The inclusion of a customer opinion and satisfaction survey after the resolution of a customer service communication helps the company rate its support agents, identify areas that need improvement and collect information from the customers. It also helps the customer feel as if her opinion matters to the company.
After a customer service phone call or email correspondence reaches its final solution, many companies send a satisfaction survey to the customer to help gather actionable information about the experience from multiple standpoints. The main goal of such customer opinion surveys is to ensure that the customer is happy with the service she receives. This helps establish a success rate for both the support agent and the support department and makes it possible to reward the agents that provide the best help. Similarly, it also helps identify any areas or agents that cause dissatisfaction with customers, allowing the company to make improvements.
Another benefit of these surveys is to make the customer feel she has a say in how the company shapes its policies and that her opinions are important. If the customer feels that she is able to help improve an area of weakness within the company, she is more likely to continue to do business with it because she sees the company attempting to improve.