Best Practices of Using Chat Surveys for Real-Time Customer Feedback


In the digital age, launching an interactive website with a live chat survey is one of the best ways to get quick customer feedback and understand what your customer expects. Both pre and post-chat surveys can be short but highly impressive when it comes to gaining comments from customers about their satisfaction level after the live chat support session.

Chat feedback can be helpful for your business in many ways like improving customer support, increasing conversion, and offering insight into research data that will be beneficial for your product and service.

What is pre and post-chat survey?

Post chat survey is a chat questionnaire that pops up once the chat is over. The customer will see a post-chat survey question often in the form of NPS (Net Promoter Score) to examine instantly whether the customer is satisfied with chat support or not.

A pre-chat survey enables the collection of visitor information prior to the chat session beginning and quickly routes the session to the agent most qualified to manage the chat.

Why live chat survey matters to your business?

  • You can build more connections.
  • Allow you to save more leads.
  • Efficiently keeps more current customers if you take immediate action.
  • Positive feedback helps you to move forward, while negative feedback helps to identify your service blind shot to improve your service.

Two types of customer chat feedback questionnaire

  • Open-ended questions 

    Open-ended questions are based on the customer’s knowledge, feelings, and understanding. It commonly means that responses to this question are not limited to a set of options. With their response, you can collect information about the customer’s thought process. Example – Tell us about your experience with our company so far?

  • Close-ended questions

    Close-ended questions are defined as question types that ask respondents to choose from a distinct set of pre-defined responses like “yes/no” or among a set of “multiple chat questionnaires. Below mentioned is an example,


Common mistakes we need to avoid in live chat survey

  • Don’t ask many questions – Asking too many questions, make your website visitor to get annoyed, and they either leave without completing the whole survey process or start filling out your survey questions irresponsible way. 
  • Asking relevant questions- Avoid asking unnecessary questions to your customers. Better to keep your chat questionnaire short because a short survey can boost your response rate. Asking questions that are not related to your product or service will create a bad impression.

Benefits of live chat survey

  • Easily understand the customer perspective

    A good mixture of open-ended and close-ended questions can help you to decide what needs to be improved. The questions in a customer satisfaction survey should encompass every department of your organization that may have contributed to a client’s experience. While you want to get your customer’s opinions on your business, might be some questions that may not directly apply to the client; in these instances, it’s best to leave them out to avoid making your questionnaire too long or potentially confusing or frustrating your client.

  • Get real–time feedback 

    Customer feedback can be collected around the clock and you can easily catch the negative and positive feedback about your product or services. Fetching real-time feedback from customers makes a powerful impact on customer experience. This data helps the organization to create a customer-friendly culture that makes each customer’s experience positive and productive. Correct data can help to make customers stick around for years to come.

  • Automate your customer feedback 

    No need to put a dedicated agent to collect the feedback from customers. Customers can easily input their own data and automatically stored it. Data can be easily analyzed and streamlined whenever needed.

  • Get real-time insight into customer journey 

    Throughout the customer journey process, it is important to understand the fact that who are your customers, what they were specifically looking for, what is the sensitivity level of their price point of view etc. Align your questions according to that and you will get complete customer insight.

How to convert customer data into actionable insights?

According to the report of Gartner “Every 10 customers who have a “high-effort” or difficult support experience, nine will become disloyal and eight will say something negative about your business”.

To help your support teams gauge their success, here are some most effortless ways to gather actionable feedback from your customers.

  • CSAT (Customer Satisfaction Score) 

    CSAT is the key performance indicator and helps to measure customer satisfaction. The major goal of any CSAT score is to measure the customer satisfaction level with your service or product or interact with an agent.  You can determine the CSAT score by asking a multiple-chat questionnaire or by asking a simple question. Below mentioned is an example,


(Image source – Hubspot)


  • NPS (Net Promoter Score)

    NPS tool is used for measuring not just customer experience, but also customer loyalty because it transcends single experiences. For example, you may ask a customer “How likely is it that you would recommend us to a friend?” and give them the choice to select a score on a scale of 0-5 where 0 means “not at all likely” and 5 is “extremely likely”.You can use these insights to improve your net promoter score.

  • CES (Customer Effort Score) 

    It directly measures the amount of effort it took for a visitor or customer to achieve his/her online goal. This is a metric that you will always want to monitor frequently for your business. In simple terms, if your customer effort level is high, this often results in lower customer loyalty. Better to reduce their effort time to win customers.

 Wrap Up

Overall, don’t discard or underestimate the information that customer comments provide you, and use it to grow your business. Just make sure you respect the customer’s time and don’t ask them to answer a ton of questions in one go. Ask only what’s really important to you, and use them to improve your service.

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Deepika Mehra
Author’s Bio

Deepika Mehra is responsible for managing content marketing activities for Website, Blog and Social Media at REVE Chat. She is creative, skilled and accomplished content writer with diverse knowledge of writing technical contents for various websites. She helps many technical organizations to communicate their message clearly across multiple channels.

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