Asking for Good Marks

parts_express_checkmark I was working with a client the other day and was listening to a call. Towards the end of the call, the representative (who had done a good job) basically begged for good marks on the satisfaction survey that the company sends out after each call. He said things like “I trust you will give me good marks?” and so on. The representative for very friendly about it, but I told my client to discourage their employees to do that.

As a customer service representative, you can’t hassle or push the customer to provide you with good marks. They will do it if they want to, but it is completely uncalled for to make more than a friendly reference about the survey. If you are a manager and notice representatives doing this, you should work to put a stop to it. It is terrific if employees get great marks, but they shouldn’t coerce customers to provide them.

Something that is very important, though, is subtly encouraging customers to take the survey. If they don’t respond to the survey, you don’t even have to worry about how good or bad they’re rating you or your employees.

There is a fine line between annoying the customer by asking too much (which can negatively impact scores anyways) and encouraging them to fill out the survey. My favorite technique for this is basically bribing people to take the survey. After them a $5 credit or a chance to win a gift card or something of that nature. It is a pretty effective method.

For companies not willing to do this, you can have the representative tell the particular customer a survey will be sent to them, that it will only take a few minutes (unpaid surveys should never take more than 3-4 minutes), and that it helps the company improve its customer service. Keep it short and sweet.

If this process is somewhat scripted (so the representative doesn’t overstep the thin line), it should be a nice way to tell customers about the survey and encourage them to take it. The customers that really don’t want to take the survey still won’t take it, but customers that were on the border will probably take it now. 

For more on surveys from Service Untitled, including sample surveys from various companies, check out this link.

3 Responses to “Asking for Good Marks”

  1. Asking for Good Marks · Gift Card News and Deals said:

    Nov 26, 07 at 8:42 am

    […] Original post by Service Untitled – customer service and customer service experience blog […]

  2. David Morse said:

    Nov 26, 07 at 5:48 pm

    Great ideas. I think the reason people “game” the system is because managers often misuse info from these surveys. I
    added to the conversation at my blog
    .

  3. Ahmed Bouzid said:

    Nov 27, 07 at 11:01 am

    I’ve always felt that post-call customer surveys are methodologically unsound — or at least as sound as the online poll surveys. The people who bother to take the surveys are self-selecting, and chances are that the people who respond were really happy about the service and were moved enough to trouble themselves with hanging on and providing their feedback, or — which is more likely — were really angry and needed to vent off their frustration.

    Such surveys can still be useful if used, for instance, to identify which calls to listen to for training purposes (listen to the ones that got real bad or real good marks). They can also be used to route caller

    In the context of automation, I’ve come up with what I call, “The Automation Quadrant” — a high-level representation of the interplay between task complexity, levels of task automation, and the possible resulting combinations of agent and user satisfaction levels. Check it out at my blog, The VUI Post.