A customers experience is very much a qualitative and emotion based experience. So why are companies so obsessed with turning this into a quantitative measure? Whether it is Net Promoter Score, Customer Satisfaction or Customer Effort Score, companies want to track a number. Tracking a score like NPS can be used to highlight the need to improve but the number alone wont provide the insight you need to actually make those improvements.
Many businesses solely rely on this scoring system as they simply do not have time to do a more thorough analysis of the feedback they are getting. That is where text analytics software enters and creates the potential to gather insights from thousands of open text customer comments.
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