Wai Au is Global Customer Experience Lead at the Sage Group, a major provider of enterprise software. He has been a text analytics user for over 10 years.
There’s a big difference between understanding the scores customers give you and understanding how they really feel. On their own, satisfaction scores give you a partial impression about a customer: how he or she feels about the issues you thought to ask about. But when you’re able to hear their thoughts in their own words, you get a much....