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Matti Airas

My passion is to figure out how to turn open-text feedback into well structured usable information.

Recent Posts

Three Case Studies on Automatic Contact Center Ticket Classification

[fa icon="calendar'] Feb 9, 2017 4:25:13 PM / by Matti Airas posted in cx benefits, contact center

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Here are a three real-life examples where real-time text analysis service has been successful in identifying systemic issues in our customers’ products and services.

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Etuma Makes Zendesk Smarter!

[fa icon="calendar'] Feb 9, 2017 11:11:13 AM / by Matti Airas posted in Contact Centers, net promoter system, zendesk

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Systemic issues–like login not working on your web service or eCommerce shipping problems in a warehouse–may cause lost revenue and customers. That is why it is important to quickly pinpoint this type of problem clusters. Manual ticket tagging is slow, expensive and the results are inconsistent. Automatic feedback categorization service fixes this problem in real-time, accurately and feasibly.

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Six Applications That Benefit From Embedded Text Analytics

[fa icon="calendar'] Feb 2, 2017 10:23:15 AM / by Matti Airas posted in embedded analytics, customer support

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Open-ended customer feedback analysis is not a stand-alone application because it needs to be fed with text. And that text comes from outside, from another application or platform. Feedback analysis is a feature that enhances the functionality of an application.

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The Power of Embedded Analytics

[fa icon="calendar'] Jan 31, 2017 2:51:01 PM / by Matti Airas posted in customer loyalty, NPS, customer experience, crm, cem, embedded analytics, contact center, big data

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Most CEM, CRM, BI and Contact Center platform vendors have the necessary competencies and skills to solve their core domain problem with their own software development team. Additional functionality–embedded analytics services like advanced text analysis or image recognition–can and should be provided by specialized 3rd party software vendors. 

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Thirteen Customer Experience Database Design Principles

[fa icon="calendar'] Jan 19, 2017 2:55:48 PM / by Matti Airas posted in Feedback Analysis, Customer Experience Management, Sentiment Analysis, Data Visualization, NPS, CES, data warehouse, customer experience, feedback categorization

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Extracting actionable insight is difficult. It takes a lot of work and requires serious thinking and planning. One of the most important things you need to do is to design and implement a CX database.


You, the CX professional, need to own this data. Don’t let BI or IT people set restrictions. Making compromises will greatly hinder your ability to do your work well. Good data is paramount!
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Introducing a new concept: Employee-Customer NPS

[fa icon="calendar'] Jan 19, 2017 9:04:22 AM / by Matti Airas posted in NPS, eNPS

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This blog post was written by Maurice FitzGerald, who recently retired as VP of Customer Experience for Software at Hewlett Packard Enterprise. His career with HP, Compaq, Digital Equipment Corporation and Wrangler Jeans concentrated on customer-centric business strategy and process improvement. He is currently documenting his experience in three books that are expected to appear in early 2017. You can find more information about Maurice's books here.


We  talk a lot about asking customers what to improve, and improving it. In my previous post for Etuma, I covered the same approach for employees. Now I want to introduce a new concept: ask employees how to improve customer experience. Let’s call it Customer-Employee NPS, or ceNPS. (If I could think of an appropriate word beginning with an ‘a’, I could call it ‘aceNPS’, which would be cool.)

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5 rules for creating a powerful customer feedback gathering system

[fa icon="calendar'] Jan 2, 2017 12:26:17 PM / by Matti Airas posted in Customer Experience Management, NPS, CES, root cause analysis, transactional NPS, cem

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At Etuma, we have analyzed hundreds of different feedback processes and formats and seen what works and what doesn’t work. For a feedback analysis company, we have become surprisingly expert in the process of gathering feedback. We have learned how to design a survey process that both maximizes the volume of open-ended feedback and provides concrete actionable insights.

 

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VERBATIM ANALYTICS Tip #22. Identify customers who have written many verbatims

[fa icon="calendar'] Dec 22, 2016 9:57:21 AM / by Matti Airas posted in Customer Journey, text analysis, NPS, customer experience, verbatim analytics

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Identifying customers (or employees) who write many open-ended comments is important. There are multiple reasons for this:

  1. This type of customers can distort the analysis results (the one who yells the loudest is heard the best); and
  2. They are often the people whose voice spills over to the social media. If you don’t address their concerns, they will move the discussion to channels that you don't control. 
This graph lists the people who tweet about the UK banks the most.

It is important to identify the customers who ‘talk’ about your company the most. They can be your most loyal customers, but more often not. They are people, who like to spread their unhappiness to a wide base of friends and acquaintances. Social media makes this sharing easy. You need to identify them, communicate with them, and remedy their concern fast and as well as you can.

 

We are writing a series of blog posts on the topic “25 tips for extracting actionable insight from open-ended comments". If you prefer watching a video, click the link below.

 

WEBINAR VIDEO

 

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VERBATIM ANALYTICS Tip #21. Use positive sentiment to identify best practices

[fa icon="calendar'] Dec 22, 2016 9:55:41 AM / by Matti Airas posted in Customer Journey, text analysis, NPS, customer experience, verbatim analytics

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Being able to use the positive sentiment or NPS score to drill down to the customer comments is a powerful way to identify best practices. The analysis results become even more relevant and valuable when you filter by topic level sentiment or NPS score.

More about NPS score and sentiment correlation in tip #24.

Being able to drill down to the positive customer (or employee) comments contextually gives you a powerful way to identify best practices that you can then share with rest of the organization. 

 

 

We are writing a series of blog posts on the topic “25 tips for extracting actionable insight from open-ended comments". If you prefer watching a video, click the link below.

 

WEBINAR VIDEO

 

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VERBATIM ANALYTICS Tip #20. Use negative sentiment to detect problems

[fa icon="calendar'] Dec 22, 2016 9:41:36 AM / by Matti Airas posted in Customer Journey, text analysis, NPS, customer experience, verbatim analytics

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 The headline tells it all. Being able to use the negative sentiment or NPS score to drill down to the customer comments is a powerful way to find actionable information. Your analysis results become even more relevant and valuable when you filter by topic specific sentiment or NPS score. 

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