How does your IT customer survey capability stack up?

Ken Blanchard, leadership expert and author of ‘The One Minute Manager’ once said, “Feedback is the breakfast of champions”. Champion IT support teams actively use customer feedback for coaching and continual service improvement. As a result, they enjoy:

  • Increased staff engagement (research shows that staff who get regular feedback are more engaged, particularly in Gen Ys).
  • More capable support staff (they use feedback to identify individual strengths and weaknesses, and make it an integral part of coaching and performance management).
  • More streamlined, customer-friendly processes (they use feedback to identify and prioritise process and tool improvements based on what’s important to the customer).

This all leads to better service. And when you deliver better service, you lower your support costs , enhance your reputation as a service provider and have happier customers.

But how do you go about collecting good quality, continual feedback from your internal customers?



Most ITSM and customer support software has the capability to survey customers once their ticket is closed. But the features are often pretty limited. The end result is that many internal support teams only use surveys to calculate a satisfaction score and bury it in a management report. It’s like grabbing an orange from the fruit bowl and keeping the peel but throwing away the segments!

If you’re evaluating customer support software, or considering whether the features of your existing toolset are good enough, here’s a list of things to look for if you want to get the most out of your customer feedback:

  1. The survey is responsive and supports touch interactions so that it looks good and works well on all combinations of desktop and mobile devices, browsers and browser versions.
  2. The survey look-and-feel is configurable to suit your business’s style and brand.
  3. Survey invitations are automatically triggered as tickets are closed.
  4. Survey invitations are separate from ticket closure emails (otherwise they just get deleted).
  5. Every survey response is linked to a support ticket, agent, support team, customer and customer segment.
  6. The sampling frequency is configurable to not spam individual customers with survey requests, e.g. no customer is surveyed more than once every x days or weeks.
  7. Team leads get timely alerts when a customer is unhappy with the service provided by one of their team members (helping you leverage the Service Recovery Paradox).
  8. Able to track and compare customer satisfaction levels with individual agents, support teams, departments.
  9. Able to track and compare the customer satisfaction levels of your customer segments, e.g. by business function or location.
  10. Customer feedback is automatically and frequently distributed to support team leads for analysis, coaching and reward and recognition purposes.
  11. Displays a real-time stream of customer feedback (suitable for public display on big monitors).
  12. Displays a customer satisfaction score, overall, and for each team, department and customer segment (suitable for public display on big monitors).
  13. Performs a Key Driver Analysis to identify the customer experience factors that drive customer satisfaction and dissatisfaction.
  14. Includes customer satisfaction reporting and analysis for management, e.g. customer satisfaction trends by support team and by customer segment.
  15. Survey data readily downloadable into Excel form for analysis by support team leads and service improvement staff.
  16. Has native support for Net Promoter surveys, enabling customers to be categorised as Detractors, Passives or Promoters, and calculating Net Promoter Scores for you.
  17. Provides you with the ability to benchmark customer satisfaction levels and against other organisations.
  18. Enables you to capture compliments, complaints and suggestions outside of the ticket-resolution lifecycle.

How does your survey module stack-up?

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