Conducting Surveys Using Live Call Agents are too Time Consuming


Conducting Surveys Using Live Call Agents are too Time Consuming
By: Marc E. Carlson, RRP
CustomerCount© Business Relationship Manager

The other night I am home with my family and the phone rings. After answering the call, a woman’s voice comes on the telephone announcing who she is and what firm she is representing. She goes on to explain her organization is conducting a customer feedback survey and asked if I would like to participate. I said; “yes, as long as it doesn’t take more than 5 minutes”. The woman on the other side of the phone assured me it wouldn’t take longer than 5 minutes. So, we begin.

The young lady begins by asking a question and then giving me the answers that correlate to the numbers one thru five. You know the routine. Answer 5 if completely satisfied, 4 if somewhat dissatisfied, 3 if neutral, 2 if somewhat dissatisfied, and 1 if extremely dissatisfied. I appreciate the call agent informing me of the answer selections and what number they coincide with on the survey. What I have a problem with is the call agent reviews that same list with me after each and every question. I found myself cutting the call agent off when she was reciting my answer options with my response to shorten the time spent taking this survey. Reason being, my time is valuable and I want to get back to my family.

After about eight minutes into the survey, I ask if this is almost over because you promised me the survey would only take 5 minutes. The call agent stated she had just a couple of more questions for me. After the fifth question, I stopped her and said that I was done. They had taken all the time I originally committed to and they overextended that time allotment. I wonder how often this happens for others. I bet it happens more times than you think. Our time is precious, especially if we take time out of our day right then and there to provide feedback to a firm we conduct business with periodically.

If the firm would have used an “online customer feedback solution”: with a “save the survey” feature, I would have been more inclined to revisit the survey after the presumed time limit of five minutes and completed the survey. I believe this method of gathering consumer intelligence is more effective as it takes into consideration that not all surveys can be completed in one sitting.

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