Collector - May 2020 - 13

BESTPRACTICES

Consumer surveys
can be used to:
*	 Reduce complaints.
*	 Improve customer service.
*	 Test script effectiveness.
*	 Enhance client service.
*	 Market your agency.
*	 Manage your reputation.
Survey questions can be industry-specific,
campaign-specific or client-specific. For
example, questions for health care clients
may include whether customers understood
their explanation of benefits statement and
whether they thought insurance would
cover their costs. Results can be provided
to clients as an added service to help them
improve their practices.
Other creative uses for customer
surveys include:
*	 A/B testing: Use different scripts to
evaluate which one results in a better
consumer experience.
*	 Agent training: Demonstrate using
survey data that agents who use
specific language receive better
customer feedback.
*	 Contests: Displaying real-time
positive/negative consumer response
rates on monitors throughout the
collection floor can generate friendly
competition. Rewarding the team with
the best results encourages exceptional
service practices.

COLLECTOR 05.20

*	 Marketing: Use statistics from
surveys to show potential clients how
many consumers report having a
positive call experience.
"As an agency tries to market for new
businesses or contracts, survey information
can be a good way to earn additional business,"
Bird said. "Businesses want assurance their
agencies will keep their brand intact and not
tarnish their image. Demonstrating positive
customer feedback can do that."

MAKE IT COUNT
Surveying consumers does little good
if the information isn't put to good
use. While a decline in complaints to
regulators may occur simply by giving
consumers an immediate place to vent, the
results are likely to be much greater if the
feedback is acted upon.
When consumer responses indicate they
may be likely to file a complaint or take
legal action, compliance personnel should
step in to deescalate the situation and
resolve the issue.

SOURCE: WORK INSTITUTE

"You need to follow up on survey
responses," Rainbolt said. "If a consumer
leaves feedback asking to be called, someone
should definitely call. They're usually happy
to know someone listened and took action."
No matter how agencies choose
to use customer surveys, they can
experience immediate improvements and
surprising results.
"Collectors are often fighting an uphill
battle with reputation management," Bird
said. "Using surveys, they can gain insight
into how collectors are interacting with
consumers, giving them a big-picture look at
how their collectors are truly perceived. In
turn, this can help agencies better manage
and maintain their own reputation as well as
their clients'."
Tim Dressen is a communications consultant
and former editor of Collector magazine.

13



Collector - May 2020

Table of Contents for the Digital Edition of Collector - May 2020

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