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While the more structured aspects of surveys ensure that we receive feedback about areas that are important to the organisation, what about the moments in the experience that matter to our customers and employees? In that case, it is really the unstructured customer feedback from open-ended questions that truly conveys the voice of customer (VoC).
In this white paper, we’ll be walking you through best practices for collecting unstructured customer feedback, understanding the value of that feedback, and then taking action to ultimately improve experiences. Let’s get started!