sacrificing the completion rate of a quick online survey.

Quality and quantity must exist in the same room. By doing so, your business can stay flexible and efficient enough to meet *each* and *every* customer’s needs.

Stay tuned next week for a case study about the successes and difficulties of the phone survey.

Quality + Quantity = Success

All in all, successful businesses know that their customers are the heart of their success. And so do we! Which is why we work with you—and your business—to develop a unique process to do just that. Our team simply bridges the gap between your customers’ expectations and their experiences. As a result, your customers will feel valued and appreciated—keeping them at the center of your organization.

Investing the time into implementing our VoC program is a win-win. Not only will it significantly impact your marketing ROI, but it will set a solid foundation for a thriving business.

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Want to Unlock Real-Time Customer Insights?

Give us a call at (888) 326-6118 or shoot us an email at info@techtonicsales.com. You’ll see how a well-designed and executed VoC program can help your company consistently deliver a better CX.

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