Beyond the Survey, Understanding True Customer Experience with Conversational Analytics

Customer experience surveys have long been used by businesses to gauge customer satisfaction and improve their services. However, upon closer examination, we discover inherent biases and limitations that may not fully represent the authentic customer experience.

Today, I’d like to take you on a journey to learn about the flaws of traditional surveys and the game-changing potential of Conversational Analytics, the lens to understanding customers through factual insights. We will delve deeper into understanding the customer and gain a broader and more perceptive view of customer service as a group, enabling businesses to thrive in the dynamic world of customer experience.

The Bias in Customer Experience Surveys

Due to the extreme nature of the opinions, only a small percentage of customers respond, resulting in skewed representations of overall sentiments. Recall bias, which is based on customer memory, can lead to inaccuracies caused by recent events or fading memories. The structure of questions, or question framing, may inadvertently guide respondents, jeopardising the objectivity of survey results. Important nuances and context from customer interactions are frequently missed by surveys, limiting our understanding of the true customer experience.

Conversational Analytics, a game-changer in understanding customer experience

Natural language processing and artificial intelligence are at the heart of Conversational Analytics. It changes how businesses gain insights from customer interactions and provides a comprehensive and unbiased picture of the real customer experience by analysing conversations across multiple channels such as calls, emails, and chats.

Conversational Analytics, as opposed to surveys with intermittent responses, provides real-time insights by capturing customer emotions and sentiments as they occur during interactions. Conversational Analytics doesn’t use questionnaires and elicits unfiltered feedback from customers, providing a truly authentic understanding of their experiences. By analysing entire conversations, providing deeper context, revealing factors that influence customer satisfaction. Armed with this technology, companies can map the entire customer journey, identifying pain points and touchpoints for improvement, ushering in a more seamless customer experience.

The Business Benefits

Armed with accurate insights, businesses make data-driven decisions that improve customer service while also fostering higher satisfaction and loyalty. With real-time issue identification, companies can address problems as they arise, avoiding potential churn and negative word-of-mouth. Adopting Conversational Analytics provides a competitive advantage, allowing organisations to remain at the forefront of customer experience excellence.


Traditional customer experience surveys are extremely valuable with the right and meaningful data, but they also have limitations and bias. Conversational analytics is a game changer, providing genuine and real-time insights into customer experiences. Businesses can improve customer service, cultivate loyalty, and gain comprehensive insights into their customers by leveraging this technology. With Conversational Analytics, a customer-centric future awaits, in which businesses thrive by intently listening, understanding, and responding to the voice of the customer.



Contexta360, an advanced automation and analytics platform, revolutionises the interaction between customers and organisations across various channels including human-to-human, human-to-machine, voice, video, chat, email, and app. Our AI-powered automated conversational analytics and real-time agent and conversational assistants optimise every interaction.

Flexible and scalable, Contexta360 is an easy-to-use, open, and secure SAAS solution. Our adaptable “infrastructure agnostic” platform drives unparalleled accuracy, performance, and value from incumbent systems such as Genesis, Avaya, Mitel, 8X8, NEC, AWS-Connect, and many others.

For additional information on Contexta360 view their Company Profile

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