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Is this the death of customer satisfaction surveys for Government?
Government agencies continue to spend significant amounts on primary data collection to explore customer or client satisfaction at either a transactional or broader service experience level. This data is then rightly used to identify insights into how the experience can either be improved or undertaken in a more efficient manner.
We believe the end of primary data collection for customer satisfaction is well within sight. Many Government agencies themselves – particularly those that deliver large scale services to the Australian community – are already drowning in data. Yet there remains a view that further primary data collection is needed to measure & understand the customer experience.
Recent advancements in AI technology will revolutionise customer experience tracking for Government agencies in the very near future. Advancements in sentiment analysis technology will see the vast amounts of passive data already held by Government – in both voice and written form – used to track customer satisfaction in close to real time. And not just using a sample of interactions or transactions – across every single interaction point. This will have significant time and cost advantages to Government, as well as ending the survey impost currently placed on time poor service recipients.
