Top 5 Customer Survey Mistakes you want to avoid in 2024
At Pinpoint, we've been helping companies across North America and the world overhaul, improve and upgrade their customer experience for over 30 years. Because of that experience, there's few people who get a more in-depth insight into the industry than we do.
And in 2024, from our smallest to largest clients, we've seen five critical mistakes that many CX teams are making.
Mistake 1: Not collecting and processing survey data in Real-Time
The goal of the post agent interaction is to understand the CX impact on a consumer based on that interaction. Any delay in a survey deployment reduces the integrity of the experiential data, especially, as it relates to sentiment and emotion. When surveys are deployed immediately following an interaction, insights from survey, voice and operational data can trigger alerts that will reduce service, issue escalation and stop customer churn.
Mistake #2: Using email and mobile survey for telephone-based service engagements
Besides the obvious that in many cases, companies are seeing that their email survey response rates have dropped to less than ½ of a percent, there's also no avoiding that you're reaching fewer consumers, with a dramatic reduction in demographic reach.
Add on that use of SMS surveying has created a significant problem for many companies, with opt-out rates limiting use of this mode for direct service messaging.
The solution to these problems are to look into alternative survey data collection methods. Our recommendation is always IVR voice surveys, as phone based service is customers preferred channel and the response rates are usually 10x higher than email.
Mistake 3: Not giving customers a choice & delivering on preference
Although our numbers show the effective of voice surveys, with 78% of our study saying they'd choose a phone based voice survey, the truth is that every customer is different, and some people will want other options.
Brands should be offering the consumer their preference in feedback mode and then personalizing the survey engagement to match that to collect the maximum amount of data from the widest demographic.
Mistake #4: Leaving out critical operational data
True CX epiphanies that lead to operational improvements comes from analyzing both survey data and operational data.
Many survey program do not have access to operational data, or worse the data they do have is wildly is incorrect. Analysis of post call survey data is hampered when operational call data is not available in real-time.
Operational variables like agent name, agent subject coding, length of the call, wait time, etc. are critical data to achieve actionable insights.
If you're current system isn't providing you with this data, you're essentially getting half a survey, as you're not getting the operational context to fully take actions and insights from it.
Mistake #5: The biggest mistake is leaving out a voice open end
Consumers leave 9 to 12 times more open-end qualitative data when they are given the opportunity to speak rather than type a response. This open-end data deliver the why behind NPS and CSAT measures, offering a critical insight to make these CX measurements effective. Additionally, the survey voice data also provide sentiment and emotional data that can enhance feedback analysis.
Want to find out more from us? We recently put out a whitepaper, 'The State of Contact Center Survey Data in 2024'
Looking for an effective way to fix these mistakes?
The PinPoint Voice Insight Platform provides the technology, integration and professional service you need to ensure your Post Live Agent/Virtual Agent IVR survey feedback will generate actionable insights that will deliver rapid ROI with unmatched features.
Customize the platform to your needs: It is the only survey platform that offers a service option ranging from complete hands off DIY to full-service solution for survey authoring, operational management, and data reporting.
The richest level of features and functionality: deployment, manage survey access and quotas, personalize the survey by language and custom questions, etc.
AI Speech Enabled: NextGen provides the seamless ability to capture voice from respondents, transcribe speech to text and deliver AI driven speech analytics in Real-Time at the lowest cost.
Real-Time alerts driven from context, sentiment from spoken comments.
What Our Platform Offers
Designed to cater to the diverse needs of contact centers worldwide, our IVR voice survey SaaS platform is a beacon of efficiency and effectiveness.
Inbound Telephony
As an leader in IVR, we offer Computer Telephony Integration & provide both core SIP Trunk & customer API for inbound telephony from the contact center.
Outbound Connectivity
Our platform offers out-bound connectivity to data analytics environments like Genesys, Salesforce, Medallia, Qualtrics, NICE, etc.
Conversational Analytics
Integrated real-time ASR transcription, AI theme coding and analysis, insuring voice data from surveys and conversational recordings deliver actionable insights.
Cloud Agnostic Architecture
Our Cloud Agnostic Architecture can Handle Any Market, Geo, Vendor, CCaaS and Telephony Environment with ease.
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Discover firsthand how PinPoint has revolutionized customer experiences for these esteemed brands.
Hear directly from our satisfied customers about the transformative impact our solutions have had on their businesses.
This is What A Client Had to Say
"It has been such an incredibly challenging year on so many fronts and I want to highlight your partnership as a big bright spot for our team. You have been an amazing partner and we really appreciate your positive and proactive approach to landing our survey project. I cannot thank you enough for all of your help and guidance."
Sr. Manager of Strategy and Analytics
A Fortune 20 Company
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Our journey is marked by a legacy of innovation and insight. PinPoint Research stands at the forefront of understanding human experiences on a global scale. Our expertise lies not just in numbers, but in the depth of understanding we derive from each interaction.
30+
Years Experience
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Voice Open Ends Collected & Analyzed
225M+
Surveys
If you are looking to increase the value of your survey feedback programs by reaching more of your customers, and making that data actionable PinPoint is the company you need.
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