How to Create the Perfect Post-Chat Survey

This article features the post-chat survey best practices that all customer service teams should use to measure the success of their live chat program.  


Tym Andrews

March 25, 2019

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Post-chat surveys are the best method to measure if you’ve successfully implemented your live chat customer service program. While there are many ways to measure the success of your chat program, post-chat surveys are the one metric in particular that you shouldn’t skip out on because it measures what’s most importantthe customer’s satisfaction. 

Benefits of using a post-chat survey

There are many benefits of using post-chat surveys, but here’s a quick list of the most important ones:

  •      Easily understand customer perspective

  •      Get real-time feedback

  •      Engage with actual customers

  •      Use the data collected to enhance the customer experience

To reap these benefits, you need a solid post-chat survey that engages customers and provides real insights. 

While the use cases for post-chat surveys are endless, there are certain best-practice rules that apply regardless. This article features these guidelines that all customer service teams should leverage to easily measure the success of their live chat program.  

Keep the post-chat survey in the same chat window 

Keeping your post-chat survey in the same window where the chat occurred is a great way to grab the attention of your respondents.

It also provides a positive user interfacethe customer can submit the survey, remove the window where the chat took place, and seamlessly continue navigating through your website.

My team uses GetFeedback for Salesforce Chat, which allows us to send branded surveys that appear directly in our live chat windows once we’ve ended our customer conversation. See the example below.  

Keep the post-chat survey brief

You want the post-chat survey to mimic the feel of the live chat: simple and quick.

The live chat agent hopefully resolved the customer’s issue quickly and now they’re looking to move on to something else. So, if you want a customer to answer your survey, it must be short. How short? Ask 2-3 questions at most. 

A perfect example of this is using a Customer Effort Score (CES) question followed by an optional short answer question.

See the examples below.

CES Comment

Let’s dig deeper into this.

Start with the right survey question type 

To start, consider asking customers to rate their live chat experience. 

The example above starts with a customer effort score (CES), asking customers to agree or disagree with the following statement, “GetFeedback made it easy for me to handle my issue.” The customer responses are provided, ranging from strongly disagree to strongly agree.

Aside from the customer efforts score, there are several other surveys that you can use, including Customer Satisfaction Score (CSAT) and Net Promoter Score® (NPS®).

A CSAT asks about a customer’s experience, and might result in a question like, “How satisfied were you with your service today?” The customer is asked to rank their service from very satisfied to very dissatisfied. 

CES and CSAT are the most common questions used in a post-chat survey, but you could also consider asking customers how likely they are to refer your business to friends and family—the NPS metric. As with the other questions, with NPS responses are listed on a sliding scale of 0 to 10, with 0 being highly unlikely to refer the business and 10 being highly likely to refer the business.

Let the customer provide additional feedback

The second question should give customers a way to provide additional feedback. A simple, open-ended question like, “What can we do better?” or “Can you tell us more about your experience today?” will work.

Give the customer an empty text box to write their thoughts down, and an easy-to-see submit button to finalize the survey.

Personalize the follow-up question in your post-chat survey 

You should personalize the survey based on the response given by the customer.

If a customer gives a low score on your post-chat survey, it’s important to acknowledge this. You can ask them about what made their experience poor and then follow-up by asking if they have further feedback to give.

For example, if a customer “strongly disagrees” with the statement, “GetFeedback made it easy for me to handle my issue,” the following question might say, “It sounds like we could have done better. Can you let us know more about your experience?”

Alternatively, if the respondent gives a positive score, asking what made their experience so positive is a great option. 

For example, if the customer “strongly agrees” with the statement, the follow-up question might be, “Can you tell us a bit more about what made your experience with us so positive today?”

The statement acknowledging the customer’s response provides a level of personalization and encourages him or her to give additional comments.  

If you use GetFeedback, you can easily create these post-chat survey logics using our Logic feature.

Collect and utilize the results of your post-chat survey

Ideally, your post-chat survey is linked to a data collection point where all the results from the survey will go.

For example, at GetFeedback, we create our post-chat surveys within Salesforce Chat, so all of the data collected flows into our Salesforce account. This way, we can access data, run reports, and use the information to make strategic decisions. 

No matter how you collect the data, it’s important to utilize it. Sometimes brands gather information from their customers, but it’s siloed or forgotten. Data from the post-chat survey can help your brand understand the customer’s perspective and improve the customer journey.

A final word on post-chat surveys 

Providing digital solutions to customers has become a priority for businesses. This means more and more brands will rely on live chat features to interact with their customers and solve problems.

While it is a digital solution, the post-chat survey provides a “personal touch” that shows the customer you care about the service and experience provided. The trick is to create a post-chat survey that’s short, effective and results in actionable data. Use these best practices to set yourself up for success. 

Interested in learning about the many different surveys you could implement with us? Try GetFeedback for free today.

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