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How well does your business follow the latest digital trends? Falling behind in the digital landscape may cause your company to fall behind your rivals, which is reflected in a recent study.

The "Eptica Power of Linguistics in Customer Service Study," released in March 2015, indicated not being understood by a company and a business failure to acknowledge their feelings ranked among the top concerns for UK consumers.

Other study findings included:

• 82 percent of consumers said they would switch from one company to another after a bad experience.
• 61 percent of customer care professionals said they found it hard to understand the vocabulary and languages their customers used, while 31 percent said they found it hard to recognize when a customer felt angry or upset in written communications.
• 31 percent of consumers noted a company’s failure to understand when they felt angry or upset was a major issue.

"In an attempt to increase loyalty brands are focusing on building stronger relationships and engaging with their customers," Julian Sammells, Eptica's sales director for the UK and Ireland, said in a prepared statement. "However our research shows that their efforts are being seriously undermined by a breakdown in understanding between consumers and frontline customer service staff. A failure to comprehend what customers are asking, and how they feel, is causing frustrated consumers to switch suppliers, hitting revenues and brand reputation."

Technology and the customer experience (CX) are related, and today's businesses can use the latest technologies to bolster their CX levels. 

Conversely, many CX technologies are available, and determining the right one to leverage may seem nearly impossible at times. 

For example, a company may invest substantial resources in online surveys and polls that allow this business to collect and evaluate customer feedback. But in many cases, this traditional online market research may become more trouble than it is worth.

Conducting online surveys and polls usually requires a business to put together a list of open- and closed-ended questions for its customers. Creating this list alone may take many hours, and after the list is complete, a business will need to distribute it to the right audience and ensure audience members respond. 

Meanwhile, after a survey or poll is completed, a business will need to go through the results to try to find actionable customer insights. This process often requires dozens or even hundreds of man-hours, along with significant costs associated with hiring employees who can evaluate the data properly. As a result, it may prove to be an expensive, time-intensive process to use even an online survey or poll to learn about customers.

On the other hand, text analytics is available to simplify the process of collecting, monitoring and evaluating customer data.

Text analytics can help businesses in a number of ways, including:

1. Actionable insights

Text analytics enable a business to collect customer data at a given moment in time. That way, a company can use this information to improve its CX levels faster than ever before.

2. Cost and time savings

Unlike traditional online market research, text analytics delivers cost and time savings. This tool ensures a company can learn about its customers without having to employ large groups of data scientists to break down the results from an online poll or survey. Plus, text analytics can provide a company with a competitive advantage over a rival that continues to use conventional online market research to learn about its customers. 

3. Interactive reports

With the interactive PDFs (iPDFs) available from text analytics, a business will be better equipped to make informed decisions. These reports are easy to understand and accessible on any mobile device, ensuring business users can fully realize the value of the customer data at their disposal.

Why should you consider Self-Service Text Analysis?

Self-Service Text Analysis empowers a business to retrieve an iPDF in only a few minutes. This tool allows a company to upload a customer data set from a PDF and receive actionable insights quickly and easily. That way, a company can learn how its customers view its offerings, and ultimately, explore ways to deliver better customer support and services to them. 

Summary

Technologies come and go, but with text analytics, a company can leverage a powerful CX tool. Text analytics ensures a business can discover new insights into its customers' behaviors and find innovative ways to meet their expectations.