The Pros and Cons
of the Most Popular Survey Channels

A critical component of a good VoC programme, like any part of customer experience, is meeting your customers on their preferred channel. In this post we give a broad overview of the benefits and drawbacks of the three most popular survey channels. The digital channel itself could be divided into numerous sub-categories; when you look at the vast array of options available within this channel, e.g. email, chat, web, in-app, WhatsApp, and other social channels, you could do a much deeper analysis, however, in this post, we will focus our attention more on the digital medium rather than specific category of digital channel.

The Pros and Cons of the Most Popular Survey Channels

Our customers' most popular survey channels are Voice, Digital and SMS. Voice has been the most popular channel for our customers; but we have seen a continued increase in the prevalence of feedback based on bot interactions in the last couple of years, and with the rise of AI, that trend will continue into 2025 and beyond.

By integrating data from all channels, companies can conduct in-depth analyses to reveal insights and patterns that might be overlooked. Ultimately, this fosters a flexible, responsive, and customer-centric approach that increases response rates and enhances satisfaction and loyalty.

Surveys

Pros of IVR Surveys
High Interaction Point:
IVR is a popular channel because it seamlessly integrates into the customer journey, capturing feedback immediately after interactions when impressions are fresh.

Opportunity to transcribe comments:
By transcribing remarks and then using AI to analyse the data, you can quickly go beyond standard metrics and get to the core of customer issues, concerns and suggestions.

Easy Implementation:
Setting up post-call IVR surveys is straightforward, making it a hassle-free option for businesses looking to gather customer feedback quickly.

Performance Tracking:
IVR surveys effectively track performance metrics such as Customer Satisfaction (CSAT) and Net Promoter Score (NPS) at an agent level, offering valuable insights into individual and team performance.

Immediate Survey Delivery:
No additional data from the customer is necessary since the survey prompt occurs during or immediately after the call ends, ensuring a smooth transition for participants.


Cons of IVR Surveys
While remaining the most popular channel, there can be drawbacks with IVR surveys:

User Frustration:
Some customers find navigating IVR systems frustrating or confusing, especially if the menu options are not transparent or intuitive, leading to incomplete surveys or inaccurate data.

Impersonal Experience:
The automated nature of IVR surveys can feel impersonal, potentially affecting customer satisfaction and their willingness to engage honestly with the survey.

Limited Question Types:
If you are not using transcription, a potent tool, the format can restrict the types of questions that can be asked, typically mainly favouring yes/no or numeric rating questions.

Accessibility Issues:
Customers with specific disabilities or impairments, such as hearing difficulties, might find it challenging to engage with an IVR system, leading to the exclusion of their feedback.

While in-call IVR surveys can efficiently gather feedback, especially for large volumes of calls, these surveys need to be carefully designed and implemented to mitigate these potential drawbacks.

CX Index Tip: We recommend incorporating transcription tools for additional insight.

Surveys

Pros of IVR Surveys
High Interaction Point:
IVR is a popular channel because it seamlessly integrates into the customer journey, capturing feedback immediately after interactions when impressions are fresh.

Opportunity to transcribe comments:
By transcribing remarks and then using AI to analyse the data, you can quickly go beyond standard metrics and get to the core of customer issues, concerns and suggestions.

Easy Implementation:
Setting up post-call IVR surveys is straightforward, making it a hassle-free option for businesses looking to gather customer feedback quickly.

Performance Tracking:
IVR surveys effectively track performance metrics such as Customer Satisfaction (CSAT) and Net Promoter Score (NPS) at an agent level, offering valuable insights into individual and team performance.

Immediate Survey Delivery:
No additional data from the customer is necessary since the survey prompt occurs during or immediately after the call ends, ensuring a smooth transition for participants.


Cons of IVR Surveys
While remaining the most popular channel, there can be drawbacks with IVR surveys:

User Frustration:
Some customers find navigating IVR systems frustrating or confusing, especially if the menu options are not transparent or intuitive, leading to incomplete surveys or inaccurate data.

Impersonal Experience:
The automated nature of IVR surveys can feel impersonal, potentially affecting customer satisfaction and their willingness to engage honestly with the survey.

Limited Question Types:
If you are not using transcription, a potent tool, the format can restrict the types of questions that can be asked, typically mainly favouring yes/no or numeric rating questions.

Accessibility Issues:
Customers with specific disabilities or impairments, such as hearing difficulties, might find it challenging to engage with an IVR system, leading to the exclusion of their feedback.

While in-call IVR surveys can efficiently gather feedback, especially for large volumes of calls, these surveys need to be carefully designed and implemented to mitigate these potential drawbacks.

CX Index Tip: We recommend incorporating transcription tools for additional insight.
The Pros and Cons of the Most Popular Survey Channels
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