DYK # 4: Did you know that there are more sources of customer feedback than surveys/research alone?

It’s time for our fourth “Did you know …” and the first for 2023. Today we explore different sources of customer feedback we can use to generate customer insight in #4:“Did you know that there are more sources of customer feedback than surveys/research alone?”

So what are those sources that contain customer feedback?

Surveys and research

Surveys and research are the traditional and most commonly known way to understand customer experiences and gather feedback. They are typically based on specific questions, hypotheses or scenarios/journeys and participants answer predefined questions.

However, technology these days enables us to tap into other sources of feedback. Sources we traditionally didn’t consider to be sources of insights or customer feedback, and sources we weren’t able to tap into until recently as we didn’t have the means to do so.

Let’s look into those:

Contact center (phone conversations, emails, complaints, chat conversations, chat bots, etc.)

The contact center has evolved as the treasure trove of customer insights, with thousands of conversations going through these teams every single day. And every single phone call, email or chat contains valuable customer feedback, describing a customer’s experience and offering insights into improvement opportunities.

Social media

Social media is a channel that’s often monitored and responded to when needed. While it’s important to “service” the customer through this channel, again analyzing the conversations and discussed topics provides a clear picture of what customers value and pain points they’re facing.

Online reviews (google reviews, app reviews, etc.)

Online reviews are somewhat similar to surveys, they typically come with a score/rating and feedback from your customers. Since the customer took the time to provide you with valuable insights to help you improve your products and services, you better use it!

Other internal systems, e.g. CRM or telephony system

There are a range of internal systems your organization most likely uses that host a variety of insights about your customers and often entail conversations or notes that give you a glimpse of the experiences your customers had with you. Those can be slightly more difficult to collate and analyze, but nevertheless provide valuable insights.

The key is to pull all these sources together and analyze the data across all sources in a centralized manner. These sources of customer insights typically are managed by different teams and departments across an organization, and much value is left on the table by analyzing them in silos and not sharing the insights with the right teams.


I hope this was insightful. If you want to learn more about how you can leverage all this data in your organization to understand and improve your customer experiences, get in touch 🤓

#CX #customerexperience #VoC #data #datasources #insights #technology #AI #customerfeedback

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DYK # 5: Did you know that there are 3 phases to your VoC Insights to Action framework?

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DYK # 2: Did you know that not all CX metrics are equal?