Identifying customers (or employees) who write many open-ended comments is important. There are multiple reasons for this:
- This type of customers can distort the analysis results (the one who yells the loudest is heard the best); and
- They are often the people whose voice spills over to the social media. If you don’t address their concerns, they will move the discussion to channels that you don't control.
It is important to identify the customers who ‘talk’ about your company the most. They can be your most loyal customers, but more often not. They are people, who like to spread their unhappiness to a wide base of friends and acquaintances. Social media makes this sharing easy. You need to identify them, communicate with them, and remedy their concern fast and as well as you can.
We are writing a series of blog posts on the topic “25 tips for extracting actionable insight from open-ended comments". If you prefer watching a video, click the link below.