Customer Feedback Models

Welcome to the Customer Feedback Models Module of uContact. With this guide you will learn what they are, how they are structured, and how to create your first satisfaction survey model.

What is a Customer Feedback Model?

A Customer Feedback Model is a satisfaction survey that is automatically sent to the customer to measure their experience after an interaction. Unlike Quality Models (which evaluate user performance), a Customer Feedback Model evaluates the customer's perception and experience.

It is a multichannel model: you can use the same model on Telephony, WhatsApp, SMS, Messenger, Instagram, Webchat or Email, with its own texts and audios for each question.

Where are they managed?

Customer Feedback Models live together with Quality Models within the Quality tab, in the Campaigns module. When you click New, you choose whether you want to create a Quality Model or a Customer Feedback Model.

Some concepts before continuing

The creation form is divided into two tabs: General, where you identify the model and define its messages, and Questions, where you build the survey itself. Below we explain some concepts with examples to make it easier for you to build your first model.

Question types

• Range: the customer rates on a numeric scale from 1 to N, where N is between 2 and 10 (for example, 1 to 5).
• Menu options: the question has a list of possible answers (in text), and the customer selects a single option.
• Open question: lets the customer answer freely, in extended text format.

Some examples can be:

• Range: On a scale from 1 to 5, how would you rate the service you received?
• Menu options: How would you rate the service you received? Very good / Good / Fair / Poor.
• Open question: What could we improve for your next experience?

Evaluation criteria per question

Each answer option of a Menu options question has an associated metric: positive or negative. With this you tell the system whether, when a customer chooses that option, it reflects a good experience or a bad experience. For example, for the question "How would you rate the service you received?", "Very good" and "Good" should be marked as positive, and "Fair" and "Poor" as negative.

This classification is what feeds the Customer Feedback metrics: the percentage of positive and negative responses you see in each campaign's card and in the per-channel detail (Analytics > Campaigns) is calculated from how you marked each option here. It also determines whether a response is shown in green or in red when you review a specific evaluation.

By default, all options are created as positive; you can manually change this value for each one. In a Range question, each value of the scale also has its sentiment: by default the lower half of the scale is negative and the rest positive (for example, on a 1 to 5 scale, 1 and 2 are negative and 3, 4 and 5 positive).

Audios

Since the model is multichannel, you can add audios to the Range and Menu options questions and to the Message when finish and Message when timeout, meant for when the survey is used in Telephony interactions. Answer options and descriptions don't have their own audio, so the question audio has to name the options or the scale. You can upload a different audio for each language you need, so the customer hears the question in their own language.

Now, how to create your first Customer Feedback Model?

Below we explain how you can create your first Customer Feedback Model, let's get started!

1. To create the Model you need to go to the Administrator Menu and access the Campaigns module. Then, access the Quality tab.

2. Once here, click the New button, located in the upper right corner, and choose the Feedback model option. A form will appear with two tabs: General and Questions.

3. In the General tab, fill in the following data:

   • Name: unique and representative identifier for the survey. It only accepts letters without accents, numbers, _ and single spaces (not at the start or the end), and it can't be changed once the model is created.
   • Description: brief summary that explains the purpose or use.
   • Message when finish: message that is automatically sent to the customer when the survey finishes.
   • Message when timeout: message that is automatically sent to the customer if the survey finishes because the waiting time ran out without a response.

4. If you need to adjust the waiting time per channel, go to the Response time limits for customer feedback section, below the Message when timeout (it is expanded by default; you can collapse it by clicking its title). There you configure how long the system waits for a response from the customer before considering the survey finished. This time has a different default value depending on the channel, and you can edit it:

   Channel	Default time
   Telephony	15 seconds
   Webchat	2 minutes
   SMS / WhatsApp / Messenger / Instagram	10 minutes
   Email	24 hours

   On Telephony, Webchat and the messaging channels the time applies to each question: if the customer doesn't answer the first one in time, the rest of the survey is not sent. On Email it applies to the whole survey.

   Once the time configured for that channel is reached, the system sends the customer the Message when timeout defined in the model.

Now, move on to the Questions tab to build your survey.

How to create a question?

1. To create a question, click Add question and choose the type: Range, Menu options or Open question.

Not sure which type to choose? Check Question types above to see the difference between each one and when to use them.

2. If you chose Range, select the scale (from 1 to 2 up to 1 to 10). The values are generated automatically with their default sentiment, and you can change each one to positive or negative. On Telephony and chat channels only the question text is sent, so mention the scale in it (for example, "Rate our service from 1 to 5").

3. If you chose Menu options, click Add Option as many times as you need; the question needs at least 2 answer options. For each one, write the text and set its Sentiment to Positive or Negative.

4. If you chose Open question, you don't need to configure options: the customer will be able to answer freely.

Keep in mind!

The model needs at least one question to be saved. The question description is optional, but the field to fill it in is always visible.

How to add audios? Telephony only

1. Next to each Range or Menu options question, and next to the Message when finish and Message when timeout fields, you will find the microphone icon to upload audio.

2. Clicking it opens a window to upload the audio.

Procedure to upload the audio:

1. Select the language of the audio.
2. Upload an audio file from your computer, or record one directly from the microphone. Play the audio to listen to it before confirming it.
3. Click Save so it gets effectively added to the question or message.

Repeat this process for each language you need.

Once you add at least one audio, you will see the number of uploaded audios as a badge over the microphone icon next to the question or message.

Question actions

Besides creating them, you can reorganize, simplify the view, and reuse the questions you already built.

• Sort and collapse: next to each question there is a drag icon to reorder it via drag & drop, and an arrow to collapse it and get a more simplified view of the model.

  Drag to reorder.
  Collapse or expand the question.

• Delete options: each answer option has its own button to delete it.

  Delete the option.

• Duplicate or delete questions: from each question's menu you can duplicate it (creates an exact copy) or delete it.

  Opens the question menu.
  Duplicate the question.
  Delete the question.

Ready? Time to review!

Once you have finished creating your Model, we recommend that you review it to make sure it is configured correctly.

• Verify that the Name and Description are clear and representative.
• Check that the finish and timeout messages have the right tone for your customers.
• Confirm that every Menu options question has its options correctly marked as positive or negative.
• If your model is used on Telephony, verify that the audios are uploaded in all the languages you need.

How does the customer answer the survey?

The survey is sent automatically when the interaction finishes, on any channel that has a Customer Feedback Model assigned, before or after the Bot/IVR on finish, depending on how you configured it. The way the customer answers depends on the channel.

Answering is optional

The customer is not required to participate. If they don't answer, the survey finishes on its own once the Response Time Limit configured in the model for that channel is reached.

Email

On the Email channel, the body of the email includes a link to a web page hosted on uContact, together with the message defined in the model's configuration (the Message when finish or the Message when timeout, as applicable).

The survey page

When the link is opened, the survey is displayed so the customer can complete it from their browser.

• The customer sends their answers by clicking the Submit button.
• The survey can only be answered once: if the customer goes back into the same link after having answered it, they will see a message indicating that it was already completed.

• The page has a responsive design, also meant to be completed from a mobile phone.

• The language of the buttons, the title, and the rest of the interface texts is taken automatically from the customer's browser, not from the language configured in the campaign or in the model.

Answering every question is not mandatory

The customer can leave questions unanswered and submit the survey anyway: there is no block for unanswered questions, on any channel.

Text channels

On WhatsApp, SMS, Messenger, Instagram and Webchat, the survey is answered as a conversation within the same chat: the system sends each question (and its options, if it is a Menu options question; for a Range question only the question text is sent) as text messages, one by one, and waits for the customer's response before continuing with the next one.

Telephony

On Telephony, the survey is answered by voice within the same call:

• Range type questions play only the question audio (the scale is not listed, so the audio has to name it). The customer answers by entering the number of the scale on the keypad.
• Menu options type questions play the audio uploaded for that question. The customer answers by pressing the number on the keypad corresponding to the option they chose.
• Open question type questions are automatically skipped; they are not available on this channel.

Since the survey is triggered when the interaction finishes, on this channel that means the agent has to hang up the call for the customer to be redirected to the survey; until that happens, the customer stays on the call with the agent.

Recommendation for the agent

Before hanging up, it's recommended that the agent tell the customer something like "I'm going to transfer you to a brief survey to evaluate the service you received".

Invalid answers

If the customer gives an answer that the system cannot interpret (for example, a number outside the available options on Telephony, or a message the bot doesn't recognize on the text channels), that answer is not saved: the question is left as unanswered. At that point, the bot/IVR offers the customer three options to continue:

• Try again: gives them a new chance to answer the same question.
• End the survey: stops there, without completing the remaining questions.
• Move to the next question: advances without saving an answer for the current question. This is also the automatic behavior: if the customer chooses Try again and answers invalidly again, the system does not show the menu again, it moves directly to the next question, as if they had chosen this option.

Because of this, in practice, the customer has a single retry per question: the first invalid answer opens the options menu, and a second invalid answer (on the retry) forces the automatic advance.

Editing and deleting models

A Customer Feedback Model can be edited or deleted at any time, but that does not affect what is already in progress or what has already been evaluated.

Changes do not affect interactions in progress

If you edit or delete a model, the change applies only to new interactions. Interactions that are already in progress at the time of saving keep using the previous version of the model until they finish.

When you review an interaction that already has an answered Customer Feedback survey, you will always see the model as it was at the moment it was evaluated, even if you later edited or deleted that model and a different version exists or it no longer exists.