Why is the analysis of qualitative comments so important?

Voice of Customer (VoC) surveys collect both quantitative and qualitative data on customer experience within a company. Sean McDade distinguishes between two types of feedback:

• Structured Feedback: These are the responses obtained by a closed question ie when the respondent is offered a choice of predetermined responses. For example, these could be questions measuring the level of satisfaction using a scale (very satisfied, satisfied, not satisfied, not at all satisfied). This type of feedback is the most common and easiest to deal with.
• Unstructured Feedback: These are the comments provided in response to an open question ie there is no predetermined choice of answers and the respondents are free to answer what they want. These could be respondents’ qualitative comments to explain their level of satisfaction with their experience.
  The author highlights that unstructured feedback is more difficult to deal with but is key in understanding the reasons behind measured satisfaction levels. It also enables managers to better understand the context of a dissatisfaction and to make the necessary adjustments to improve their company’s customer experience performance.

Mr. McDade concludes with two options to address qualitative comments from a VoC survey: humans (open-ended coding) and machines (text analytics).

You wish to implement a VoC or satisfaction survey within your company? Do not hesitate to contact us to find out more.

Source: https://www.peoplemetrics.com/blog/listen-or-die/04-text-analytics-is-more-than-a-voc-feature-its-an-absolute-must-have