Overcoming the Challenge of Gaining Relevant Feedback
Business Solutions With technology playing a bigger role in customers’ daily lives, it is more relevant than ever to strike a balance between the acquisition of customer feedback and the approach.
When you ask someone why they use Facebook, you will rarely hear details about the software’s application or the platform’s usability, though that certainly plays a role in adoption. Instead, you hear most often, “to keep in touch with family and friends.”
Ubiquitous, necessary and invisible
Facebook is nearly an unseen technology—one that connects people without getting in the way. Education technology expert Chris Lehmann says, “Technology must be like oxygen: ubiquitous, necessary and invisible.”
"What we see when we interrupt people to get insights is that responses become polarized—those who are truly satisfied or those who are fundamentally dissatisfied are more likely to participate."
Perhaps the greatest challenge for business leaders in loyalty and rewards industry today is getting a clear measure of customer satisfaction. We see it in the fast growth of customer advocacy and engagement programs and Net Promoter Score® solutions. And yet, even some of the best text-based customer feedback programs are missing invisibility. They require an interruption in the lives of the customer.
What we see when we interrupt people to get insights is that responses become polarized—those who are truly satisfied or those who are fundamentally dissatisfied are more likely to participate.
Bridging the gap
Getting relevant insights into the customer experience requires meeting people where they are with technology capable of extrapolating the most information possible from feedback. Spoken sentiment analysis can bridge the gap and extract additional context and meaning from feedback to offer richer and deeper insights into how people really feel and connect with them at an emotional level. Analyzing how customers are feeling can provide a new dimension to a brand identity.