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Beyond Traditional Surveys: Speech Analytics Taps Into the Real Voice of the Customer

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Customer surveys usually provide only directional information because gaps in survey methodology make it difficult to provide the detailed information required to evaluate how customers truly feel and act. This white paper explains how Speech Analytics helps to close the gaps.

Today, customers are telling companies exactly what they think about products, business processes and competitors in the calls taking place every day in the contact center. Customer surveys, especially those performed following a specific encounter with a company, are an important gauge in measuring customer satisfaction and reaction to company processes. But these surveys usually provide only directional information, because gaps in the survey methodology make it difficult to provide detailed information required to evaluate how customers truly feel and act.

As a result, these gaps often lead to measuring for the sake of measuring, or worse, incorrect conclusions. Some of the most common problems with survey methodology include:

-High costs for relatively little data gathered
-Timing delays that limit data integrity and reporting
-Filtering bias by the way questions are worded and captured
-Context missing from the survey results

Recently, speech analytics technology has been deployed to help fill these gaps and provide a more robust system to measure, report and improve on customer satisfaction. By supplementing the survey process with speech analytics—the real "voice of the customer"—companies finally have relevant business intelligence they can act on to improve the customers’ experience.

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