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 .
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.
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.
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!
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.
Up to now, text analysis results have mostly been presented in the form of word clouds, but there are many other, often more powerful, ways to visualize the analysis results.
I am using a grocery store chain that has six stores in this example. They are running a Transactional Net Promoter Score survey process.
Short surveys (NPS!), web forms, emails, and social media–accelerated by the fact that non-stop chatting and texting have become a way of life for most people–are generating a massive amount of text-based feedback. While many companies still choose to mostly ignore the potential hidden in this data, more and more enterprises are wading deep into the masses of text to extract the actionable insight needed to improve their products and delight their customers. The key to their success in this endeavor is the way they go about summarizing the insights within the text.
NPS (Net Promoter Score) surveys are becoming ubiquitous - and for good reason. NPS is a quick, simple, and effective way to measure whether your customers are satisfied or not. (Read a quick primer on the two-part question making up all NPS surveys here.)