How to Do a Customer Assessment Phone Call

Companies use phone assessments to determine customers' opinions of products and services.

Companies perform assessment surveys to discover how a customer feels about certain products and services. The customer assessment can be conducted over the phone after the customer received service, perhaps for using a phone billing system, purchasing a product or requiring technical help from the company's customer service center. The phone assessment can also be performed at a later time with a callback, with the customer's permission, if the customer conducted business online or at the physical store location.

Instructions

1. Ask for the customer's permission to conduct the assessment survey. Asking for permission can be done before or after the customer receives service. Inform the customer how long the assessment will take so the customer knows if she has the time to give answers.

2. Focus questions on the technical aspect of the service the customer received. Ask the customer whether it was an acceptable wait time if put on hold, if all questions were answered to the customer's expectations and the ease on navigating automated menu services. Document any suggestions the customer has in improving technical service.

3. Perform assessments based on the customer's opinion, if the customer visited an actual store for service. Inquire on the store layout, the ease of finding products and the wait time at the checkout lane. Also inquire about the purchase if your company specializes in manufacturing the products it sells. Ask the customer whether she had any problems using the product, how it functions for her and if it has become an asset in her daily life.

4. Base the customer assessment on personal interactions with service representatives. Inquire about the representative's mannerisms, appearance and enthusiasm in providing service to the customer if she visited the physical store. If the customer received service from over the phone, inquire about the representative's tone of voice, helpfulness and verbal communication.

5. Ask assessment questions concerning online services if conducting such surveys over the phone at a later time. Inquire if the customer had any problems navigating Web pages and if she used technical support to solve a problem. Record the customer's answers concerning download times for files, how long it takes Web pages to load and if the customer's service needs were met.

References

• Texas A & M University; Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing; Leonard L. Berry et al.; 2006
• National Institute of Health, Office of Research Services; Customer Assessment