Research suggests that 75% of customer feedback remains unread
Many papers exist comparing the performance of one software application with another. Following a successful INDEX (Innovation Delivers Expansion) application, Warwick Business School (WBS), in collaboration with Rapide
Communication, wanted to explore a more realistic scenario comparing the performance of Customer Insight Analysis Software with manual analysis by employees (Data Analysts). Using Rapide’s software, called Rant & Rave, WBS reports their findings on how the software compares to employees in the analysis of unstructured feedback.
The research revealed that the Text Analysis software, when compared to a human:
• Saved 250 hours for every 1000 analysed comments
• Used the full set of categories it had available (the humans only used a few)
• Identified more opportunities and threats than humans
• Can save an organisation receiving 3000 comments per month over £65,000 per year
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