Your Customer Experience Management Needs Automation

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. 

This is exactly what PXP AI text analytics is built for — a series of features designed to categorize and analyze feedback automatically so you can spend your time on the actions the insights point to, not the sorting. It's the same engine we go deep on in From Surveys to Signals: How PXP AI Reads Your Feedback in Real Time. 

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 interpret data slightly differently. 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 to 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.

Here's the kind of thing automation catches that a person scanning comments one by one would miss. Say fifty different customers this week each mentioned "parking" — one complained about the cost, another about the lot being full, another about poor lighting, another about the walk from the garage. No single comment jumps out, and no reviewer reading them in sequence would necessarily connect them. But topic analysis clusters all fifty into one theme and shows you that "parking" has quietly become your second-most-common complaint driver, up sharply from last month. That's a trend you can act on — and one you'd almost certainly have overlooked reading feedback the old way. 

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 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. 

Ready to let AI do the heavy lifting on your feedback? Book a demo to see PXP AI turn thousands of comments into prioritized, actionable insight. You can also follow our LinkedIn page for more tips on improving your customer experience.