Do customer surveys really give us the insights we need?

“Would you recommend me to your friends for dinner?”

Have you experienced disconnects from reviewing customer survey forms versus what really happened during the interaction? How biased do you feel the sampling is for those customers who return customer survey forms? What if you could analyse what really was said during a call and for 100% of the calls? Interaction analytics is an exciting and evolving capability to provide detailed insights into customer behaviour with rapid turnaround across 100% of your interactions – emails, chat, voice, social media.

Interaction analytics (and particularly speech) is certainly seeing an increased adoption for analysing customer experience, but it has not always delivered the goods. Gartner in their Hype Cycle for CRM Customer Service and Customer Engagement, 2016, identify Speech Analytics has now passed the “Peak of Inflated Expectations” and is now heading towards being on the “Slope of Enlightenment”.

When I meet with clients and ask about where success occurs and what reasons did the technology not live up to expectations, invariably the answer is success comes from having a disciplined methodology to how and when to leverage this data and failure comes not from the technology but from the processes and people utilising the tools. One organisation who is showing some real success, have organised a central competency centre that includes data scientists to really drive insights into how to drive business improvement.

Of course not every organisation has or can afford to invest in these resources, but this is one area where Adaptivity Consulting can help your organisation to better understand your customers. Reach out to us today to find out how we can help.