Book Image

Hearing the Voice of the Customer

By : Bill Inmon
Book Image

Hearing the Voice of the Customer

By: Bill Inmon

Overview of this book

Customer is king and hearing the voice of the customers is crucial for all businesses. This book will teach you how to listen to the customer’s voice in a world of modern technology. The book begins by explaining the importance of the customer's voice for a successful business and how to listen to the customer's voice and analyze it through various technologies such as OCR and voice transcription. You will also learn extraction processes such as textual extraction, transformation, and Load (ETL) processing, and turn the customer feedback into visualization using four major technologies. Moving ahead, you will analyze raw text using Taxonomy and analyze the customer feedback in the form of comments and surveys using textual ETL. You will study strategically and tactically techniques used by the corporations to become aware of the customer’s voice, and visualize the data in bar charts, continuous variable charts, pie charts, geographical chart and scatter diagrams. By the end of this book, you will be able to manage, build, and operate a corporate infrastructure that listens to the voice of the customer.
Table of Contents (15 chapters)
Free Chapter
1
Introduction
14
13: Combinations
15
Index

10: Surveys

Surveys can be submitted many ways including by mail, over the phone, and over the Internet.

Typically a corporation has a question on the survey. There are two distinct parts to the response: a set of structured checked boxes and a place for a written comment. The set of boxes are arranged in a classical form of structured data and the written responses are a typical form of unstructured data, as seen in Fig 10.1.

The classical form of a response to a survey is very common. But the problem with this very common structure is that the survey assumes it knows what is on the mind of the respondent in constructing the set of boxes. Instead the comments portion of the survey response is where the respondent can tell what really is on the mind of the respondent.