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Senior Content Manager, Goodays
The Voice of the Customer is a goldmine for retailers. It allows them to identify customer irritants and implement concrete actions to improve the in-store customer experience. The only problem is that analysing customer feedback can be tedious. With Goodays Highlight, the complexity is over thanks to semantic analysis.
Today, the retail world can no longer be satisfied with collecting only satisfaction scores and NPS. These indicators are certainly useful for taking the pulse of satisfaction in real-time, but they do not allow you to know exactly what your customers' experience in the store was. Hence the interest for the central and point of sale teams to go further and dig into the verbatims left by customers.
On a daily basis, retailers receive thousands of opinions, questions and suggestions from their customers. By applying semantic analysis to this amount of data, both store teams on the ground and head office can gain insight and take action to improve the customer experience.
Semantic analysis helps to quickly and efficiently identify the reasons for satisfaction or dissatisfaction with the customer experience in-store. Today, many retailers still act on intuition, due to a lack of resources and expertise to analyse all customer feedback.
NLP (Natural Language Processing) makes it possible to avoid this tedious work and to obtain a semantic analysis of all customer feedback. The company thus has a synthetic view of trends and reasons for satisfaction based on customer feedback; an excellent lever for identifying customer priorities and taking immediate action to maximise its NPS and all these customer satisfaction indicators.
The semantic analysis of customer feedback is valuable for the points of sale, regional management and head office, but it is mainly for the teams in the stores. Remember, they are the primary guarantors of the customer experience, at the heart of the experience. As such, they have the power to act locally and in real-time on the optimisation of the customer experience in-store. By the way, it’s not just retail stores that can benefit from sentiment analysis; hotels, banks, restaurants and more all can take advantage of such tech.
With Highlight, Goodays eliminates the complexity of semantic analysis of customer feedback. From the Goodaysinterface, the Highlight feature provides an overview of the Voice of the Customer with a ranking of topics in order of importance according to customer feedback: #hospitality, #availability, #cleanliness, etc. This simple visualization helps store teams, regional management and head office to act with their resources on each of these items impacting customer satisfaction.
It is also possible to carry out more in-depth analyses to identify, for example, the subjects most frequently mentioned by detractors, or conversely those that receive the most compliments from promoters. This allows action plans to be aligned with these topics and to prioritise actions.
If you would like to know more about GoodaysHighlight or how you can create a closer connection between your retail teams and customers, get in touch via the link below:
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