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Research Suggests That 75% Of Customer Feedback Remains Unread
20/10/2009
By Lea Pachta
Warwick Business School reveals that companies are unable to manage increasing volume and complexity of customer insight.
Research by Warwick Business School reveals that companies receiving a minimum of 1,000 pieces of customer feedback per month are unable to analyse it in a meaningful way. The sheer volume and variety of customer feedback prohibits its full use to help provide better customer service and aid management decision making.
3,000 pieces of actual customer feedback in total from Asda, Audi and National Express were used in the study, which was the result of a £3000 academic award granted to Rapide Communication by the INDEX (Innovation Delivers Expansion) scheme.
With large multinational companies encouraging feedback via multiple sources, such as text and voice messages, contact forms, letters and increasingly social media platforms, internal marketing teams are simply unable to analyse all customer feedback received, due to time constraints and fatigue encountered when reading and processing customer comments.
Chris Worth, an associate of Warwick Business School brought in as an independent researcher appointed by Warwick Business School's Dr Temi Abimbola, said: "Faced with a mass of data, human beings will make a rational choice: cut down the complexity to something manageable. When dealing with thousands of customer comments, that led to 75% of the data being tossed and the focus narrowing to a few key categories. That's dangerous, because the most profitable opportunities are often hidden in little gems of data hidden in dark corners.... which companies appear to be missing."
The research replicates the situation within the majority of UK customer facing companies where human analysts try to understand and analyse customers' feedback. The research pitted three human analysts against Rant & Rave, a sophisticated text analysis technology, which has been developed by Rapide Communication in association... continued on page two >
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