Last week I contacted OtterBox for a problem with my fantastic Defender iPhone 4s Case. I was so Wowed by the Otter (customer service representative) I spoke with that I tweeted about it. My issue was quickly resolved and the replacement case is on the way to me. The email confirmation of shipment of my case included a link for a very good customer satisfaction survey through Survey Monkey. Two things about this survey impressed me and I want to tell you about my impression.
First off, I’m impressed with any company that seeks customer feedback. Feedback truly is the breakfast of champions. Customer satisfaction surveys help companies determine what they’re doing well and what they need to be doing differently. The second thing that impressed me about the OtterBox survey is the strategic purpose for gathering this feedback. OtterBox is clearly right now trying to determine how to make their website more user-friendly so they can deflect agent calls through a comprehensive web self-service portal.
My survey asked such questions as Did you visit our website to obtain information or assistance prior to contacting Customer Service? and What type of information was missing from the OtterBox website that required you to contact customer service? Responses from questions like these will help OtterBox create a web self-service experience that meets the needs of their customers. Just for fun, here is the survey I took for OtterBox.
The bottom line: Make sure you capture customer feedback at every opportunity. Don’t just use a generic survey that gives you nothing. Identify your service gaps or gaps in contact center service metrics and go out and solicit feedback from your customers what will help you close the gaps.