NOTA AICEX: L’informazione destrutturata sta aprendo enormi prospettive nel mondo dell’analisi dei dati e questo impatta anche gli aspetti di analisi della Voice of Customers e del Customer Feedback Management.
How text analytics helps you tune into what your customers are already telling you.
Mining the structured data in your research will tell you what your customers did, but text analytics and a little linguistics experience will tell you what your customers actually thought.
The last 20 years belonged to the Marketing Director who understood people. The next 20 will belong to the Customer Experience Director who understands data.
Surveys using structured data, those tick boxes you’ve been asking your customers to fill in for so long, will always be good for telling you what happened. But they won’t tell you why it happened.
Wrapped up in unstructured data – those ‘free text’ sources, such as customer emails and contact centre transcripts or the last question on the CSat survey where you let customers tell you in their own words what they thought of you – are the customers’ answers to questions they wished you’d asked. Given freedom to speak their minds, customers do … revealing the thoughts behind their actions.