Join Jeff Toister for an in-depth discussion in this video Conducting text analysis, part of Using Customer Surveys to Improve Service.
- There's often a lot of great insight hidden in those free form comments that customers write on surveys. I'm going to show you how to extract that data so you can use it. Now you probably won't need this video if you already have sophisticated text analyst software. But for the rest of us, we have to go with option two, which is doing it by hand. You can analyze text by hand using what's called a Check Sheet. A Check Sheet allows you to categorize survey comments as you read them. It gets its name because you make a check mark each time you read a comment that fits a particular category.
Let's walk through one together. I'm going to create a Check Sheet for comments made by unsatisfied customers on a survey to see what we can learn. Start with a blank piece of paper, like this. Next, read the first comment. The first question mentions it took the customer several emails to fix their issue. If I were to categorize this problem, I'd write down FCR. For First Contact Resolution. In other words, the customer's frustrated that the problem wasn't resolved on the first contact.
I'll put a check mark next to FCR to signify that one person commented about this problem. We can add more checks later if other customers make similar comments. I'm also going to write down Email, and put a check mark next to it, since the customer mentioned they had emailed. Let's look at the next one. This person also made several contacts, so I can put another check mark next to FCR. This comment indicates another problem too.
Getting transferred means the first person wasn't able to solve the customer's problem. This comment doesn't tell me why. So it would be something to investigate later. For now, I'll just write down Transfer, and put a check mark next to it. I'll also write down Phone, and put a check mark next to it, since getting transferred means they were on a call. This next comment is another FCR. So I'll put a check mark there.
I'll put a check mark next to Transfer too, since someone else had to step in to help. The customer also mentioned they used Chat. So I'm going to write down Chat and put a check mark there too. I'm not going to put a check mark next to Phone on this one, because the customer didn't mention this as part of their problem. Okay, check mark next to FCR, and check mark next to Phone. Let's look at one more.
On this one, I'll put a check mark next to FCR, Phone, and Email. Now, let's tally up the check marks, and see what we can learn. This text analysis is telling us that the biggest cause of customer dissatisfaction is First Contact Resolution. We'd have to do some additional investigation to find out why we aren't solving more problems on the first contact. But at least this text analysis shows us where to start. If you'd like to conduct your own text analysis, try analyzing the comments from a recent customer service survey.
If your survey doesn't have a lot of comments, you can also practice using Yelp. Start by finding a popular restaurant with a lot of reviews. Next, create a check sheet with five columns labelled one through five. Reviewers can give a restaurant one to five stars, so you can analyze the comments for different ratings to see why customers gave a restaurant a high rating versus a low rating. Some people are concerned that doing a text analysis can be time consuming. I found it actually goes pretty quickly after you've had just a little practice.
And it's worth spending extra time to gain the customer insights that a text analysis can reveal.