What Are Concept Clouds And How Will They Improve Customer Experience? You’ve seen “word clouds” before, those visual interpretations that show word frequency. The size of the word shows how many time a word was used in a specific instance. As a marketer, what can a word cloud tell you about your customer? The answer is very little, because word frequency tells you very little.
Was the word used sarcastically or ironically? Was it part of a joke? What does it mean that your customers used one word a lot? With only a cloud of single words, there’s no way to know. If you’re using a frequency-based analytics tool then you’re not getting the insight you need into what your customers are saying or thinking about your brand, company, product, or service. Word clouds provide only generic information and that data will not help you improve your customer experience (CX).
Introducing the Concept Cloud
Rather than “word clouds,” Semeon analysis creates “concept clouds.” Concept clouds reveal what your customers are saying, and use color coding to interpret statements as positive (green), negative (red), or neutral (grey). These visual cues make it easy to gather meaning from customer feedback. The clouds also provide contextual sentences that make meaning and intent easy to understand right away. The clouds highlight the full ideas, conversations, and opinions that are statistically relevant to what your customers think and want from your company and brand. This simplifies meaning, provides context for the comments, and leads to insights that are de facto actionable.
Using AI to Decipher Sentiment
Semeon creates concept clouds using a patented, AI-based semantic technique. Obviously, a “semantic technique” relies on uncovering meanings behind words, phrases, or sentences. “Semantics” refers to the views, attitudes, feelings, and emotions that give a word or phrase its context. This technique reveals the actual meaning behind text spoken or written by a customer. This ability results in analysis that reveals true customer sentiment and intent.
It’s this precision that gives Semeon users unparalleled analysis of the voice of their customers. The use of AI and machine learning allows analysis to happen much faster than any human could possibly do it. Semeon analysis tools can parse millions of data points daily, so your team can rapidly extract meaning in real-time and take action quickly.
Concept Clouds Mapped to the Customer Journey
Each customer’s experience is a journey. For example, say you manage an airline. The customer journey may include the ticket booking experience, interactions with agents at the airport, the boarding process, the quality of entertainment services on a flight, the cleanliness of the plane bathrooms, the disembarking process, and the retrieval of baggage.
The Semeon platform has the capability to segment customer sentiment along each leg of the journey and provide actionable insights through its Concept Clouds. For example, customers may have been pleased with the booking process, but had an unsatisfactory boarding experience and then noticed unclean washrooms on the flight.
This ability of the platform to break out segments of the journey allows a business to understand which areas are working well versus the ones that need greater attention and improvement to provide better customer satisfaction.
Knowledge Must Drive Action
Gaining insight into the customer experience is only one part of the process. This knowledge only helps if it leads to action. In the airline example, if dirty bathrooms on the flight were creating highly negative sentiment, you would learn that quickly. You could prompt the crew on that flight to clean the washroom, using that real-time information to correct the problem. The source of customer irritation can be corrected, while also showing customers their complaints are heard and responded to quickly. Further, this incident revealed the importance of clean washrooms to customers, which could inspire procedural changes on future flights.
The concept cloud helped you realize quickly why customers were having a negative reaction, which then drove action to fix it. The information also gave insight into possible future changes that could prevent the same issue from happening again.
Concept clouds help you visualize what is working and not working. The ability to segment that information to specific parts of the customer journey creates insights that your team can use.