Customer Service Survey Template
Pressed for time? Struggling to find the right questions? Use this service feedback template to quickly get started in measuring your performance. Use as provided or customise it to your needs.
Customer Service Questionnaire Template
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Why Measure Customer Service?
From sales staff in a traditional bricks-and-mortar shop or telephone sales, support and customer service teams, to the service you deliver to customers via digital channels such as your website, apps and social media and much more.
When you consider all the customer service touchpoints where your customers could potentially be making contact with your brand, it’s not hard to appreciate why some form of measurement is needed, otherwise how well will you know how your teams are performing or how happy your customers are with the service you’re delivering for them. Through evaluation you’re also able to identify any areas that you need to improve.
Satisfied customers are essential if you’re to retain their custom and loyalty, which in turn is crucial to the long-term profitability, growth and security of your business. Therefore, it makes good business sense to ensure that the quality of your customer service levels remains high across all your points of contact with them.
Ways of Measuring Customer Service Success
To do this you’ll need to consider how you will assess customer service within your company and all the factors you should be measuring, because if you leave any out you could risk leaving customers unsatisfied, despite improving your service in other areas.
For example, let’s say one of the metrics you might be using is for your customer support team to complete a set number of enquiries every day. While you may be performing well with this metric and often completing more enquiries than expected, it would be of far less value to you if many of these customers weren’t happy with the level of service they received along the way. So, in this scenario you would also need to be able to measure their satisfaction levels through a survey alongside collecting data about the number of enquiries you’re completing.
Ultimately, if you’re to get a solid handle on how effective your customer service delivery is it’s best to adopt a more holistic approach to how you measure it. Below we outline some top customer service metrics for you to think about.
Customer Service Metrics
Average Resolution Time
Most customers are happiest when their issues are resolved quickly. By adopting this metric you’ll get a better idea of how your performance stacks up. To calculate your average resolution time, find the sum of all your case resolution durations, then divide this by your total number of customer cases.
Customer Service Abandonment Rates
Another way to examine levels of satisfaction among your customers is to look at your customer service abandonment rates. These are especially relevant to call centres, where callers will hang up or exit a chat if they’ve had to wait a frustrating amount of time without receiving customer support.
The higher your abandonment rates, then generally the less satisfied your customers will be. While most consider an abandon rate of between 5 to 8% to be industry standard, anything above 10% is considered high.
To calculate your customer service abandonment rate, divide the number of abandoned customer service enquiries by the total number of enquiries.
Customer Effort Score (CES)
One customer service measurement metric that’s growing in popularity is the customer effort score (CES) metric. It’s based on the notion that the easier you make your business to deal with, the more likely your customers will return.
Following their interaction with a business, which could involve anything from visiting a company’s website to purchase something, or trying to get an issue resolved with their customer support team, individual’s that are being surveyed will be asked a question similar to the following:
“On a scale of 1 to 5, how much effort did you have to expend to find what you were looking for, purchase, or get an issue resolved with us?
1 = Very low effort
2 = Low effort
3 = Neutral
4 = High effort
5 = Very high effort
The CES is then calculated by dividing the sum of all individual customer effort scores by the number of customers who provided a response, resulting in a score from 1 to 5. The lower the score, the better, as businesses that can build a low effort customer experience are more likely to gain a greater volume of long-term and loyal customers.
Customer Satisfaction Score (CSAT)
One the best known and most popular ways to measure the success of your customer service delivery is to run a CSAT survey.
Following an interaction, such as a call with a customer service agent, customers are typically asked to rate their satisfaction with the support they’ve just received, based on a 5-point scale from very satisfied to very unsatisfied.
A business can then calculate their CSAT score by dividing all the positive responses by the total number of responses they have received and then multiplying these by 100. This results in giving you a CSAT percentage where scores closest to 100% indicate the highest levels of satisfaction and those at the other end of that spectrum the lowest satisfaction levels.
For example, if you had 40 positive responses and a total of 50 responses, your CSAT would be 80%, based on the following calculation – 40/50 x 100 = 80%
Customer Retention Rate
This customer satisfaction metric is the opposite to the customer churn rate, but both highlight how likely your customers are to stay with you. To calculate your retention rate, you need to subtract the number of new customers from your total at the end of a specific period of time. Then, you need to divide the number of customers you retained by the total number of customers you had at the start of that period. The closer your final figure is to 1 the higher your retention rate.
First Response Times
Most customers demand immediate assistance. You can find out how quickly they’re getting your support by calculating your first response times. Simply calculate the average duration between the moment a customer reaches out and the length of time it takes a customer service agent to respond to them.
Net Promoter Score (NPS)®
NPS is a popular metric for how to measure customer service effectiveness and gauge customer satisfaction. As with CSAT and CES, you can gather customer feedback with this type of survey question too, which elicits a response from each of your customer’s by asking them the following question: “How likely is it that you would recommend our [company] [product] [service] to a friend or colleague?”
Another useful metric is to calculate your overall resolution rate. This can be identified by subtracting your number of unresolved cases from your number of customer enquiries, then dividing this by your total number of enquiries. The fewer you have left unresolved, the more successful your customer service has been. You can also adapt this metric to figure out your first contact resolution (FCR) rate, by identifying only the cases you’ve resolved during your first interaction.
The final customer service metric you could consider using is sentiment analysis. Also known as opinion mining, sentiment analysis involves scanning the language a customer uses to see if it skews positive, negative or neutral. As it’s conducted through natural language processing technology, it provides an ideal way for customer service agents to get an immediate heads up on customers’ emotions, so they can adjust their approach accordingly.
When to use Customer Service Surveys
Having explored some key customer service metrics, you next need to be thinking about when you should be using a customer service survey.
The best place to start is to consider all the main service orientated touchpoints where you believe customers could be making contact with your business. You can get a better idea of this by mapping out the key stages of a customers’ journey with your organisation.
Alternatively, you may want to consider some of the more generic customer service touchpoints. Generally, many firms will have a mix of the following touchpoints, where in many instances a customer service questionnaire can be employed to give you a better feel about what customers think of the overall level of service they’ve been receiving from your organisation.
Customer Service Touchpoints to Consider
For many organisations the first contact customers will have with you will be through your telephone sales team, so in addition to being able to generate sales, they need to be able to create a good impression and provide a good service. This will also help those teams to build a good rapport with customers, increasing their chances of gaining repeat business in the future.
Website or App Visits (Popups)
When they are not visiting in-store, an organisation’s website or app is typically the first port of call for customers seeking information or solutions to their problems. From how simple it is to navigate around your website and find what they’re looking for including any live chat interactions with your support teams, to the ease with which they’re able to make purchases. There’s plenty you can ask customers and analyse through a survey, in order to measure their levels of satisfaction with your service and further improve it moving forward.
In-store and Point-of-Sale Experience
Despite the ongoing growth in online sales, further fuelled by the Covid pandemic, the opening up of bricks and mortar stores means that once again customers’ experience of the service they receive from your frontline sales staff is crucial to whether they choose to make a return visit or not.
Post-purchase Experience (Product or Service)
When customers return after making their first purchase from you, it’s essential to treat and nurture them in the right way, as existing customers are generally easier and more cost effective to market to, than those yet to become a customer. There’s lots of things you can do to make them feel more special, from enrolling them into loyalty programs and giving them early access to exclusive offers, to providing them with relevant marketing material and of course surveying them to find out what they would like to receive more of. Ultimately, when you maintain contact with your customers and nurture your contact with them in the right way, you’ll be more likely to retain their long-term business.
Once individuals have bought products and services from you, the quality of your customer and technical support teams will also determine the success of your future relationships with them and whether they go on to become loyal and long-term customers. So, it’s crucial to be regularly surveying them for their feedback, to help ensure that the quality of your support levels remain high.
Billing issues can be a source of contention for many customers. Therefore, it’s important to think about how you are issuing invoices, handling payments and answering customer queries, as this can impact the service you’re delivering for customers.
While many organisations originally established social media accounts as a proactive way of reaching out to their customers, many are now using them to respond to customer queries, as a result of customers turning to these channels, thanks to their accessibility and ease of use. So, if as a brand you don’t currently have a plan in place for dealing with customer issues via this medium, then it would be prudent to develop one now, that way you’ll be better able to keep on top of any issues arising and maintain your image as a responsive and caring organisation.
Why Use a Service Survey Template?
Given the nature of customer service and the many channels you could be using to deliver support at any one time, it’s not hard to appreciate how challenging it can be to find time to come up with questions for your next customer survey.
That’s why we’ve created a set of customer survey templates to help you. Similar to all the other templates in our surveys’ portfolio, these can be used as they are or easily customised to suit your needs.
Get started and create your first survey
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