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When was the last time your company conducted a web poll or survey to learn about its customers? This traditional market research is common among businesses of all sizes, regardless of industry. However, the value of an online poll or survey may be limited.

For example, consider the amount of time a company may devote to a single web poll or survey.

Typically, business managers could spend many hours or days creating a series of open- and closed-ended questions for a web evaluation. These managers then will need to send this assessment to customers and await their responses. 

After customers submit their responses, business managers now will need to mine the study results to gain actionable customer insights. This process may require substantial time and financial resources to complete, too. And ultimately, there is no guarantee that this research will provide business managers with customer insights they can use to help a company bolster its customer experience (CX) levels. 

Business managers want to find out how customers feel about a company's offerings at a given moment. However, web polls and surveys provide only a limited amount of customer information, making it exceedingly difficult for managers to fully understand why customers may choose a particular company's products and services over rivals'. 

But new tools are available that empowers business managers to supplement their traditional market research with state-of-the-art data analysis – text analytics and Solution as a Service (SolaaS). 

What do text analytics and Solution as a Service (SolaaS) offer business managers?

Data analysis remains paramount for business managers who want to help a company gain a leg up on the competition. This technology ensures managers can optimize the value of the customer data that is available and use customer information to better understand how customers feel about a company's offerings. 

Text analytics, meanwhile, is simple to use and enables business managers to collect customer data from many online sources at once. From social networks to websites, text analytics ensures managers can retrieve customer feedback provided all over the Internet. Thus, this tool offers managers the ability to streamline their customer data collection efforts. 

The combination of text analytics and Solution as a Service (SolaaS) also delivers substantial value for business managers.

Solution as a Service (SolaaS) gives business managers immediate access to data scientists who can break down customer data quickly and effortlessly. 

Why is this important? In many cases, business managers can use text analytics to receive customer data from many online sources but lack the skills and know-how to mine it and generate actionable customer insights as well. 

Comparatively, Solution as a Service (SolaaS) provides business managers with instant access to data scientists who can help retrieve actionable customer insights from large customer data sets without delay. This means business managers no longer will need to spend many hours or days mining customer data. Instead, they can collaborate with data scientists to identify customer behaviors and trends and work toward helping a company achieve its customer experience (CX) goals. 

Getting the pulse of the competitive landscape is possible thanks to text analytics and Solution as a Service (SolaaS) as well. Together, these technologies allow business managers to learn about a company's customers and its rivals'. And over an extended period of time, managers will be better equipped to make more informed customer experience (CX) decisions and help their respective companies extend their reach in a highly competitive global marketplace. 

Summary

Traditional market research often can be costly and time-consuming. And in some cases, even web polls and surveys may fail to help business managers learn about how customers feel about a company's products and services. 

But new technologies are available that can make it easier for business managers to mine customer data from many online sources and use this information to learn about customers. These technologies include text analytics and Solution as a Service (SolaaS), both of which may provide long-lasting value for business managers in a wide range of sectors. 

Text analytics and Solution as a Service (SolaaS) together allow business managers to learn about a large group of customers quickly. That way, managers can generate customer data and use this information to better understand customers and find ways to improve the customer experience (CX).