What is Indirect Feedback?

Indirect feedback is customer input that a business didn't solicit, but can access for analysis. For example, customer service interactions, social media comments, and verbatim text are all valuable sources of indirect feedback. Indirect feedback can be used in conjunction with survey scores (direct feedback) to derive a more comprehensive view of the customer experience.

Customers are often very candid in these indirect feedback forums and the information provided can help fill in gaps in an organization's customer knowledge. Effectively mining indirect feedback requires smart voice of the customer (VOC) analytics software that leverages artificial intelligence to understand and process human speech. Below are some examples of how that works.