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For customer experience and VoC, capturing customer sentiments is crucial beyond just quantitative feedback. How are tech and analytics helping brands?
While Net Promoter Score (NPS) has traditionally been the go-to metric for gauging customer loyalty, it’s crucial to delve deeper into why customers churn. Moving from simple Customer Satisfaction (CSAT) scores to comprehensive sentiment analysis offers a more nuanced understanding of customer emotions.
“What are you doing with the metrics you capture? How are you closing that loop? What actions are you taking? What are the incremental actions? And how are you tracking those actions from an outer loop perspective? At the end of the day, focus more on the outer loop and the closed loop elements, because this helps you understand what is the ROI of running these programs in the first place,” says Sindhu Sreenath, Managing Director, EMEA at QuestionPro.
In this episode of our exclusive video series ‘In Conversation with Technology Leaders,’ we spoke to Sindhu about how AI is changing the way we capture customer voices, CX measurement, and what makes an ideal tech stack for better customer experience.
TOP INSIGHTS
- Descriptive analytics enhances the ability to interpret and utilise vast amounts of data without extensive coding or reliance on static dashboards.
- Transitioning from CSAT to sentiment analysis by focusing on open-ended responses will allow brands to gain deeper insights into customer feelings.
- Leaders need to evaluate if their technologies cover all customer touchpoints, from call centres to web and mobile analytics.
Talking about innovation and future-proofing, Sindhu says that automating data capture and analysis enables leaders to make real-time, data-driven decisions, enhancing overall CX management. Watch the full interview here.
