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How the Predictive Dialer Leads to Happier Customers

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April 30, 2013

How the Predictive Dialer Leads to Happier Customers

By Susan J. Campbell, TMCnet Contributing Editor

Customer surveys are often an important tool used to capture customer satisfaction or dissatisfaction, enabling a company to make changes based on the feedback. For the customer-centric organization focused on ensuring a positive experience for all customers, the predictive dialer can be an effective tool in gathering this data.

Such was the case for a U.S.-based top tier mobile carrier that is gathering valuable feedback using a Cross-Channel Survey Solution from SoundBite. The company is pushing out more than 1 million surveys each month to mobile numbers in the form of text messages. For customers that need a return call due to a lower satisfaction level, they are escalated to SoundBite’s predictive dialer so the company can close the loop on the dissatisfaction.

Highlighted in this Business2Community report, this customer experience initiative earned a 21 percent response rate, with 97 percent of those responses received in the first 24 hours. With this level of response rate, company representatives are able to follow up with valued customers and convert potential detractors into loyal customers. 

To achieve this kind of closed-loop survey, Business2Community offers four steps to the effective execution. First, the survey should be implemented through the channel indicated by the customer; voice, text, email and Web should all be options. Second, business rules need to be in place within the communications platform to automatically segment out responses that fall under a specified satisfaction level. Detractors are found in this list.

Negative responses should be categorized into separate programs by filters predetermined by the customer satisfaction survey team. Detractors from this list are then delivered to live agents best equipped to service the customer. This delivery may be in real-time or at a set time after the feedback is received.

Finally, a predictive dialer can be used for live agents seeking to follow up with potential detractors directly. Specific customer data is contained within the Agent Voice Portal that can be enhanced with customized agent scripting. The agent then has the language and customer details close at hand that are needed to increase the likelihood of resolving the customer’s issues and keeping their business.

With a robust predictive dialer in place, the agent base can focus their efforts on interacting with key customers and turning frustration or dissatisfaction with the brand into a quality experience worth bragging about. After all, the detractor that turns into the brand advocate is the ultimate reward.

Edited by Ashley Caputo

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