CustomerVerse
Sample Survey Results
Bob. E. Hayes, PhD
[email protected]
@bobehayes
What one word best describes prod/serv?
• Most commonly used words to describe prod/services:
– “Innovative/Innovate”, “Reliable/Reliability”
Word cloud based on 944
respondents who answered
the question, “What one word
best describes the company’s
products / services?”
Font size of words corresponds
to the frequency of words
used by customers. Larger
words are used more
frequently by customers than
smaller words.
• Customers generally report positive words to describe the
company’s products/services
Copyright © 2016 Business Over Broadway
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Customer Sentiment
Percent of Respondents
• 77% of customers have positive sentiment
• 6% of customers have negative sentiment
52.0%
25.0%
16.4%
4.9%
Very Negative
Sentiment - 0
through 2.5
1.6%
Slightly Negative Neutral Sentiment - Slightly Positive
Sentiment - 2.6
4.6 through 5.5
Sentiment - 5.6
through 4.5
through 7.5
Very Positive
Sentiment - 7.6
through 10
Customer Sentiment Index (CSI) is based on applying the B.O.B. lexicon to the responses to the question: “What one
word best describes the company’s products/services?” The lexicon uses a 0 (Negative Sentiment) to 10 (Positive
Sentiment) scale to quantify customers’ words. CSI is based only on responses in English.
Copyright © 2016 Business Over Broadway
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Customer Sentiment
Customer Sentiment
• Customer Sentiment is stable at 6.9
10
9
8
7
6
5
4
3
2
1
0
7.1
6.9
6.9
2014
2015
2016
Customer Sentiment Index (CS) is based on applying the B.O.B. lexicon to the responses
to the question: “What one word best describes the company’s products/services?” The
lexicon uses a 0 (Negative Sentiment) to 10 (Positive Sentiment) scale to quantify
customers’ words. CSI is based only on responses in English.
Copyright © 2016 Business Over Broadway
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Percent of Respondents
What Improvements Would You Make?
30%
Frequency distribution based on 598 respondents who
answered the question, “If you were in charge of the
company, what improvements, if any, would you make?”
16% 15%
8%
7%
6%
6%
5%
4%
4%
3%
3%
2%
Data are based on 598 respondents who answered the following question: If you were in charge of company,
what improvements, if any, would you make? Categories of improvement areas do not include nine categories
because they were mentioned less than 2% of the times by the respondents.
Copyright © 2016 Business Over Broadway
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Sentiment for Each Customer Touch Point
Consider these touch points (arrowed) as a starting point to make improvements;
customers who mention these improvement areas report significantly lower
sentiment than customers who do not mention these areas.
Customer Sentiment
7.24
6.89
6.85
6.81
6.80
6.80
6.80
6.79
6.77
6.38
5.98
5.88
5.36
Data are based on 598 respondents who answered the following question: If you were in charge of company,
what improvements, if any, would you make? Categories of improvement areas do not include nine categories
because they were mentioned less than 2% of the time by the respondents.
Copyright © 2016 Business Over Broadway
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About
CustomerVerse
Copyright © 2016 Business Over Broadway and AnalyticsWeek
7
CustomerVerse
Copyright © 2016 Business Over Broadway
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Apply Results Across the Company
1. Sales, Marketing & Service
•
use popular words in sales/marketing efforts to improve
how collateral resonates with them
2. Product Management
•
use sentiment index in design thinking process to
improve “testing” step
3. Operations
•
identify business areas/processes that need attention
Copyright © 2016 Business Over Broadway and AnalyticsWeek
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Why Use CustomerVerse?
•
Obtain quick, cost-effective customer feedback that is
reliable, valid and useful
•
Hear from more of your customers
•
•
Improve customer experience around feedback process
•
•
Shorter surveys have higher response rates
minimize customer effort by giving them an easy way to give
feedback
Use Customer Sentiment Index for further hypothesis testing
•
customer segmentations, track changes in customer satisfaction over
time
Copyright © 2016 Business Over Broadway and AnalyticsWeek
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Who I am
Scientist /
Blogger
Author
Consultant
Copyright © 2016 Business Over Broadway
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What I do
Business Over Broadway
Solve problems, primarily business problems,
through the use of the scientific method
Founder
Using data and analytics to help make decisions that
are based on fact, not hyperbole.
AnalyticsWeek
Help businesses optimize their data/analytics
Chief Research Officer
Improving talent/technology recruitment, facilitating
deeper community engagement with the power of
online/offline channels and advancing knowledge
through research
Copyright © 2016 Business Over Broadway
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Bob E. Hayes, Ph.D.
Email: [email protected]
Web: www.businessoverbroadway.com
Blog: www.businessoverbroadway.com/blog
Twitter: www.twitter.com/bobehayes
Copyright © 2016 Business Over Broadway
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