AWS Contact Center

Create post call surveys in Amazon Connect

Post call surveys are a useful tool to measure customer experience in a contact center. It helps a business measure Customer Satisfaction (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES) as a part of its customer obsession strategy. Surveys also drive customer loyalty by automatically escalating poor experiences to managers and supervisors. This in turn enables businesses to proactively reach out to aggrieved customers and address their grievances. Combining survey outcomes with the assessment and incentive of an agent can ensure they are dedicated to deliver great experiences to the callers. Post call surveys bring in a sense of accountability by making the voice of the customer the ultimate touchstone to gauge the performance of contact centers.

In Amazon Connect, you can create post call surveys by using Disconnect contact flows. Disconnect contact flows come into effect when the agent addressing a customer call hangs up first and the customer is still on the phone line. In this blog post, we will look at the two most common methods of implementing a post call survey prevalent in the industry.

1. On-Demand Survey

In this method, every caller is automatically directed towards a post call survey after talking to an agent.

2. Opt-in survey

In this method, customers are asked if they would like to participate in a post call survey that is triggered after talking to an agent. Customers have the option to opt in or out of the post call survey. You can optionally notify agents that customers have opted in to participate in post call survey.

Pre-Requisites

To implement a post call survey in your Amazon Connect contact center, you need the following pre-requisites in place:

  1. An Amazon Connect Instance
  2. A basic know-how of how to create Amazon Connect Contact Flows
  3.  A Call Center Manager or Admin user account for Amazon Connect Instance.

Once you have the pre-requisites in place, login to your Amazon Connect Instance with a user account that has admin or CallCenterManager permissions.

On-Demand survey

In on-demand survey, every customer is directed towards a post call survey at the end of the agent interaction. To implement on-demand survey, you are required to create two (inbound) contact flows. One contact flow implements the actual post call survey. The other contact flow defines customer inbound experience such as Welcome messages, menus etc. and references the first contact flow as the Disconnect contact flow. Let us see a sample implementation of both of these contact flows.

  1. In the Amazon Connect Console, choose Routing by clicking on the three arrowheads icon on the left bar and then click on Contact flows.
  2. Click on Create contact flow button.
  3. For the name for your contact flow, enter ‘On Demand Survey’. You can also download a sample contact flow and import it in your environment by selecting it from the dropdown menu next to the Save button.
Sample contact flow for on-demand post call survey

Sample contact flow for on-demand post call survey

In this sample contact flow, we are making use of the Amazon Connect Contact Blocks to create a post call survey. The contact flow starts with a Play Prompt block to thank customers for participating in the survey. It is then followed by instructions for the post call survey, which will play out as – “On a scale of 1 to 5 with 5 being Strongly Agree and 1 being Strongly Disagree, please rate these statements.” It is then followed by the Get Customer Input blocks to capture DTMF responses to the following statements.

  • The company made it easy for me to handle my issue.
  • I will recommend this company to a friend or colleague.
  • Overall, I am very satisfied with the call I just had with the customer service

The responses to these statements are stored using the Set Contact Attributes block. The attributes used to store customer responses are EffortScore, PromoterScore, and SatisfactionScore.

Once this contact flow is imported, you can save and publish it making use of the Save and Publish buttons on the top-right corner of the screen.

As a next step, we will proceed to create another contact flow that will drive the customer experience during the initial inbound call. To do that:

  1. Choose Routing by clicking on the three arrowheads icon on the left bar and then click Contact flows.
  2. Click on the Create contact flow button.
  3. In this contact flow, you can create the experience customers will hear when they dial your Toll free or DID numbers.
  4. You can optionally download a sample contact flow and import it in your environment by selecting it from the dropdown menu next to the Save button.
  5. You can name the contact flow as ‘InboundFlow for On Demand Survey’ and click on Save and Publish button on the top-right corner of the screen.
Sample contact flow for an inbound customer experience for on-demand post call survey

Sample contact flow for an inbound customer experience for on-demand post call survey

In this contact flow, we are offering the caller a basic menu to identify the customer intent for calling and then routing that call to the appropriate queue. We are also informing the customer to stay on the line after talking to an agent, in order to participate in a short survey. However, before transferring to the queue we make use of Set Disconnect Flow block and mapping the ‘On Demand Survey’ contact flow set up in previous steps as the ‘Disconnect Flow’.

Once you have saved and published the second contact flow- ‘InboundFlow for On Demand Survey’, you can test the solution by mapping a phone number to this contact flow.

  • In your Amazon Connect console, choose Routing by clicking on three arrowheads icon on the left bar and then click Phone Numbers.
  • Click on the phone number you would like to associate with this experience. Additionally, you can also claim a new phone number to test this post call survey solution.
  • In the subsequent dialog box, choose the ‘InboundFlow for On Demand Survey, contact flow and click on Save.

Now when a customer calls into this contact flow, they will be directed towards a post call survey after talking to an agent. The results of the post call survey will be available as attributes in the Contact Trace Record.

Once you have made a test phone call and participated in a survey, you can look at the survey results by following these steps:

  • Choose Metrics and Quality in the left menu bar and then click on Contact Search.
  • Set the filters to retrieve this contact and click on the Search button.
  • Click on the Contact ID to open up the associated contact trace record
  • Scroll down to view Attributes.
  • You will see the survey responses filled by the caller.

Opt-in survey

Opt-in survey is similar to on-demand survey with the exception that we prompt the caller upfront and ask them if they would like to participate in a brief survey after talking to an agent. The instructions to implement opt-in survey in will be similar and hence, I will only highlight the differences.

You can download a sample opt-in Survey and import it in your contact flows or create a Contact flow that checks for an attribute whether a customer has opted-in to participate in a post call survey before offering the survey questions.

Sample contact flow for opt-in survey

Sample contact flow for opt-in survey

In this contact flow, we have added a Check contact attributes block upfront to see if the customer opted to participate in a post call survey. In case the customer did not opt in, we disconnect the phone call.

You can then create a contact flow where a customer is prompted to opt in for a post call survey. You can download a  sample inbound contact flow for opt in post call surveyor create a Contact flow that asks callers to opt in a post call survey and sets a contact attribute to store customer choice.

Sample contact flow for opt-in post call survey

Sample contact flow for opt-in post call survey

In this contact flow, before transferring to the queue we make use of the Get Customer Input block to prompt a message to the customer that says – “Your feedback is important to us. If you would like to participate in a three question survey at the end of your call with an agent, Press 1. Otherwise please stay on the line.”

In case the customer presses one, we use a Set Contact attributes block to set a flag ‘Survey_Opt_in’ equals to true. We also use the Set disconnect flow block and set the ‘Opt in Survey’ contact flow as the disconnect flow.

Once you have saved and published this contact flow, you can associate it with a phone number and test it. You will find the results of post call survey in the contact trace records.

Escalations

In case the survey responses are not up to par, it is possible to escalate the situation to a manager or supervisor. I have altered the opt-in post call survey contact flow to include additional steps for escalation. You can download a sample opt in Survey with Escalations and import it in your Amazon Connect Instance.

Sample contact flow for opt-in survey with escalation to supervisors

Sample contact flow for opt-in survey with escalation to supervisors

In this contact flow, we are checking contact attributes that hold survey results. In scenarios where the survey responses for ‘EffortScore’, ‘PromoterScore’ or ‘SatisfactionScore’ is less than 3, we play a prompt that apologizes to the customer and provides them an opportunity to speak with a supervisor.

We use a Play Prompt block that plays the message- “Your satisfaction is of utmost importance to us. We are disappointed to hear that your experience was not up to par. If you are willing to speak with us further, we would like the opportunity to turn around your experience.”

This is followed by a Get Customer Input block that prompts a message – “If you would like to discuss this further with a supervisor, Press 1.”

In a scenario when the caller wants to speak with a supervisor, we set a contact attribute ‘Survey_Opt_in’ equal to ‘Complete’. This step is important because after talking to the supervisor, the call will be transferred to the disconnect contact flow, once again. You have the opportunity to customize caller experience after talking to supervisor too.

However, in this sample contact flow, we are disconnecting the caller once they finish talking to the supervisor. We use ‘Check Contact Attributes’ block at the start of contact flow to see if the caller has taken a survey before and do not repeat that option again.

In case you experience higher call volumes being escalated to supervisor queues, you can also provide a callback option to your customers. This alleviates the need for the customers to wait in queue for the supervisors to become available.

Reporting

The results of post call survey are stored as attributes in contact trace records. You can view the survey results for individual phone calls by searching and viewing Contact Trace Record in Amazon Connect console.

Additionally, you can use the survey results as a part of your reporting strategy by using business intelligence tools such as Amazon QuickSight . You can also stream Amazon Connect Contact Trace Records to an Amazon Simple Storage Service (S3) bucket using Amazon Kinesis.  You can then leverage this data to build Amazon QuickSight visualizations for reporting.

Conclusion

In this blog post, we walked through the implementation of a post call survey solution using the recently launched Amazon Connect Disconnect contact flows. Amazon Connect Disconnect contact flows take effect when an agent hangs up and the customer is still on the call. You can further enhance this solution by automatically escalating to supervisors when customer feedback is negative. This enables the supervisors to proactively address any customer concerns and improve overall effectiveness of your contact center.