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The Known Knowns and Unknown Knowns

[fa icon="calendar'] Apr 25, 2017 3:15:09 PM / by Matti Airas posted in Feedback Analysis, enterprise insight process

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Donald Rumsfeld imortalized the unknown unknows in a press event during the first war with Iraq. 

There are things that only you know, there are things that only the customer knows and then there are things that only your competitor knows. You need to build a data gathering and analytcs system that can capture and uncover the insights for all these three dimensions.

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How to Create a Customer Feedback Taxonomy

[fa icon="calendar'] Mar 10, 2017 4:26:09 PM / by Matti Airas posted in Feedback Analysis, feedback categorization, text analysis methods

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There are four ways to create the categorization system (Codeframe, Taxonomy). But whatever way you choose, make sure that the system takes into account both top-down (what the management wants to see) and bottom-up (what the text makes possible) approaches. Well working categorization system requires a couple of iterations and is a balance between these two views. 

Designing and implementing a uniform categorization system might seem like a daunting task but the benefits are clear. Uniformly categorized customer comments have the power to transform your organization.

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Six Customer Feedback Taxonomy Requirements

[fa icon="calendar'] Mar 10, 2017 4:20:16 PM / by Matti Airas posted in Feedback Analysis, feedback categorization, text analysis methods

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Customer feedback taxonomy (aka Codeframe, Categorization system) enables you to report verbatim analysis results in the same way as structured information (like sales figures) is reported. It creates a common language within a company and brings customer’s voice into the decision making process. It also has the power to transform the organization to be more customer centric.

Here are the most important categorization system requirements. 

1. Encompassing

Capture all relevant words, phrases and brands from open-ended feedback.

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Four Methods for Categorizing Customer Feedback

[fa icon="calendar'] Mar 10, 2017 4:15:23 PM / by Matti Airas posted in Feedback Analysis, text analysis methods

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You cannot analyze customer feedback without categorizing it. This categorization has to be done systematically, relevantly and consistently. Your categorization system (Codeframe) needs to be uniform across the organization otherwise the text analysis results cannot be used in top management reporting.

Signal categorization turns open-text into statistical information, which enables you to

  • Detect patterns (trends, weak signals);
  • Benchmark organizational units; and
  • Distribute the customer comments in real-time based on customer experience stakeholder roles.

There are four ways to categorize feedback:

1. Tabulate the feedback manually

If you get only few hundred Signals per month, this is a manageable method. With higher volumes this task becomes slow, expensive and the results are inconsistent. Humans can handle only about a dozen categories. This means that e.g. all weak signals and most emerging trends belong to the “other” category.

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Do you need a tool for analyzing text?

[fa icon="calendar'] Mar 10, 2017 3:41:39 PM / by Matti Airas posted in Feedback Analysis

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The volume of customer and employee feedback is increasing and more and more of this feedback is in the form of open-ended text comments. Naturally you need to respond to every customer complaint but what else should you do with this pile of unstructured data if anything?
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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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VERBATIM ANALYTICS Tip #9 Use topics to create role-based reports

[fa icon="calendar'] Nov 21, 2016 10:31:31 AM / by Matti Airas posted in Feedback Analysis, text analysis, customer loyalty, NPS, CES, text analytics, loyalty management, feedback categorization

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In Tip #6 I wrote about the four reporting layers and what kind of information different organization layers require. In this post I am going to focus in the most heterogeneous and complex layer, the managers.

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Nine Reasons for Text Analysis

[fa icon="calendar'] Nov 14, 2016 1:11:51 PM / by Matti Airas posted in Feedback Analysis, Customer Journey, customer loyalty, NPS, CES, loyalty management, feedback categorization, organizational transformation

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We now live in an experience economy. Loyalty is not just about delivering an exceptional product but making customers feel good about every aspect of your operations and brand. This is why many companies are putting in place systematic ways to track customer experience.

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VERBATIM ANALYTICS Tip #8 Examine your feedback data from the customer perspective

[fa icon="calendar'] Nov 11, 2016 11:09:22 AM / by Matti Airas posted in Feedback Analysis, Net Promoter Score, Customer Journey, Data Visualization, text analysis, NPS, text analytics, open-ended analysis, net promoter system, dashboards, executive reporting

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Managers analyze customer feedback from "their" perspective. Often this view is touchpoint or function specific. Their job is to extract actionable insights that enable them to improve their own department’s performance. Your job, as a CX professional, is to analyze the whole customer experience .

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VERBATIM ANALYTICS Tip #7 Define the customer journey

[fa icon="calendar'] Nov 8, 2016 4:24:07 PM / by Matti Airas posted in Feedback Analysis, Net Promoter Score, Customer Journey, Data Visualization, text analysis, NPS, text analytics, open-ended analysis, net promoter system, dashboards, executive reporting

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It is easy to define the customer journey from top down: you plot the different touchpoints and set them in chronological or some other logical order. It is much harder to monitor and measure how different touchpoints are performing.

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