Programme design
Chat survey design: what to get right
Chat is one of the easiest channels to survey, because the customer is already there and already typing. Three decisions shape everything else: your objective, the timing and the format.
Set a clear objective
Know the purpose. Decide what the survey is for. Customer satisfaction, agent performance and product feedback each need different questions.
Choose the metric. Pick the measure that fits the goal, such as Net Promoter Score (NPS), Customer Satisfaction (CSAT) or Customer Effort Score (CES).
Get the timing right
At the end of the chat. Ask straight after the conversation, while it is fresh.
After key moments. Consider surveys after particular touchpoints, such as the resolution of a complex issue.
Choose the format
Chat surveys come in two formats, and each has strengths.
In chat. Questions and answers go back and forth inside the chat window. It feels conversational and keeps people engaged, but it limits how deep and complex the questions can be.
Weblink. The customer follows a link to a separate survey page. It handles longer surveys with several pages, but some customers drop off when they leave the chat.
The customer is already in the chat window. Ask them there.
Length and questions
- Keep it short. Aim for three to five questions where you can.
- Keep it clear. Use simple language that needs no explanation.
- Mix question types. Combine ratings, multiple choice and a free text question, so you get the score and the reason behind it.
Make it personal and easy
- Personalise it. Use the customer's name and refer to their issue.
- Keep it relevant. Tailor the questions to the chat that just happened.
- Make it work on a phone. Many chat customers are on mobile.
- Make it easy to finish. Moving between questions and submitting should take no thought.
Close the loop
Act on what you learn. Share the insight with the teams who can fix the cause.
Respond to customers. Follow up with customers who report a poor experience, so they can see their feedback was heard.
Triggers
- Automatic after the chat. The survey appears as soon as the session ends.
- By API. The survey starts automatically when the chat platform reports the chat has ended.
- Agent triggered. The agent sends the survey link in the chat window, during or after the conversation.
Test it first
Pilot the survey with a small group to catch unclear questions and technical issues, then keep improving it based on the results.
Privacy
Tell customers what the survey is for and how their data will be used, and make sure you have the consent the law requires.
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