A customer experience survey enables a brand to gather a customer’s perceptions based on the experiences across various touch points. To determine the crucial touch points of the customers, it's imperative for businesses to map their journey. Leveraging an entire customer experience management is essential for this.For instance, you need to track the experience of your customers from the time when they considered your brand (for the first time) to when they become repeat customers. In this scenario, you must keep a check on what customers are saying about your brand at every level. By using a best-in-class customer experience survey, you can effectively measure customer experience as well as satisfaction across different touch points of their journey.

Why are Customer Experience Surveys important for your business?

Being a crucial component for understanding what customers think about a brand, a customer experience survey empowers businesses to gain actionable insights into the overall customer journey as well as customer support. Here are some reasons why you should use customer experience surveys:

• Boosts customer retentionA customer will return to your brand only if he/she is happy and satisfied. By allowing you to effectively track the customer journey, a CX survey lets you anticipate if your product or service is performing well or not. It also helps you forecast future sales on the basis of customer loyalty. A CX survey highlights the required changes that need to be immediately incorporated for retaining customers.
• Discover your promotersA customer experience survey is an ideal method to determine the promoters or advocates for your brand. Leveraging a Net Promoter Score (NPS) survey can help you categorize your customers as promoters, detractors, or passives. Moreover, this information can be used for sending targeted and personalized messages, thereby transforming detractors into promoters.
• Solicit feedback for making informed decisions Data is certainly the most important factor for making decisions in the best interest of a business. With a customer experience survey, businesses can gather insightful data that helps them to function smoothly and uncover the likes and dislikes of their customers.

What are the types of Customer Experience Surveys?

There are multiple surveys or metrics that you can use for tracking your CX. Based on the touch point in question and your specific requirements, you can pick up the right customer experience survey to measure your CX. Here are some CX surveys that you should consider:

• Net Promoter Score (NPS) SurveyNet Promoter Score Survey (NPS Survey) is used by brands to measure customer loyalty as well as brand advocacy. With an aim to predict the growth trajectory of a brand, this survey asks the respondent a simple question:

“On a scale of 0 to 10, how likely are you to recommend our product/service/brand to a friend or colleague?”After the respondents choose a score, they're asked another question: “Why did you give us that score?” This is an open-ended question that propels the customers to give their feedback in detail. This follow-up question can help you gain insights into the customer pain points. Based on the score given by respondents, they're classified as: Promoters (rating of 9 or 10), Detractors (rating between 0 to 6), and Passives (rating between 7 or 8).

• Customer Satisfaction Score (CSAT) SurveyCustomer satisfaction (CSAT) surveys are used by brands to determine the level of customer satisfaction with their products or services. Being an excellent indicator of critical aspects related to CX, a CSAT survey helps to track how customers feel about the quality as well as the effectiveness of a brand & its products or services. In this survey, customers are asked the following question: 

“On a scale of 1-5, how would you rate your overall satisfaction with our product?”

• Customer Effort Score (CES) SurveyCustomer Effort Score (CES) surveys are used by businesses to understand how much effort does a customer had to put in specific touch points or interactions with them. This helps to determine if the customers are really happy or sad with a brand. These surveys are mostly dispatched after a customer has interacted with a brand's customer service. It involves asking customers one question:

"Please rate how easy or difficult was it for you to find a relevant solution to your problem on our website?"

[Free Webinar Recording]

Want to know how to increase your survey response rates?

Learn how to meet respondents where they are, drive survey completion while offering a seamless experience, Every Time!Watch Webinar Now!

Making the most of your Customer Experience Surveys

• Set your goals right Start by defining your goals, i.e. what do you want from this CX survey, how will it add value to your brand? This benchmark will prevent you from losing sight of your survey’s purpose while helping you visualize the results too. Without analyzing your objectives, you might get data from the survey but not the required insights you need!
• Choose an efficient CX survey softwareTo effectively evaluate your customer journey, it's important to choose the right software for your customer experience survey. A robust CX survey software not only helps you to elevate your customer experience but also empowers your brand to stay ahead of the competitors. Voxco offers best-in-class customer experience surveys for fostering closer ties with your customers.
• Pick the right survey templateFinding it difficult to design your CX survey from scratch? Look no further than a survey template! While a survey template is a great source to create a customer experience survey for your brand, it also comes with the added benefit of customization. So you can easily customize it according to your brand logo and color code!
• Use the right question typeAs respondents are going to interact with your brand through a CX survey, it’s essential to include questions that provide the best information. While you can use any question type (dichotomous (yes/no), rank order, slider, matrix table, multiple-choice), it's recommended to use open-ended questions as they help to gather more actionable and insightful information. Also, you should avoid using questions that are biased or misleading as these undermine the validity of the results.
• Test your CX survey Before you begin with distribution, you should always test your CX survey to discover the loose ends. Getting feedback from a group of testers can help you realize the areas of improvement and make required revisions. Moreover, it helps you acknowledge the chances where customers might misinterpret the questions.

What to look for in a customer experience survey software?

While choosing a customer experience survey software, it's important to consider one that can transform your organization's growth by seamlessly tracking & optimizing customer journeys. Here are a few things to consider while selecting the software for your CX survey:

• Omni channel CapabilitiesThere's no doubt that it's a technology-driven world where most individuals are online, not everyone has access to the internet 24x7. This is why it's essential for your customer experience survey software to help you reach respondents across all channels (Online, face-to-face, telephonically). This ensures to gather more accurate data by allowing brands to break down geographical barriers while surveying their respondents. Voxco’s omnichannel CX surveys help you gather the feedback you need anywhere, anytime.
• Powerful dashboards and analytics Gathering data is a crucial aspect of CX, but for insights, your customer experience survey software needs to be equipped with robust analytics tools. Voxco enables brands to intuitively view their data through customizable dashboards and identify the key trends in customer behavior. Not everyone in your company needs access to all the data collected through your CX survey. With Voxco, you can effortlessly control information access while ensuring that the right data is available to the key stakeholders. 
• Seamless App Integration For businesses having a large volume of app users, this feature is a must. By integrating customer experience surveys like NPS, CSAT, or CES into your application, you can understand customer pain points by soliciting feedback immediately after important interactions. Voxco’s best-in-class CX survey software allows for easy integration into your app, helping you to get customer feedback within no time. This, in turn, boosts the overall customer experience.
• Flexible Hosting Options Customer data is certainly the key contributor to business success. This extends to the feedback data collected via customer experience surveys as well. With exceptional survey tools like Voxco, it gets easy to store your customer feedback data securely on the cloud or your own premises, as it's compatible with the security protocols of your business!

What is Qualitative Data?

Qualitative data is used for describing information. As this data can be easily grouped into categories, it is popularly known as categorical data. Play a key role in the investigation, this data is open-ended that enables respondents to express their views and opinions completely.  

Since this data type cannot be measured or expressed using numbers, it is usually categorized on the basis of identifiers like attributes, properties, labels, etc. This type of data is mainly gathered through one-to-one interviews, open-ended survey questions, focus groups, or case studies.

Example of Qualitative Data  ​

Being used for characterizing objects or observations, the aspects related to qualitative data majorly include subjective and abstract qualities. For example, there's a meeting scheduled for a manager and an employee at the time of appraisal. If the supervisor gives feedback based on the previous projects' performance, problem areas, and behavioral analysis without giving a rating to the subordinate, this can be considered as an example of qualitative data.

Why Qualitative Data matter?

By seamlessly determining the qualities or characteristics of a particular subject, Qualitative data empowers researchers to gain insights into the behavior, emotions, or personality of the respondents. With an aim to build parameters for observing large data sets, Qualitative data offers a dynamic approach to research that quantitative data cannot match.  

In the case of conducting market research, qualitative data plays a crucial role as it helps researchers to understand their customers, their choices, and the issues they're dealing with. By uncovering the motivations and perspectives of customers, qualitative data empowers brands to focus on the problem areas so the problems get resolved in a minimum timeframe. Voxco offers best-in-class omnichannel solutions for collecting qualitative data.

How to collect Qualitative Data?

Intending to perform comprehensive research and analysis, Qualitative data helps to figure out why respondents feel, react, or behave the way they do. Since this data type cannot be measured in numbers, here are the data collection methods that researchers use to gather qualitative data:

Individual Interviews

Individual interviews follow a personal approach to gather qualitative data which makes them a highly preferred data collection tool for conducting research. As the interviewer collects data from their respondents one-to-one, the interviews are usually conversational and interactive. These types of interviews are informal, so there's no defined structure and the questions (open-ended) are asked impulsively based on the flow of the ongoing interview.

While conducting an interview, it's important to include questions that are likely to generate as much information as possible (about the subject). By including open-ended questions that are neutral, sensitive, and easy to understand, Voxco helps you create surveys that resonate with the respondents while addressing the objectives of the research.

Focus Groups

Being a popular qualitative research strategy, a focus group is a group discussion on a specific topic among a batch of 5-10 people. The discussion is monitored and managed by a moderator (or researcher). Although focus groups have similar features like less structured interviews, they do more than merely collecting similar information from multiple respondents at once.

Based on the sorted data, the members of a focus group share similar kind of interests. For instance, on conducting a study on cricketers, a researcher will choose sportspersons who are cricketers or were cricketers and have in-depth knowledge about the topic.

Case Studies

Qualitative data is also collected with the help of case studies. By leveraging an in-depth analysis of case studies, it becomes easy to dive deeper into the intricacies of the subject. Moreover, it is a versatile method of analyzing simple as well as complex subjects.

Observation

A systematic method for qualitative research, observation enables the researchers to look at the respondents' activity in their specific environment. By keeping an eye on the respondents and creating notes, the process of observation provides direct information about research. It can help researchers to gather the information that respondents might not share otherwise during one-to-one interviews or focus groups.

How to make the most of Qualitative Data?

Arrange the data wisely

The data you've gathered would be raw and unstructured. To make it meaningful and readable, it's the duty of the researcher to transcribe it. That's where the need for data arrangement arises. Transforming the data into text format and exporting it to spreadsheets can be an effective option.

Organizing is essential

Once you've arranged the data, organize it in an orderly manner on the basis of the questions asked. On creating a dedicated table for your research objectives, it becomes simple to organize the required data. However, it's recommended not to work with unorganized data in any case.

Coding is key

A crucial step to analyze qualitative data, coding helps to classify data by categorizing them into meaningful divisions. This streamlines the process of analysis. By carefully reviewing the developed categories and using them for creating codes, the process of data coding becomes effortless.

Don’t forget to validate and summarize

For successful qualitative data analysis, it's essential to keep a tab on data accuracy by ensuring there are no flaws. Data validation is a continuous process that is obligatory at every stage of the research. Once you're done with validation, it's recommended to create a report (by concluding all data) that can be used for future research.

What are the advantages of Qualitative Data?

It helps to understand changing attitudes

As customer preferences keep on changing, qualitative data enables researchers to seamlessly understand the customer mindset. By gaining insights into the attitude shift and the reason behind it, businesses can effortlessly adapt to the perspective shift which strengthens customer relationships. The use of qualitative data plays a pivotal role in understanding customer perceptions which streamlines the process of market research.

It provides detailed analysis

Leveraging qualitative data, it becomes easy for the researchers to collect in-depth and intrinsic information. Unlike quantitative data (which is bound by various limitations), qualitative data can help to add context to subjects where numbers are unable to reveal insights. Using the right set of questions can help researchers to gather necessary information for better conclusions.

It offers accurate data

While collecting qualitative data, there are open-ended questions used primarily. This allows the respondents to express their views/opinions freely and share everything that's on their minds. As the respondents participate with full vigor, they're likely to provide more information that is accurate.

What are the disadvantages of Qualitative Data?

It consumes a lot of time

Gathering qualitative data takes a lot of time and once the researchers are done with it, they need extra time to sort that data. As every data point shared by respondents is analyzed subjectively, the worth of qualitative data gets in doubt always.

It generates misleading outcomes

As different respondents have different opinions, the results of qualitative data can often come out at two extreme levels. While some users will resonate with the findings whereas others do not. Thus, it's impossible to generate a generalized outcome from qualitative data.

It is not reliable

As qualitative data relies on the perspectives of the respondents and those perspectives keep on changing, there's no reliability when it comes to drawing conclusions. As the gathered data is true only at the time of collection, it cannot be trusted for taking decisions in the long-term.

Customer retention can be a tough ask for many businesses, but with the right tools, it is a challenge that companies with high NPS® have overcome. It’s an essential attribute for businesses looking to grow because acquiring new customers is only one part of a sustainable growth strategy.

Retaining consumers is far cheaper than acquiring new ones, and NPS® surveys are an effective tool to measure customer loyalty and give you insights into customer retention for your brand.

Yes, you may feel that you’re delivering excellent services and good value to your customers, but they may not feel the same way. Your intent does not always match customers’ experiences, and NPS® is a good way to find out just where you’re going wrong (or right!).

Which are the companies with high NPS® scores?

Companies like Amazon, Apple, Netflix, and Tesla have maintained consistently high NPS® for a while now and have built up their brand into the behemoths they are today. What is it that they’re doing that makes their customers unwilling to switch to other brands?

Apple, Amazon, Netflix, Lexus, and Tesla are a few companies with high NPS®. All these businesses are in industries known for finicky customers, making their scores even more impressive. Keep in mind that the average Net Promoter Score® varies by industry. A 40 may hold more value in one vertical than a 60 does in another.

What do good NPS® scores mean for a business? A high Net Promoter Score® usually means that customers (respondents) are happy with your brand and would like to continue with your products or services.

Related read: Guide on NPS

What do these companies with high NPS® have in common?

A good product or service can be judged by several parameters, but to inspire customer loyalty there are certain attributes which a business must strive to imbibe in itself.

Companies with high NPS® usually have some, if not all of the following attributes:

• Quality services and fast delivery.
• Customer service leaders.
• Innovation.
• Reliability and accountability.
• Simple, easy to get to grips with.
• Personalized services

1. Quality services, fast delivery

Netflix, Amazon, et al. pride themselves on speed. It could be getting you instant access to a show you want or getting you that PlayStation 5 the very next day after ordering. Essentially, any interaction you have with their brand needs to be effortless.

This can be achieved by collecting feedback across multiple touch points along a typical customer journey with your brand and leveraging the insights one glean from this feedback to develop better services.

Netflix exemplifies this attribute: You can use a single Netflix account across all your devices, with upto 4 people watching different content simultaneously. This simple attribute makes it extremely easy for customers to refer Netflix to their friends or family, contributing to high NPS® scores.

Voxco survey software provides an omnichannel platform to conduct customer feedback surveys across phone, mobile, web, and offline channels. With a demo, discover how you can replicate CX leader’s customer experience strategies.

2. Customer service leaders

NPS® leaders provide exemplary customer service. Apple, Amazon, and Lexus leave no stone unturned to ensure that their customers feel like they are a priority. Moreover, their support is available across channels, which allows them to respond to customer concerns as quickly as possible.

Businesses that employ an omnichannel approach for customer interaction display 91% greater customer retention rates compared to businesses that don’t.

Amazon employs large numbers of customer representatives across the globe to ensure that they are equipped to maintain high levels of customer satisfaction. (Conduct your customer satisfaction research with our customer satisfaction survey template)

Netflix takes a more “human” approach to their customer experience, with live reps available to solve their customer service issues.

Having reps available on social media, chatbots, telephone, in person or via email are indicators of companies with high NPS®, and an omnichannel approach is excellent for getting accurate feedback to help drive growth.

Check our Voxco’s omnichannel survey platform. Try a free demo.

3. Innovation

These companies may not have reinvented the wheel, but they did innovate in ways that made the customers’ life easier in ways they could never have anticipated.

Having an all-touch phone without a stylus seemed like a crazy idea back in 2007, but it worked, and the world of smartphones hasn’t been the same since the iPhone. Electric cars aren't a new concept, but Tesla made them daily drivable and via their supercharger network – Dependable. Amazon, Netflix, and Airbnb – all of them offer unique value propositions to the customer, which helps them achieve high NPS® scores.

4. Reliability and Accountability

Customers like to know that they can depend on your brand. Most of us have used Amazon’s refund and return facilities. They’re seamless, and Amazon rarely kicks up a fuss when it comes to acknowledging that there was an issue with the delivery.

Netflix’s servers are incredibly well sorted, with minimal downtime – when you want to get home after a long day at work and resume the episode of Daredevil you’d started watching previously, you know it’ll be there, at the exact same spot you left it.

When consumers know that they can depend on your services and your incident resolution mechanisms, they tend to remain loyal to your brand.

5. Simple, easy to get to grips with

Simplicity sells – Apple is a testament to that. As is Netflix and Spotify. Apple fans can never stop talking about how “easy” or “convenient” it is to use their devices and services.

Simple products and services are extremely easy to recommend and is an attribute that most companies with high NPS® have.

6. Personalized services

An increasingly digital world has made it possible to personalize even the most granular attributes of a product or service, including overall customer experience. Personally relevant content from brands tends to get a better response from customers, as 78% of consumers claim that personally relevant content increases purchase intent. It helps customers feel that they’re receiving an individualized customer experience.

Companies with high NPS® scores typically have better customer retention

Let’s look at three industry leaders to understand how they not only became the companies with the highest NPS scores but also created a highly loyal customer base.

01. Apple: NPS score 72

The world’s most valuable company for a reason. Apple’s focus on perfection permeates all aspects of its organization. From products to customer service to events – everything has to work without a hitch.

This shows in Apple’s customer retention.

Seemingly anti-consumer decisions like removing the 3.5mm jack or shipping their phones without a charger included in the box have done little to sway their customers away from the brand. Their products have become more expensive, but that’s had a negligible impact on their sales figures.

Apple’s NPS® scores remain consistently high with respect to the industry they operate in, and its loyalists ensure that Apple has a stable base from which it can target new challenges.

02. Amazon: NPS score 74

Being one of the companies with a high NPS score, Amazon prides itself on being “Earth’s most customer-centric company” – a statement that is difficult to dispute. After all, this logistics giant is a key figure in almost every industry it targets Home automation, streaming/OTT services, enterprise cloud services, and many more.

Amazon’s customer-focused leadership principles see it perform consistently well in NPS® surveys, which has translated into them having excellent customer retention. What’s more, Amazon’s existing customers are extremely willing to buy into their ecosystem.

Although exact figures are unknown, Amazon has between 70-90 million members, it’s the Amazon Prime subscription.

Amazon’s focus on customer experience can explain these incredible numbers. They’ve honed their website experience to perfection, and it shows: 85% of amazon prime shoppers visit their website at least once in a week. The number for non-prime shoppers is 56%.

03. Tesla: NPS score 96

From making online payments mainstream with PayPal to getting widespread acceptance for electric vehicles with Tesla – Elon Musk has been a driving force behind many game-changing products.

Tesla owners are incredibly happy with their vehicles, and that reflects in Tesla’s high NPS® scores. While previously, car owners had to adapt themselves to their vehicles’ feature set, they’ve now got a vehicle that can be personalized like never before. An incredible 91% of Tesla owners said that they would be willing to buy from the brand again, showing just how well Tesla’s high NPS® has translated into customer loyalty and retention.

That’s something other carmakers must take very seriously because prying customers away from Teslas’ electric charge up the charts will require more than just a good product.

Know your NPS^®

Companies with high NPS® scores have shown the benefits of working on improving your Net Promoter Score®. Customer retention and positive customer experiences and journey are just a few things that are synonymous with good NPS® results.

If you’d like to measure where you stand, Voxco’s NPS® calculator can help you calculate your NPS® and compare it with industry averages. You’ll also find links to our NPS® guide and articles which can help you on your customer retention journey.

How to design an advocacy marketing strategy to increase brand NPS^®?

Now that we have learned what these companies with the highest NPS scores have in common let’s look at three steps you should implement in your advocacy marketing strategy to increase your company’s net promoter score.

• Identify promoters.
• Focus on the why.
• Develop a holistic customer and employee experience.

01. Identify promoters

Advocacy marketing has the potential to be extremely profitable and valuable for your business and its brand value and positioning. However, instead of simply delivering good products and services and hoping for the best, it’s far more productive to identify promoters, detractors, and passives.

NPS® surveys are an effective tool for identifying your promoters, detractors, and passives. They can empower you to conveniently find out which of your customers are likely advocates for your brand and why. NPS® scores can help you profile your customers better and nurture them for word-of-mouth marketing.

02. Focus on the why

The “why” in feedback surveys can get you insights into factors that make customers loyal to your brand and can be a stepping stone for an advocacy marketing strategy.

NPS® surveys allow researchers to append another question to the initial opening question. You can ask your respondents why they scored you as they did. This feedback can play a critical role in helping you improve your products and services and can often help shine a light on lesser-known bumps in your organizational structure or customer journey.

03. Develop a holistic customer and employee experience

After gleaning insights via NPS® surveys, you must implement this feedback into your employee and customer journeys. After all, both of these entities are capable of organic promotion for your brand and are effective tools for advocacy marketing.

A customer experience program that effectively integrates customer feedback and visibly appreciates them for it is a key attribute of doing advocacy marketing work for your business.

Take Apple’s “shot on iPhone” exercise: It helped customers feel like they’re a contributor to Apple’s success (and even product development) and also worked as a tool to advertise the iPhone’s camera capabilities.

The same rationale works with employees as well. When your employees speak no ill of your organization and in fact, vociferously advocate for your services, It has a significantly positive impact on brand value.

With Voxco’s omnichannel survey software, you can set up effective customer experience programs with customer experience tool programs that incorporate the latest research technologies (NPS® surveys, CSAT, CES, etc.) that can help you develop an effective Advocacy marketing strategy for your brand.

Conclusion

For a business to succeed, customer loyalty, satisfaction, and retention play a crucial role. NPS is a significant metric that helps you gain insights into customer satisfaction and measure sentiment.

This metric has gained traction among industry leaders. In this blog, we have discussed the attributes that serve as a common thread among companies with high NPS. By understanding and embracing these factors, you can also strive towards achieving the highest net promoter score and fostering strong customer relationships.

However, it’s important to realize that the suggested methods in the blog are not a one-size-fits-all approach. You must adapt this principle based on your industry, business objective, and target audience.

By weaving these threads into your business, you can improve customer experience, boost loyalty, and drive growth in today’s competitive marketplace.

FAQ

What does NPS mean in business?

NPS refers to net promoter score, a metric that businesses in all industries use to measure customer loyalty and satisfaction. The metric offers a quantifiable approach to measuring customer sentiment and loyalty.

The idea behind this metric is to categorize the respondents into promoters, passives, and detractors based on their likelihood to recommend the organization and its offerings.

What is a good NPS for a company?

Any score above 0 (zero) is considered a good NPS score. Generally, scores above 50 are excellent, and above 70 are exceptional. However, the benchmark can vary across industries. So it's important to compare the NPS score by the company within the same industry to get a more accurate assessment.

IS 70% a good Net Promoter Score?

A 70% net promoter score is considered exceptional as it indicates a higher level of customer satisfaction and loyalty.

What companies can use NPS?

The metric is applicable across various company sizes and industries. Small businesses to enterprises can benefit from implementing the metric to measure loyalty and drive business success.

Why is Net Promoter Score important?

NPS helps you understand how likely customers are to advocate for your brand to others. This provides valuable insights into customer sentiment and loyalty. You can use the metric to track how customers feel about your brand, where you stand in the competition, and identify areas of improvement.

How can companies improve their NPS scores?

While you cannot use a one-size-fits-all approach to improve NPS scores, here is a general process to boost the score.

• Actively seek and listen to customer feedback.
• Train employees in their engagement with customers.
• Implement a clear vision of prioritizing customer-centricity across the organization.
• Leverage technology to draw meaningful insights from customer data.

Net Promoter^®, NPS^®, NPS Prism^®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

What is Systematic Sampling?

There are different methods of selecting a sample group for a research. The two broad categories of sampling are non-probability sampling and probability sampling. Systematic sampling can be categorized under probability sampling, which means that everyone in the target population has an equal chance of being selected. For example, if the population is 100, each element in this population has a 1/100 probability of being selected to be a part of the sample group.

Systematic sampling involves the choosing of a specific interval, to use it to select the sample group from within the target population.

What is the definition of Systematic Sampling?

Systematic Sampling can be defined as a method of probability sampling in which a researcher chooses a random starting point and a sample interval with which the sample group is selected from the target population.

How to implement Systematic Sampling in your research?

These are the two main steps required to implement systematic sampling:

1. Divide the size of the target population “N” by sample size “n” to calculate the sampling interval “i”. If this value is in decimals, it must be rounded to the nearest whole number/integer.
2. Then, a random starting point, “r”, may be chosen from where the sampling interval “i” is used in order to choose respondents from the target population. Before selecting the sample group, researchers must ensure that the list of the sample frame is not organized in a cyclical or periodic way in order to avoid selecting a biased sample group.

Researchers use systematic sampling via market research tool or social research software, wherein, the panel manager allows you to create a systematic sample of your choice. Voxco survey platform equips researchers with required tools to carry out their survey research efficiently.

Example of Systematic Sampling

If a study has a target population of 1000 people, and wants to choose 25 people for its sample group (sample size of 25), we will calculate the sampling interval like so:

Target population, or N = 1000

Sample size, or n = 25

Sampling interval, or i  = N/n = 1000/25 = 40

Therefore, our sampling interval in this case will be 40, hence every 40th element in succession will be chosen from the sampling frame to be a part of the sample group.

We must also pick a random point “r” from which we may start picking elements. Let’s say we were to pick the number 17. Then, 17, and every 40th element to follow will be picked from the target population of 1000.

Types of Systematic Sampling

There are three main types of systematic sampling:

1. Systematic Random Sampling
2. Linear Systematic Sampling
3. Circular Systematic Sampling

The following is a breakdown of how each type is executed:

Systematic Random Sampling:

This is the most basic type of systematic sampling and these are the steps taken to conduct it:

• Calculate sampling interval using the formula i = N/n
• Pick a starting point “r”. This point must be between 1 and the number of the sampling interval (between 1 and i). For instance, in the example shown above, the sampling interval is 40 so we must pick a number between 1 and 40.
• Using the sampling interval, choose successive elements until the desired sample size is reached.

Linear Systematic Sampling:

This type of sampling employs a “skip method” whilst choosing the sample group. The skip or sampling interval is “k”, where k = N/n. These are the steps to select the sample group using linear systematic sampling:

• Create a sequential list of the target population/population units.
• Decide on a sample size “n”.
• Compute the “skip” (sampling interval) using the formula: k = N/n
• Choose a random number “r”, between 1 and k (sampling interval).
• Add “k” to “r” to select a second unit, and continue doing so to select as many units required in the sample size.

Circular Systematic Sampling:

In this method of sampling, a sample starts again from the point it ends. The following steps can be used to select elements using circular systematic sampling:

• Calculate the sampling interval using formula of “k”, k=N/n
• Choose a random start “r” between 1 and N
• Using the sampling interval “k”, skip through the circle to select units until “n” number of units are selected.
• This method allows for “N” number of samples being selected rather than just “k”.

What are the advantages of Systematic Sampling?

1. Easy to employ when a clear sampling frame is available.
2. Easy to understand compared to some other types of sampling methods, such as stratified random sampling, for instance.
3. Organized method of sampling: compared to some other types of sampling, systematic sampling is more organized which can make the process of choosing the sample group easier and less challenging. See how you can make sampling an easy task.
4. The risk factor for bias is minimal when the list of the sample frame is ordered in a random manner.

Disadvantages of Systematic Sampling

Systematic bias due to cyclical list of sample frames:

If the list of the target population is not organized in a fully random manner, the selected sample group may be biased, creating systematic biases in the study and its results.

Risk of data manipulation:

This method of sampling may allow researchers to be biased by giving them the leeway to construct their own systems in order to make their study produce a certain desired outcome.

Lack of randomization:

Compared to some other types of probability sampling, such as simple random sampling, this method lacks a natural degree of randomness and runs a higher risk of similar sampling units being selected.

Table of ContentsYou can't just develop a new product without understanding the need or interest for it in the market. So how do begin with such research? Which research should you even conduct?This brings us to the topic, of exploratory research. Exploratory research helps us gain an understanding of a topic, defines the variables of the problem, and establishes a basis for a more specific research question.Read the article to learn what is exploratory research, its characteristics, & the methods used to perform it.

What is Exploratory Research?

Exploratory research investigates problems that are not clearly defined. It is conducted to gain insight into the existing problem, however, exploratory research does not provide a conclusive answer to these problems.A researcher starts with an idea that is general in nature and uses this as a means to recognize issues that can become the focus of future research. An important feature of exploratory research is that the researcher should keep an open mind and be willing to change the direction of their research as they collect more and more insightful data.Exploratory research uses the grounded theory approach also known as interpretive research. It aims to answer questions such as: “What is happening?” “Why is this happening?” “How is this happening?”For example; if a researcher wants to know how a particular filter is perceived by the target audience of their app, they can first find out which section uses their app. Then proceeding to find out which filters are most used, why they are used, and decide whether adding an additional filter similar to the existing ones will be a good idea.

What are the Characteristics of Exploratory Research?

Now that we have defined exploratory research, it is important to be familiar with its attributes. Exploratory research has several features that researchers need to learn to understand when to use it.The following are the characteristics of exploratory research:

1. They are not structured in nature.
2. Exploratory research is interactive, open-ended, and is usually easy on the budget of the organization.
3. It helps researchers uncover answers to questions such as; what is the problem being studied? What is the need for this study? What topics should be included in the study?
4. It is time-consuming and thus requires patience and persistence on the part of the researcher.
5. Exploratory research is broad, flexible, and adaptive in nature.
6. The researcher needs to go through all the information and data collected through the research.
7. Exploratory research needs to have an important cost or value, if not, then it is ineffective to carry out the research.
8. The researcher should have some theories that will help in supporting the findings uncovered during the exploratory research.
9. Exploratory research generally produces qualitative data.
10. In certain cases, where the sample of the study is large and data is collected through surveys and experimentation, explorative research can be quantitative.

Now, that we have cataloged the characteristics, the question is how to go about collecting the data for your exploratory research. The following section explains the two methods you can use to conduct your research.

Methods of Exploratory Research

Carrying out research on something that one has limited information about sounds and feels difficult, there are several methodologies that can help you to decide the best research design, how to go about collecting data, and the variables to study.There are two main methods of conducting exploratory research - primary research and secondary research. Under these two broad types, there are various methods that can be used depending upon the nature of your study.The data can be of quantitative or qualitative nature. Let’s look at each of the research methods in detail.

Primary Research Methods 

In the primary research, the information is collected directly from the respondents. This data can be collected from a group of people or just an individual.Primary research can be conducted by the researcher themselves or it can be carried out by a third party to conduct it instead. Primary research is usually done to explore a problem that needs in-depth analysis.

• Surveys:

Surveys or polls can be used to gather large amounts of data, usually from a predetermined group of respondents. It is one of the most popular quantitative research methods. Surveys or polls are used in exploratory research in order to explore the opinions, trends, or beliefs of the target population.Surveys can now be conducted online and thus be made more accessible, thanks to technology! Organizations, nowadays, have started offering shorter surveys and rewards to the respondents who fill them so that they can increase the response rates and gain more insights. Short surveys can be sent to respondents through text messages right after they make a purchase and are asked to fill it for a coupon/discount in return, so organizations can understand their views on the product under study.Voxco lets you conduct omnichannel surveys for gathering insightful market research data anywhere, anytime.

• Focus Groups:

Another widely used methodology in exploratory research is focus groups. In this method, a group of respondents are chosen and are asked to express their opinions on the topic of interest.One important consideration when making a focus group is to choose people who have a common background and similar experiences to get unified and consistent data.An example of a focus group would be when a researcher wants to explore what qualities consumers value when buying a laptop. This could be the display quality, battery life, brand value, or even the color. The researcher can make a focus group of people who buy laptops regularly and understand the dynamics a consumer considers when buying electronic devices.

• Observation:

Observational research can either be quantitative or qualitative. This research is done to observe an individual and make inferences from their reactions to certain variables.This research does not require direct interaction with the participants. For instance, a researcher can simply record the observations of how people react at the launch of a new product.

• Interviews:

Surveys give you huge amounts of information in a relatively short period of time, but an interview with one person can give you the in-depth information which can otherwise be overlooked in surveys. Interviews are a methodology to collect data for qualitative research.Interviews can be carried out face-to-face or even on the telephone. Interviews usually contain open-ended questions so that enriching information is uncovered about the topic. For example; an interview with an employee on their job satisfaction can offer you valuable insights that would otherwise go unnoticed in the close-ended questions asked in a survey. [Related read: Primary Research]Voxco offers a complete suite of tools for market researchGet Market Research Toolkit

Secondary Research Methods:

In secondary research, information is gathered from primary research that has been published before. For instance, gathering information from case studies, newspapers, online blogs or websites, or government sources.

• Online Resources:

The quickest way to find information on any topic is through the internet. A huge amount of data is available on the internet that you can download and use whenever you need it. One important factor to consider when acquiring data online is to check the authenticity of the sources provided by the websites.For example, a researcher can find out the number of people using a preferred brand of clothing through a poll conducted by an independent website online.

• Literature review:

Reviewing the existing literature on a particular topic from online sources, libraries or commercial databases is the most inexpensive method of collecting data. The information in these sources can help a researcher discover a hypothesis that they can test.Here, sources can include information provided by newspapers, research journals, books, government documents, annual reports published by organizations, etc. However, the authenticity of the sources needs to be considered and examined.Government sources can provide authentic data but may require you to pay a nominal price to acquire it. Research agencies also produce data that you can acquire at a nominal cost, and this data tends to be quantitative in nature.Explore Voxco's MR Knowledge Hub

• Case studies:

Another way researchers can gather information for their exploratory research is by carefully analyzing the cases that have been through a similar problem the researcher wishes to study. These cases are important and critical in the business world, especially.The researcher should be cautious to review and analyze a case that is similar in regards to the variables of concern in the present study. This methodology is commonly used in the health sector, social sciences, and business organizations.For example; let’s assume that a researcher is interested in understanding how to effectively solve the problems of turnover in organizations. While exploring, he came across an organization that had high rates of turnover and was able to solve the problem by the end of the year. The researcher can study this case in detail and come up with methods that increased the chances of success for this organization.[Related read: Primary Vs. Secondary Research]

What are the Steps to Conduct Exploratory Research?

1. Identifying the problem area. The very first step is for the researcher to identify the area of research and the problem can be addressed by finding out ways to solve it.
2. Creating a hypothesis. If the researcher is aiming to solve a problem for which there are no prior studies, or the problem has not been resolved efficiently in previous research, then the researcher creates his/her own problem statement. This problem statement, also called a hypothesis, will be based on the questions that the researcher came up with while identifying the area of concern.
3. Advancing future research. Once the data for the current problem has been obtained, the researcher will continue the study through a descriptive investigation. Generally, qualitative methods are used for a detailed study of the data to find out if the information gathered through exploratory research is true or not.

Advantages of Exploratory Research

Exploratory research provides the researcher an opportunity to keep an open mind and explore the variables affecting their area of interest. Some of the advantages of exploratory research are:

• It allows researchers to be flexible and change their stance on the problem being studied as the research progresses.
• It is cost-effective.
• It lays a foundation and structure for future research.
• It can help researchers find out the causes of the problem being studied which can be elaborated on in future studies.

Now that we have listed the benefits, we can’t forget the limitations. It is important to learn about both before you jump into the research mode.Wondering what will be the cost of conducting survey research using Voxco?Get a free quote

Limitation of Exploratory Research

Exploratory research is not without its limitations.

• The answers of exploratory research are usually inconclusive. 
• Some of the data collected can be biased or subjective as it is mostly qualitative in nature. 
• Since exploratory research has a smaller sample size, there is hesitancy to generalize the findings to the whole population. 
• If data is collected through secondary sources there is a chance of the data being old or outdated.

Wrapping up;

Exploratory research helps you form the foundation of your research project. It lays down the groundwork for a research question you can explore in the future.Exploratory research is best used when you need insights on a problem or phenomenon before you begin to conduct further research.

Do you know less than one-third (29%) of insurance customers are satisfied with their current providers?29%Infact 21% of customers believe that insurers do not tailor their experiences at all.21%More than 30% of customers switch their insurers within a year after one poor claim experience!30%With 88% of insurance customers demanding more personalization from their providers and only 15% of customers satisifed with the existing digital experience, insurers need to put customer experience at the center of their business strategy. In this blog, we discuss how CX impacts insurance. Continue reading to find out more!We’re living in a new world – where digital proximity is driven by social distancing. As businesses prepare to go ‘contactless’ after the COVID-19 outbreak, it has become imperative for brands to reimagine their customer experience.The pandemic has upended the functioning of many industries and the insurance sector is no different. With low sales and few claims, insurance companies have now realized the need of accelerating digitization while diving deep into the core processes beyond automation. While many consumers are purchasing insurance products online, only 15% of them are satisfied with their insurers’ digital experience. Since the economic downturn has thoroughly impacted people’s lives and changed the perceptions of risk, customer relationships with their insurers matter more than ever.According to KPMG, COVID-19 may be a catalyst for greater innovation in the insurance sector, unlocking higher levels of customer experience. So, insurance companies that focus on providing best-in-class customer communication & response will future-proof themselves against any unexpected systemic disruptions.

Is it a challenge or opportunity?

The current scenario can come up as a challenge as well as an opportunity for insurers. If the insurers act appropriately now, they can experience a massive increase in sales even in an economic downturn. For instance, after the 2008 financial crisis, shareholders got up to 3X higher returns in companies that focused on customer experience.Innovating the improvements in CX is important but it can be challenging too. The insurers need to identify the online behavior of their customers. To ensure effective communication, insurers need to create customer journeys by using real-time & historical information. This includes harnessing existing information and making the most of it for the company's benefit.So the question arises - how to empower customers with a better experience through innovation around the core processes of insurance?

Customer care is paramount

As more than 30% of customers switch their insurers within a year after a bad claim experience, amplifying customer experience to win their trust has become the need of the hour. It is the key ingredient that enables brands to resonate more with their customers and develop an emotional connection. Building a long-lasting and strong relationship with your customers largely depends upon how you nurture them throughout their journey and the quality of the support being delivered.To establish this trustworthy bond with the policyholders, you have to ensure them that their claims will be paid. But these trying times have forced the customers to spectate certain anomalies as pandemics are not covered by insurance plans. The customers require a medium of reassurance where they feel heard.Quick service, diligent follow-ups, and a personalized experience are the basic requirements of all customers. Moreover, policyholders expect a bit more humanized experience now. As less than one-third (29%) of insurance customers are satisfied with their current providers, insurers need to adopt a more customer-centric approach to make them feel comfortable. From initial interaction to the inquiry-related terms, and payments & sales to claims, the insurers should deliver a compelling experience that resonates well with the customers' needs and desires. While every process has become digitized now, certain aspects such as policy planning or claim discussions still require the intervention of personnel who are empathic and patient.

Stabilize customers the right way

We witnessed how the economy experienced the brunt of COVID-19, small and medium-sized enterprises are no stranger to this. They’re struggling to gain footing and require powerful strategies that help them mitigate risks. As industry know-how has been crucial for commercial insurers until now, it’s time for them to actually reveal the value it adds to the customers, their business, and the local economy. The insurers’ industry knowledge and practical business skills can empower customers to streamline their workflows and the insurers’ can stabilize their own line of business too.By delivering exceptional customer care, insurers can carve a trustful relationship with their commercial customers that will extend even after the pandemic is over.

Transform the transactional approach into a comprehensive support one

There's no doubt that point of contact with customers is a part of the transactional business approach for most insurers. To change the impression of insurance as a “necessary evil”, companies should adopt a model that supports a wider ecosystem of life rather than the incident-driven ones. By doing so, it will help to add value in this tough time.As 21% of customers believe that providers do not tailor their experiences at all, insurers need to make their brand synonymous with care at every stage of the customer journey. For instance, refunding auto premiums because of minimized driving, abolishing deductibles for people impacted by COVID-19, or even fast-tracking claims can play a pivotal role in demonstrating care and empathy.The onset of coronavirus pandemic has exposed the vulnerabilities and stress points of customers as well as insurers. However, it has also come up as a long-sought opportunity for driving the necessary change. Do you want to re-engineer your existing operations with improved CX? Voxco can help you gain complete control of Customer Experience with insights into customer feedback, satisfaction with the claim process, and more.Check out our Customer Experience Hub and get a jump start on measurably improving the quality of your CX initiatives.

Create Omnichannel Surveys with Voxco

Voxco is trusted by Top 50 Market Research firms, Global Brands & Universities in 40 countries. Voxco offers full omnichannel capability including CATI, Predictive Dialler, Online surveys, offline CAPI, and Panel Management. Check out Voxco Offerings below: 

Voxco Online

Create engaging omnichannel online surveys with advanced skip patterns, multi-media files, automatic device detection and more.Read more about Voxco Online Survey Software

Voxco Analytics

Create one click summaries, visual dashboards, uncover key trends and easily share the report with teams.Read more about Voxco Survey Analytics 

Voxco CATI

Maximize CATI ROI with advanced features, hosting options, seamless telephony integration, and flexible pricing.Read more on Voxco CATI survey software

Voxco IVR

Voxco IVR can be used as a standalone, self completion survey option or in combination with other data collection modes.Read more about Voxco IVR Survey Software Book Demo

In today’s time where customer experience is intrinsic to the business success of most brands, charitable and non-profit organizations are still struggling to understand their customer needs. According to Stanford Social Innovation Review, 88% of leaders in the social innovation sphere consider “customer feedback” as important but find it difficult to implement.

There are around 10 million non-profit and non-governmental organizations in the world. As donations are the primary source of funding for these organizations, it becomes more important for them to enhance their donor experience. Moreover, two-thirds of donors either donate to organizations they know or the ones recommended by their family/ friends (without doing any research before giving). Considering the massive boost in donations related to disaster relief, i.e. from $212,000 in 2015 to $862,000 in 2017 (approx 300% of median cash), the growth of nonprofits has always been on the rise.

Therefore, nonprofits need to adopt the business model of the profit-world and start treating their donors/stakeholders as customers. Let’s dig deeper to understand it further:

Download Now:  5 Customer Experience Survey Templates

Customer experience is ubiquitous

There’s no doubt that commercial businesses always strive to please their customers. Likewise, nonprofit organizations need to focus on building strong relationships with their donors as they fund their mission. So, the big brands and nonprofits sail in the same boat – as neither of them can ignore their customer experience. Since the donors of a nonprofit program do not receive any service in exchange for money (like customers who get a product/service for some dollars), managing a successful relationship with donors can be an intricate process. With the continuous increase of nonprofit organizations out there, how will you grab your donors’ attention and strengthen their commitment to your organization?

As nonprofit customers can be seen wearing multiple hats – as a donor, volunteer, client, stakeholder, or an advocate, there’s a need for a better sophisticated model as compared to the one used for simple transactional experience. In fact, the volunteers may prove to be the ideal donors- by donating twice than the non-volunteers, if engaged through efficient volunteering. Thus, the notion of CX becomes more crucial for nonprofits.

‍

Prioritizing customer-centricity in nonprofits

Connect with your donors emotionally

Start by delighting your donors in a personalized way. While 92% of marketers find personalization helpful in brand building, 87% of them consider it effective for lead generation.  Choosing innovative and out-of-the-box methods to “wow” your donors can drive engagement with your nonprofit organization. Throwing in exciting surprises, tweeting a personalized thank you note, or sending a humorous email to infuse some fun could be a great idea.

Share the impact of contributions made

Communicating the impact of donor contributions is an essential aspect of your marketing plan. As donors contribute to your cause, let them know how their money is being used and the changes imparted by your organization. Ask donors how they feel about the impact created by their donations and if the difference was inline with their expectations.

Help your staff surpass expectations

When customer advocacy is ingrained into your organization’s culture, everyone onboard focuses on being adventurous yet creative to become a happiness hero for their clients. Encouraging your employees to embed personalized communication can help drive donor loyalty. Giving your staff the freedom to perform not only improves your fundraising strategies but also makes your donors feel valued.

Give your donors a voice

Soliciting feedback from donors helps to understand them better and strengthens engagement across your nonprofit organization. Also, it bolsters the donor’s belief in self-advocacy by giving them a prominent seat at the decision table. Conducting omnichannel surveys can help you uncover donor trends and follow a data-driven approach to donor satisfaction. Moreover, it will empower you to personalize communication with donors and interact in a targeted way.

Like in any business relationship, delivering exceptional service is essential for an organization to meet its mission and vision. As the nonprofits are scrutinized largely, it’s imperative to treat your donors/stakeholders right which makes them feel valued.

In case you’re exploring some options for social research, we empower nonprofits conduct social research surveys and track the impact of their studies globally. With over 45 years of experience servicing the social research space, Voxco’s robust and flexible platform is known to support complex sampling strategies and sophisticated programming needs. Our powerpacked solution manages data of varying volumes and complexity with ease.

Get in touch with Voxco for best-in-class solutions to transform every touchpoint into a positive donor experience.

‍

Text mining, also known as text data mining or text analytics, refers to the process of deriving high-quality information from text. Leveraging techniques and tools from both AI (artificial intelligence) and NLP, text mining involves the discovery of patterns, trends, and insights in text data. Text mining is widely used in various fields, including marketing, business intelligence, healthcare, finance, to make sense of large amounts of unstructured text and derive actionable insights. 

How Text Mining Applications Benefit Your Company

Text mining can provide numerous benefits to a company across various departments and functions. Here are some of the key ways it can add value:

1. Customer Insights and Sentiment Analysis
2. Market Research and Competitive Analysis
3. Improving Customer Service
4. Enhancing Product Development
5. Boosting Marketing Efforts
6. Human Resources and Employee Insights
7. Knowledge Management
8. Operational Efficiency

By leveraging text mining, companies can unlock valuable insights from unstructured text data, leading to improved decision-making, enhanced customer experiences, and increased operational efficiency.

What Are the Main Steps in the Text Mining Process?

Text mining typically includes the following tasks:

1. Information Retrieval: Extracting relevant information from large text collections, such as documents, emails, web pages, and social media posts.
2. Natural Language Processing (NLP): Using computational techniques to analyze and understand human language. NLP includes tasks like tokenization, part-of-speech tagging, named entity recognition, and sentiment analysis.
3. Text Categorization: Automatically classifying text into predefined categories or topics. This can be used for organizing documents, spam detection, and more.
4. Text Clustering: Grouping similar documents or text segments together based on their content. This helps in identifying themes and patterns within large text datasets.
5. Sentiment Analysis: Determining the sentiment expressed in a piece of text, such as positive, negative, or neutral. This is commonly used in social media monitoring and customer feedback analysis.
6. Topic Modeling: Discovering abstract topics within a collection of documents. Techniques like Latent Dirichlet Allocation (LDA) are commonly used for this purpose.
7. Information Extraction: Extracting specific pieces of information, such as names, dates, and relationships, from unstructured text.
8. Summarization: Creating concise summaries of large texts to highlight the most important points.
9. Text Visualization: Using graphical representations to help understand and interpret text data, such as word clouds and topic maps.

Text Mining Examples in Marketing

There are many use cases available for text mining. If you were in marketing, for example, here are some of the most common use cases you might consider.

• Learning about positive, negative, and neutral reactions from your audience: Sentiment analysis is an excellent tool for marketers as it allows you to quickly see what the reception is to the topic that you’re studying. When you have a good understanding of your audience’s reactions, you can tailor your marketing based on that information.
• Categorizing survey responses: Group survey responses into broad topics or get granular with it, depending on your needs. You can focus on the areas that are most important for a particular campaign. Recurring themes may require closer examination, so you can conduct more studies that focus specifically in those areas to get more information.
• Translating and scoring survey results: Are you working with more than one language on your survey responses? You don’t need to translate that as a separate step before it goes into your text mining application. Simply choose a software that supports the languages you see the most and it can automate the process.
• Gauging interest in a new concept: Even when you do your best at developing a concept that should appeal to your audience, sometimes the latest project just falls flat. You can start to troubleshoot why that happened by using text mining and open ended survey questions to see what your audience is thinking about the latest products, services, and company moves. By gauging the interest in a new concept before you move forward with the project, you can handle development much more cost-effectively. This helps you avoid particularly high-profile failures, as a small study may end up with respondents that are more on-board with the concept than a more representative sample of your audience.
• Understanding the customer experience: Do you know why your customers feel the way that they do about your customer experience? It’s not enough to know if they are happy or not. You need to know the why behind it if you want to excel at marketing. Text mining gives you the why so that you can continually improve the experience and the marketing tools that support it.
• Discovering your customer satisfaction ratings and the meaning behind them: Your audience gives you a lot of feedback on whether they’re happy or not, you just need a way to analyze it. Use text mining to look through customer service records to identify customers who may be open to purchasing again, those that are upset with the company and need attention, and others that may need a push to move away from being ambivalent in either direction.
• Tracking the success of new products and services: You want to know how well your new products and services are doing now, not weeks or months from now. Automating the analysis through a text mining tool means that you can get near a real-time understanding of how well a product launch is going.
• Finding new business opportunities: Open ended survey responses allow you to find replies that are outside of the norm. Sometimes your customers have adopted a product or service for a use case that never came up in research studies. Expanding horizontally or vertically may be possible based on this data, which can offer an excellent approach to building your business.
• Using customer service data for marketing strategies: Your customer service data is a marketing goldmine, but it’s often overlooked due to the logistical challenges of processing the information. Text mining eliminates these concerns and allows you to find out more about your customers, what they like, dislike, and how to keep them loyal and happy.
• Providing hard data for reports and presentations: If you need a way to make your case to upper management, having powerful visualizations in helpful reports and presentations is one way to make it happen. Text mining creates structure out of unstructured data, so you’re able to use it in this fashion. Customizable dashboards are another way to easily access the data in a form that’s user-friendly for most marketers. When you can easily work with the data, that makes it more accessible to power all types of marketing efforts.
• Improving the value of social media comments: People are more than happy to comment on social media posts, but harnessing that data is hard if you’re doing it manually and have a relatively active page. Text mining makes this process more efficient and allows you to leverage such a large and frequently updated data set. Consistently looking at your social media comments is also a good way to stay ahead of any public relations problems you may encounter. You can execute your crisis communications plan as soon as you start seeing negative comments pop up.
• Creating performance benchmarks for marketing campaigns: Get more benchmarking metrics for your marketing campaigns so you can study how customer sentiment changes over time, the ways they react to new campaigns, and isolating the characteristics that lead to a successful marketing effort.
• Powering Voice of the Customer programs: Voice of the Customer programs are greatly improved when you have a cost-effective and productive way of working with audience feedback.

Whether you’re using text mining for a one-off study or an ongoing series, your team will benefit from its implementation. It takes some time to fine-tune the results for your use cases, but once you get it dialed in, you’re going to wonder how you ever did without it.

Choose Ascribe For Your Text Analysis Needs

Ascribe has two advanced text analytics solutions to meet your business needs. CX Inspector is a text analysis solution that quickly unlocks actionable insights from large data sets with unstructured or open end responses and creates charts to visualize the results. Coder, another text analytics solution, is the leading verbatim coding platform designed to improve the efficiency of coding. Contact us for more information or request a demo with your data.