Closed questions produce data that’s easy to graph, but hard to action. By closing down the range of options, multiple-choice questions limit the ability to understand ‘why’. In contrast, open questions give people the space to share what’s on their mind. They can reveal new needs, emotions and expectations. But how do you make sense of all that unstructured data?
Many firms are still having to manually review verbatim comments. It is a slow and subjective process. The ability to ‘tag’ responses helps a bit, but it’s still not consistent or scalable. With clients sharing more verbatim feedback in more places than ever before, a new solution is needed.
To scale up client listening, firms are seeking ways to automate text analysis. That means taking advantage of AI. Dedicated machine learning algorithms that instantly turn raw feedback into actionable insights. Automating text analysis is central to creating more feedback intelligence.