The multiplicity of data points helps to create a larger story of the customer experience rather than siloed stories or vignettes that don’t necessarily contribute to an overall narrative. You also want to maximize responsiveness to those surveys so you can be more assured the data you are getting is relevant, wth SMS being a particularly good delivery option for higher responsiveness. Another key idea is to make use of internal employees to serve as proxy voices of the customer, since, at the end of the day, a well-trained customer experience professional can analyze customer interactions often better than customers themselves, having a broader view of customer needs and expectations. In the customer support space, for example, you should invest in a robust QA program that seeks to metricize intangibles like empathy by breaking them down into component parts (what truly is empathy in a customer support interaction?) and then grading customer support agents minutely on those component parts, resulting in a score.
This score can be tracked across agents and teams and cross-referenced with other data, like CSAT scores or LTV, to draw larger conclusions about how empathetic customer support interactions can be linked to higher loyalty and revenue generation, thereby magnifying the importance of empathy training among agents.