The Decline of Structured Surveys
Credit where it’s due: Structured customer surveys changed the way companies do business. They helped alter customer expectations and shape the definition of a “great” brand experience. But that was then. A new shift is underway, and it’s ending the incumbency of traditional customer surveys.
The future of the VoC industry is now in the hands of robust text analytics. This is allowing surveys to be shorter, open-ended, and more accommodating to the preferences of the customer. See what it all means.