Ventana Research Analyst Perspectives

Customer Feedback Management Goes Way Beyond Surveys for the VoC

Posted by Keith Dawson on Apr 13, 2023 3:00:00 AM

Contact centers have long collected feedback from customers, usually through short surveys. It is very common for an agent or an automated system to ask for an assessment of the interaction that just occurred, hoping to get the customer's candid, instant view of whether they were satisfied. For the most part, what's learned in those short engagements is very narrow. It can be used for a customer satisfaction snapshot, and it can be used to find out if a particular agent is running into trouble. That is useful, but extremely limited in scope.

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Topics: Customer Experience, Voice of the Customer, Contact Center, AI, Customer Experience Management, Feedback, Surveys

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