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What I Learned from 159 CX Text Analysis Projects

[fa icon="calendar'] Apr 27, 2017 11:56:05 AM / by Matti Airas posted in text analysis, enterprise insight process, text analytics

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In two days my six-year stint in Etuma will be over. We've gotten so much done and I've had a great time. Etuma is a fast-growing company with excellent partners such as Qualtrics and Questback and dozens of large companies as customers.

I've learned a new industry and become somewhat of an expert in analyzing customer and employee feedback. I've written close to 120 blog posts, half a dozen white papers, conducted many webinars and talked to many companies.

I just went through all our customer projects during the past six years: I've been involved with 159 companies' customer or employee feedback analysis. Here is what I have learned about CX text analytics process and CX text analysis business in general.

 

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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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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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VERBATIM ANALYTICS: Tip #1 Identify the customer experience stakeholders and their information requirements

[fa icon="calendar'] Oct 25, 2016 4:15:20 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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