“Customer satisfaction scores such as NPS hide your brand’s problems. Instead of focusing on a simplistic number, take a big data approach to analysing customer comments” says University of Cambridge researcher Mohamed Zaki. (Marketing Week 12 Jun 2017)
Research at the University of Cambridge concurs with our own advice and experiences of making sense of NPS data. Taking large volumes of varied customer comments as part and parcel of the NPS process, then making it accessible using machine learning to categorise the content, gives our customers a much more accurate and insightful picture of customer satisfaction.