Customer feedback is something frequently obtained by a contact centre. This could be from CSAT surveys, Net Promoter or sentiment analysis.

Contact centres collect large volumes of customer feedback to understand how customers perceive their service experiences. One prevalent approach is the immediate administration of surveys following customer interactions. Contact centre surveys are versatile and can be delivered through multiple communication channels, including IVRs, email, and chat.

Common survey formats encompass customer satisfaction (CSAT), which assesses customer satisfaction. Net Promoter, which gauges the likelihood of customers recommending a business, and Customer Effort, which measures the level of effort customers exert to obtain help.

In addition to surveys, contact centres can leverage interaction analytics software to extract customer feedback from voice and digital interactions. Interaction analytics sifts through all contact centre communications, regardless of the channel, to identify keywords and phrases that offer deeper insights into customer discussions. 

Also, by analysing conversational characteristics like voice tone and volume, speech analytics can ascertain customer sentiment. When coupled with feedback collected through surveys, this comprehensive approach provides organisations with a more holistic representation of the Voice of the Customer (VoC).