Yes, No, or Maybe…Do You Want to Get the Most Out of Your Open Ended Survey Results?
What you want to know from your customers and employees may not be easily assessed with quantitative rating questions. If you want to know how much your customers really trust you, or if your employees are truly engaged, you need to listen to them closely and give them opportunities to provide undirected, unbiased responses. These open-ended types of questions will give you more insight into what they’re really thinking and give you a better understanding of what steps you need to take to improve the quality of your products and/or services. When you can see the sentiment in their answers visually represented and compared and contrasted over time, you’ll have a much better understanding of the true voice of your customer (VOC). Do you agree somewhat, wholeheartedly, or not at all?
Why do organizations, retailers, and HR departments tend to shy away from open-ended questions? Open-ended questions are harder to measure and extract meaningful data from compared to close-ended questions. They require more work and resources and you must acquire the right tools and talent. If you don’t already have a data specialist with text analytics experience, you should consider outsourcing. With advanced text analysis tools, extracting insights from free form text responses is more achievable than ever. The cost and time commitment associated with analyzing open-ended survey results is no longer a deterrent to getting the rich qualitative data you want.
You can now have a hands-off approach that allows you to collect and manage your surveys however you see fit, and you outsource the analysis of sections you want to extract more insights from. To help companies get more information out of their free form text responses, PolyVista created Insights+™, a survey analysis tool that uses advanced text analysis to extract quality insights from open-ended text responses in surveys and questionnaires.
Whether you’re doing marketing research, customer experience management, or employee sentiment, Insights+™ will help you dive deeper than ever and achieve a view of your customer sentiment you didn’t know was possible. You can compare data to see emerging trends from year-to-year or month-to-month. Insights+™ will provide you with a comprehensive view of the meaning within in your text responses and provide you with a clear visual that makes comparing and contrasting data over time more vibrant than ever.
On a scale of 1 to 5, how important is it to you to try to understand the voice of your customer, and to take actions to improve the quality of your services? Visit our site today and download our whitepaper to learn more about how Insights+™ can help you harness the value that currently exists within your survey responses.
