The Era of Acting on Holistic Insight from All Textual Touch Points has Arrived!
One of our engineers, Sara, recently bought a new pair of running shoes to help keep her active. With the demands of her job consuming her time, she needed motivation for regular workouts and moderate nightly runs. But merely six weeks after the purchase, the sole of her shoe became unglued rendering her latest personal purchase useless. It happened in an instant and far before any reasonable expectation of wear and tear could be expected. Sara decided to reach out to the manufacturer to inform them of the poor performance of the shoe.
Like Sara, today’s consumer has a myriad of ways to interact with companies whose products and services they are interested in. The major shoe manufacturer made itself available to Sara via social channels, email, commenting on their website, calling a customer care line, or chatting with an online representative. After reaching out to the company, Sara received a replacement shoe free of charge and was asked to fill out a survey about her experience and encouraged to post feedback on one of the many online review sites.
There is no shortage of avenues for an individual to express their opinions through digital mediums. Companies have recognized the importance of making themselves accessible to consumers anywhere at any time, and now face a tidal wave of textual data coming from many different channels — both solicited and unsolicited. While this puts companies in an enviable position to leverage a treasure trove of communication for insight, it also presents a monumental challenge in how to do so effectively.
Unique Insights from Unique Mediums
Each channel of communication attracts a unique audience. In some cases, demographics play into preferred methods of communication — a millennial is more likely to reach out via social sites, a baby boomer is more likely to send an email, while seniors are predisposed to make a call. In other cases, the magnitude of the perceived problem can help determine the medium of communication — Sara’s shoe becoming unglued led her to contact the manufacturer via social channels, but had the shoe falling apart led to injury, she may have resorted to other means of communication.
It’s also reasonable to expect a variation in tone among these mediums. Some will often yield inherently more negative feedback (customer service), while others (comments on a website) tend to contain more insight on information that a potential customer is seeking. A survey completed after purchasing a product or service will have rich insight from an existing customer about specific lines of questions that a company is interested in. Querying social spaces, however, will yield more general information from the public that may or may not be loyal customers.
While individuals will always make their own decisions on how to communicate, limiting analysis to select touch points will exclude valuable feedback from important segments of a population. The take away for companies — different channels can reveal different aspects of customer experience and to stay competitive every single channel should be incorporated into analytics efforts.
Limiting Analysis on Select Touch Points Will Lead to Incorrect Conclusions
The fact remains that only a handful of companies have truly leveraged insight from all of their touch points. While we applaud any and all efforts to use data to make better business decisions, most companies rely on tapping insight from only a handful of mediums to complete their analytics picture. This can be dangerous as it opens them to missing valuable insight from mediums not explored, or worse yet, drawing incorrect conclusions by not leveraging all data available for analysis.
Taste Analytics offers a solution to harness intelligence from all of your digital touch points. By combining powerful deep computing algorithms that automatically identify themes, topics and emerging issues from any data set with an interactive, visualized front end, we empower everybody within an organization to glean insight from any textual touch points.
By eliminating the barriers that traditionally stymie analytics initiatives, we’ve made it possible for companies to leverage all textual touch points to get a complete picture of digital feedback in a fully data driven way.
The Taste Takeaway
- Unique touch points offer unique insights
- Analyzing feedback from only a handful of touch points puts you at risk of drawing incorrect conclusions from your data
- Harnessing intelligence from all touch points provides the most sound foundation from which to draw data driven conclusions