This report discusses the importance of taking a multi-channel approach to customer listening in order to gain a more comprehensive understanding of customer experiences. With the pandemic leading to increased reliance on digital channels and changes in consumer behavior, it is crucial for organizations to listen to their customers in the channels they prefer. The report suggests using operational, experiential, and usage data to enhance insights, accessing richer customer verbatims, automatically turning every call into qualitative insights, and viewing trending topics and sentiment in customer calls. The authors, Jacqueline Lance and Matt Dixon, recommend leveraging always-on channels such as digital listening, voice analytics, and mobile feedback to improve research.
