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On Text Analytics: the Known Knowns and the Unknown Knowns

[fa icon="calendar'] May 5, 2016 11:47:57 AM / by Matti Airas posted in Customer Experience Management, feedback analysis benefits, cx analytics, customer experience, Customer Feedback Analysis, customer experience analytics, text analytics

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I met with a UK customer experience consultant a couple of weeks ago who told me that he actually finds it to be quite easy to sell a CEM solution to a customer once he has identified their pain points. Similarly, the main challenge in selling open-text feedback analysis as an integral piece of a CEM solution is that customers are not yet aware of the pain points and opportunities it will reveal.

It’s a classic Catch-22: customers aren’t motivated to buy text analysis, because they aren’t aware of the many real or perceived problems (i.e., pain points) hidden in their open-text feedback or the scope of these problems; but they won’t find out about these pain points until they start using text analysis.

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