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

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What’s the Future for Customer Feedback for the Utility Sector

What’s the Future for Customer Feedback for the Utility Sector

Have a Question? Contact us Today!

Customer experience is increasingly being identified as the main competitive differentiator for businesses and this is no different for the future of customer feedback in utility sector. But many studies show that energy providers and utilities are achieving significantly low levels of satisfaction and even more worrying, making key decisions on incorrect data.  In fact, according to the Institute of Customer Service UK Customer Satisfaction Index, Utilities scored lower than the UKCSI average and ranked as the bottom performing sector.

Many companies conduct customer experience surveys in order to identify customer satisfaction levels and tackle any issues. However, traditional customer surveys are no longer providing relevant or accurate feedback for utility companies, who are dealing with an ever-growing diversity of customers and products and services.

First, let’s take a look at some of the issues utility companies encounter with their customer feedback.

As many confirm when engaging VirtuaTell, Utility customer experience surveys are often long, late and on the wrong contact channels so they are increasingly receiving lower and lower response rates. This essentially means that utility companies are having to invest more money to receive less feedback

Secondly, a lack of central control over survey invites means that many customers are being over-surveyed. As well as being a drain on resources, this can also put customers off from responding, as they feel harassed and spammed.

In addition to this, many surveys are not constructed in a customer-friendly way. For example, a time-poor customer is unlikely to complete a survey that is too long or complex. Many surveys also aren’t mobile friendly, so they can’t necessarily be completed at a time and place that works for the customer. And as customers expect to be able to discuss their utility account across a wider array of contact methods, the ability to offer omnichannel feedback solutions is vital.

Another key factor causing issues for utility companies is the validity of customer contact data, much of it being poor, incomplete, or out of date, making it difficult to even get in touch with customers in the first place.

Added to that, dealing with the impacts of seasonality makes assessing and controlling customer feedback extremely difficult. NPS rises and falls with the temperature, and requires sophisticated analysis that can differentiate between the seasonal and the more fundamental customer issues.

Critical customer data is also often kept across numerous different systems, making it time consuming and challenging to connect that data to the customer feedback. This delivers surface level results that lack the rich insights that are needed to truly understand the customer experience.

Finally, with many companies calling upon a combination of in-house teams and third party call centres to handle different types of customer service needs, creating meaningful and consistent agent KPIs and reporting that works across a variety of teams is highly complex.

So, what can Utilities do to improve their voice of the customer insights?

As we’ve seen, Utilities face a whole host of barriers and challenges when it comes to collecting accurate, insightful, and incredibly valuable customer feedback.

Therefore, they need an insight solution that includes a number of high performance, intuitive features and functions that will make collecting utility customer feedback far more effective and efficient, including:

  • Real-time omnichannel surveys that can be used to collect feedback on whichever contact point the customer prefers and at any journey point.
  • A process to centralise and merge customer knowledge with feedback results for deeper insight and a true 360 view of the customer.
  • Control over who is surveyed, on what channel, and which questions are the most relevant to their real-time experience.
  • Innovative implementation of communication tools and language that have been previously tested and proven to increase response rates.
  • Actionable insights and analytically driven alert messages in plain language.
  • All results collated and displayed in one place, with access to every level of the organisation.
  • Customer friendly feedback measurement at all stages of new product roll-out or customer journey.

VirtuaTell’s specialist utility team have been helping utility companies in Europe and the USA for over 10 years and currently conducts over 3.5m customer feedback interactions a month for Utility clients. For further information about VirtuaTell and how they could improve your current feedback methodologies, please get in touch for a free review on our Contact Page

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Are you ready for GDPR?

Are you ready for GDPR?

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The new GDPR regulations come into force on 25 May 2018. With all the false news, misleading blogs and opinions, it’s almost impossible to find out the facts and become prepared and fully compliant!

First thing’s first, what is GDPR?

GDPR stands for General Data Protection Regulation. Set to be introduced on 25 May 2018, GDPR legislation defines how European personal data must be handled by anyone that stores or processes such details.

It’s not only businesses that are based in the EU that will be affected by the introduction of GDPR – the legislation applies to all companies that handle the data of individuals residing in the EU, regardless of the company’s location. And it’s not just the originating organisation that stores their data that must be compliant – anyone down the data processing chain must also be compliant.

GDPR will affect all email marketers and failure to comply will lead to significant fines. As the European Parliament allowed 2 years for businesses to comply with the new regulations, there’s no excuse for not having the necessary procedures and protocol in place by the time the legislation is introduced. The clock is ticking!

What data is covered by GDPR?

Any personal data such as the names, addresses, phone numbers, IP addresses, email addresses, and pictures of EU citizens is covered by GDPR. This means, if you use email marketing, CX feedback surveys or direct mail, or you have a call centre that deals with EU customers, you must be compliant, whether you’re based in the EU, the US, or anywhere else around the world.

Who needs to be GDPR compliant?

The new GDPR legislation applies to:

  • Businesses in the EU that control or process any personal data directly, or on behalf of other clients.
  • Businesses anywhere in the world that control or process the personal data of European citizens, regardless of where they live or where the company is based.

Essentially, if your company is based in the European Union, or it is based elsewhere but deals with the data of EU citizens, you need to ensure you’re fully GDPR compliant or face heavy fines.

Which countries are classed as EU countries?

There are 28 countries within the EU: Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungry, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, and the UK. GDPR applies to citizens of these 28 countries, wherever they live in the world.

So, if any of your clients are EU citizens, even if they now live abroad and in a non-EU country, GDPR will still apply to them and anyone handling their data will need to be compliant by May 2018.

What happens if I don’t comply with GDPR legislation?

If you fail to comply with GDPR, your business could face a fine of up to 20 Million Euros

The implications of you, or one of your suppliers, not complying with EU privacy laws have always been stringent but the GDPR fines have been significantly increased and would have a huge impact if your business was fined. Quite obviously, it is incredibly important that you ensure all aspects of your business processes – and those of your suppliers – are fully compliant.

What does GDPR mean for any CX feedback service?

The problem has been that there are countless email survey services online and, whilst some are reputable, many are not. From May 26th 2018, many in fact, will actually be operating illegally.

With the introduction of GDPR, it’s more important than ever that you only work with a fully compliant CX Feedback survey service, or you too could face a huge fine!

In order to remain fully compliant, before sharing your customers’ data with any such service, you must consider the following:

Are you dealing with a legitimate business?

Take the time to research the company you’re dealing with. Is the company registered in the EU? Are they registered outside the EU? What name are they registered under? Do they comply with GDPR regulations when handling your data? Having a quick scan of their website isn’t enough, it just isn’t worth the risk!

Do you have a written contract in place?

It’s important that there is a contract in place outlining the responsibilities and liabilities of both parties. Ultimately, you are responsible for the compliance of the CX feedback service, so make sure that you only appoint a supplier service company that can provide sufficient guarantees that the requirements of GDPR will be met at all times. Ensure you see their GDPR paperwork as well, before handing over any data.

Does your CX feedback service have the relevant privacy and data protection policies in place?

Make sure you only employ the services of CX feedback service that have public policies in place, as well as an assigned individual who is responsible for data protection.

As a general rule, if you aren’t 100% clear exactly who you’re dealing with and what policies they have in place, it’s safer not to deal with them at all. After all, you will be responsible for explaining why you passed on personal data to them, without the necessary assurances.

Does the service company have an appointed data protection officer?

Any business that conducts large-scale personal data processing, must have a named Data Protection Officer in place. This applies to all CX feedback companies, or any business that offers this service. Only companies with appointed Data Protection Officers are permitted to process EU data.

Is any data you hand over for processing, covered by a GDPR compliant processing document?

Any professional CX feedback supplier that handles your data on your behalf, should document exactly what they have agreed to do with your data, before, during and after they have processed the data. Typically, that will include a statement that some or all of the data will be Pseudonymised, Anonymised or Redacted. Be very careful of anyone who cannot supply such capabilities as part of their service.

Is a US-based supplier with Privacy Shield certification covered?

Although Privacy Shield allows US companies to self certify for European Data Protection laws, it doesn’t guarantee that a they comply with GDPR, and this doesn’t look as though it will change anytime soon.

According to the European Commission, Privacy Shield still needs to address a number of serious areas before it can be considered GDPR compliant, namely:

  • Must prevent false self-certification
  • Must raise public awareness of how to exercise their rights
  • Needs to develop closer co-operation between privacy enforcers
  • Must appoint a Privacy Shield Ombudsman

So, if you’re looking for a company to provide CX feedback services, or you’re currently working with a provider in the US, be aware that Privacy Shield certification doesn’t mean they are GDPR compliant.

Are you confident that your CX feedback service is fully compliant with GDPR?

In the eyes of the law, you are responsible for ensuring that your supplier is fully GDPR complaint. Don’t hand over any personal data until you are 100% satisfied that this is the case. After all, it is your company that will be fined in the event of a GDPR breach after 25 May 2018.

As a general guide, if a CX feedback provider is based in the EU, has a comprehensive data protection policy, and has a dedicated Data Protection Officer, you should be confident to proceed.

If you’re using a non-EU provider, you should ensure that either the country they’re based in follows EU data protection standards OR the company itself is fully compliant with GDPR legislation.

Here at VirtuaTell, we’re fully compliant…

At VirtuaTell, we’ve always taken the security of our clients’ data seriously, and we’re fully compliant with GDPR. So you can rest assured that your data will be safe, secure, and used only in line with the very latest EU regulations.

For further information about GDPR and how we adhere to the new regulations, please do not hesitate to contact us.

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Measuring the Customer Experience: How VirtuaTell can help

Measuring the Customer Experience: How VirtuaTell can help

Let us help drive your COPC standards. Contact us Today!

COPC Standards are a collection of performance management systems that enable businesses to measure and improve their operational activities that support the customer experience.

Since they were introduced in 1996, COPC standards have acted as a benchmark for customer-based service operations.

COPC Standards provide stringent guidelines for customer interaction. Within a contact centre environment, companies must demonstrate they are up to the mark when it comes to service (the speed of the interaction from a customer perspective) as well as quality (whether the transaction was handled correctly on the first attempt).

Adhering to COPC Standards can offer a whole host of benefits to businesses across various sectors, including reduced costs, improved revenue, improved service and quality, and increased customer satisfaction.

And, with the COPC Family of Standards currently being used in over 70 countries, this is a truly globally accepted performance management system that sets the standards whilst driving a consistent industry vocabulary.

How can VirtuaTell help?

If you want to improve your company’s customer service operations, you first need to measure them. Our omni-channel CX feedback surveys will allow you to measure your performance against COPCs standards and ensure providing the optimum level of service to your customers.

Under COPC Standards, Customer Service Providers are analysed against a series of performance factors known as Key Customer Related Processes. To analyse levels of service, these KCRPs utilise metrics such as speed of answer, abandonment rate, escalation rate, contact resolution, sales, and volume.

Our innovative, automated, multi-channel, real-time customer satisfaction solution will allow you to collect and monitor customer feedback, enhancing your level of service, and allowing you to get the metrics that COPC require if you’re looking to obtain certification.

We’ll also help you to optimise response rates, delivering your feedback questions in a totally customer-focussed way across multiple channels.

Once your data has been collected, we’ll provide clear, meaningful reports that present your data in a way that is accessible and easy to understand to everyone within your organisation.

Of course, collecting data is fruitless if it doesn’t allow you to implement meaningful change in response. At VirtuaTell, we make your feedback actionable, focusing on real-time feedback, using real-time alerts, response triggers, and data feeds into your other systems to show that you are responsive. This means we can give your customers feedback on how you responded to their feedback – increasing engagement and loyalty.

For more information about how we can help you maintain and measure COPC customer experience standards, please get in touch – we’re always happy to help.

Have a Question? Contact us Today!