Use Your Live Chat Survey Data to Improve CX

You’ve completed your live chat survey implementation and now you’re receiving valuable live chat survey data. You want to put


Tym Andrews

February 4, 2019

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You’ve completed your live chat survey implementation and now you’re receiving valuable live chat survey data. You want to put this feedback to good use, but you’re not sure where to begin. Here at GetFeedback, we ran into the same situation when we applied our own live chat survey tool into our customer support feedback program.

We’ve now developed a system that allows us to put this powerful customer insight to work. In this article, I’ll be sharing some of the ways we’re using post-chat survey feedback to better our customer experience. 

Gathering live chat survey data 

At GetFeedback, we use our own product—GetFeedback for Salesforce Chat—to gain insights from our customers after each live chat conversation. We want to find out what their needs are, what they enjoy, and what we can do to improve their overall customer experience. 

One of the best ways to receive honest and valuable feedback from customers is to send a survey immediately after a live chat support inquiry is resolved. With the support experience fresh on a customer’s mind, not only will their feedback prove more valuable, but there’s a higher likelihood that they will choose to complete the survey, too.

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Here’s how we do this: Immediately after a live chat ticket is closed, a survey is rendered in the same text box that the chat took place in. You can see an example of this below (the illustration features one of our live chat customers, Sun Basket).

GetFeedback for Salesforce Chat GIF

In our case, we measure customer feedback using a Customer Effort Score (CES), followed by a short answer question so they can provide further detail about what they did (or did not like) about their support experience.

Feedback can be invaluable but without any follow through, it’s worthless. Next, let’s look at how GetFeedback uses live chat survey data to improve overall customer experience.

Using live chat survey data for CX improvements

The first part of putting customer feedback to good use is knowing the audience it concerns. From there, you can create the ideal survey that’ll help you gather new useful insight.

For instance, GetFeedback offers live chat to only a few select customer plans. Based on our understanding of these plans, we know that these users have a more in-depth comprehension of how to utilize our platform and features. We also know that this audience uses our product in a variety of ways that other customers do not. It’s this knowledge that helps us develop the ideal post-chat survey and provides context for analyzing our survey data.

The feedback that comes through live chat surveys supplies unique insights into what we can do to improve our support processes for these particular customers, as well as a better understanding of why they chose live chat over other support avenues.

The following are three examples of how we’ve made changes to our customer support program based on live chat survey data.

1. Live chat survey data: I expect quick response rates

Customer feedback: One of the main sentiments we receive from customers using live chat is that our initial response was extremely fast.

Our actions: To ensure we continue to meet our customers’ expectation of a rapid response, we only offer the live chat option to our customers when a support agent is available. If we aren’t available, the live chat option can’t be used by GetFeedback users. This immediately removes the expectation that a solution will be immediate.

We also make sure to use our CRM software to populate customer information the moment they begin a chat with us. This allows us to skip any questions related to their account information, contact details, etc., as it has already been made available to us from the get-go. It makes for a more personalized experience and saves both parties time and energy.

2. Live chat survey data: I like a seamless experience

Customer feedback: Another common piece of feedback we receive following live chat support interactions relates to how effortless it was to get help. Since live chat mimics texting, the ease of use means that customers only have to initiate a chat with us, ask their question, and we can immediately dive into the issue. Even if the final resolution to the issue isn’t immediate, beginning the process towards a resolution is fast and easy.

Our actions: Providing a seamless experience can be challenging when we have to escalate an issue to another team or switch communication channels. When this occurs, it’s important that the transition is easy for the customer.

So, to make channel switching easier (e.g. escalating an issue to our engineers from a chat and following up via email), our team created text snippets that make the process faster and smoother. 

Here’s an example of one of these snippets: “Would you mind if I checked in with *insert team/person* about your inquiry? I want to be sure I’m providing you with the most accurate solution. Is *enter account’s email address* the best email address to use to follow up with you?”

3. Live chat survey data: support should be accessible and effective

Customer feedback: The third bit of feedback we often hear is that live chat is approachable and easy to comprehend as a service tool. It’s clear that live chat is becoming the preferred avenue for accessing support as customers continue to choose chat over email and phone.

Our actions: For live chat support to be effective, information must be broken down into smaller pieces so it’s easily digestible. Because of this, we make sure to guide our customers through issues step-by-step, using screenshots, videos, and easily understood bits of information.

Every feedback counts for a better CX

The survey data above depicts accumulated insight from our live chat survey data. But to ensure we deliver the best customer experience, we also take into account the one-off pieces of feedback.

For instance, one customer suggested that we change the order of answer choices in our post-chat survey to position “Strongly Agree” at the top. His reasoning: GetFeedback’s service is usually amazing so it’ll be easier and quicker for customers to complete the survey. So we went ahead and made this change (he had a strong case, no?).

Another customer informed us that the live chat conversation ended before they could save the transcript of their conversation with our support agent. So, we added a snippet at the end of the live chat saying: Before ending this chat, feel free to save this chat transcript for future reference by clicking on “Save Chat’” as seen here:

The message prompts the user to end the chat (instead of us) and also shows them how to save the chat transcript.

The results of applying insight from live chat survey data 

We know that our efforts around leveraging customer feedback are working because of the positive sentiments that roll in with each new survey. Take a look at what some of our users said:

  • “The team was able to help me right away and was very clear and knowledgeable. They guided me to exactly what I needed.”

  • “The quick response is amazing…keep up the good work, team! GetFeedback is definitely an amazing tool! Love the simplicity and the power that comes with it.”

  • “So appreciate the helpful, detailed information on the status and potential root cause analysis. Looking forward to a quick fix as you continue to investigate the issue.”

As we continue to develop and perfect our live chat interactions, we’ll keep striving to improve—and so should you. With the help of invaluable customer data, that’s easier than ever before.

Learn how GetFeedback can help you create the best customer experience—start your free trial today.

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