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How to Supercharge Your Voice of Customer with Text Analytics

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Among these 4 companies, who do you think is winning?

  • Company A: A titan in the mobile phone industry during the early 2000s, pioneering innovations like the first-mass produced GSM phone.
  • Company B: Inventor of the digital camera, and overtime believed that consumers would always prefer printed photos and did not mind missing the digital revolution wave.
  • Company C: A household name in video rental, believing strongly in their belief that brick-and-mortar renting stores will never die.
  • Company D: Originated as an online bookstore to becoming a global e-commerce and cloud computing giant.

All these 4 companies have done something revolutionary but only one of them emerged successful through time. Why? Because the rest of them failed to adapt and innovate. As the saying goes, “Innovate or die.”

Nowadays, companies must be hyper-critical of emerging competition and threats to stay on top of everything. Amazon is a great example of companies being dynamic enough to adapt to the ever-changing world.

It’s also not a co-incidence that a large majority of these companies that have survived have one thing in common that sets them apart from the rest: they are always primed to innovate, and they are always willing to listen to their customers.

Customer-centric companies are consistently outpacing their competition. This is the truth that is universally acknowledged but is seldom perfected.

The Unmatched Value of a Customer-Centric Approach

The most successful businesses out there? They listen. But not just that—they understand. This is exactly where many companies fall short: they know the importance of a customer-centric approach but they struggle with the implementation.

You see, the gap between knowing and doing is precisely where the opportunity lies. Why? Because the true magic happens when you unlock the hidden meaning behind customer sentiments. This is what moves a business from being good to great—to being a household name and being your customer’s favorite brand for a long time.

So you may be asking, what is it that can you do differently? You probably already understand the importance of customer-centricity, but what next?

Let’s start with the most important thing: Understanding the voice of customer (VoC) and alongside it, using a powerful, innovative tool to distill their underlying sentiments without having to lose sleep reading every feedback.

How else could a growing company truly understand the underlying sentiment of thousands of survey respondents by manually sifting through each any every one of them?

The Game-Changer: Understanding the Voice of Customer (VoC) with text analytics.

What is Voice of Customer (VoC)?

Voice of Customer (VoC) refers to the practice of capturing customers’ expectations, preferences, and aversions. In our scenarios above, we wanted to underscore the importance of not only listening to but also understanding and acting upon customer feedback to drive innovation and remain competitive.

For example, Company A failed to evolve with the mobile industry’s shift towards smartphones; Company B missed the transition from film to digital photography. Meanwhile, Company C did not adapt to the shift from physical to online media consumption.

In contrast, Company D consistently adapted to changing market demands and diversified its offerings beyond just an online bookstore to e-commerce and cloud computing, clearly demonstrating a commitment to listening and responding to the VoC.

Among the four companies mentioned, Company D is presented as the most successful because it continually innovated and adapted to meet customer needs and changing market dynamics, embodying the principle of “innovate or die.” And if we take a step further and identify the key drivers of any innovation, it always seems to boil down to this: customer experience drives innovation.

In the ever-evolving digital landscape, customer-centric companies are consistently outpacing their competition. It’s a truth universally acknowledged (but seldom perfected) that understanding and prioritizing customer feedback is the golden ticket to unparalleled business success. While this concept isn’t new, the methods to effectively harness and interpret this feedback are just beginning to gain the traction they deserve. Enter Text Analytics, the unsung hero of customer insights, and a tool that’s about to become your best friend.

“Everything we’ve done and all the success we have is at its root primarily due to the fact that we have put customers first.”

– Jeff Bezos, Founder of Amazon


What is Text Analytics?

Text Analytics (TA) is your key to unlocking this treasure trove of insights. By employing TA, you can sift through vast amounts of unstructured data—social media posts, survey responses, online reviews, and more—to find the golden nuggets of customer sentiment that can guide your business strategies

How does Text Analytics Help Feedback Management?

So how does text analytics work in customer experience feedback management? In this field, text analytics helps businesses address specific customer service challenges. The process starts by collecting customer feedback from various sources like reviews, surveys, and others. Then, a text analytics tool is used to extract valuable information from this large dataset.

The tool learns to identify key information in each piece of feedback, which may include specific language, abbreviations, and context. As a result, businesses obtain a comprehensive list of relevant phrases and words. The tool also interprets how these words are related, enabling it to analyze trends, topics, and themes in customer sentiment.

This analysis is crucial, as manually sifting through such vast amounts of data would be overwhelming. The insights gained enable businesses to improve their customer service strategies, leading to enhanced customer satisfaction. These findings can then be shared across the organization or used to refine customer engagement tactics.

Why Few Succeed in Voice of Customer

The roadblock? Implementation. Effective Text Analytics requires not just tools, but the right tools. And while the market is flooded with options, few platforms manage to effectively integrate VoC with powerful text analytics capabilities. This is where most companies stumble, and it’s exactly why those that find the right solution gain a competitive edge.

Enter Resonate.CX’s Voice of Customer Platform

Consider Resonate.CX’s Voice of Customer platform as your golden ticket. It’s not just another tool in your arsenal; it’s the cornerstone of your strategy to truly understand and delight your customers. With its powerful text analytics capabilities, Resonate Solution goes beyond mere feedback collection. It dives deep into the unstructured data, employing advanced algorithms and natural language processing to provide you with clear, actionable insights.

What sets Resonate apart is its ability to not just collect data, but to interpret it. This means transforming raw feedback into strategic insights that can inform every decision you make, from product development to marketing strategies and beyond. By leveraging Resonate Solution’s platform, you’re not just listening to your customers—you’re understanding them on a whole new level.

Seizing the Opportunity

The field of Text Analytics, especially when combined with VoC solutions, is ripe with opportunity. It’s a chance to not just lead the market, but to redefine it. By adopting a platform like Resonate.CX, you’re positioning your business to truly prioritize and understand your customer’s needs and sentiments, setting a new standard for what customer-centricity looks like.

Remember, in a world where every company claims to be customer-centric, the real winners are those who prove it through action. By leveraging the power of Text Analytics with VoC solutions, you’re not just saying you listen to your customers—you’re showing it. And in today’s competitive landscape, that’s the difference between a company that survives and one that thrives.

Final Thoughts

We’re standing at the cusp of a new era in customer relationship management, one where Text Analytics and VoC solutions play a pivotal role. This isn’t just about keeping up with trends; it’s about setting them. So, as you consider your next move, ask yourself: Are you ready to truly listen to what your customers are saying? If your answer is yes, then the path forward is clear. It’s time to embrace the power of Text Analytics and transform your approach to customer feedback. After all, your customers have a lot to say—the question is, are you ready to understand them?

Ready to start your VoC program?

See how the Resonate.CX Platform enables you to lead your organization to customer centricity with a Voice of the Customer program.

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Written by

Aryne Monton

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