One of the key features of effective client listening programmes is the correct blend of qualitative and quantitative listening. Practically speaking, that means surveys and conversations. While AI has come on leaps and bounds, what scope, asks James Lumley, is there for its use in client listening?
“There are some ChatGPT-type survey tools that can carry out an interview via text,” says Chorus Insight’s Graham Archbold. “But that sort of thing is pretty nascent right now.”
It is, he says, certainly the case that AI could improve dynamic, online surveys. But that’s hardly revolutionary and isn’t even necessarily desirable.
“If you use AI to personalise online surveys, the person being surveyed might have a better experience because the questions will be more closely tailored based on their previous responses, but the data becomes harder to analyse.”
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