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With automated customer surveys, organizations can get data in real time to improve their marketing, sales and customer service strategies. And AI’s role is still growing.

Over 40% of companies run formal voice of the customer programs to obtain feedback, context and insights directly from customers. The results aim to improve everything from agent performance to customer satisfaction to revenue.

CX leaders gather customer insights through various methods, including focus groups, one-to-one discussions, website statistics, social media and surveys. While nearly half of companies use standard surveys, one third use AI-enabled surveys to gather feedback, according to Metrigy’s “Customer Insights and Analytics: 2023-24” global research study.

To automate the delivery of post-interaction surveys, organizations typically use communications platform as a service. Still, AI plays a role in a few ways. It can track when trends emerge from responses in real time and automatically add new branching questions that determine the cause. AI can also read through open-ended responses and draw conclusions.

The role of customer satisfaction surveys in contact centers

Not every contact center uses surveys, but the most successful ones do. They send surveys broadly and after each interaction to gauge feedback on products, services, branding, marketing programs, etc. — anything the company wants.

Contact center leaders evaluate all the responses, and over 60% of those who gather customer feedback act upon it. Most leaders then share feedback with employees. Other actions that leaders take include the following:

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Robin Gareiss

Robin Gareiss is CEO and Principal Analyst at Metrigy, where she oversees research product development, conducts primary research, and advises leading enterprises, vendors, and carriers focusing on customer experience and engagement, digital transformation, and contact center.