{"id":23779,"date":"2017-04-11T00:00:00","date_gmt":"2017-04-11T00:00:00","guid":{"rendered":"https:\/\/inmoment.com\/?p=23779"},"modified":"2024-08-01T10:57:49","modified_gmt":"2024-08-01T16:57:49","slug":"text-sentiment-analysis-of-open-ended-survey-responses-two-trends-that-are-driving-the-need-for-nlp","status":"publish","type":"post","link":"https:\/\/inmoment.com\/blog\/text-sentiment-analysis-of-open-ended-survey-responses-two-trends-that-are-driving-the-need-for-nlp\/","title":{"rendered":"Two Big CX Trends: Why You Need Text & Sentiment Analysis of Survey Responses"},"content":{"rendered":"
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Wootric’s text analytics<\/a> platform analyzes survey responses using Natural Language Processing (NLP.)\u00a0Learn More<\/span><\/i><\/a><\/p>\n<\/div>\n

The challenge of open-ended feedback<\/h2>\n

Qualitative feedback in survey responses: Marketing, Product, Customer Insights, and Customer Success teams love it! There is nothing quite like hearing authentic, open-ended comments about your product or service directly from customers in their own words. Nothing is more powerful than hearing from the customer first hand: It drives action.<\/p>\n

Individual anecdotes tell a story that can provide color and context to business metrics like Net Promoter Score<\/a>, but how do you make it actionable? How do you aggregate qualitative data to see trends and get insights that can drive business decisions? \u00a0To a certain extent, this has always been an issue for voice of the customer<\/a> feedback programs. However, two broad trends are driving an increase in qualitative data and creating more urgency. As a result, the problem of “metricizing” open-ended feedback is now more acute.<\/p>\n

Customer experience survey trends that are driving the need for NLP<\/h2>\n

First trend: The shift to customer-centric surveys<\/b>.<\/h3>\n

It has become more and more difficult to persuade customers to respond to traditional company-centric surveys \u2014 the multi-question monstrosities that ask customers to rate attribute after attribute on a 5 or 7 point scale. \u00a0Long, boring, tedious — and frustrating. Response rates in the single digits are common.<\/p>\n

I recently visited the website of a major department store and was prompted to fill out a pop-up survey with over 30 (!) questions. I thought I’d get an opportunity to tell the retailer what was important to me — how much I loved their shoe selection and that I’d had a disappointing experience in one of their stores. I didn’t finish the survey.<\/p>\n

In an effort to improve response rates, many companies are now thinking about the survey experience from the customer\u2019s perspective. A\u00a0Net Promoter Score survey that asks one question and lets a customer provide open-ended feedback is a better user experience \u2014 and customers are more likely to respond.<\/p>\n

Wootric is modern customer feedback management software\u00a0that allows businesses to gauge and quantify customer loyalty<\/a> through proven feedback metrics<\/a> such as Net Promoter Score (NPS), Customer Satisfaction (CSAT) and Customer Effort Score (CES). We are firm believers in the customer centric approach.<\/p>\n

For example, here\u2019s an NPS survey that Wootric presents in-app (we also support mobile, email and SMS) that usually takes a user less than 30 seconds to complete.<\/p>\n

\"Two-Step-in-app-NPS-Survey\"<\/p>\n

Second trend: Hearing from as many customers as possible.<\/b><\/h3>\n

Traditionally, customer research efforts were satisfied with feedback from a statistically significant sample of customers. Now that any customer has the potential to influence the trajectory of a business \u2014 whether taking their complaints public on Twitter or writing a glowing review on Yelp or G2Crowd — more companies are proactively asking all customers for feedback. This instantly opens a direct communication channel, and gives companies the opportunity to build, monitor and leverage \u00a0relationships with any and every customer.<\/p>\n

These trends put the onus on companies to make sense of a firehose of open-ended feedback, and that is tough to do. \u00a0Dedicating resources to tagging and sorting hundreds, even thousands, of comments is expensive and just doesn\u2019t scale.<\/p>\n

Natural Language Processing to the rescue<\/h2>\n

Natural Language Processing (NLP) is a type of machine learning that enables computers to understand human language. You can read how Wootric applies NLP to customer feedback like NPS and CSAT survey responses in this article<\/a>.\u00a0 And here are three familiar examples of NLP at work:<\/p>\n