Vocaza Journey
Frequently Asked Questions

It’s the gap between what customers expect and what they actually experience:

• When the experience exceeds expectations, customers are delighted and highly loyal.
• When it meets expectations, customers are satisfied—but not necessarily engaged.
• When it falls short, customers become dissatisfied and are likely to leave.

• Customer Experience (CX) encompasses all interactions a customer has with your company
• Customer Satisfaction is the customer’s emotional response to that experience

Think of CX as the journey, and satisfaction as how the customer feels about it.

• Transactional satisfaction: how a customer feels after a specific interaction (delivery, support call, service request).
• Relational satisfaction: their overall perception of the brand, built over time across multiple interactions.

Both matter—transactional insights reveal friction points, while relational metrics show long-term loyalty.

Customer satisfaction directly impacts your bottom line through three key levers:

Retention costs less than acquisition

• Acquiring a new customer costs 5-25x more than retaining an existing one (source: Harvard Business Review)
• 56% of consumers switch brands after one bad experience (PwC)

Every percentage point improvement in retention directly protects your revenue and reduces marketing costs.

Revenue impact

Companies with high customer satisfaction see 21% higher revenues through increased retention.

A loyal customer:

• Buys more frequently
• Spends more per transaction
• Is more receptive to cross-sell* and upsell** offers

Use our Vocaza Journey ROI Calculator to see exactly how much revenue you could save >

*Cross-sell: offering complementary products (e.g., suggesting a phone case when buying a smartphone)

**Upsell: encouraging customers to buy a premium version or upgrade (e.g., moving from Basic to Premium plan)

Churn reduction

Customer dissatisfaction often goes unnoticed—until it’s too late.

• 96% of unhappy customers never complain—they just leave (source: Accenture)
• 91% of them never return, costing businesses thousands in lost revenue

Good News: 73% of customers will stay loyal if their issue is resolved quickly (source: HubSpot).

Word-of-mouth

In today’s connected world, customer reviews aren’t just feedback—they’re your marketing engine.

• 1 happy customer can generate 3–5 positive recommendations
• 1 dissatisfied customer can share their experience with 10–15 people

Pro tip: Improving your average Google rating by just one star can boost your revenue by approximately 7% (source: Forbes).

Vocaza Journey collects customer feedback and gives you clear, actionable information. Basically, you see at a glance what’s going well, what’s not, and what needs improvement.

Vocaza Journey goes beyond just collecting numbers. It provides clear guidance on what needs attention and how to fix it, helping you reduce customer churn and boost revenue.

Vocaza Journey identifies at-risk customers before they leave by analyzing feedback trends. Instead of waiting for revenue to drop, you receive timely alerts so you can step in and retain your customers.

Vocaza Journey automates data collection, analysis, and recommendations. In just a few clicks, you get everything you need to act—without spending hours on it.

Vocaza Journey is tailor-made for small businesses, offering a simple, effective solution without unnecessary complexity. If you value ease of use and powerful insights, it’s the perfect fit.

Vocaza Journey adapts to your budget, ensuring you get a solution that fits your needs. Plus, investing in customer satisfaction means investing in loyalty—and ultimately, in your revenue.

A customer is considered to be ‘at risk’ and therefore likely to turn to the competition if they meet at least one of the following criteria:

• They are detractors: they have given a score of 6 or less to a recommendation question (NPS);
• they are dissatisfied: they have expressed their dissatisfaction in a satisfaction question (CSAT);
• they indicated that they had made a great effort in an effort question (CES);
• in their comments, they expressed signs such as loss of customers, non-recommendation, disappointment, anger, discouragement or hardship.

As part of customer experience management :

• the first step is to map this customer journey
• The second is to look for friction points and potential obstacles to make the journey smooth and seamless > that’s what Journey enables!

Pro tip: Combine transactional surveys (operational insights) with relational surveys (strategic insights) for a complete picture.

• CES : Customer Effort Score is a customer satisfaction indicator that measures the effort required of customers to carry out a specific action: a purchase, a return or a complaint.
• CSAT : Customer Satisfaction Score is used to evaluate the customer experience by sending out surveys consisting of short but effective questions.
• Comment : This is a respondent’s answer to ONE text question in an interaction.
• Consultant : User who can consult the reports made available by the Expert. They cannot create or modify anything.
• CSAT with criteria : Question containing different criteria for measuring specific elements of an interaction.
• Sentiments : Notion identified in a verbatim via semantic analysis. Here we find :
  • primary emotions: joy, sadness, etc. (see plutchik wheel).
  • general opinions (dissatisfaction, lack, loss, reiteration, satisfaction, approval).
  • opinions about people (competence, dynamism, antipathy, etc.).
  • opinions about things (infeasibility, dysfunction, cleanliness, etc.).
  • Attachment indicators (loyalty, gratitude, pleasant surprise, recommendation, etc.).
  • risk indicators (attrition, poor image, legal threat, non-payment, non-referral).
• Survey : Set of questions used to measure a respondent’s opinion.
• Customer experience expert : A user who can create surveys and distribution batches, manage users and their permissions, consult and create reports and create action plans.
• Indicator : A measurement of the customer experience.
• CSAT indicator : Overall interaction indicator, limited to one per questionnaire.
• Media : This is the medium used to solicit a contact (email, sms, pop-in).
• NPS : The Net Promoter Score indicates the intention to recommend a company. This score, rated from -100 to 100, is calculated by subtracting the percentage of detractors (those giving a score of 0 to 6) from the percentage of promoters (those giving a score of 9 to 10) on a scale of 10.
• Page : Structural element used to display questions.
• Customer journey: A set of stages and actual or potential interactions that a customer (or user) goes through throughout their relationship with an organisation or a brand as an embodiment of the organisation. In Vocaza Journey, a customer journey makes it possible to group together surveys and have a consolidated view of all the associated data.
• Thematic plan / Theme: This is linked to the customer’s business. The topics raised by respondents in the comments and which are relevant to the customer’s business, the thematic plan is a hierarchical structuring of themes.
• Project : File containing a customer journey and all associated data (survey, distribution, respondents, etc.).
• Respondent : A person answering the questionnaire.
• Scenario : Set of solicitation sequences.
• Solicitation sequence : Set of solicitations with a timeframe (initial solicitation and reminders on D+n days).
• Solicitation : Manner of transmitting the survey to the respondent.
• Tone : Tone is determined by semantic analysis and is used to define whether a comment is positive or negative.

How is NPS measured?
Customers are asked a single question:
“On a scale from 0 to 10, how likely are you to recommend [brand/company] to a friend or colleague?”

Based on their responses, customers are classified into three categories:

• Promoters (9-10) – Highly satisfied and loyal customers who actively recommend the brand.
• Passives (7-8) – Satisfied but not enthusiastic; they may switch to competitors.
• Detractors (0-6) – Unsatisfied customers who may share negative feedback.

How to Calculate NPS
The NPS is calculated as:
% Promoters – % Detractors = NPS Score (ranging from -100 to +100).

Why NPS matters

• It helps track customer loyalty and satisfaction.
• It works alongside other metrics like Customer Satisfaction Score (CSAT) and Customer Effort Score (CES).
• A declining NPS signals potential issues, while an increasing NPS indicates stronger customer loyalty.

Measuring NPS is just the beginning—companies must analyze the results, implement corrective actions, and continuously track improvements to enhance customer experience and retention.

Why CES matters:

• Predicts loyalty:
  • Research suggests that customer effort is a strong indicator of loyalty. The easier it is for customers, the more likely they are to remain loyal.
• Reduces friction:
  • CES helps identify and eliminate obstacles that customers face when interacting with a company, leading to a smoother experience.

How to calculate CES

CES is measured through a direct question: “How much effort did you have to put in to resolve your request?” Customers provide a score, and the CES is calculated as the percentage of maximum effort minus the percentage of minimum effort. A variation, the Net Easy Score (NES), inverts this calculation.

CES rating scales

1. Original Scale (1.0) – 1 to 5 scale, simple and direct.
2. Updated Scale (2.0) – 1 to 7 scale, categorizing effort levels.
3. Current Trend (3.0) – 0 to 10 scale, reversing the scale so 0 means high effort and 10 means low effort.

Improving CES

To enhance CES, companies can:

• Use verbal or graphical scales (e.g., stars) for clarity.
• Combine CES with other metrics (like NPS and First Contact Resolution) for a complete view.
• Identify friction points in customer interactions and optimize the experience.

A poor CES directly impacts NPS and repeat purchases, making it an essential metric for businesses focused on customer experience.

It is based on the response to the overall satisfaction question (CSAT). A customer is considered :

• satisfied if they select :
  • a score of 9 or 10 on a scale of 10 ;
  • a score of 4 or 5 on a scale of 4 or 5 (text or icon);
  • satisfied or very satisfied on a text scale ;
• neutral if they select :
  • a score of 7 or 8 on a scale of 10 ;
  • a score of 3 on a scale of 5 (text or icon);
  • moderately satisfied on a text scale;
• dissatisfied if they select :
  • a score of less than 7 on a scale of 10 ;
  • a score of 1 or 2 on a scale of 5 (text or icon);
  • not at all satisfied or not satisfied on a text scale.

This type of survey is used to assess customer satisfaction immediately after an interaction with a company.

An on-the-spot survey meets two criteria:

• it consists of a small number of questions(4 questions maximum);
• it is made available to the customer as soon as possible after the interaction.

A hot survey allows :

• your customers to express themselves directly to you and limit the circulation of negative opinions;
• identify customers at risk (dissatisfied, legal risks, etc.);
• identify potential ambassadors;
• monitor and analyse the impact of your actions on your indicators in real time.

By carrying out on-the-spot surveys on all your customer journeys, you can identify the stages of friction and better understand where to focus your efforts to improve your customers’ experience.

A cold survey meets two main criteria:

• it can include a larger number of questions (20 questions maximum) than an on-the-spot survey, allowing several aspects of the customer experience to be explored;
• it is sent out after a certain period of time (a few days, weeks or months) in order to assess satisfaction with hindsight.

A cold survey makes it possible to :

• measure customer satisfaction with hindsight, avoiding responses influenced by immediate emotion;
• identify customers at risk (dissatisfied customers, legal risks, etc.);
• collect detailed feedback to identify trends and areas for improvement;
• analyse the overall impact of the actions implemented on the customer experience;
• better understand your customers’ overall perception of the company and identify areas requiring improvement.

Hot and cold surveys are complementary:

• Hot surveys enable an immediate reaction to customer feedback, promoting continuous operational improvement ;
• Cold surveys offer a strategic perspective, essential for guiding medium- and long-term decisions.

The combined use of these two approaches provides an in-depth understanding of customer satisfaction and continuous improvement of the customer experience.

Hot surveys (immediately after interaction)

• Captures fresh, reliable feedback
• Identifies operational irritants quickly
• Example: After delivery, support call, or store visit

Cold surveys (delayed after interaction)

• Provides reflective, global perspective of the relationship’s durability
• Measures lasting impact over time
• Example: 1 month after project completion

Customer verbatims (open-ended responses) reveal:

• Recurring themes and patterns
• Specific pain points
• Emotional drivers behind the scores

Semantic analysis tools (like Vocaza Journey) automatically categorize feedback, detect emotions, and generate actionable priorities from thousands of comments.

❌ Sending overly long surveys
A 50-question survey after a simple online purchase leads to high abandonment and biased data.

Best practices:

• Limit transactional surveys to 3-5 questions max.
• Always announce the completion time upfront: “This survey takes 4 minutes.”

❌ Ignoring customer feedback
A customer who leaves negative feedback and receives no response feels ignored, leading them to quickly choose a competitor.

Best practices:

• Set up automated alerts for negative feedback (native in Vocaza Journey).
• Respond to critical feedback within 48 hours.
• Celebrate positive feedback internally to motivate the teams.

❌ Collecting data without analyzing it

Gathering hundreds of responses without taking action destroys trust, leaving customers feeling ignored when they see that “nothing ever changes.”

Best practices:

• Use dashboards (Excel, Google Data Studio, Vocaza) to centralize data.
• Hold monthly/quarterly review meetings to act on insights.

• Prioritize 1-2 visible improvements and communicate them.

❌ Limiting satisfaction to the support team

Limiting customer satisfaction to the support team creates a purely reactive approach and prevents the organization from anticipating issues and improving the experience across the entire customer journey.

Best practices:

• Integrate satisfaction metrics into your company’s overall goals.
• Appoint a cross-functional satisfaction owner .
• Train all teams (sales, product, marketing) in customer listening.

❌ Asking biased or closed-ended questions

Relying only on closed questions (“Are you satisfied? Yes/No”) or biased phrasing (“You found our service excellent, didn’t you?”) yields superficial data.

Best practices:

• Mix closed-ended (for metrics) and open-ended (for insights) questions.
• Use neutral phrasing: “How would you rate your experience?” instead of “Was our service excellent?”
• Leverage semantic analysis to extract insights from comments.

To do this, in the email editor, once you’ve selected a text, you can choose an option from the left sidebar under “Improve Your Text with AI”.

The available options include:
• Correcting spelling and grammar.
• Enhancing the style.
• Modifying the tone, with options such as: professional, informal, simple or direct

Once you select an option, a window will appear showing the selected text alongside the AI-suggested text. You can then replace the entire text with the suggested version or copy and paste specific parts you wish to use.

Each comment is analyzed to detect :

• an overall tone: is the comment positive, negative or neutral?
• a tone per sub-sentence (each part of a comment can have its own tone);
• themes (for example: communication and reachability, relations with callers, waiting time on the phone, access to the service, etc.);

Themes and tones are key elements in Journey.

They help to highlight the issues that need to be worked on or capitalised on, in particular through the matrix showing the distribution of themes by volume and tonality (see question “How to determine what to prioritise for improvement actions?”).

The universal plan:

The universal plan is customer-centric and assesses the fundamental needs of the consumer, whatever the sector of activity.

It is based on an analysis of the emotions and opinions expressed in comments, identifying criteria such as clarity of information, reliability of service, punctuality, trust in the brand and personalisation of the experience.

This plan makes it possible to identify cross-functional areas for improvement, such as accessibility, value for money, safety and innovation, based on universal customer expectations.

Sector plans:

Sector plans are designed to adapt the semantic analysis to the specific characteristics of a business sector (banking, events, healthcare, etc.).

They include themes specific to each sector, such as planning and logistics for events, contactability and file management for mutual insurance companies, or account security and bank charges for finance companies.

These plans enable companies to better understand their customers’ expectations based on the specific characteristics of their market, and to identify areas for improvement specific to their sector.

Business plans:

Business plans focus on the company’s internal functions and help each department (customer service, marketing, sales, etc.) to understand and improve its impact on the customer experience.

They focus on criteria specific to each function, such as the responsiveness of customer service, the relevance of sales offers, the quality of team training and the efficiency of internal processes.

These plans enable companies to optimise their organisation and respond more effectively to customer expectations, depending on their area of activity.

For example, in the comment ‘the advisor was friendly, but your rates are too high’, the emotions/opinions would be ‘friendly’ and ‘high cost’.

The advantage of these emotions/opinions is that they do not depend on the business sector to which the comment belongs, unlike so-called ‘sector-based’ semantic analysis plans.

Of all these emotions/opinions, most work in ‘pairs’: this means that identifying a positive emotion implies also being able to identify its negative antagonist.

For example, if we can identify ‘speed’, we must also identify ‘slowness’. The same applies to ‘competence’ and ‘incompetence’, ‘sympathy’ and ‘antipathy’, or ‘attention’ and ‘neglect’… and many others.

The themes of the universal model can be considered as universal consumer needs.

The generic themes / consumer needs we propose are as follows:

Typical formulation of universal consumer needs identifiable in the generic thematic plan

• Accessibility for vulnerable people:‘I expect services and products to be accessible to everyone, including people like me who may have special needs or particular difficulties’.
• Adequacy of the service with what is expected:‘It is important to me that what I receive corresponds exactly to what has been promised to me or to what I expect from the brand’.
• Attention / Care provided by interlocutors:‘I want to be treated with attention and consideration.A service that shows it really cares about my needs and concerns is essential to me.”
• Clarity of information provided: ‘I want information to be clear and easy to understand.There should be no confusion or ambiguity in what I am told or in the instructions provided.”
• Brand trust and attachment: ‘I aspire to feel confident with a brand, to develop a sense of loyalty and attachment to it.’
• Legal and regulatory compliance:‘For me, it’s crucial that the brand complies with all laws and regulations, guaranteeing me safety and compliance.’
• Customer comfort:‘I appreciate it when a brand makes my life easier and more comfortable, whether through its products or its customer service.’
• Diversity and freedom of choice:‘Having a variety of options and the freedom to choose is important to me.’
• Service efficiency:‘I expect brands to provide efficient services.’
• Ease of access and use of services:‘It is important to me that services are easy to access and intuitive to use.
• Reliability / Quality of service: ‘I rely on the reliability and consistent quality of the services and products I use.’
• Customer interest in the offer:‘I want the brands’ offers to arouse my interest and meet my needs or desires.”
• Modernity and innovation: ‘I appreciate brands that stay at the forefront of technology and innovation.’
• Personalised experience:‘I like it when services or products are personalised to meet my specific needs.’
• Punctuality / Meeting deadlines: ‘It’s essential to me that brands meet their deadline commitments.’
• Professionalism and competence of staff: ‘I value the professionalism and expertise of the people I interact with.’
• Cleanliness of service: ‘Cleanliness in all aspects of service is important to me.’
• Value for money : ‘I expect good value for money from the products and services I buy.’
• Service responsiveness: ‘I appreciate a prompt response to my queries or concerns.’
• Organisational reputation : ‘A company’s reputation influences my purchasing decisions.’
• Problem-solving: ‘I expect brands to be able to solve any problems I may encounter quickly and efficiently.’
• Environmental responsibility of the brand: ‘I am increasingly aware of the environmental impact of my purchases.I expect brands to adopt sustainable practices and be environmentally responsible.’
• Safety / Customer protection : ‘For me, safety is paramount.I want brands to take all the necessary measures to guarantee the safety of their products and services.’
• Sympathetic interlocutors: ‘Warm and empathetic interaction from brand staff is something I value.’

It is divided into the following four zones:

• Act Quickly: themes frequently mentioned and with a negative sentiment.
• Monitor: themes rarely mentioned and with a negative sentiment.
• Maintain: themes rarely mentioned and with a positive sentiment.
• Capitalise: themes frequently mentioned and with a positive sentiment.

To create this matrix, we rely on themes and sentiments detected in comments via our semantic analysis engine. Each theme is represented by a circle where:

• its position depends on the number of times a theme has been detected and the average sentiment of the part of the sentence in which the theme was identified;
• its size depends on the number of times it was detected.

When you hover over a bubble, the average sentiment and the number of comments in which our AI detected this theme will be displayed.

For readability, only the 15 most detected themes are considered in this matrix.

Filters allow you to specify what you would like to focus your analysis on.

A broadcast scenario is a set of sequences that can be :

• an initial request.
  This sequence has a media (only emails are currently available in Vocaza Journey) ;
• or a reminder.

The reminder has a number of days separating it from the initial request and a medium (such as emails).

• customer experience experts: these users can:
  • Create, modify, and delete all projects and associated data.
  • Create reports and view them (they can only see their own).
  • Manage users.
  • View dashboards for all projects and associated interactions.
• consultants: these users can:
  • View the dashboards of projects and interactions they have rights to.

What is Data Hosting?

Our Journey solution, like any digital service, operates using servers that store the information necessary to provide the service. These servers can be managed either directly by us or by a specialised company known as a host. The host has storage space which they make available to their clients via the internet (commonly referred to as the cloud).

The role of the host is to set up, maintain, and manage their servers. Just because they own the servers does not grant them the right to access the stored data. There are a few exceptions, governed by law (notably in cases of valid warrants or court orders), which the host cannot evade.

What Data Is Involved?

All data used in Journey, including your contacts’ information and their responses, are affected. Some of this data (personal data) is even more critical, and we must secure it as best as possible.

What is AWS?

AWS stands for Amazon Web Services, the leading global cloud host (with a 31% market share in 2023). Established in 2006, AWS hosts services for French entities such as the Ministry of the Interior, EDF, Veolia, and SNCF.

Why Choose AWS?

• Reliability

Just like you, we want reliable service from our providers, aiming for the highest possible availability rate. As of now, AWS is one of the most reliable providers. Their contract allows for reductions if their availability drops below 99.99% (which translates to less than 5 minutes of downtime per month).

• Offered Services and Flexibility

AWS provides numerous services that simplify our operations and allow us to optimise our solutions. For example, we use services like EC2, S3, RDS, CloudWatch, Config, RabbitMQ, Transfer Family, and CloudFront.

We also require flexibility regarding both services offered and server capacity. With AWS, we can increase the number of resources we use in just a few minutes to ensure optimal performance.

• GDPR Compliance

As a French company collecting personal data on behalf of our clients, we are subject to the General Data Protection Regulation (GDPR). Since AWS acts as a subcontractor of Vocaza, it is also subject to GDPR regulations.

The nationality of AWS or the location of the data does not change this point. Our data is stored in Paris and cannot be transferred elsewhere without our consent.

• Health Data Hosting Certification

AWS is certified as a “health data host” by the French Agency for Digital Health, which is linked to the Ministry of Health. To obtain this certificate, which must be renewed every three years, AWS underwent a certification procedure as a health data host, similar to other certified hosts to whom we might entrust data, whether they are French, American, or based in another country.

It’s important to note that Vocaza itself is not certified as a “health data host”; only our host holds that certification.

Additional Measures

• Data Encryption at Rest

We encrypt all data hosted on AWS, technically limiting the exploitation of the data by individuals who might gain authorised (e.g., court order) or unauthorised access.

• Elements Beyond Our Control

There are certain aspects we cannot control, such as the transparency of the host, the laws of their country of origin, and the control the host has over their servers and the access they may grant to third parties. These factors are not specific to AWS but apply to all hosts.

What we can confirm is that AWS is among the providers that are continuously audited and holds numerous stringent certifications that indicate a priority on security (see here for more information: https://aws.amazon.com/en/security/)

Regardless of the chosen host, data encryption is the most effective measure we can implement to prevent data disclosure.