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I'd probably just start with a very quick "would you like to say why you called rather than used the website ?" at the end of the phone conversation. This will give you unstructured data and then someone will need to go through it to try to pull out any common themes. Once you have common themes then you might want a more structured approach.


Phone questionnaires are notorious for delivering bad results. It all has to do with the attitude of the caller. Most calls to a business are helpdesk related. There already is some irritation and therefor often no patience for a questionnaire when the call is over. I think the most unintrusive way is to send the customer an email afterwards with just a few ...

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