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Question: Can a surveying solution help us gather employee feedback as well as customer information?


While surveying solutions have traditionally been utilized to collect, analyze and share solicited feedback regarding products, services and brand perception from customers and prospects, these applications can also capture and measure employee satisfaction. Surveying solutions, sometimes referred to as enterprise feedback management (EFM) applications, can be used to gain insights into the voice of the customer (VoC), and the voice of the employee (VoE). Surveying applications can work in two ways – by directly soliciting feedback through omni-channel surveys and/or passively analyzing voice and text-based interactions, social media posts, online reviews, customer/employee forums, etc. Findings from this feedback have been used for many years to improve the customer experience (CX), and more recently, to enhance the employee experience (EX). Results can be shared across enterprise departments to improve the way companies develop and implement policies, procedures, products and services for the benefit of customers and employees alike. These solutions provide a snapshot of current performance and, when compared to previous surveys or interactions, point out what’s changed and what still needs to be fixed.

The more advanced surveying solutions utilize artificial intelligence (AI) technologies to capture and analyze feedback, predict the likelihood of future behaviors, and use this information to enable proactive interactions with customers and employees. Speech-to-text transcription, natural language processing (NLP) and natural language understanding (NLU) are leveraged to structure conversations, understand sentiment and emotion, and automatically uncover trends. Predictive analytics is applied to understand the propensity for customers to recommend a company, add or remove products/services, or churn, as well as the likelihood of employees to attrite. Once issues are identified, automation can direct the flow of follow-up activities with the appropriate customers or employees in a timely manner.