Revolutionizing customer insights: From surveys to actionable intelligence

Customer service and support (CS) leaders face mounting challenges in capturing actionable insights about the customer experience (CX). While 94% of CS organizations use customer surveys as part of their voice of the customer (VoC) programs, Gartner research reveals that surveys bring less value than alternative feedback methods. ?

In light of these findings and the evolution of more innovative VoC approaches, it’s time to rethink the role of surveys and instead, embrace a more comprehensive strategy.?

The challenges of traditional survey methods?

Despite being widely used, customer surveys fall short in several key areas:?

Low response rates? The average response rate for surveys is just 23%, with over a third of leaders reporting participation rates in only the single digits. This places a huge question mark over the usefulness and reliability of the survey data, since it’s limited to such a small sample of the audience.?

Lack of depth? Surveys often fail to capture nuanced customer feedback beyond the structured questions asked. There’s very little opportunity to delve into the ‘why’, and survey respondents are not likely to want to give their time to do so. ? ? So alongside a small sample, you’ve also got significant gaps in understanding your customers’ expectations and overall experience.?

Limited actionability? Even when significant data is collected, CS leaders struggle to translate this into actionable decisions. It requires deep analysis – and time – to get to the bottom of issues, which makes a reasonable time-to-value trickier to achieve.?

As organizations face increasing pressure to improve CX and demonstrate the impact of VoC initiatives, it’s clear that relying solely on surveys is no longer enough.?

Gartner’s recommendations for better VoC programs?

To truly understand the complete customer experience and get maximum value from your VoC efforts, Gartner recommends:?

• Expanding beyond surveys: Leverage alternative VoC tools that collect indirect and implicit feedback. Much of this lies in analyzing data you likely already have – like customer interactions, reviews, behavioral data, and so on.?

• Reinvent survey strategies: Use targeted and repurposed surveys to uncover insights that cannot be captured through indirect methods, ensuring they complement, rather than dominate, your VoC toolkit.?

• Prioritize holistic insights: Focus on gathering more in-depth, actionable, and holistic customer insights to close knowledge gaps and drive meaningful improvements in CX. That means not just focusing on one area of the business (or feedbacl), but instead, understanding the end-to-end customer journey and its friction points.?

Introducing xNPS: the solution to enhanced customer insights?

At evaluagent, we’ve embraced these principles with the development of xNPS, a transformative approach to VoC which provides a predicted NPS score from every interaction.?

After emerging from beta with real client results, xNPS boasts an impressive 90% accuracy in understanding customer sentiment and expectations when compared to actual NPS survey results.?

Unlike conventional surveys, xNPS integrates:?

• Indirect feedback analysis: xNPS uses AI-driven tools to analyze unstructured feedback from every customer interaction, including calls, support tickets, emails, and even chat bots.?

• Actionable insights: The feature delivers data that CS leaders can immediately understand and act upon to improve processes, training, and overall CX.?

• Scalable accuracy: Ensures high-quality insights regardless of data volume, empowering organizations to stay agile and customer-focused, whatever their setup.?

Clients using xNPS report significant improvements in their ability to understand and respond to customer needs. By achieving 90% accuracy, you’ll not only benefit from closing the feedback loop, but also fostering a culture of continuous improvement and customer-centricity.?

The path forward for your VoC program?

As?Gartner’s research highlights, the key to successful VoC programs lies in diversification and innovation. Tools like xNPS ensure your operation can:?

• Capture a more comprehensive view of the customer journey?

• Overcome the limitations of low response rates and shallow insights?

• Demonstrate the measurable value of their VoC initiatives?

With xNPS, evaluagent is at the forefront of this transformation, empowering organizations to not just hear the voice of their customers but truly understand it. To learn more about how xNPS can revolutionize your VoC strategy, visit our knowledge hub.?

The future of VoC is here – and it’s actionable, accurate, and customer-centric.?