Surveying customers can provide real insight. Unfortunately, it is often time-consuming for customers and may be perceived as offering minimal reward to them. Further, phone surveys operated by automated systems are often tedious with little room for subjective expression of suggestions and real feedback. At the same time, surveys are one of the main ways you collect information from and about your customers. Due to the complexity of capturing more than just a score, many companies using survey systems fall short in delivering the insight that could otherwise be provided with a solution that can encourage antidotal information and offer follow up questions based on prior answers.