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.
Is it possible to hear the true voice of the customer, if the most genuine form of customer feedback -open text comment - is turned into statistical information?
Statistical information might be valuable when pinpointing problem areas but it doesn't reflect the nuances of human interaction. It doesn't tell the reason - the why. The process of finding the reason is called root-cause analysis.