When customers fill out a survey, they're often responding based on how they feel about the brand in that moment, not how they feel about their overall experience. In this video, Brenda Louis discusses how MSC is using Creovai's predictive CSAT scoring to answer the question, "How are our customers feeling about their total journey?"
[0:00]
Brenda
Personally, I know how I am, I know I get surveyed a lot, and I do fewer and fewer surveys. As a company, we’ve seen when I first started with MSC, we had a relatively high response rate on our NPS, which was great. We have seen that trail down, and my inclination is that it will continue to trail down.
[0:36]
Brenda
One of the things that we see too even just looking at NPS is that we’ll see surveys where someone may send a sentiment back that we’re not so happy about. A survey where things didn’t go so well. And we find that it was an old experience. And I think what’s really nice about using CSATai is that we’re capturing CSAT in interactions.
[1:11]
Brenda
Beyond just CSATai, and beyond AI in general, having the call analytics and deeper analysis done gives us the voice of the customer—[to answer the question] “How are we doing in that journey?”, not just that one moment when a survey came.
[1:27]
Brenda
I think that's what's really nice because even in an NPS survey, for anyone out there who has used them, you'd probably see [responses like], “You guys dropped the ball here, but now you’re doing good.” And so it’s nice to be able to see it in a phone call—to look at that analysis and say, “This is how we’re doing today. And overall, yes, we’re satisfied.”
