The 5 Best Practice Rules For Unstructured Data In Customer Experience Programs
By Ged Parton, Chief Executive Officer | June 10, 2021
Unstructured data in Customer Experience (CX) programs needs to be analyzed and delivered at speed, essentially real-time. The program also must be able to go deep with understanding to optimize insight and action.
These principles of speed and depth are core to the Maru software ecosystem and are central to the delivery of understanding executed by our users either within the enterprise or via our advisory experts.
In the many proven use cases that we see there are a set of 5 best practice rules which guarantee outstanding delivery from unstructured data programs.
1. Codify hard earned knowledge into code frames and analysis
A long running CX program for a quad play broadband, cell phone, tv and landline provider uses a three-phase approach to structure their unstructured data program.
This model of Discovery, Classification and Sentiment (see diagram) delivers against core objectives for the enterprise.
The beauty of this approach is that each element of the program is designed to deliver against a specific requirement and ensures that all objectives are met.
Of course, the program provides real, tangible results across the enterprise. The power of unstructured data has made a real difference to their customer delivery. Significantly, this is not a rule-based coding system that could or should be “lifted” and applied to another firm in the same market.
As a leading communications provider, this enterprise is inundated with comments. These comments come from customers through the lens of the enterprise brand. They reflect its marketing, service promise, communications, brand personality and so on. This means that to maximize the understanding available in the data the rules in the code frame must reflect the special characteristics of the enterprise brand and its positioning.
This need to use existing knowledge, customize accordingly and iterate is facilitated through Maru’s software and is central to great programs.
2. Put customer feedback at the centre of the enterprise by making it a KPI
Operational metrics in isolation can sometimes look at the market and customers from the enterprise perspective. Clearly, this is an important way to line up teams against common goals and deliverables.
At the same time, deeply analyzed unstructured data reported in a way that democratizes the voice of the customer enhances the value of operational metrics many times over.
For example, one of our enterprise clients in the grocery multiple space has been running a program where the main data source is customer comments – the tracking of this unstructured data puts quantified customer comments into the heart of the enterprise.
This program cuts straight through the internal debate about priorities and clearly indicates what needs fixing quickly. In essence it means that real solutions can be developed in response to real issues.
3. Prioritize feedback reaching the right team member in real time to turbo charge rapid response
Great enterprises focus on relevant actions.
Using Maru’s software, all comments are analyzed for specified themes or entities. Comments mentioning certain products are automatically sent to the right people within the business. It means staff are empowered to make changes and improvements on a continual basis.
Once categories have been defined and set-up, unstructured data analytics categorization takes place in real time. Results can therefore be viewed, analyzed, cross-tabbed and presented 24/7 in the Maru portal, or included within existing results deliverables.
The publishing of the data allows for analysis that quantifies verbatims, alongside all other survey data, and because of the data integration capabilities of the Maru ecosystem the enterprise can view the output in dashboards or personalized, automated reports, live.
In the case of one the UK’s leading retailers, their program seamlessly integrates website feedback with survey responses. Comments are analyzed in real time. This program highlights and quantifies emerging customer themes, as well as informing ongoing customer strategies. Push reporting means that the program automatically sends categorized customer issues to the relevant person or department within our client’s business for fast resolution, improving NPS.
4. Democratize feedback to drive staff engagement
When customers go to the time and trouble to give the enterprise feedback they expect their commentary to be taken seriously.
For the enterprise, the nuggets in the comments are golden.
Customer comments tell a very real story – and when combined with call centre resolution metrics, bring to life the importance of positive agent behaviors. For one of our enterprise clients with a major call centre facility this has kick started a big initiative to improve agent behaviors – training has led to an increase in positive comments from customers and an increase in brand advocacy.
The soundbites in comments are of course vital. There is also added depth that emerges when customer feedback is analyzed using innovative analysis techniques such as Maru’s Emotional Curve Analysis.
Here, we identify moments that make or break your customers’ experiences with the help of Maru Text Analytics and an Emotional Curve Analysis.
Grounded in the theory that an experience is largely judged by how people feel at its peak and at its end (rather than a combination of every moment), Emotional Curves visualize the moments of ‘delight and despair’ that can make or break a customer journey.
Driven by open ended questions, and using the Sentiment Tool, we can evaluate the entire customer journey to find these extreme moments of emotion to direct our end stakeholders to where they need to focus.
One of our enterprise clients in the Casual Dining market uses this technique to a really positive effect.
5. Reflect learned customer concerns to demonstrate empathy and build connection with customers
Reflective empathy is a foundational concept in building empathy and strong connection. It is the ability to show that they can take on another person’s perspective and understand what they are feeling.
This concept is important to the enterprise.
Communicating clearly with customers is key to the success of any business – language and terms that are used internally might not resonate that well with customers. Understanding how customers talk about the enterprise products and services can usefully inform future communications.
Some of our most sophisticated enterprise users funnel learning from unstructured data programs into their marketing material development process. Unstructured data has the power to influence, even shape, the content of marketing messages, ensuring intended benefits speak directly to key customer groups.
Best practice guidance
The Maru software ecosystem includes this customizable verbatim analysis capability. It turns the unstructured Voice of the Customer into action. The Maru software is proven in multiple national and international CX programs for blue chip enterprises. These 5 best practices combined with the powerful Maru discovery and tracking tools, mean that the enterprise can effectively listen to customers, interpret what they are saying and delight them by driving change throughout the business.
To learn more about how Maru’s powerful software and advisory services can help clients make informed decisions, contact us today.