Open text questions have been an integral part of feedback
collection since the creation of the online survey form. Since then the world
has changed a lot, technology has evolved, customer experience has transformed
but the humble text question has remained the same.
Open text questions still offer a number of benefits such as allowing the respondent to express themselves in an open and natural way. They also provide much deeper insight than closed responses but they also have a number of limitations.
The Problem With Standard Open Text Boxes
Traditional text questions ask the respondent to do all the
work which can lead to a number of issues.
1. Lack of Detail
Often when you are looking back through feedback comments
you are left wanting to ask what exactly didn’t work and why it didn’t work.
They offer no prompting for more information and can’t push a respondent to
expand on a point. These types of responses identify and issue but don’t
provide the ‘why’.
2. Garbage In, Garbage Out
When collecting large amounts of unstructured verbatim
comments, it becomes essential that you utilise text analytics to mine the data
for actionable insight. However, text analytics and machine learning is only as
good as the data you gather.
Responses like ‘It was rubbish’ need to have context in
order for the data to make sense.
3. Lack of Engagement
Standard text boxes do not offer a good experience for the
respondent. They might worry that their response will not be understood, not be
sure how much information to provide or just not feel clear on what the company
actually wants to know about.
Open text questions are essential for identifying how
customers really feel but clearly the standard text box is no longer a
sufficient way to collect this information.
Introducing Wizu Smart Comments
That is where Wizu Smart Comments comes in. Wizu Smart
Comments addresses these issues by using real-time artificial intelligence to
get deeper and more actionable insight. On screen messages change as the
respondent types, encouraging more information.
They do this through the following methods.
Wizu uses Natural Language Understanding to identify if the
text is valid rather than character length or number of words. Wizu can
dynamically change validation depending on the respondent.
Dynamic, in-the-moment, probing uncovers more detailed
insight through follow up questions.
Subtle, dynamic messages provide additional help to ensure better
quality responses and prompt on common topics.
Progress bar encourages respondents to provide more detail.
The message bar provides the appropriate nudge as the respondent types.
Move the conversation down different paths depending on the
sentiment and topic mentioned.
Responses are automatically tagged based on theme and
sentiment to provide insight.
How It Works
So now you know a little about what Wizu Smart Comments can
do, let’s take a look at how it works.
Wizu Smart Comments can be used as part of the Wizu Conversational Survey solution or you can embed this specific question type within your existing survey provider.
You can use the question out the box or customise the
prompts and messages. If using within an external solution you simply embed the
code snipper into your existing platform.
Wherever you collect your response data from the prompts will
work in real-time to help generate more detailed feedback.
Responses are automatically processed by Wizu Text Analytics
instantly so you can start to see developing themes along with sentiment
Wizu Smart Comments In Action
Let’s take a look at an example so you can see the question
A typical standard text box does not offer any validation or
prompts so is not identifying the root cause and the data generated is not
With Wizu Smart Comments, as the customer enters the
response the progress bar starts to fill up and when a topic and sentiment is
entered the message asks for more information….
The respondent expands on the point and Wizu understands
they are talking about a person so asks for a name. The progress bar is now
complete but the message still asks for more details if they have anything else
they want to share…
The data generated by Wizu Smart Comments is significantly
more detailed than via the standard text box.
By prompting for more information and showing a progress
bar, respondents are encouraged to provide more detail and help you uncover
more ‘why’ and make the data more actionable.
Wizu Text Analytics
Wizu Smart Comments produces better quality data which,
combined with our powerful Text Analytics, offers more actionable insight and a
better understanding of your customers.
Here are some of the key benefits of Text Analytics…
Text analytics can help you identify and prioritise the most
Responses are tagged by themes and sentiment score to give
you an instant overview.
Track sentiment scores over time to see where you are
improving or spot issues emerging.
Open text questions are hugely important in understanding
your respondents but standard text boxes offer limited results.
Wizu Smart Comments evolves the standard text box into an interactive
question type that increases the length and value of the response.
Combined with text analytics this offers a much deeper
level of insight ensuring companies can generate clearer actions to improve