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.