Though it can be easily seen how important constructive criticism is in shaping a company, what's the best method to obtain such opinions? Should a company adopt a virtual email address to serve as their "drop box" for suggestions and comments, or put more effort into a metric approach that's easier to measure? Obviously, the answer is subjective, but businesses that do decide to work surveys into either their online customer services or other platforms need to keep efficiency in mind, as surveys that seem too aggressive can turn a user off, especially if it seems like a perfunctory barrier to the end of a call, rather than a means to achieve improvement.
Aside from that, the chosen survey questions should allow for useful judgments to be made once data is collated. For example, a Forbes piece recently described the possible ramifications of one common question: on a scale of one to ten, "how likely" would a user be to recommend your company or service? If the response is measured this way, the piece says, it allows for a more detailed analysis of how many responders feel extremely positive, and therefore might serve as effective word-of-mouth marketing for your business.
A call center answering service could also theoretically create a plan like this, with operators administrating the survey over the phone. If certain questions do indeed prove more useful, it might also serve to have operators focus solely on those, or alternate with each call, rather than bombarding users with a long list every time.