All the Ways You Can Serve a Survey

Steve Davies April 4, 2024

When an email arrives in a customer’s inbox asking, “How are we doing?,” a company can only learn so much about sentiment and experience through the feedback survey.

The nature of omnichannel engagement means there are additional insights to consider from inferred and unstructured interaction data—meaning there are ways to understand the customer experience without feedback gathered directly after digital or in-person experiences.

However, to build a 360-degree view of your customers, you need a blend of behavioral tracking, analysis of attitudinal data, and struggle detection with directly gathered feedback. A great Voice of the Customer (VoC) program still relies on customer and employee surveys for building a holistic view of customer experiences across every touchpoint.

Assessing reactions from each side of an interaction builds a picture of the preferences, needs and satisfaction of everyone involved, enabling companies to build a better customer journey, employee experience and more.

However, the improvements made to products and services or CX automation are only as good as the deployment of the surveys themselves.

So, how should you serve a survey? It really all depends on the engagement channel—fortunately, Verint Survey Management takes that into account when soliciting feedback following a customer interaction:

Website surveys

Why they’re effective: These surveys are more likely to gather quick, honest feedback and enable companies to tie survey results to digital behavior. This is done via a sidebar or well-timed pop-up with tools such as Verint VoC solutions for a higher-impact set of data.

In-person surveys

Why they’re effective: Whether they are gathered at the start or end point of a customer journey, in-person surveys offer a vital insight into how well-connected your customers’ physical and digital interactions are and offer an opportunity to measure multiple touchpoints and drive real-time improvements.

In-app surveys

Why they’re effective: There’s an added level of commitment, as the customers have already downloaded the app, so it’s more likely they are willing to answer surveys about their in-app experience, overall satisfaction and improvement suggestions.

Email surveys

Why they’re effective: There’s a much wider audience—both in terms of customer base and your workforce. With Verint VoC Solution, surveys can be anonymized. It means you know which team or department a response comes from, but the identity of an individual employee is protected, ensuring more candid and truthful answers to help improve customer and employee experience.

Chatbot Surveys

Why they’re effective: As long as they are programmed with the correct intents, they can be delivered directly in the conversation. This can be done either proactively after a bot interaction—or when a customer is redirected if the IVA (Intelligent Virtual Assistant) needs to escalate the conversation to a human and the customer is likely to have interaction feedback.

Social Media Surveys

Why they’re effective: Social media platforms are channels that seem to compel a consumer to offer their views and opinions. Following a bad experience, it’s likely you’ll get a useful and honest response, while good experiences can lead to high ratings and beneficial answers where companies can offer coupons or deals in return for a positive post.

Telephone Surveys

Why they’re effective: It’s a great way to tap into customers’ thoughts immediately after an interaction. The right IVR systems can deliver questions on specific agents or problems, as well as whether they may want to be net promoters.

Using Large Language Models to Generate Survey Questions

Large Language Models (LLMs) can generate survey questions relevant to the customer’s context. For example, Verint Voice of the Customer Solutions can use LLMs to generate questions based on the customer’s past interactions with your company. This can help you get more correct and insightful feedback from your customers.

While you can simply use a well-trained LLM for the purpose of generating survey questions that your customers may see, powerful AI tools such as Verint Da VinciTM AI can work hand in hand with an LLM to help ensure quality and deliver your survey to the right channel.

Quick Tips for Successful Surveys

  1. Make sure website surveys are mobile-friendly. There’s nothing like needing to pinch and zoom on your phone to make someone quickly abandon giving feedback.
  2. Keep your surveys short and to the point as respondents often abandon longer surveys part way through.
  3. Build clear and concise questions to ensure customers can understand and answer accurately.
  4. Use the right question type for the information you need to gather.
  5. If you need prompt or thorough responses, try offering an incentive to take the survey.
  6. Remember your manners—be sure to thank everyone for completing the survey.

Verint VoC Solutions: Ready to Serve Surveys and Beyond

If you’re interested in learning more about how Verint can help you deliver surveys across your enterprise, channel, and audience type, there is no better time than now to schedule a demo.

We can show you better ways to listen to, act on, and analyze customer feedback to make a bigger impact with your customer experience and voice of the customer efforts across the board.