Store customer survey by phone: when to call and what to ask
Sado AI team · · 4 min read
In short
Run a phone survey 2–5 days after the purchase or delivery: the customer has tried the item but hasn’t forgotten the details. Three to five questions are enough: was delivery on time, a 1–5 score for the item, would you recommend us (0–10), and one open question, “What could we do better?”. Don’t argue on the call. After a score of 1–2 or a complaint, have a manager call back the same day. Fix the cause of repeated complaints.
When to call
For online orders, 2–5 days after delivery. Call the same day and the customer hasn’t opened the box yet; wait two weeks and they’ve forgotten the details. For in-store purchases, call a day or two later. Daytime or early evening, not late: for example, 10:00 to 20:00.
How to write the questions
- Three to five questions. More, and the customer says “that’s enough, thanks” halfway through.
- One question, one topic. Not “Did you like the courier and the packaging?” but two separate questions.
- At least one question with a score: 1 to 5 or 0 to 10. Scores are easy to compare month to month.
- One open question: “What could we do better?” The most useful answers come here.
- Don’t lead: not “You liked it, right?” but “How did you find it?”
Sample questions
| Question | Answer type | Why |
|---|---|---|
| Did your order arrive on time? | Yes / no | Checks delivery |
| Was the item as you expected? From 1 to 5 | 1–5 | Quality and the website description |
| Was the courier polite? | Yes / no | Couriers’ work |
| Would you recommend us to friends? From 0 to 10 | 0–10 | Overall score |
| What could we do better? | Open answer | New ideas |
Sample: a survey after delivery
Sado: Assalomu alaykum, this is Shohruh from Bolajon store. Dilshod, last week you bought a child car seat from us. Do you have two minutes for a couple of short questions?
Caller: Yes, go ahead.
Sado: Did your order arrive on time?
Caller: A day late, but the courier warned me in advance.
Sado: I see, noted. How would you rate the seat from 1 to 5?
Caller: Five. Only the assembly instructions were in Russian, not Uzbek.
Sado: Thank you, I’ll pass that on to the team. Thanks so much for your time!
The store and product are only an example. The operator didn’t argue, noted the answer and got open feedback too.
What to do with a low score
- Don’t argue or make excuses on the call: “I see, I’ve noted that” is enough.
- After a score of 1–2 or a complaint, have a manager call back the same day.
- Fix the problem: an exchange, a return or simply an apology.
- If the same complaint keeps coming up, fix the cause: the courier, the packaging or the website description.
- Each month, record the share of customers scoring 4–5 and compare it with the month before.
Handing the survey to an AI operator
In the portal’s Auto-calls section, pick the “Survey” purpose and write your questions into the brief. The list is last week’s delivered orders, as an Excel file or from your CRM. The operator, Malika or Shohruh, talks with each customer in Uzbek or Russian and records the answers. If someone says “I’m busy now”, it asks for a better time and calls back then.
Each person’s answers, a short summary and the next step show on the auto-call page, and the “Download results (Excel)” button puts everything into one file. You can also ask Yordamchi “What were customers unhappy about this week?”. More: AI outbound calls and AI operator for online stores. Try it live or call 78 778 01 23.
Questions
How long should a survey call be?
Two to three minutes. With 3–5 questions, customers answer to the end. Say at the start how long it takes: “two minutes”.
How much does a phone survey cost?
Sado charges only for talked minutes: 800 so‘m a minute. For example, 100 two-minute surveys: 200 × 800 = 160,000 so‘m. People who don’t answer cost nothing.
Can we offer a new product at the end of the survey?
Better not. If a survey turns into a sales pitch, customers won’t answer next time. Keep offers for a separate call.