How CustomerCount transforms unstructured data into added value

Illustration by Isaac Claramunt

It all serendipitously started with a cold email forwarded into Bob Kobek’s  inbox.

Mobius – a business process design, management, and performance improvement company – had been looking for a free-form text analytics partner to complement CustomerCount, its comprehensive customer feedback management platform. As Bob began his search, he realized he wasn’t entirely sure what he was looking for, but he knew two things:

  • He couldn’t dedicate hours to building a massive word library.
  • He needed a solution his customers could easily understand and navigate.

That partner was found in Keatext. Since then, CustomerCount’s development team has been working hand-in-hand with Keatext to craft a sophisticated solution that helps its customers leverage rich, unstructured data to make better daily business decisions.  The fit between the two organizations has also resulted in Keatext joining CustomerCount as part of its Worldwide Research Analytics Program (WRAP) alliance. 

A few simple steps permit CustomerCount clients to centralize, contextualize and analyze unstructured data from multiple channels

A bit about CustomerCount

With over 62M deployed surveys under its belt, CustomerCount is a powerful real-time surveying platform that allows hospitality brands and call centers to collect a wealth of data and unstructured feedback about everything from sales associates, to new products.

A bit about CustomerCount + Keatext

To help its customers make sense of their ever-shifting flow of data and feedback, Keatext’s technology may be leveraged to provide timely Net Promoter Score (NPS) and customer feedback analysis. With those numbers and insights in hand, hospitality teams are able to drill down on the right information, implement strategic and tactical improvements or modifications, and track their related impacts simultaneously. Illustrating the power and depth of its WRAP Program alliance, CustomerCount’s surveying capabilities and Keatext’s analytics expertise offer a powerful toolbox for any enterprise looking to proactively keep the pulse on customer sentiment and loyalty.

Why Keatext?

For the CustomerCount team, learning about Keatext’s machine learning technology and approach to breaking down data silos provided a much-needed vocabulary and framework within which to define and quantify their needs.

“Although I didn’t know it this way specifically at the time and I couldn’t quite define it, what I was looking for was a system that was intuitive (…) I needed an analytics tool that would rank feedback insights order of frequency so that the software was continuously training. That’s what brought us to the relationship with Keatext, because Keatext provides exactly that.”

CustomerCount’s surveying capabilities and Keatext’s analytics expertise offer a powerful toolbox for any enterprise looking to proactively keep the pulse on customer sentiment and loyalty

With typical text analytics solutions, teams are expected to dedicate long hours to building extensive libraries spanning thousands of words. Those words, in turn, are used to train and customize algorithms until they can make sense of the unstructured feedback included in their library. Not only is this process labor-intensive, but it’s prone to human bias and requires a constant commitment to updating and feeding the word library as it expands.

With Keatext, a few simple steps permit CustomerCount clients to centralize, contextualize and analyze unstructured data from multiple channels including social media postings, public reviews and of course – surveys. Better yet, it uses that same data to feed its algorithms and keep learning; which means it gets consistently better and more intelligent with time.

A win-win-win solution

So far, says Bob, the CustomerCount customers who’ve opted for Keatext’s additional text analytics capabilities are seeing results. And that, of course, is a win for the WRAP alliance too.

“Those who have it, love it! It offers an additional and significant piece of accountability to our already very robust reporting system.”

The most popular feature amongst their customers? The ability to positively impact their Net Promoter Score and see quantifiable sentiment analysis results in real time. After all, says Bob, it’s all well and good to have an NPS of 9 or 4, but that information isn’t particularly useful if you don’t know why. With an added layer of text analytics providing context for those scores, they’re able to turn a simple rating into actionable insight that directly impacts their bottom line.

“Keatext is an extension of our reporting capabilities, which means we’re helping customers make better business decisions that improve their performance.”

Keatext is an extension of our reporting capabilities, which means we’re helping customers make better business decisions that improve their performance

Looking ahead

As Keatext continuously updates its offerings with the latest innovations,  the WRAP alliance is particularly excited about the platform’s built-in flexibility and extended list of integrated data channels and sources.

“It gets better every day. Keatext is bringing in good, smart people who understand the need for partnerships with companies that have unique needs like ours. Our common vision is to satisfy our customers, and that’s one part that Keatext understands. They treat our clients like they’re their customers.”

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