Archives for January 2013

Using text analytics to measure the customer experience

Tweet Standard approaches to measuring customer experience suffer from flaws introduced by qualiquantification.  This is the process of turning something that is qualitative and emotion-based (in this case a customer’s experience) into a quantitative measure (such as a customer satisfaction score) so that it can be compared, prostate aggregated, graphed and tracked.  This process of score generation highlights the need to improve but removes the insight necessary for so doing.  Or as the Porter in Macbeth put it, “It provokes, and unprovokes; it provokes the desire, but it takes away the performance,” (albeit he was referring to alcohol rather than… Read more