Are Customer Surveys Dead? Moving from Scores to Omnichannel Feedback
SentiSum co-founder Sharad Khandelwal questions whether surveys are still the best primary measure of customer experience. The conversation looks at conversational feedback, operational data and how organisations can understand customers who never complete a questionnaire.
The episode at a glance
- The episode examines limitations of relying on periodic customer surveys.
- Customers leave signals in support tickets, chat, email, calls and other touchpoints.
- Language technologies can group themes and help organisations understand large volumes of customer comments.
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Four insights from Sharad Khandelwal
Surveys only capture a slice of the experience
The episode examines limitations of relying on periodic customer surveys. Many people do not respond, and those who do may not represent the full range of experiences across the service journey.
Feedback exists throughout operational channels
Customers leave signals in support tickets, chat, email, calls and other touchpoints. Sharad argues for analysing those interactions together so teams can spot recurring causes of frustration.
AI makes unstructured feedback more accessible
Language technologies can group themes and help organisations understand large volumes of customer comments. But teams still need to validate interpretations and distinguish recurring problems from isolated complaints.
Action matters more than another headline score
A voice-of-customer programme succeeds when insights help owners correct a specific breakdown. The discussion reframes measurement as a continuous loop between customer signals and operational improvements.
A practical takeaway
Pair your survey dashboard with support-contact categories and complaint themes. Pick one issue that is visible in both sources, fix it, then measure whether repeat contacts decline.
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