“Understanding the full story behind customer feedback is a critically important factor behind running a successful, integrated CX program”

The most actionable insights come from what customers say, not the quick rating questions like net promoter (NPS) or overall satisfaction rating scores (OSAT) they provide. However, the majority of traditional, static survey comments tend to be vague and unactionable. With Active Listening, respondents are more likely to leave actionable feedback with more words in their responses, enabling the platform’s text analytics models to identify more topics to identify areas of improvement.

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“Understanding the full story behind customer feedback is a critically important factor behind running a successful, integrated CX program,” said Tim Mohler, CTO at InMoment. “Survey fatigue is a real challenge in our industry, with traditional feedback methods often leaving respondents feeling disengaged. With AI-powered Active Listening, we can enhance the feedback experience while also driving meaningful change by uncovering insights that help brands improve experiences and build lasting loyalty.”

A study conducted by InMoment* deploying three different types of surveys – one survey with no active listening, one with basic rule-based active listening (with a “detail strength meter” that signals a user when to provide more feedback), and one with AI-powered active listening (with detail strength meter) – found:

• Respondents were 2.4x more likely to leave an actionable verbatim (that we define as 5 or more tags).
• Customers were 24% more likely to share actionable insights about their intent with AI Active Listening, driving more pre-emptive opportunities for engagement.
• AI-powered Active Listening generates on average 70% more words per single question, unlocking additional details that enable teams to take more personalized actions while decreasing survey fatigue.
• When surveys are infused with InMoment’s conversational AI, text analytics models are able to identify 54% more topics, helping pinpoint improvement opportunities with unprecedented scale and accuracy.
• AI Active Listening boosted comments mentioning customer effort by 17%, making it more likely for users to share valuable feedback on their experiences.

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AI-powered Active Listening is available for InMoment customers now. For more information, visit our blog on feedback collection.

*Survey Methodology: InMoment created three versions of a simple survey with the exact same questions, – one survey with no active listening, one with basic rule-based active listening (with a “detail strength meter” that signals a user when to provide more feedback), and one with AI-powered active listening (with detail strength meter). It conducted the study from September 26, 2024 to September 27, 2024 of 3,000 general population (18+) in the United States, with a sample base of 3,000 completes.