How To Get Your Survey Data Text Analytics Ready
The Bee Gees once said “It’s only words and words are all I
have to take your heart away”.
Words are also all we have to get a better understanding of
how our customers feel. It might not make as catchy of a song, but the sentiment
is similar. Words can have a lot of meaning and understanding that meaning can
be very powerful.
When we collect feedback from our customers via surveys or
any other method, we want to be able to analyse the data and pick out trends
and identify priorities. Doing this manually can be difficult and time
consuming so text analytics software has been designed to do the hard work for
What Is Text Analytics?
Text analysis technology is a game changer that allows businesses
to harness the trends and insights that are usually hidden away inside
unstructured text. It can be used for predictive analysis and to help
understand customer, employees, clients, patients and more.
Text Analytics is an artificial intelligence driven process
that takes your unstructured text and analyses areas like topics and sentiment
to turn it into actionable insight.
Text Analytics In Customer Experience
Utilising text analytics can help you get much deeper insight
into what customers think about their experience. It allows you to identify
pain points to help you improve customer experience with instant access to common
themes and sentiments.
Using text analytics in customer experience allows you to go
beyond just collecting metrics and helps you uncover the reasons behind the scores
giving you more opportunity to directly improve the experience.
Garbage In, Garbage Out
Even with powerful text analytics software you are still
dependent on the quality of the data coming through. You might get common phrases
such as ‘It was terrible’, ‘I Liked it’ etc which on their own do not really
tell you anything. Customers might also leave one-word answers so if you ask
what they didn’t like about the experience they might say ‘service’. Text
analytics can identify service as a topic but there is no sentiment or context
here. Even if they said ‘The service was terrible’ it is not really telling you
the specifics you need to be able to take action.
The quality of the data you collect directly impacts on the
quality of the outputs from your text analytics. So, what can you do to
maximise the data quality?
Utilise AI in Your Survey
Ever looked at your survey responses and wished you could go
back and ask further questions or get someone to clarify or expand on a point? Well
why not do this in survey. Artificial Intelligence can be used in real time to validate
responses and prompt for more information.
If a respondent says ‘The service was terrible’ then rather
than doing your analysis at the end of the survey why not run the analysis in
real time. If you can detect a negative sentiment and identify a topic then you
can automatically create a relevant follow up question to get more information.
A question such as ‘What was it about the service you were not happy with?’ for
example will help you discover the deeper reason behind the comment rather than
just identifying the top-level issue.
Platforms such as Wizu utilise this dynamic probing to uncover richer open text feedback which in turn provides much more fruitful text analytics reports. Our case study showed that Wizu generates 91% more actionable insight than traditional survey forms and respondents provide double the amount of verbatim comments.
How To Use Text Analytics
Collecting more detailed responses gives you richer reporting
with text analytics able to not just identify common themes and sentiment but
provide you with more context and specific areas to address. Text Analytics
platforms, including the built in Wizu reporting, can also help you set priorities
by looking at derived importance and satisfaction across themes to help pin
point the areas you need to address first.
Tracking sentiment over time also allows you to spot trends
and address issues before they become a major problem. You should be using your
text analytics data to map out pain points in your customer journey. Once you
address those problems you can then easily see how the sentiment trend around
that topic is affected and also measure the correlation this has on the overall
Improving your data quality and properly using your text
analytics reporting can give you a huge competitive advantage and ensure you
build a better experience for your customers.
If you want to find out more about the Wizu platform including our text analytics reporting then book a demo today.