In the dynamic modern business landscape, Customer Experience (CX) has become a crucial success factor.
Customer experience encompasses all interactions and experiences a customer has with an organization or brand at every touchpoint, from first learning about a product to after-sales services.
Today, where customers are willing to switch to the competition at the slightest dissatisfaction, it is essential for organizations to understand the changing needs of customers, explore innovative ways to maintain their loyalty, and stay on top of vanguard of competition.
What is verbatim analysis?
Verbatim analysis is a strategic method used to extract meaningful insights from unstructured, raw customer feedback.
These comments, called “verbatims,” are word-for-word extracts of customers’ comments regarding their experience with a product or service. By analyzing these verbatims, businesses can obtain a qualitative understanding of their customers' feelings, preferences, and expectations.
Unlike traditional quantitative metrics such as Net Promoter Score (NPS) or Overall Satisfaction Index (OSAT), which quantify the level of customer satisfaction, verbatim analysis goes further by providing detailed insights into the specific issues that clients encounter or address their pain points.
This process allows companies to precisely adjust their strategies based on real customer needs.
Why is verbatim analysis essential?
Many companies often ignore the analysis of verbatims due to lack of resources and time. Yet this raw data is more authentic and explicit than simple numerical scores.
Verbatim feedback reflects customer voices in a sincere and unfiltered way . By examining this data, businesses can uncover crucial insights that would not be captured by closed surveys.
1 – Deep understanding of customers
It allows you to go beyond the numbers and understand customer feelings, preferences and expectations in a more nuanced way.
2 – Identifying pain points
Verbatims can reveal specific issues customers are experiencing, providing businesses with opportunities for targeted improvement.
3 – Detection of emerging trends
Verbatim analysis helps identify emerging customer trends and behaviors, allowing businesses to proactively adapt.
4 – Customization Opportunities
By understanding the expressions and language customers use, businesses can personalize their interactions and improve the overall customer experience.
Verbatim sources
The verbatims come from various sources, ranging from satisfaction surveys to social networks, discussion forums, complaint emails, and customer reviews on e-commerce platforms. They can be classified into two main categories:
- Verbatims requested :
Collected directly by the company via questionnaires or satisfaction surveys.
- Spontaneous verbatims :
Customers share their opinions without solicitation, usually on social media or online review platforms. These comments can positively or negatively influence the brand's online reputation.
Verbatim analysis is based on two main methodologies : manual analysis and automated semantic analysis.
How to analyze the verbatims?
1 – Manual analysis of verbatims
Traditionally, manual analysis involves reading each customer review one by one and then grouping them by theme or topic. Each comment is coded with a number or tag that represents a specific theme.
For example, responses to an open-ended question like “Are you satisfied with the product you purchased?” » could be grouped under themes such as product quality, price or delivery time.
This method, although detailed, is very time-consuming and is best suited to small verbatim samples. Additionally, it is often performed in Excel spreadsheets, limiting the ability to capture the contextual nuances of feedback.
2 – Semantic analysis of verbatims with AI
Unlike manual analysis, semantic or lexical analysis uses artificial intelligence to analyze verbatims in real time. Specific AI software automatically groups comments into categories according to their content and criteria defined by the company. The algorithm can also differentiate between positive and negative comments.
For example, Zaion's Voice Analytics platform uses AI technologies to extract and enrich all the information from conversations with customers. This solution allows the recording, transcription and analysis of vocal signals, as well as the detection of emotions thanks to emotional AI .
The main benefits of this approach include productivity gains, reduced operating costs, and improved quality of service by quickly detecting areas for improvement.
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Advantages of verbatim analysis
In-depth customer insights
Provides qualitative understanding of customer sentiments, pain points, and preferences, complementing quantitative data.
Improved customer satisfaction
By identifying friction points or unmet expectations, companies can improve their products or services in a targeted manner .
Online Reputation Tracking
Helps monitor online reputation and understand how the brand is perceived by the public.
Increased customization
Enables more personalized interactions with customers, which builds loyalty and satisfaction.
To perform a verbatim analysis in Magileads , a sales prospecting and customer relationship management platform, you can follow these steps to maximize the extraction of information from customer comments and feedback collected through your marketing or advertising campaigns. prospecting. Here is a detailed guide on how to perform this analysis within Magileads;
Steps to perform a verbatim analysis in Magileads
1 – Collecting customer feedback
Magileads centralizes customer interactions , including email responses, social media comments, call returns and survey responses. Start by grouping all these verbatims (raw comments) into the platform.
2 – Segmentation of verbatims
Segment verbatims based on different criteria, such as the type of interaction (email response, feedback on a specific campaign, etc.), the communication channel, or the customer profile (prospect, existing customer, etc.) . Magileads allows you to filter and organize customer data efficiently.
3 – Using advanced search filters
Use Magileads’ advanced search filters to isolate relevant verbatims. For example, you can search for all verbatims containing certain keywords (such as “price”, “quality”, “technical support”) or filter by satisfaction score.
4 – Exporting data for in-depth analysis
Export data collected from Magileads to an Excel or CSV file. This will allow you to perform more in-depth manual analysis or import them into text analysis or data processing software like Python, R, or dedicated verbatim analysis platforms.
5 – Manual or semi-automated analysis
You can start with a manual analysis of the verbatims by coding the comments by specific themes or subjects. To go further, you can use semantic analysis tools or natural language processing (NLP) software that automatically identifies trends and groups comments by sentiment or topic.
6 – Semantic analysis with integrated AI
Although Magileads is not specifically a semantic analysis platform, you can use its integration with other artificial intelligence tools to analyze the content of these verbatims. For example, connect Magileads to external AI tools like MonkeyLearn or IBM Watson for text and sentiment analysis. This will allow you to extract trends, emotions, and feelings expressed in customer verbatims.
7 – Creation of dashboards and reports
Use Magileads reporting features to create dashboards that illustrate your main conclusions. You can view trends, recurring keywords, and variations in customer feelings over time. These reports can be shared with the teams concerned to improve sales , marketing, and customer support strategies.
8 – Continuous improvement loop
Use insights from verbatim analysis to inform your strategic decisions. Improve your call scripts, refine your prospecting messages, or adjust your product/service offerings based on expectations and identified concerns. Repeat this process regularly to continue to align your offer with the real needs of your customers.
Best practices for verbatim analysis in Magileads
Clean up your data
Before starting the analysis, make sure your verbatims are free of duplicates or unnecessary information.
Use relevant keywords
Define a list of keywords that represent topics of interest to guide your search in Magileads.
Automate what can be automated
Use automation tools to process large amounts of data and quickly detect trends or anomalies.
Focus on collaboration
Involve multiple teams (sales, marketing, customer service) to get a cross-perspective of the results of your verbatim analysis.
Regularly evaluate your methodology
Adapt and improve your verbatim analysis approach as you collect more data.
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