Sentiment analysis is widely used to supplement the analysis of text data in surveys, complaints, reviews and other customer feedback. In theory, sentiment analysis categorises opinions expressed in a piece of text just as a human might.
However, as the volume and complexity of customer data grows, growing issues with sentiment analysis are providing flawed information and stopping companies from getting the full picture from their data; key customer feedback that could drive positive business change is being missed.
For those who have used sentiment analysis it is likely that you have experienced these inaccuracies – from skewed sentiment percentages and incorrect tagging, to completely missing key business insights.
https://www.marketingtechnews.net/news/2018/aug/16/how-were-missing-mark-consumer-sentiment-analysis/
One of the questions I am often asked by organizations is “How do other companies use customer feedback?” Fortunately, the answer to that question is simple because most organizations use customer feedback to create PowerPoint reports or Excel spreadsheets to track performance. They might tie results to compensation or be used to coach front-line employees. These are all good uses of customer feedback, but in many cases, lead to chasing a score versus driving organizational change. The real question should be “How do other companies take action on their customer feedback?”
https://www.business2community.com/customer-experience/havent-able-take-action-cx-feedback-02003718/
Are you sending out CX (customer experience) surveys days or even weeks after the customer interaction? If so, have you considered what the consumer’s experience of that might be and how that impacts on their perception of your brand? Or have you thought about some of the great opportunities the delay in your process precludes? Do you wonder what impact the delay has on future survey engagement or worse, customer loyalty?
These are some of the questions covered up in this post. The importance of capturing feedback in real-time should not be underestimated, particularly if you want to impact CX on an individual customer basis. While it is relatively easy to achieve in an online environment, it is much more challenging in a brick-and-mortar context, so I will offer some ideas on how to do it at the end of the post.
http://customerthink.com/why-you-need-to-capture-customer-feedback-in-real-time-and-how-to-do-it-in-brick-and-mortar-businesses/
Whether companies know it or not, website content largely defines the success of your business. Think of it this way: your website is often the first chance you have to market your company’s products and services to your customers.
https://mopinion.com/collecting-feedback-on-website-content/
More forward-thinking travel organisations are taking it one step further and setting themselves apart from the myriad of competitors out there and they’re doing this by way of personalised customer experiences – better known to travel marketers as ‘personalisation’.
https://mopinion.com/combining-customer-profiles-with-user-feedback/
It’s no secret that it costs 5 to 25x more to acquire a new customer than it does to keep a current one. It should also come as no surprise then that it’s much easier to sell to an existing customer than a new one. Marketing Metrics reports that businesses only have a 5-25% chance of selling to a new prospect, but they have a 60-70% chance of selling to a returning customer.
The inbound methodology is all about helping customers at every step of the buyer’s journey and beyond to turn happy customers into promoters. So, how do you know your customers are happy? And if they’re not, how are you handling their concerns? What else do they need that you could offer them?
Actively collecting and listening to customer feedback is a process called Voice of the Customer (VoC). VoC is about knowing how your customers perceive your company, how they feel about the products/services they've purchased, and what other needs they may have that you can address.
https://www.manobyte.com/why-you-should-start-a-voice-of-the-customer-program/
Voice of the customer (VOC) initiatives have gone mainstream. Unfortunately, too many companies doom their VOC programs from the start.
The problem isn't that brands aren’t collecting feedback. In fact, companies are gathering more feedback from customers and visitors than ever before.
https://www.cmswire.com/customer-experience/why-your-voice-of-the-customer-data-isnt-actionable-and-what-to-do-about-it/
Over time, the voice of the customers in seeking service and support were transmitted through different channels in which inventions and innovations played a crucial part. The kind of customer service more than a hundred years back is a whole lot different from what we have today that even the term ‘one click or call away’ may even sound peculiar from people of the past.
http://customerthink.com/will-the-voice-of-the-customer-change-into-email-and-chat/
A great many companies continue using market research institutes that collect data through extended surveys in order to evaluate their websites. Every quarter, a bulky power point presentation then puts forward the collected data and analyses mishaps and improvement actions.
https://mopinion.com/without-real-time-insights-you-lose-customers/
Instead of having to blast your content on metaphorical loudspeakers, the consumers of today see themselves as their own personal brand. They want to invite you into their inner circles – on one condition: they want a company that they can identify with, that is aligned to their vision of themselves.
The rise of the internet has also led to the rise of accessible information. Almost everything is just a click away, and this has changed the game of marketing immensely. Consumers are now more aware of what’s out there, and feel even more inundated by it.
https://www.mumbrella.asia/2017/12/damien-bray-woo-your-customer-like-a-lover-not-a-one-night-stand/
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