Campaigns

Customer satisfaction survey

Bushland Blooms campaign brief Customer satisfaction survey

This campaign brief provides essential information for our quarterly Customer satisfaction survey, including: bullet point.

• scope of campaign , bullet point.

• operational boundaries , bullet point.

• recording calls , bullet point.

• call targets and rewards , bullet point.

• call lists , bullet point.

• call strategy , bullet point.

• fulfilment , bullet point.

• contact guide , bullet point.

• survey script.

You should print this document out and keep it by you for easy reference.

Scope of campaign

The campaign is a customer satisfaction survey running from March 24 to March 31, 2003.

The survey will be: bullet point.

• telephone only , bullet point.

• outbound only , bullet point.

• targeting existing customers who have purchased products and services in the last three months.

Operational boundaries bullet point.

• No call backs, or outbound calls to be made after 7.00 pm. , bullet point.

• Talk time = 5 minutes. , bullet point.

• Wrap time = 3 minutes. , bullet point.

• Details of all calls must be recorded. , bullet point.

• Script type: Exact. , bullet point.

• If a customer becomes aggressive, or is unhappy about the script, escalate the call to your team leader. , bullet point.

• Only completed surveys are valid. Incomplete surveys will not be counted towards call targets.

Recording calls

A Data collection customer contact record is available under Forms on the Intranet. Use it to record the following for each customer: bullet point.

• number of call attempts (see Call strategy below) , bullet point.

• survey response and call back information , bullet point.

• length of call , bullet point.

• details of any fulfilment (follow-up) procedures required (see Fulfilment below) , bullet point.

• details of any difficulties or errors encountered.

Call targets and rewards

Call lists

The company database has been used to generate a list of residential and business customers who have purchased products or services from Bushland Blooms within the last three months.

This list has been divided between teams. Your team leader will provide you with a list of customers to contact.

Call strategy

The calling strategy for this campaign includes: bullet point.

• recommended times to call your customers , bullet point.

• appropriate call back times , bullet point.

• call attempts.

Recommended times to call

The best time to call will vary according to whether your call target is a residential or business customer. Think about when the customer is likely to have time to speak to you.

Residential customers bullet point.

• Check the database for a business daytime contact number to see whether the customer works during the day. It may be better to call after business hours, preferably in the early evening. , bullet point.

• If you think the customer is likely to be at home during the day, the best time to call is between 9.30am and 3pm when any children might be at school.

Business customers bullet point.

• Avoid calling during opening and closing times when the customer is likely to be doing administrative tasks. , bullet point.

• Avoid calling at lunchtime, as this can be the busiest time. , bullet point.

• Avoid calling the first day back after a long weekend. , bullet point.

• Generally, the best times to call are:

  1. one hour after opening until lunchtime

  2. one hour after lunch until one hour before closing.

If a customer becomes irritated that the survey is taking too long, reassure them that there is not long to go.

Appropriate call back times

If your customer says that they are too busy to participate in the survey at that time, ask if you can call them back at a more convenient time.

If they agree to a time, then call them back!! This means it is more convenient for them, and may be your only opportunity to conduct the survey.

You should adhere to the operational boundary 'no call backs or outbound calls after 7pm'. The only time you can vary this is if your customer asks you to call them back after 7 pm because that is the only time convenient for them.

If a customer wants to call you back at a convenient time, politely tell them that: bullet point.

• it is an outbound campaign only and you do not have a direct line - they will come through to the contact centre number , bullet point.

• you are prepared to try again at a time that might be more convenient for them.

Call attempts

You should only try to contact a customer three times.

You should wait for an hour between calls, unless you have been instructed to call back at a specific time.

One attempt equals: bullet point.

• a response at the other end , bullet point.

• an answering machine , bullet point.

• three engaged signals.

All attempts must be recorded on the Data collection customer contact record available under Forms on the Intranet.

If you call your target, and the phone is engaged, write a small 'e' below the corresponding attempt. When you have three 'e's below one attempt, you may cross off that attempt.

For example:

Engaged numbers must be attempted again 10 minutes later.
Do not leave a message on answering machines.

Fulfilment

Customers may have questions or make other requests as a result of your survey call. If you can answer the question quickly, then do so.

Otherwise you may need to say:

 I understand your query/concern (customer name). Unfortunately, I only have a limited time to conduct this survey. Can I call you back at a convenient time to discuss the matter more fully? 

At the end of the survey, fill out a Data collection customer contact record (available under Forms on the Intranet) and reassure them that you or another appropriate person will return their call.

Remember to make the follow-up call.

Contact guide

The contact guide provides the structure for your calls.

In this campaign you will be following an exact script that provides the actual language to use during each stage of the call.

Remember to follow Bushland Blooms policies and procedures at all times, particularly in areas relating to the security and privacy of customer's details.

Survey script

A copy of the Customer satisfaction survey form and script shown below can also be found under Forms on the Intranet. You will be required to fill out one form per customer.

Customer satisfaction survey form and script Locked Bag 5555 Bushlands 0000 Phone: 05 5555 5555 Fax: 05 5555 5556 Email: email@bushlandblooms.com.au Website: www.bushlandblooms.com.au ACN: 000 999 999 Customer name:   Date:   Agent name:   Agent directions: Read the script in green, then register the customer's response by checking the appropriate box. Section 1 - Customer service There are 3 parts to this survey. Let's begin with the first part of the survey, which deals with customer service. I will read out several statements. Please tell me whether you strongly agree, agree, neither agree nor disagree, disagree or strongly disagree for each one. Bushland Blooms contact centre staff: Strongly agree Agree Neither agree or disagree Disagree Strongly disagree N/A answered my calls promptly are polite are efficient are professional explained product/service options to me satisfactorily explained product/service requirements to me satisfactorily when necessary, transferred me quickly to someone who could help. Section 2 - Purchase satisfaction The second part of this survey deals with your satisfaction with the products/services bought from Bushland Blooms. I will read out several statements. Please tell me whether you are very satisfied, somewhat satisfied, neither satisfied or dissatisfied, somewhat dissatisfied or very dissatisfied for each one.   Very satisfied Satisfied Neither satisfied or dissatisfied Somewhat dissatisfied Very dissatisfied N/A I am satisfied with the range of products/services on offer Overall, I am satisfied with the products I have purchased Overall, I am satisfied with the on-site service provided (for example, installation, landscaping) Section 3 - Customer expectations The third part of this survey deals with your expectations as a customer of Bushland Blooms. I will read out several statements. Please tell me whether you strongly agree, agree, neither agree nor disagree, disagree or strongly disagree for each one.   Strongly agree Agree Neither agree or disagree Disagree Strongly Disagree N/A The customer service I received met my expectations. Overall, the products I have purchased have met my expectations Overall, the on-site service provided (for example, installation, landscaping) has met my expectations That concludes the survey, [customer name]. On behalf of Bushland Blooms, I would like to thank you for participating. I appreciate your time. If you have any further questions my name is [your name], please feel free to contact me. Would you like me to give you our number here?"

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