When evolving your customer experience (CX) strategy, the voice of the customer must be your single source of truth. Having open-ended comments from engaged customers have the potential to truly let people say what’s on their mind. But finding the right approach to solicit and analyze these comments can be challenging.
This is where text analytics becomes essential. The right customer feedback analytics technology evaluates experience data the way a human would—allowing insights to effortlessly go beyond individual words.
What is text analytics?
Text analytics analyzes feedback from your customers with greater contextual accuracy, uncovering trends, themes, and sentiment. This powerful tool helps extract meaningful insights from open-ended comment data, providing a way to track changes over time, understand regional or store performance, and identify correlations that drive key performance indicators (KPIs).
How does that work?
Text analytics turns comments into actionable insights by identifying emerging themes and breaking down customer sentiment. This approach not only paints a clearer picture of everyday performance but also helps you answer questions you never thought to ask. Whether you’re comparing data across different time periods, regions, or other variables, text analytics is an indispensable resource for refining your CX strategy and driving business success.
Unlocking deeper insights with Ignite TA
SMG’s new Ignite Text Analytics platform represents a major upgrade from our previous solution. It empowers our Insights teams to dive deeper into client data, uncover insights and actionable steps more efficiently, and ultimately support our clients in achieving their business goals with greater precision.
Ignite TA offers a powerful advantage by enabling you to extract more data and meaningful insights from your customer feedback.
When analyzing any dataset, the goal is to understand the core of the information. For instance, you might want to compare the performance between different units, regions, or districts. Imagine discovering that Region 2 is outperforming Region 1—what’s different in their customer experience approach? Ignite TA allows you to uncover these crucial differences, so you know what actions to take.
One of the most valuable applications of Ignite TA is identifying correlations in the data. For example, if your key performance indicator (KPI) is overall customer satisfaction (OSAT), Ignite TA helps you determine which factors extracted from the data have the strongest correlation to this KPI. This insight helps you prioritize the areas that will most effectively drive improvements.
Ignite TA excels at distilling valuable insights from large volumes of customer feedback, transforming what could be a labor-intensive process into something efficient and actionable. Whether you’re analyzing 1,000 or 10,000 comments, Ignite TA quickly surfaces key themes and areas of focus, providing you with a clear understanding of what’s working well and where there’s room for improvement.
It’s like having the ability to read every comment in detail, but without the time-consuming effort—allowing you to act on these insights with speed and precision.
What makes Ignite TA different
The new Ignite TA model assigns comments into one or more categories and extracts sentiment, providing greater visibility into what’s really going on—especially when comments have mixed sentiment. This model processes comments in real-time, breaking them down into themes, categories, subcategories, sentiment, and intent. It further analyzes the comments by extracting entities like people, items, places, and services, helping to identify exactly what’s being discussed—whether it’s a fry, a towel, cleanliness of locations/restrooms, or something else. This level of detail allows you to pinpoint specific areas for improvement, making it easier to eliminate negative feedback by addressing simple issues.
With this tool, you can quickly identify where to start to make the biggest impact, enabling you to work toward your key goals and move the needle more effectively. It puts the most important insights at your fingertips, allowing you to prioritize actions with minimal effort. In just a few clicks, you can accurately diagnose what’s working well and what needs improvement, providing clear strengths and opportunities based on your comment data.
What about the old TA model?
The Legacy TA model isn’t going away; instead, it’s evolving to fuel innovation and enhance your approach to customer experience. This evolution is all about delivering accurate, specific, and actionable insights while offering clear guidance on how to implement them effectively.
We can leverage historical data and proven solutions, ensuring that you benefit from strategies that have consistently worked in the past by maintaining access to the old model. Ignite TA takes this a step further by empowering you to make significant improvements, whether at a single store or across your entire brand, without needing to be a customer experience expert.
With real-time data and advanced filters, our text analytics reporting highlights what truly matters—even uncovering insights you didn’t know you were looking for.
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Leading brands understand that the fastest route to growth begins with listening to their customers. However, as the customer journey becomes more complex—spanning multiple touchpoints such as in-store visits, digital interactions, contact center experiences, and online reviews—extracting actionable insights can feel overwhelming. To drive meaningful change, you need enterprise-level reporting platforms capable of transforming vast amounts of data into focused customer insights that consistently and efficiently drive business outcomes.
Reach out today to see how utilizing SMG’s Ignite TA can help you create a great customer experience.
