Again, I'm throwing hate at the polls...

This time, I will rely on a sociology study by Savage and Burrows (2007). Historically, social behavior has been studied through sample surveys to understand people's patterns. In the 1950s, 60s and 70s, sociologists were leading the collection of social data with innovative methods such as sample surveys and in-depth interviews, which were key to making sense of social dynamics. However, today, those methods are falling short of the ability of technology companies to collect and analyze massive data without even asking the user to answer a survey.

Take the example of Amazon: it doesn't need to ask you what you like to read; it simply analyzes your purchase history and automatically recommends new books to you. Supermarkets do the same when they apply for the Rut (DNI) or create loyalty programs. “Sampling” is no longer necessary, because the system has access to your entire purchase history.

This raises a crucial question: What role do polls play in this new scenario?

Traditional polls and their inevitable crisis†

Today, response rates to traditional surveys are extremely low. People aren't interested in wasting time filling out long forms that, to be honest, often don't even seem relevant to their daily lives. This poses a serious problem for companies that still rely on these methods to measure customer satisfaction or make decisions about product or service improvements.

But beyond low participation, traditional surveys have another limitation: they don't capture the dynamism of human behavior in real time. The answers are based on a static moment, when transactional data (those collected by large companies such as Amazon) is continuous and offers a much more detailed and accurate portrait.

How woku is responding to this crisis†

The solution lies in adapting to this new reality, and that's where woku comes in. We know that traditional surveys are in decline, but the need to capture customer feedback remains essential. For this reason, at woku we have focused on modernizing the collection of reviews and opinions with a visual, intuitive and fast tool. Instead of lengthy surveys, our users can leave a review in less than two minutes, either in text or audio format. In addition, with the help of artificial intelligence, we process these reviews instantly, generating automatic reports that companies can use to improve their customer experience in real-time.

Best of all, while traditional surveys require effort on the part of customers and manual analysis on the part of companies, woku automates the entire process. Customers leave feedback quickly and easily, and companies receive processed reports with recommendations for improvement with a single click.

The Future of Customer Experience÷

If we have learned anything from this era of “data capitalism”, it is that time and simplicity are key to gathering valuable information. woku is here to break with the paradigm of extensive and complex surveys, helping companies to capture the voice of their customers in an agile, effective and uncomplicated way. Because listening to your customers shouldn't be difficult.

References ÷

Savage, M., & Burrows, R. (2007). The coming crisis of empirical sociology. Sociology, 41 (5), 885-899.