Audio surveys offer much more than just data. It offers a new way of collecting customer response using voice that includes their emotions, experiences and expressions. In this era where messenger apps are in extensive use, audio surveys are a good way to track crucial metrics. Let us explore this a bit more in this blog. 

What are Audio Surveys? 

An audio survey is a type of question where respondents share their answers via voice notes instead of writing responses in texts. Audio surveys are a good method for collecting qualitative customer data. It overcomes the barrier of language, technological obstacles and expression. People can get the chance to share feedback in their own language since it can be done in multilingual format. 

Want to create audio surveys with Merren? This blog provides a step-by-step method to create audio forms with Merren CX. Click here to read.  

Applications of audio surveys across industries

Audio surveys or audio forms can collect audio based responses via native WhatsApp surveys and messenger surveys using Merren CX. It is important to note that audio survey questions can benefit any sector including FMCG, automotive, consumer goods, banking or health industry. Customer experience (CX) professionals can use them to gather feedback on product usage, evaluate service experiences, or assess brand awareness, all in the customer’s own voice.

Advantages of Audio Surveys in Customer Feedback:

Audio surveys are very simple and easy to create without any hassle. It has a greater advantage over traditional text based or paper based customer feedback research.  

• Interactive format: Audio surveys are easy to fill with one click. This interactive format encourages people to share candid experiences. This makes them feel that they are more involved in the process than answering plain text questions. 
• Personal and expressive: People can share personal experiences in their own voice. This gives you a window to gauge into the thought process of your target customers. Hearing a human voice allows you to connect to people on a personal level.
• Compatible with survey channels: WhatsApp and Facebook messenger apps have the bandwidth to collect voice notes for responses. This is compatible with the Merren CX platform for any campaign you launch.
• No technical expertise needed: Audio format of surveys are easy for every market research professional. It minimizes cognitive load for both marketers and respondents. You can launch a survey in a few clicks.
• Reaches customers across locations: It allows you to reach people who do not have time to complete a long survey. This includes people who are busy or have other responsibilities. It is also useful to reach out to a different respondent segment like the senior citizens who may not be too tech savvy.
• In-moment insights at touchpoints: People could be more willing to share a voice note at critical touchpoints. These touchpoints can be during purchase transactions or after a conversation with a customer support agent. A voice response is in-the-moment and real time to get fresh experiences as soon as possible.

Limitations of audio surveys in customer feedback:

• Audio surveys require coherent responses from people. The speech to text analysis can detect speech that it is designed for. The analysis can miss words due to background noise, incoherent words or terms in voice responses. One might have to manually check the recordings. 
• If translations are not enabled, market researchers cannot capture or comprehend multilingual speech in responses. 
• Audio surveys are not convenient for all segments of customers. Certain people are not comfortable recording their voice due to privacy concerns or due to lack of comprehension. Other segments that have hearing, voice or speech issues may not be the right target audience for audio survey responses.   

How to Analyze Audio Surveys?

Audio responses are a window to identify personal sentiments of respondents of the survey. 

CX software offers multiple ways to analyze speech responses. This includes AI analytical facilities that can simplify complex conversations to offer a synopsis. Here are the tools that can simplify this task for you:

1. Speech to text transcription:

AI transcripts can translate multilingual speech into a comprehensible format for customer experience professionals. It can convert a voice note into text using real time translations. This speech to text facility can analyze various accents seamlessly. 

2. Sentiment analysis of responses:

AI analysis can detect the speech tone and segregate it into three main categories- positive, neutral and negative. The analysis can show you major keywords of the responses and curate a short synopsis of the feedback. This way, you can view the gist of the customer feedback during assessment. 

3. Real time analysis of feedback:

Real time analysis can capture feedback at critical touchpoints. This allows you to close the feedback loop with unhappy customers in 24 hours or less. You can collect responses via WhatsApp forms, Facebook messenger surveys or chatbots and get instant and real time transcription.

Are audio questions different from audio surveys?

In audio questions, the questions are shared in the form of audio- read aloud to the respondent. This enables people to listen to the question rather than reading. Audio questions are compatible on messenger applications and chatbots. Audio surveys, on the other hand, seek answers in the form of a voice response.

Create Audio Surveys on Merren

• Sign up for a 14 day free trial with Merren. Go to the CX dashboard and create a survey button. You can opt to create a survey from scratch or choose our AI survey builder for an instant feedback questionnaire. 
• Each question can be edited during the campaign creation process. View each question and choose the mode of answers you require. Click on ‘audio response’.
• Demo test your survey via WhatsApp before you launch your feedback campaign. 
• Collect responses and view all results on your dashboard. You can get a varied segmentation with the help of word cloud, speech to text transcripts and real time chart-based segregation. Choose the filters as per your requirements.   

Conclusion

Collect audio responses and assess feedback based on sentiment metrics. Analyze open-ended survey responses using AI-powered analytics. This will save time from batch processing data and offer a new way to achieve a high survey response rate. Merren is an AI-powered customer feedback platform. Get started with Merren today for a free trial and access robust features.