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How to gather and implement feedback

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In today’s digital world, there’s a lot of noise. Social media allows everyone to share their view on everything, so it’s easy to write feedback off as simple, unimportant opinions. As a contact center manager, however, that is a dangerous practice for both customer service and workforce management.

“We all need people who will give us feedback. That’s how we improve.” Bill Gates

Contact centers serve as a bridge between companies and customers, creating the personable image that drives customer loyalty today. For this reason, listening to consumers is critical to maintaining good relationships. Don’t forget that there are two sides to every story, however, and your agents’ opinions matter, too. 

The key to maintaining both customer and agent engagement is to learn what is or isn’t working, listen to feedback about improving it, and have a little fun along the way. In this blog, we’ve offered tips for gathering and implementing feedback in your contact center to help you find the strategies that work for you.

Customer feedback

Your customers are the lifeblood of your business. Their satisfaction is a top priority for your goals, so you need a plan for both gathering and implementing their feedback. These suggestions can help you keep an ear to customer satisfaction, allowing you to better meet their needs.

1. Use social media

Lots of people like to complain (or rave) about brands on social media. Make sure your company is consistently monitoring your social media accounts and have them pass feedback to you. While you should focus on opportunities to make important improvements, also look for fun interactions. Send snarky replies that draw laughs or simply look for opportunities to make someone’s day a little brighter.

2. Offer surveys

Surveys are an oldie but a goodie. You can email them out, offer the option to leave feedback after interactions, or even post them on social media. However you promote them, make sure you’re reading and making notes for every response. From constructive criticism to marketable quotes, you’re sure to get something you can use.

Want to see how engaged employees make better employees?

3. Give agents the freedom to wow customers

Sometimes the smallest things can leave a lasting impression on customers, particularly when it’s something unexpected from a brand. If agents learn of an opportunity to create an unforgettable experience, such as changing a product name based on a young customer’s suggestion or going the extra mile for a sick child, give them the freedom to jump in. Create procedures and train agents on reasonable limits, but let them take initiative. When customers can see you hearing and addressing feedback, they’ll give you more attention and business, trusting you to treat them with concern and care.

Employee feedback

Employees aren’t much different than customers when it comes to giving feedback. Fully engage your agents by asking for their thoughts and honestly considering their responses. Your agents know your contact center better than anyone. Why not use their insights?

1. Create a feedback culture

Feedback culture involves healthy communication between coworkers, leadership, and executives. Your agents should feel free to offer honest feedback from day one, while also accepting feedback from others. Rather than only listening to suggestions during reviews or changes, encourage employees to engage at all times. You’ll enjoy a more positive environment and increases in both quality and productivity.

2. Ask for suggestions

The best way to get feedback is often to ask for it. You can use a suggestion box for anonymous, everyday feedback. Or, include time at the end of every meeting to ask for remarks and have your leadership do the same. During new agent training periods and exit interviews, ask employees to be frank on their impressions, frustrations, and suggestions. These different perspectives can help you fully understand the problems and successes of your operation.

3. Offer surveys

Surveys allow you to get feedback from a majority of your employees without using additional time that you might not have. You can ask broad questions to gauge the success of employee engagement or specific queries about new developments. Not every agent will respond, but you can still get usable and fresh data, particularly if you gather employee feedback several times a year.

How can you turn customer and employee feedback into unmatched workplace engagement? Visit our guide, EX+CX, to start using engagement to build the ultimate customer experience.

Originally published Sep 10, 2020, updated Dec 30, 2022

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