VoC Myth Busting: Ep. 02
Ian Golding: Are surveys the only way to understand customers?

In this episode of VoC Myth Busting, Darren asks if customer surveys are all you need to measure satisfaction and experience.

Ian highlights why relying solely on surveys can give a distorted picture and makes the case for combining solicited and unsolicited feedback with internal insights.

Here’s what we cover:

• Why surveys alone don’t capture the full customer story
• The value of unsolicited feedback
• How internal channels add to the picture
• Using AI to combine multiple feedback sources

If you work in customer experience, research, marketing or operations and want to broaden your approach to customer feedback beyond surveys, this episode is packed with practical ways to capture a fuller, more accurate customer picture.