Data, data everywhere, but too much of it to use! Compared to just ten years ago, so much more information is being collected, stored, and analyzed digitally. The world of Big Data has never been so busy with no signs of it slowing down. While this is a great challenge for businesses to have, it’s still a challenge. As we collect more data that has the potential to give us insights about our customers, we aren’t able to add more hours in our day for reviewing it all. So how do we benefit from the increased amount of feedback we can collect to have at our fingertips digitally? We need to use the technology available to our advantage.
Our system has a series of features designed to help categorize and analyze data so you can spend your time focusing on the actions you can take from the insights.
Our platform has capabilities like:
- Machine learning - Identifies sentiment and emotions behind every comment
- Automation - Instantly analyzing volumes of feedback
- Sentiment analysis - free-text comments are analyzed, and sentiment scores on a scale of -1 and 1 will be assigned
- Cluster analysis - Using intelligent algorithms, each feedback will be categorized and clustered to get insights
- Topic analysis - Automatically reveal topics, keywords, and commonly used words
- Language detection - Analyze the sentiment of feedback in any language
- Categorize - Extract and visualize comments by cluster and topics
But one primary concern that everyone feels when starting to rely more heavily on these approaches is that they will miss something. That by not manually reviewing and assessing every single piece of feedback, something will get overlooked. It’s an understandable thought process, but we also have to remember that manual review by human eyes isn’t perfect.
Each person will interrupt data slightly different. We all read text with a little bit of a different understanding of the tone or context someone is trying to convey. That’s not to discount the value of reviewing your feedback, but to highlight that in order find the most effective method for your business to take advantage of all the feedback, you need to make allowances for the technique that will give you the best chance at actioning the most pertinent feedback.
In other words, in a world of so much data, you need to prioritize your time based on the critical information for your business. Here are some strategies you can use to achieve this.
Negative Complaints Should Take Priority
We have the saying, “The squeaky wheel gets the oil” for a reason. Negative complaints, especially if shared on social media, can take on a life of their own if not dealt with in a timely fashion. Whenever a guest, client or customer has a negative experience with your business, it should take top priority for follow up and review. Using an automation function like sentiment analysis can help you find those negative complaints quicker and prioritize their review.
Watch For Trends
Trends in your customer experience feedback can help you spot areas that may be going well and you should continue or areas that are starting to have issues. Automations like Clustering or Topic analysis and Categorization can help pull those trends out of massive amounts of data faster than if you were reviewing things manually. By showing you the trends, you can focus your efforts on the pertinent topics at that time for your business.
Strategically Use People Power
The need to have people act on AI and machine learning techniques will never go away. The benefit that it gives you is the ability to strategically position your people power where it makes the most sense to your business. Don’t see this as a weakness, but a strength to empower your team to be work more efficiently.
Are you using big data techniques like machine learning and AI in your customer experience management methods? Where do you feel you could benefit more? We’d love to talk to you about your efforts, so contact us any time.
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