Online Chat Survey Design
Before designing the survey, you need to first consider 3 key elements:
Planning and Design
Designing surveys for online chat and support involves strategic planning, thoughtful question design, and effective implementation. Here are some tips to help you set up and design effective surveys for these channels:
Define Clear Objectives
1Understand the Purpose
Clearly outline what you want to achieve with the survey. Are you measuring customer satisfaction, agent performance, or product feedback?
2Identify Key Metrics
Decide on the metrics that are most important for your goals, such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), or Customer Effort Score (CES).
Timing of the Survey
1End of Interaction
Send the survey immediately after the chat ends, while the experience is still fresh in the customer’s mind.
2Session-based Triggers
Consider sending surveys after specific touchpoints, like after resolution of a complex issue or completion of certain tasks.
Survey format
In chat surveys, you can choose between two formats: ping pong and weblink, each with its unique strengths and weaknesses.
Weblink Surveys
- Direct users to a separate webpage to complete the survey.
- Can lead to a more traditional and comprehensive questionnaire experience.
- Handle complex, multi-page questionnaires, but you are at risk of deterring engagement due to the transition onto a separate webpage.
Ping-Pong Surveys
- Ping pong surveys alternate questions and answers back and forth within the chat interface
- They provide a more dynamic and conversational interaction.
- Maintain user engagement with an interactive format, but you might be limited in depth and question complexity.
Survey Length and Design
1Keep it Short
Limit the number of questions to avoid respondent fatigue. Aim for 3-5 questions when possible.
2Clear and Concise Questions
Use simple language and ensure questions are easy to understand.
3Use a Mix of Question Types
Combine multiple-choice, rating scales, and open-text questions to gather both quantitative and qualitative data.
Personalization and Relevance
1Personalize the Survey
Customize the survey by addressing the customer by name or referencing their specific issue to make it more engaging.
2Relevant Questions
Tailor questions to the specific chat interaction to ensure relevance.
3User-Friendly Interface
A user-friendly interface in a chat survey is crucial because it enhances user engagement and satisfaction, leading to higher completion rates and more reliable data collection.
4Mobile Optimization
Ensure the survey is mobile-friendly, as many customers may be on their phones.
5Intuitive Design
Make it easy to navigate between questions and submit responses.
Follow-Up Capabilities
1Actionable Insights
Customize the survey by addressing the customer by name or referencing their specific issue to make it more engaging.
2Close the Feedback Loop
Respond to customers who give feedback, especially if they report a negative experience, to show that their input is valued and acted upon.
Testing and Feedback
1Pilot Testing
Conduct a pilot test with a small group to identify any issues in question clarity or technical functionality.
2Iterative Improvements
Use initial results to tweak and improve the survey's design and effectiveness over time.
Chat Trigger Mechanisms
1Automatic Post-Chat Surveys
Surveys automatically appear after a chat session.
2API Trigger
Surveys can be initiated automatically through an API once a chat ends.
3Agent-Initiated Triggers
Agents can send a chat survey link during or after the chat, typically in the chat window.
Regulatory requirements
1Inform Participants
Clearly inform customers about the purpose of the survey and how their data will be used.
2Seek Consent
Ensure compliance with data protection regulations by obtaining necessary consent for collecting and using survey data.
Conclusion
By incorporating these tips, you can create effective and engaging surveys that provide valuable insights into the customer experience and identify areas for improvement in your online chat and support services.
