I still believe that surveys provide additional details about customers' points of view, but companies should implement them only when there is an intention to act and improve the experience (and not just to achieve a KPI set by leadership). On the other hand, companies today have access to a wealth of data, including customers' navigation in automated or self-service steps, so implementing analytics can bring valuable insights without asking consumers to fill out surveys.

Using social listening, especially if you're in the B2B or B2B2C sector, offers more advantages than traditional surveys (at least in my experience). We've become so focused on measuring survey results that we often overlook a powerful tool that provides the customer's voice in a proactive and dynamic way.

Para recoger touchpoints de manera efectiva, integro herramientas digitales como el CRM y analíticas web que capturan automáticamente las interacciones en línea, mientras enseño a mi equipo a registrar manualmente los puntos de contacto humanos, como reuniones o llamadas, directamente en el sistema. Me aseguro de que ambos procesos sean simples y estén conectados, y les muestro cómo esta información mejora la experiencia del cliente y facilita nuestro trabajo.

I would implement a multi-channel approach. Post-interaction surveys can be sent immediately via email, SMS, or app notifications, asking specific questions about the experience with automated systems (e.g., chatbot responsiveness) and human agents (e.g., empathy, resolution). Focus groups or interviews with frequent users can provide deeper qualitative insights. Additionally, monitoring social media mentions and customer reviews can reveal unfiltered feedback. Analyzing trends from all channels will help identify areas for improvement and prioritize enhancements.

I think there is a need to ask customers directly after each interaction, whether it's through a quick survey, rating system or follow-up email. For automated services, you may look at things like response times and user satisfaction scores. For human interactions, you may consider feedback through post-chat surveys or follow-up calls. Combine all this data in one place to see what’s working and where things could improve, so you can make changes that improve both types of service.

Its no less than like fixing both sides of a coin. However we cab use surveys, live chats & AI tools to gather insights from every angle. Also its imp to balance tech efficiency with human care. After all good feedback is the roadmap to better service - don’t skip the signs!