Category Archives: Customer Experience

Voice of the Customer, Voice of the Employee and NPS

More and more companies have come to understand that to grow profitably in competitive scenarios, satisfied customers are the key to success. And they know that employees have a fundamental role in achieving a better customer experience.

In this challenge to improve customer loyalty, companies must be able to listen to their customers and understand what they are saying. It is what we call the Voice of the Customer (VoC).

However, a mission — such as customer satisfaction — that lacks a precise measure of success (or failure) is just hot air. Quoting Lord Kelvin, “If you can not measure it, you can not improve it.”

The Net Promoter Score (NPS) has become, for a number of companies, the key metric for measuring customer satisfaction. By the same standard, the mission to get motivated and happy people in an organization also has its key metric: the eNPS (Employee NPS).

As discussed below, in order to improve customer and employee experience, both the NPS and the eNPS need to find the reason that justifies the score given.

When asked What is the primary reason for your score? the NPS and the eNPS collect and analyze the open answers of thousands of customers and employees. Here is where the linguistic technology of Meaning Cloud intervenes.
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An Introduction to Sentiment Analysis (Opinion Mining)

In the last decade, sentiment analysis (SA), also known as opinion mining, has attracted an increasing interest. It is a hard challenge for language technologies, and achieving good results is much more difficult than some people think. The task of automatically classifying a text written in a natural language into a positive or negative feeling, opinion or subjectivity (Pang and Lee, 2008), is sometimes so complicated that even different human annotators disagree on the classification to be assigned to a given text. Personal interpretation by an individual is different from others, and this is also affected by cultural factors and each person’s experience. And the shorter the text, and the worse written, the more difficult the task becomes, as in the case of messages on social networks like Twitter or Facebook.

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Why We Believe in the Voice of the Customer

 

What is the Voice of the Customer?

Social MediaHave you ever wondered why certain products or services undergo radical changes or even disappear from the market (and sometimes return with another trade name)? Does it depend only on the volume of sales or other factors come into play? To answer these questions, we should introduce the concept of “Voice of the Customer” and analyze what it means. This term refers to all those practices which enable to understand what a (real or potential) customer thinks about a product or service. But it is not limited to a simple reading of comments or opinions written upon request -e.g. an online survey-, the issue is much more complex.

In recent years, the types of channels through which customers and users express their opinions, complaints, suggestions or congratulations (yes, these are also important, then we will see why) have multiplied exponentially. Only a decade ago, the channels that permitted the interaction with the business world were significantly fewer, among them we may recall the telephone or pre-compiled polls often sent by traditional mail. In addition, most of the exchanges between customer and company responded to a specific need of the second; in other words, they were requested.

 

How has it changed?

Today, the picture has radically changed.Voice of the Customer The communication channels are numerous and also allow to interact in different ways through various media (images, audio, video, etc.). And what matters most to us is that this interaction

  • is constant: 24 hours a day, 365 days a year;
  • most of the times is multilingual;
  • does not always follow predefined patterns (many times, it doesn’t even comply with the most basic spelling rules);
  • is unstructured: it is not stored in a traditional database nor organized according to predefined criteria.

There is no doubt that, from a corporate perspective, this enormous amount of information can be highly beneficial!
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Improve your Customer Experience Management with Text Analytics (recorded webinar)

Last June 10th we presented our webinar “Discover the WHY behind your Customer Scores – Improve your Customer Experience Management with Text Analytics”, featuring industry expert Seth Grimes.

The goal of the webinar was to ensure you are getting the most from your Customer Experience / Voice of the Customer initiatives, using text analytics to understand massive amounts of unsolicited, unstructured customer feedback in real time.

User Profiling and Segmentation

The agenda, with contributions from Seth and members of the MeaningCloud team, was:

  • Text analytics in Customer Experience (CX) management. Why is it important?
  • How text analytics complements/amplifies “traditional” CX? What specific benefits does it bring: understanding the reason behind the scores, extending to new, untapped feedback sources, analyzing CX in big data contexts … What new applications does it enable?
  • What text analytics techniques are applicable: text classification, information extraction, sentiment analysis, user profiling…
  • Analysis of some real scenarios/projects: survey analysis, contact center interaction, market research, social media analysis.
  • How to implement this easily with MeaningCloud: APIs, personalization tools, add-in for Excel.

For those of you interested, below you can find the webinar’s slides and recording.

And, if you want to give MeaningCloud a try and see how it can take your customer feedback analysis to the next level, register and use it for free here.

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