According to most of the research I've seen about Customer Experience, the single biggest challenge organizations face is taking timely action on their customer feedback. For many businesses today customer feedback collection is an ongoing process where surveys are constantly being offered to customers. Yet, businesses still largely struggle to act quickly on the feedback they get. Often, this is because their analysis and reporting processes are manual, taking days or weeks to produce the analyses needed to understand problems.
Etuma Ltd. has created a new tool for evaluating verbatim feedback with comparisons based on key attributes that allow businesses to visualize differences in topics and sentiments expressed. The new comparison tool enables quick and easy benchmarking of operational dimensions (like geographic areas, stores, products, etc.) against each other or against company-wide averages.
Pinpoint operational issues with Verbatim Comparison in Etuma360
Retailers, as in the above example, can use Etuma360 to compare feedback and sentiment at the store level versus the average of all stores and can thus quickly identify problems needing corrective actions at any of their stores. For instance, in the example above, the "Elm Street" store shows lower customer sentiment scores for Topics "Check Out" and "Queues", than the average for the company. This may indicate store staff is slow staffing registers, registers are malfunctioning or check out staff are not operating registers properly. Or, possibly some other problem. Since short lines and efficient check out processes are key attributes of good retail customer experience, negative scores on these topics indicate action needs to be taken.
Verbatim comparisons are equally valuable in other scenarios. In my own experience I have found that in Net Promoter surveys customers often comment on same topics regardless of their NPS category. So, understanding sentiment differences amongst detractors, passives and promoters is particularly useful for me. With Etuma's new verbatim comparison tool, this is now easy to do. It's my experience that topics with negative sentiment ratings amongst detractors are likely candidates for loyalty drivers that the business needs to improve upon for customer retention.
The thing about Etuma that has always impressed me is how easy it is to get started and benefit from verbatim customer feedback analysis. It also is surprising how affordable their solutions are.
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