The price of missing out on CX feedback integration

The price of missing out on CX feedback integration

Why call centre Integration of your CX feedback solution is a must!

Anyone not linking their customer experience feedback survey application with third party omnichannel contact centre solutions, such as Genesys PureCloud, PureConnect or PureEngage, is wasting a unique opportunity to gain superior feedback results and increased response rates.

When it comes to CX (Customer Experience) measurement, unless Genesys clients have tightly integrated their customer feedback service, they will not be getting the complete picture of the customer experience performance they are delivering.  It’s not that their customers are lying to them or not ‘coming clean’ but rather, the feedback they do get has the potential to be stale, biased, and improperly segmented and incomplete.

Often, we don’t consider the CX feedback experience we offer our customers so imagine these two scenarios and consider which of the two you deliver to them.

Scenario 1 – non-integrated  

In the first example, Customer A calls the contact centre of their Gas supplier about their bill as they didn’t understand one of the charges.  The Gas supplier only has batched uploads of customer data for surveying, so 3 days later, even though the customer called by phone, an email arrived from the supplier, with an invitation to complete a survey about their experience of 3 days ago.  As the supplier data only contained the ID of the first agent to whom the customer spoke, the survey will actually go against the first agent that merely transferred the caller.  Worse, a second survey arrived 3 days after the customer paid their bill via the accounts department, as the call centre and billing system are run by different departments.  The call-centre survey asked these typical questions;

  • An NPS question (although the customer is not sure if it is asking about the agent or the company)
  • A call resolution question (at the time the matter was resolved but since, another issue has arisen so the customer states “No”)
  • Agent politeness question (Unfortunately, for the wrong agent)
  • Agent knowledge question (the customer cannot recall clearly after 3 days so just scores somewhere in the middle)
  • A call category question (The customer now feels that the supplier should already know what the call was about)
  • A matrix of 6 “Would you agree that…” questions (The customer now starts “speed filling” answers as the survey is getting too long)
  • An AOB text response (like many recipients of this survey this customer is fed up with the survey length and leaves it blank – or worse, does not even press the final “Submit” button, so the company never knows how badly they are doing.)

Scenario 2 – integrated

Customer B calls the contact centre about their billing issue. Immediately, their cellphone number is recognised by the contact centre system and at the same time a check is made to see when they last completed a survey. Records show they completed a survey a month ago about the chat session they had with the billing team.  While queuing, the contact centre IVR asks the purpose of the call and if they would accept a survey on their cellphone after the call, and as the last survey was short and relevant to them, they said yes. 

In addition to their account information, the agent screen displays their last 4 NPS scores and CSat trend for the last 12 months, together with a warning that their scores were getting worse and the customer was at risk. Immediately they know to treat this customer with great care and deliver a great experience. Once again, they completed their call and the agent wraps-up the call. 

Instantly the integrated CX feedback survey solution interrogated the wrap up code, the past surveys and the customer database and sent in real-time, an SMS message asking for an NPS score.  Once the customer responded they received this additional message;

  • “Thanks for the feedback. We know you answered our billing questions on the 21st but if you have time, we have 4 new questions about your call today which can be found by clicking here..

They decided that they had time and as past survey questions have always been personalised and short, they clicked on the link and this time was asked;

  • Was queue time acceptable
  • Was their query about “an incorrect amount on their bill” (taken from the agent wrap-up heading) completed to their satisfaction? (the last, correct agent would always be associated with these results).
  • Do they know their query could be answered by the company’s mobile app? (their account shows they have downloaded it, so the question is relevant)
  • Their preferred survey contact channel (added to their record and used by the CX survey solution)

Which Do You Prefer?

It’s probably fairly obvious.  So, integrating a CX feedback solution such as VirtuaTell’s Synaptum® with call centre technologies such as Genesys offer huge advantages to your customers and the collection and execution of CX feedback surveys including;

1. Feedback in Real Time

A survey solution that is fully integrated into a platform such as Genesys has the ability to conduct surveys in real-time, immediatly after the customer event you want to measure.  Real-time surveys immediately after the “event” being measured will deliver higher quality insight, at a faster speed than any legacy surveys, which is proven to result in;

  • Higher response rates so better value for your CX spend
  • More accurate feedback, upon which business decisions are made
  • Higher percentage of audience covered as time-poor and young audience feedback is captured
  • Higher customer opt-in and repeat survey rates because your surveys are relevant and fast to complete.

2. Feedback on Every Contact Point

As contact centre solutions become multi-channel (or Omnichannel, as they are called today) it becomes vitally important that feedback can be collected in real time, on every contact channel, in a way that is most acceptable to your customers.  It is also important that the data collected can be viewed in one place, filtering on each channel if and when required.

3. Event Triggered Feedback

As a service integrated with Genesys, we have access to all the real-time omnichannel event data that is available.  Event data such as contact time, customer journey stage, channel used, contact reason and previous call data can all be used by our CXBot® to select the survey to offer and questions to use.  This means that like the example above, every customer receives a relevant, personal survey request in real-time, immediately after their contact event.  Once again, this results in higher response and opt-in rates, better quality feedback and a wider audience covered.

4. Powerful Analytics

Again, an integrated CX Feedback service such as Synaptum®, integrated with Genesys, also has access to valuable customer data, both before and after the survey invitation, to use in the survey and question selection but also to allow strong personalisation to significantly increase the value of results as well as increase customer acceptance.  Such data includes products or services used, case information, customer value and journey stage, demographics or regions, etc.  Using our Survey DataFuse®, we use the data to personalise surveys and then return this valuable data with the survey results to where it is needed whether it be Salesforce, data lakes, CRM systems or any other repository.  Real-time alerts, reports and dashboard filtered for powerful analytics all drive real-time actionable customer responses.

5. Single Portal Access

Again, the integration means you don’t have to run yet another contact centre application but view and access everything, through a single Genesys portal.  It also means that all surveys are sent via the same platform, ensuring customer contact is controlled and over-surveying is avoided.


Solutions such as Genesys PureCloud, PureConnect or PureExchange, integrated with VirtuaTell’s Synaptum® omnichannel CX feedback suite, gives your clients access to the next generation customer feedback solution that can revolutionise their business decisions.

The real-time events or data updates that are accessible via the Genesys solutions trigger the right survey request on the right customer preferred channel, immediately after the event that is being measured ensuring the highest results and opt-in rates.  In addition, any available customer data such as brand, product used, journey stage, location or anything else relevant, can be used by the Synaptum® CXBot® to ensure questions asked are relevant, concise and that surveys are kept acceptably short.

Customers will receive requests to compete relevant, fast and concise surveys on the channel they prefer.

So, by using the integrated Synaptum® solution available from Genesys, your clients will experience an automated CX feedback service that gives them a fresh and meaningful insights into their customer experience performance to aid better decision making.

Contact us <<here>> to learn more.

VirtuaTell Continues the Evolution of Salesforce Customer Feedback

Our Synaptum® integration for Salesforce gives immediate access to omnichannel customer insight, collected automatically on any customer contact channel, delivered back to records and cases and with no agent selection bias.

VirtuaTell drives the Evolution of Salesforce Customer Feedback by using feedback invitations, triggered in real-time by any Salesforce customer event, data update, schedule or custom object, ensuring feedback is collected fast, honestly and in a completely customer friendly manner. Supported by our hugely experienced Insight Team, Salesforce users can soon deliver the best-of-breed feedback methodology on any contact channel.

VirtuaTell drives the Evolution of Salesforce Customer Feedback by using feedback invitations, triggered in real-time by any Salesforce customer event, data update, schedule or custom object, ensuring feedback is collected fast, honestly and in a completely customer friendly manner. Supported by our hugely experienced Insight Team, Salesforce users can soon deliver the best-of-breed feedback methodology on any contact channel.

It is already known that 75% of customers agree that their survey experience influences their overall impression of a company (“Closing the Customer Feedback Loop,” Gartner’s CEB Leadership Council) and that is why the VirtuaTell Insight Team provide best practice for every stage of the feedback collection, including the invitation process as well as the surveys themselves. With a 100% focus on increasing survey opt-in rates, our team will deliver the best CX feedback you have seen.

According to Salesforce, a Gartner study found that 84% of survey respondents want to know how a company will leverage the feedback collected, while 78% of respondents say they rarely hear back on any results or changes made based on customer feedback. Synaptum integration with Salesforce, delivers the feedback data directly back into the customer records, often triggering real-time alerts to drive proactive information engagement with your customer base. Because staff can see previous scores and responses, often an agent can inform a customer of the progress made based on their feedback.

And what about the over-surveying issues highlighted by Salesforce? Again, our Synaptum integration with Salesforce means that our CXBot® AI based decision engine knows what survey – and even what questions were asked – of each customer and ensures there is no over-surveying and each set of questions asked are tailored to each client. Also, by interrogating Salesforce to understand what triggered the customer contact and using the information held in each customer account, feedback invitations and survey questions can be personalised and relate directly to the customer and their account.

Contact The Experts

Contact us about the use of our integrated CX surveys for Salesforce to trigger CX feedback requests, enhance Salesforce customer data, use events and deliver feedback results back into the customer records, completely automatically.

7 Common Survey Design Mistakes

7 Common Survey Design Mistakes

Survey Hints & Tips: What are the biggest mistakes people make when creating a customer satisfaction survey?


Making surveys too long

At VirtuaTell we deliver surveys on your behalf through a variety of devices; over the phone, online, via SMS or by email. Each of these methods may have its preferred style of question or way for customers to answer. But what is universal between them is that none of them are ideal for surveys that are too long.

It is an easy error to make, borne out of a genuine productive desire to understand as much as possible about how customers view your company and how they feel about the service they are receiving. Often, a survey may have had multiple contributors and therefore contain all the questions for all departments.  But remember, these surveys are an extension of your company. The surveys bear your name and are a reflection of your brand. So if they are verbose, long winded and assuming your respondent has nothing better to do with their time than work for you, THAT is the thoughts that will be associated with your brand.   So why not try to make them as efficient and as pleasant to encounter as your staff.

Assuming the respondent’s time is free

People have busy lives. Don’t assume if you are calling a customer to answer a survey that they have time. Start your survey by explicitly asking your customer if they have the time to spare, and if they don’t email the survey through to them to complete when they do. VirtuaTell use real-time customer satisfaction surveys because they are the most accurate means to get customer feedback AND ensure the results are unbiased by the passage of time. If your customers are rushed into answering your questions when they really don’t have the time, then you run the risk of getting ill-considered and inaccurate results.

In an online survey tell them up front that the survey won’t take very long to re-assure them that it won’t take up too much of their time – then DON’T!

Choose the correct media channel

If they called you, offer a telephone survey.  If the e-mailed you, offer an online survey and so on.  Multi-channel surveys including the phone channel, are what VirtuaTell specialise in.

Using grammatically correct wording that does not read or sound well

Despite what you may have been told in school it is not always 100% necessary (or even helpful) to use grammatically correct sentences or verbose, superfluous, elaborate wording in your survey.

The most vital goal when writing your questions for VirtuaTell to deliver, is to be able to communicate what you require accurately. And succinctly.

Making surveys too long

New York, New York was so great they named it twice. This point is so vital that we have included it twice. We can’t stress strongly enough how important it is to keep you surveys concise.  For details of our KISKIS methodology, click here.

Offer the surveys in real-time, immediately after the customer event.

On many occasions, companies wait far too long before offering surveys.  During this time, the customer has forgotten half of the experience they had and either answers incorrectly or untruthfully.  Either way, you are basing your decisions on false result data.  That is why VirtuaTell specialise on conducting real-time surveys, immediately after the customer event.

Asking Vague questions

If you ask a series of vague questions you will create lots of information but you won’t be able to quantify and analyse the results easy. A text question or voice recording gives you lots of valuable detail but these need to be supplementary questions to a question where you ask them to rate a service on a fixed scale.

For the very best survey design and response rates, contact VirtuaTell

Contact Us 

6 rules when setting up customer surveys

6 rules when setting up customer surveys

There is an art to finding the right words to use in your surveys. Or perhaps that should say: There is a science to writing surveys that get the best results and if you are using automated phone and online surveys such as those supplied by VirtuaTell there are even more “do’s and don’ts” . If not done correctly the language that you use to phrase questions can ultimately have an unintended impact on the results you receive.  Linguists and academics have spent decades researching the effect that different words, phrases and sentences can have on the way we think.

To help you write surveys that will gain the most accurate results for your company here are 6 rules when setting up customer surveys to help you succeed in wasting as little effort as possible:

  1. Design all surveys with the customer environment in mind.  You are unable to monitor the environment in which your survey is being completed but you DO know if an SMS survey will be read on a mobile phone or an automated phone survey will be heard via a telephone, so design the survey for that medium.  SMS surveys should be short, online surveys should be well designed and easy to read and Phone surveys should be worded for the ear, not the eye and should factor in the possibility of external noise.
  2. Keep to the same scales where possible.  In designing surveys, it is imperative to remember that respondents are helping you out. Therefore, try to keep their mental stress to a minimum. Switching from a question that asks for a numerical rating (1-5, 1-10 or the NPS score, 0-10) to one, that rates levels of satisfaction(Very Satisfied, Satisfied, Disatisfied, Very Disatisfied), to one that  seeks to ascertain how closely a customer agrees with a statement(Strongly agree, agree, disagree, strongly disagree), is mentally demanding for them and likely to be off-putting so try and keep scales consistent.
  3. Avoid using idioms and slang.  Your customers may be foreign-born or may have a learning difficulty that prevents them from distinguishing between metaphor and literal meaning. Idioms and slang can cause confusion and arguably can sound unprofessional.  But that doesn’t mean that colloquial language should be avoided – especially when using phone surveys. In fact, it is worth considering how a more relaxed and conversational tone could be used to help put respondents at ease and make them feel less as though they are undergoing a test.
  4. When asking text or recording questions, don’t ask leading questions.  For journalists grilling political candidates that may be the quickest way to get at the truth. For your survey the act of suggesting an answer in the question is likely to bias your results and make them an inaccurate reflection of your customer’s experience.
  5. Capture verbatim recordings and open comments, especially as the final questions.   These open questions give the respondent the chance to say what is on their mind, in their words and are often the most valuable content available to you. DO NOT use them for SMS surveys (which should only be a single question or use the VirtuaTell SMS methodology).


And finally, KEEP THE SURVEY SHORT!   At VirtuaTell we campaign constantly to keep surveys short and don’t assume the respondent has limitless time to answer your questions.  If you DO need more than 4 or 5 questions answered, cycle, randomise and spread the questions over multiple respondents.  A short survey will result in someone being happy to answer another one sometime – a long survey penalises them for helping you out.

For more information CLICK HERE to Contact VirtuaTell.

Why Use Net Promoter Score to increase customer satisfaction and why should I use it?

Why Use Net Promoter Score to increase customer satisfaction and why should I use it?

Why Use Net Promoter Score ™ (NPS) to increase customer satisfaction

Do you know what proportion of your customers would recommend your product or services to their friends? And does this number outweigh those people who have had a bad experience with your company? The difference between these two numbers is known as your Net Promoter Score and is one of the most vital pieces of data that will determine your future growth as many VirtuaTell clients know.

To calculate the Net Promoter Score your customers are divided into three groups depending on their scoes following a field visit or a call to your customer service department: There are ‘Promoters’ who are loyal to one brand and enthusiastically encourage their friends and work colleagues to use your business. Some are ‘Passive’ consumers whose custom can be courted by special offers and lower prices. And finally there will be ‘Detractors’ – who have had a bad experience with the company that has not been rectified – who will dissuade those they know from shopping with you. The more Promoters you have in comparison to Detractors, the higher your Net Promoter Score will be.

According to Bain & Company, Fred Reichheld and colleagues were researching how to improve customer satisfaction surveys, to ensure that the lessons learned from their results could be communicated to front-line staff and actioned much quicker than they currently were. After analysing the data and testing a variety of responses they discovered there was one, ultimate question which delivered the most trustworthy results:

When they asked customers the ‘ultimate question’ their responses powerfully correlated to predicting future repurchasing behaviour. Companies who knew the answer to the ‘ultimate question’ could predict the loyalty of their customers, and therefore predict future growth.

The Net Promoter Score of Amazon, Rackspace, Harley Davidson and Dell (all stable, growing businesses) are all between 50 and 80 percent, meaning that their satisfied customer are helping to market your business for you, for free!

If you want to join the elite group of efficient businesses with a satisfied and growing customer base you too need contact VirtuaTell to learn how to maximise the capture of your own Net Promoter Score and establish a deeper understanding of your customer relationships and help communicate this vital information to your customer facing staff.

Use VirtuaTell and the Ultimate Question to grow your ultimate business!


Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld