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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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VERBATIM ANALYTICS Tip #6 Design a four-layer insight distribution system

[fa icon="calendar'] Nov 3, 2016 6:41:02 PM / by Matti Airas posted in Feedback Analysis, Net Promoter Score, Data Visualization, text analysis, NPS, text analytics, open-ended analysis, net promoter system, dashboards, executive reporting

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Organizational layers like to consume information in different ways. Executives like static reports with KPIs. Managers need a dashboard with signals about problems or opportunities and the ability to dig deeper to find out the root cause for those issues. Frontline employees just want to get their jobs done. Analysts need to dig deep to detect weak signals, emerging trends, and do predictive analytics. That is why the reporting tools and the level of information in them need to be different for each organizational layer.

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VERBATIM ANALYTICS Tip #5 Create a uniform categorization system

[fa icon="calendar'] Nov 2, 2016 9:04:04 AM / by Matti Airas posted in Feedback Analysis, Net Promoter Score, text analysis, NPS, text analytics, open-ended analysis, net promoter system

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 Everybody knows that loyal customers are more profitable. But it is difficult to improve loyalty without the ability to prioritize customer experience improvement efforts. For this you need to know what customers are talking about.

Jeanne Bliss wrote a blog post in 2014 about the need to create uniform categories for reporting. The benefits of systematic and uniform categorization are obvious but yet still today very few companies categorize their customer feedback uniformly.

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VERBATIM ANALYTICS Tip #4 Choose an open-ended feedback categorization solution

[fa icon="calendar'] Oct 30, 2016 8:31:59 PM / by Matti Airas posted in Feedback Analysis, Net Promoter Score, text analysis, NPS, text analytics, open-ended analysis, net promoter system

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The only way to manage verbatims is to systematically, relevantly and consistently categorize every single open-ended comment into one or many categories. This categorization needs to be uniform across the organization otherwise the feedback cannot be used in top management reporting (Tip #5).

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VERBATIM ANALYTICS Tip #3 12 customer experience database design principles

[fa icon="calendar'] Oct 27, 2016 9:59:56 PM / by Matti Airas posted in Feedback Analysis, Net Promoter Score, text analysis, NPS, text analytics, open-ended analysis, net promoter system

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Extracting actionable insight is difficult. It takes quite bit of work but mostly it requires thinking and planning. One of the most important things you need to do is to design CX databases.

You, a 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 #2 Create a high-volume feedback gathering system

[fa icon="calendar'] Oct 26, 2016 10:17:15 PM / by Matti Airas posted in Feedback Analysis, Net Promoter Score, text analysis, NPS, text analytics, open-ended analysis, net promoter system

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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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