Sentiment analysis reveals the emotions your customers feel—but knowing how they feel is only useful if you know why they feel the emotion in the first place. If you want to improve customer experience, you need more than just emotional data. You need to know what customers are actually saying so you can identify key […]
Analyzing open ended survey questions is the single most fruitful method for getting meaningful, honest feedback. Employees and customers can express themselves through text and say what’s really on their minds in a way that’s impossible through structured rating questions. Open-ends are your ‘gold’ but extracting the gold is challenging, which is why companies look […]
Everyone is talking about using AI tools to measure the customer experience. Here we explain when AI companies like Clarabridge and CallMiner are the right fit. We also explain 2 situations when they are NOT the right fit. Check it out! Or, if you want to read more about AI for customer experience, check out […]
Updated 10/17/2024: Artificial Intelligence has infiltrated every market, and the customer experience is no exception. While AI for customer experience is nascent, it already shows tremendous value as way to measure experiences, and as a lever to improve them. AI is a powerful tool. But all too often, “AI” is slapped onto products without it being […]
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Now that you’ve asked the Net Promoter question, what should you do with the follow-up question? Are you considering simply reading the comments, or using a word cloud to pull out major themes? Geoff Colvin writes in ‘The Simple Metric That’s Taking Over Big Business’ (May 2020, Fortune magazine) the star of Net Promoter is […]
Last Updated: June 5, 2025 Companies obsess over survey scores. But the real gold—the part where customers actually say what they think—is buried in the open-ended responses. These unstructured comments are where customers vent, explain, and suggest. It’s where emotion and insight live. And yes, of course, most companies look at them, usually plugging them […]
If you want to get the greatest insight from your surveys, you need to analyze your verbatim comments! The point of a customer survey is to learn what you don’t know, and gain insight into what’s driving customer satisfaction and dissatisfaction. And while billions of customer surveys are issued each year—typically including open-ended comment fields—most […]
Customer interviews are an incredibly valuable research tool when used correctly. Satisfaction surveys (done well) are a great way to collect facts about your customers. The problem is, no matter how good they are, they don’t capture your customers’ complex thoughts and feelings—about you, your marketplace and your industry. To get a detailed picture of […]
There are three important questions verbatims answer. But first, an example of when customer feedback falls short. Last month, SurveyMonkey launched their iOS mobile app, backed by Google Capital. CEO Dave Goldberg promises a “smarter, agile, and ultimately more productive workforce.” This app strengthens customer feedback programs by allowing faster responses to customer situations. However, […]
Most companies have many missed opportunities in their unstructured data. But what is it? “Unstructured data,” i.e., data that cannot be captured via yes/no categories or multiple-choice formats, is all the rage with customer experience improvement experts. Customer comments, chats with customer service, phone conversations—these are all great examples of unstructured data. What makes unstructured […]
Unstructured data is invaluable to your customer feedback, but only if you know how to approach it. We heard a great webinar from Bruce Tempkin at CXPA yesterday about how to gain customer insights from unstructured data. Bruce addressed the cavernous disconnect between limited, multiple-choice responses and the reality of complex customer thoughts and feelings. What We’d Add […]