Much has already been said about the limitations of NPS as a measure of customer loyalty. Where NPS falls down is clearly in the way it buckets customers into three broad categories of promoters, passives and detractors.
Many text analytics tools sell the dream of understanding customer feedback at-scale. More often than not, you’re still training that software to look for what you think is important - those known knowns. What you should do is be proactive about those unknown unknowns.
Let’s be real here - if customers hate their experience with your organization, ignoring those issues is not going to improve it. Here's how to use these negative reviews to your advantage.
Delivering exceptional customer experience means knowing what that actually means for your customers in practice. Mastering customer intelligence is the most effective way to do this.
“The revenue impact from a 10% improvement in a company’s customer experience score can translate into more than $1 billion.” - Forrester