Productivity / France / Customer Experience
Synthetic data: Gen AI-agents based surveys
"By leveraging advanced AI techniques, we uncovered more easily actionable insights from the clients' existing data."
Business issue
Our client wanted to benefit from better CX management, using alternative information sources like brand trackers and social media. These sources of information were seen as essential for a comprehensive view of customer experiences.
They wanted to integrate these data sources to enhance the scope of traditional surveys, and provide deeper insights into customer behaviour, but struggled with leveraging different data sources with inconsistent structures and formats. They commissioned Ipsos to understand how they could leverage alternative data to augment the CX analytical pipeline.
Our solution
In response to this challenge, our approach incorporated the use of Generative AI to create comprehensive datasets of customer experiences, extending beyond the scope of traditional processes. This method integrated insights from brand trackers, social media, and other pertinent platforms, aiming to construct a holistic view of customer sentiments and behaviours. Our AI-driven synthetic data sought to enrich standard survey techniques, offering more dynamic and engaging means of gathering customer feedback.
After a thorough analysis of existing survey data, insights from brand trackers, and prevailing social media trends, were identified. We fine-tuned AI models fitted for assimilating these varied data sources to produce synthetic customer responses, whilst also running extensive testing to ensure the AI-generated responses were not only precise and pertinent, but also accurately reflected genuine customer experiences and sentiments.
The final stage was to leverage these AI models into concrete applications embedded in the client decision-process, whilst also ensuring the models were designed to continuously adapt and evolve in response to new data streams. We also ensured the models maintained the relevance and competitiveness of the insights generated.
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Impact
In the pilot phase of our AI-centric strategy, we managed to extract value from existing data.
By leveraging advanced AI techniques, we uncovered more easily actionable insights from the clients' existing data, including traditional survey responses, social media interactions, and brand tracker information.
This approach, by design, is complementary with existing “real” Customer Experience trackers.
