How To Use Quizzes To Constantly Improve Your Customer Service

Customer service is so important for a business. Find out how to improve yours with a quiz!

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In this article, you are going to discover:

  • Why improving customer service should be a focus in every business

  • Asking the right questions for customer feedback

  • Building your customer service quiz

  • How to collect customer feedback

  • Collecting data from your customer service quiz

  • How to use the feedback from your customer service quiz

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Why improving customer service should be a focus in every business

No one wants to start a business that fails. The good news is that this can be prevented most of the time. There are several different reasons why businesses fail but the one we are going to focus on is customer service.

People are the center of your business. It’s people who buy from you and no one else. If you can not meet their needs, your potential customer will have no problem with going to a competitor to have their needs met elsewhere.

keyboard with keys with smiling face, neutral face, and frowning face

As your business grows and you start looking after more clients, it’s a good idea to have a way of collecting customer feedback from past and present clients. It ensures that you are doing everything you can to keep customer standards high and improve on any gaps in your customer service plans.

Your business is never too small for excellent customer services.

How can I use quizzes to improve customer service?

Josh has written an excellent post about using polls to get customer feedback. Whilst he was discussing polls in this article, the exact same principles can be used for quizzes. Customer service is not only about how people respond to your product or service. It could be based on the content that you share on your blog or via email. Customer service is about how you treat people who engage with your business in any way.

Asking the right questions for customer feedback

There are two types of data that you can collect from quizzes.

Qualitative data

Qualitative data is information that can not be measured. You will find examples of qualitative data in open-ended questions. Open-ended questions are great as they allow you to truly understand how a person feels in their own words.

One good thing about qualitative data is the ability for people to point out things that you may not have even been aware of.

A couple of examples of qualitative questions are:

  • How does our service make you feel?

  • In one sentence, describe your experience on our blog.

Business person analyzing financial statistics displayed on the tablet screen

Quantitative data

Quantitative data is information that can be measured. You may ask a person to score your service from 1 to 10, with 1 being poor and 10 being amazing. If the average score for your service is 3, it is pretty clear to see that your service probably needs some work!

When looking to improve your customer service, qualitative data is a surefire way to clearly see where you need to improve. It is also quicker to see where you need to improve when viewing quantitative data over qualitative data.

A couple of examples of quantitative questions are:

  • On a score of 1 to 5, how would you rate the attitude of your customer service rep? (1 being poor and 5 being excellent).

  • From these topics below which one would you like more information on?

Building your customer service quiz

When building your customer feedback quiz, it is important to understand how you are going to deliver the quiz. Using a service such as Interact allows you to get started in minutes and you can get started from free.

Using a tool to help you build out your quiz can help you automate the process. It allows you to not only build the quiz, but you can also connect the quiz to other tools such as Google Sheets, to help you analyze your data, amongst other things. Most integrations can be done natively with quiz tools, or with the help of an automation tool like Zapier.

Zapier homescreen with automations set up

You then need to understand the type of data you want to collect. Do you want to only collect qualitative data? Quantitative data or both? Before choosing a tool, you need to understand this as it may affect the type of tool that you can use.

You also want to understand what information you want to collect. Example topics could be:

  • How well the customer felt like they were listened to

  • What content do people want to see more of from your blog?

  • Whether they were likely to recommend you to other people or not.

What information is important for you to know so that you can improve your customer service? You can ask them to rate all these things from a score of 1-10 or ask them to choose from statements that closely match how they feel.

You can also set up a scoring system, which will allow you to give each answer a score. By the time your feedback quiz has been completed, each quiz will have a total score which will help rate their overall experience with you.

How to collect customer feedback

Ask for feedback at the end of your service with a client

There will be a time that your service with your client will come to an end. Maybe they no longer need you or you have completed your project. At the end of your time together, during your offboarding process, you can ask your clients to complete the feedback quiz so that you can continuously improve your services.

Ask for feedback on your thank you page

When someone has signed up for a product or service, you may want to ask questions relating to their experiences in the buying process. You can create a small call to action requesting that they complete the feedback quiz.

Some companies like to include an incentive to help improve the chances of people actually completing the feedback quiz.

In email signatures

The email signature is a very underused piece of real estate. When sending emails to clients, you can have a permanent call to action requesting that people complete the quiz so that you can improve the services that you provide.

Website Popup

If you would like to collect feedback pertaining to your readers experience on your website, you can have a popup that requests that people provide their feedback in a 2-minute survey.

Annual Survey

Bloggers love to do this. They like to send out a survey to find out what else their readers would like to hear from them. You can achieve this by sending out an email to your email list and encouraging them to complete the feedback because it will help you provide a better service to them.

Collecting data from your customer service quiz

Once your quiz has been completed, you may want to follow up with people that have taken the time to complete your quiz. I highly recommend following up with people who give you negative responses in their feedback as well as people who provide you with very positive responses in their feedback.

You want to find out what you are doing very wrong and figure out how you can turn things around and you also want to discover what you are doing very right and figure out how you can do more of that.

When a person has completed their feedback survey, you can give a person the option to stay anonymous by not providing any details or they can provide a name, telephone number and/or email address.

Some may prefer to stay anonymous and others may be happy to provide feedback so that you can contact them for more information. I would not make it compulsory for people to provide their details as many may feel more confident proving honest feedback when remaining anonymous.

How to use the feedback from your customer service quiz

Once you have collected the data from your quiz, you will now have plenty of data to work with. When you collect quantitative data, for you may need to have a scaling system in your business to help you understand what is good, ok or bad.

You may have a simple quiz, for example, a quiz asking people what content they want to see more of. For this type of quiz, it’s easy enough to look at which answer got the most answers. You don’t have to do anything else. For the more complex quiz, it’s not as simple.

If you are using a scoring method, once a person has completed a quiz, how do you determine what is considered as good?

a test answer document with bubbles and a pencil

Within Interact, you have the ability to provide each answer with a score. At the end of the quiz, you will have a total score. Imagine you have 10 questions in a quiz and the maximum score you can obtain from any question is 10 and the lowest is 1. You now know the maximum total for a quiz is 100/100 and the minimum is 10/100.

We now know if someone completes a quiz and gives us a score of 100/100, then we are probably doing a good job. If someone gives us a score of 10/100, this is the lowest score we could possibly achieve and we are probably doing a lot of things very work.

But one thing we would need to address here is, what score would you be okay with?

When setting up a quantitative quiz, you need to figure out:

  • What is the minimum score that can be obtained with your feedback quiz?

  • What is the maximum score that can be obtained with your feedback quiz?

  • What is the benchmark score you expect to meet to exceed for each score?

Understand what these numbers are so that you know how to assess each quiz completed.

You should then be able to assess the average score of all quizzes as a whole or you can look at the average answer for each question, to narrow down the problem areas in your customer service strategy.

In conclusion

Quizzes have a multitude of uses and can be used just as well to create feedback surveys that collect quantitative data which will allow you to improve your customer service.

For the quiz to be effective, you need to ensure that you understand what it is in your business that you would like feedback on and that you allow people to select from answers that allow you to easily understand how people feel.

Quizzes can be implemented in several parts of your business in order to ensure that you are collecting customer feedback in all places possible and there are several ways that you can use the data to help you constantly improve your customer service.

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