Gartner Research

Increase the Insight Value of Customer Verbatims

Published: 12 March 2019

ID: G00705811

Analyst(s): Customer Experience Research Team


CX leaders can increase the insight value of their customer verbatims by adjusting open-ended questions in ways that influence customers to provide more actionable feedback.

Table Of Contents

A Thorough Look at Feedback Quality

More Verbatims Aren’t Better

Table 1: Examples of Verbatims by Insight Value

Influence: Wording, Placement, Prompting

Wording: Ask What, Not Why

Placement: Narrow the Scope

Prompting: Social Proof at Work


Recommended by the Authors

About This Research

Presentation Deck


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