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An analysis by ServiceTick provides new evidence that the personal service from call centres can deliver unanticipated benefits as compared to online customer management.

ServiceTick monitors customer satisfaction and NPS scores for brands using both online and IVR surveys. Analysing data across more than 150,000 surveys the company ( has identified that customer satisfaction (CSAT) and NPS scores are consistently higher when asked in an IVR survey generated at the end of conversation with a call agent. By contrast scores from web-generated surveys produce lower scores. On average CSAT scores were 22 percentage points higher and NPS scores were 69 points higher when generated by IVR surveys.

Thomas Cowper Johnson, former...

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