Voice and IVR survey design: what to get right

Prompts and script

Clarity and tone. Prompts should be clear, short and professional, in a tone that matches your brand.

Script quality. Write scripts in plain language with no jargon. Test them out loud to make sure they flow naturally.

Length

Aim for one to two minutes, focused on the questions that matter most.

Triggers

Decide how the survey starts. It can be offered at the start of the call, triggered automatically at the end, or started by the customer opting in during the call. If you use an opt in, make it simple, such as pressing a key, and keep it from disrupting the call.

The common options are:

• Opt in at the start. The customer agrees to take part at the beginning of the call.
• Agent trigger. The agent starts the survey as the call wraps up.
• Automatic transfer at the end. The call moves to the survey without the agent doing anything.
• Offered in the IVR menu. The customer chooses to take part from a menu option.
• Triggered by outcome. The survey runs after particular outcomes, such as an unresolved issue.

Branching

Use branching so each respondent only hears the questions that apply to them, based on their earlier answers. It keeps the survey relevant and short.

Speech or keypad

Decide whether customers answer by speaking or by pressing keys, known as DTMF. Speech feels more natural but can mishear. Keypad input is precise but feels more mechanical. Base the choice on your customers and test both if you can.

If agents can choose who gets the survey, your scores measure their choices.

Avoiding bias

Random selection. Select customers for the survey at random, automatically, so agents cannot pick the callers they expect to score well.

Transparency with agents. Explain the survey to agents as part of quality, and make clear they have no say in who is asked.

Using the data

Real time monitoring. Watch responses as they come in, so a poor score can trigger a follow up while it still matters.

Acting on it. Plan in advance who receives the insight and what they will do with it. Feedback that is never shared changes nothing.

Continuous improvement. Review the questions, prompts and process regularly, based on the responses you get.

Privacy and consent

Follow the data protection rules in each market you operate in. Tell customers what the survey is for and how their answers will be used. Decide whether responses should be anonymous, and say so.