What are the 10 points you need to pay attention to when selecting an enterprise-class customer feedback analysis solution? Here we present our view on what we have seen as important criteria to many of our customers. Interested to see how Etuma fulfils these criteria? Contact us for a free trial: http://www.etuma.com/get-in-touch/

1. Succesfully Selecting
Customer Feedback
Analysis Solutions
!
A buyer’s guide

2. There are many different solutions to
analyse text feedback
!
!
How to pick the one that really
supports you in your goal of enhancing
the customer journey?

3. You are looking for an enterprise-class solution that:
!
Accurately detects both feedback topics and topic
sentiments, in multiple languages
!
Provides analysis that is relevant to your industry
!
Results in actionable insight without the need for expert
manual analysis work
!
!
Following are 10 points to pay attention to when selecting
an enterprise-class customer feedback analysis solution

4. 1. SPEED
!
Analysis insights are no longer relevant if received too late
!
Manual analysis might increase quality, but is slow and
expensive
!
!
If real-time analysis and the ability to react quickly to
feedback are important to you, select a solution that
minimises manual analysis work

5. 2. MULTI-LANGUAGE SUPPORT
!
Customer feedback comes in many languages
!
First translating it means you will lose a lot of the essence
!
Especially sentiment analysis might become close to
meaningless
!
!
If multi-language analysis is important to you, look for a
solution that does the analysis in the original source
language itself

6. 3. AVOID HAVING TO BECOME AN EXPERT
YOURSELF
!
Some solutions still require you to do a lot of manual work
!
Are you willing to take the time and effort to become an
expert? Do you want to go and try to dig out the insights
from vast buckets of data yourself?
!
Would you rather focus on the decision making?
!
!
Look for a solution that automatically brings to the
forefront the feedback topics and themes that are
relevant to you and your business

7. 4. ANALYSIS ACCURACY HAS TO BE HIGH
!
Accuracy in determining topics and topic sentiments needs to
be high to be able to trust the analysis
!
It is not sufficient to only identify sentiments on a company,
brand or whole feedback comment level
!
To be able to correctly identify the aspects of your business
that need taking action, it is important that the solution
identifies the topics and topic sentiments correctly
!
!
Look for solutions with accuracy levels over 85% so that
the results become trustworthy

8. 5. VISUALIZATION THAT DELIVERS ACTIONABLE
INSIGHT
!
It is important to easily see the areas in your customer
feedback you will need to take action on
!
You will probably want to drill down on the analysis by
creating various kinds of filters and reports, without the need
for a lot of manual analysis work
!
!
Look for a solution with intuitive, easy-to-use
visualisation, allowing you to create filters and reports
dynamically

9. 6. SIMPLE APIs
!
Feedback is typically available from multiple sources
!
It also comes in different formats
!
Often it consists of a mix of real-time feedback sources and ad
hoc surveys
!
!
Look for a solution which allows you to easily aggregate
the analysis of the various data sources, with easy-to-use
APIs for real-time and batch processing. In addition, you
should have the possibility to manually upload one-off
surveys

10. 7. ABILITY TO ANALYZE ANY KIND OF FEEDBACK
CHANNEL
!
Customer experience management is a dynamic environment
!
Many different feedback channels across various touch points
!
You will most probably want to add new feedback channels
flexibly, without minimal effort
!
!
Look for a solution enabling you to add feedback channels
flexibly and easily without having to turn to additional
vendors

11. 8. SYSTEM LEARNING
!
The way people express themselves changes over time,
especially in Social Media
!
To keep the analysis and insights up-to-date you will want to
be sure new terms and expressions are included in the analysis
!
!
Look for a solution that has built-in automatic processes,
continuously picking up the learnings and improvements
from the entire customer base and across various
industries

12. 9. DEPLOYMENT MODEL
!
When deploying a customer feedback solution you will want
to get up and running quickly
!
Avoid long preparation projects and SW deployment programs
!
!
!
Look for a solution that is easy to set up and take into
use, without the need for long and complicated
deployment and customisation projects

13. 10. VENDOR SUPPORT ORGANISATION NEEDS
RIGHT LEVEL COMPETENCIES
!
As we have seen, accurate analysis is needed to get actionable
insights out of text-based customer feedback
!
Continuous adaptation to changes in language, expressions and
terminology is important
!
You need to feel that you can trust the vendor to have the
needed expertise to properly address these issues
!
!
Look for a vendor that has the needed PhD-level
computational linguistic experts in-house

14. Keen to see how Etuma
ticks all the boxes?
!
Contact us for a free
trial: www.etuma.com