Spotting Service Gaps with Customer Support Feedback

Customer surveys can sound the alarm when service issues threaten your business. These 3 tactics will help you dig deeper into customer support feedback.


Jana Barrett

January 5, 2018

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Over half of Millennials, Gen Xers, and Baby Boomers have cut ties with a brand because of bad customer service, according to research by Aspect. This probably comes as no surprise. As both consumers and providers, we know how important good service is to us and how damaging one negative experience can be. So how do you find and fill the service gaps costing you customers? You can start by thoroughly examining customer support feedback.

Below we’ll cover 3 simple ways to dig deeper into survey results and spot the trends impacting your business.

1. Filter customer support feedback by key factors like service channel, agent & customer type.

Maybe you got some low customer satisfaction scores one week. So what? At face value, survey data might not tell you a lot. The true insights come when you examine customer feedback alongside other meaningful factors. For instance, if the majority of negative feedback comes from customers who purchased a specific product or worked with specific support agents, then that tells you much more.

Most survey tools allow you to filter by basic factors, like the date and time of the response, which helps you identify service gaps. If customer ratings tend to fall after a certain hour each day, that would indicate that coverage is poor during that time. With GetFeedback, you can also filter survey results by keywords that appear in customers’ comments. If you ask customers to describe why they gave you a specific score, then you should collect interesting open-ended feedback over time. You can then search for specific keywords, like “refund” or “price” to see the associated scores.

If you integrate your survey tool with Salesforce or send surveys through your email provider, you can dig even deeper into your survey results. With GetFeedback for Salesforce, you can use merge fields to associate each survey response with a specific customer record in Salesforce. That gives you the power to analyze your survey results alongside practically any customer information that lives in Salesforce. You can view responses by plan type, region, company size, average spend & more.

GetFeedback summary report filters

2. Compare customer support feedback across multiple surveys.

Another way to add color to customer support feedback is to pool your results from multiple surveys instead of looking at just one. For example, if your support team sends a standard CSAT survey after support cases and a periodic Net Promoter Score® survey, then you can look at those results side by side. This is super helpful if the results from a survey seem too specific or too general to really act on.

GetFeedback offers a comprehensive survey analytics dashboards that allow you to pull data from multiple surveys into one clean dashboard. You can create tiles for specific survey questions and compare trends from both alongside each other. What’s more, you can apply the same filters you use in your survey summary reports to these dashboard tiles in order to keep a constant pulse on the factors that matter most. For example, if you want to track customer sentiment in one region or view CSAT scores by support team, you can apply those filters permanently.

This is especially beneficial for busy support teams that can’t spend time messing with filters on a weekly basis. Instead, you can essentially set it and forget it for multiple surveys in one central dashboard. These dashboards are shareable and customizable, too, so if you want to clue in your product team because customers keep complaining about a specific feature, you can just send over a link. Or if you want to create a unique dashboard for each of your agents, you can do that too.

GetFeedback Analytics Dashboard

We know open-ended feedback is where some of the most valuable insights come from. Angry customers are especially likely to go off when you ask them if they have “anything else to add.” Reading through an endless stream of comments isn’t always practical though, and it’s definitely not scalable for a strapped team.

Instead of spending hours each week reading comment after comment, you can filter open-ended feedback by low Customer Satisfaction Score, Net Promoter Score, or Customer Effort Score. This helps you quickly hone in on the most critical feedback. From there, you can add additional filters, scan comments for keywords, or use a sentiment analysis tool to automatically detect what unhappy customers are complaining about most.

If you have Getfeedback Text Analytics, this process becomes even easier. The tool automatically surfaces the top keywords appearing in customer comments. You can then filter them by sentiment, frequency, and recency, so you can get a clear picture of what customers are saying up to the minute. Support teams can quickly identify major service issues by scanning their top keywords and address customer concerns faster.

GetFeedback Text Analytics tiles


You don’t know what you don’t know. If one support channel is causing headaches for customers, do you have the processes in place to catch the issue before it costs you?

By digging deeper into customer support feedback, you can reveal service trends and spot critical issues before they impact your entire customer base. With those customer insights in hand, your support team make data-driven decisions about staffing, technology, training & more.

Learn more about how support teams can leverage customer feedback across channels

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