Southern Cross
Voice of the Customer
Southern Cross
Voice of the Customer
Southern Cross Health Society invested significantly in serving their members through a full functioning customer portal. While the uptake of this new service was strong, Southern Cross were concerned that customers were being ‘tripped up’ by some key customer experience areas that required attention.   

As all good customer experience teams would do a customer 
experience survey was developed with one of the questions asking users if they were able to complete the purpose of their visit using the portal. If they answered “no”, then they were asked in an opened ended question to explain what had happened.   

The job of then analysing 1000s of open-ended responses was something that was going to take the
team a lot of time, plus the human biases introduced through manual coding was going to be problematic.
Southern Cross used Text Ferret to:
  •  Divide the responses into themes
  •  Understand the sentiment of responders across each of the themes
Southern Cross Health Society invested significantly in serving their members through a full functioning customer portal. While the uptake of this new service was strong, Southern Cross were concerned that customers were being ‘tripped up’ by some key customer experience areas that required attention.  

As all good customer experience teams would do a customer experience survey was developed with one of the questions asking users if they were able to complete the purpose of their visit using the portal. If they answered “no”, then they were asked in an opened ended question to explain what had happened.

The job of then analysing 1000s of open-ended responses was something that was going to take the team a lot of time, plus the human biases introduced through manual coding was going to be problematic.
Southern Cross used Text Ferret to:
  •  Divide the responses into themes
  •  Understand the sentiment of responders across each of the themes
Here are the Themes discovered by Text Ferret...
Here are the Themes discovered by Text Ferret...

On top of this the Text Ferret Sentiment was able to show the “frame of mind” of responders across each of the key themes, this is shown below:

On top of this the Text Ferret Sentiment was able to show the “frame of mind” of responders across each of the key themes, this is shown below:
This insight allowed Southern Cross to not only identify where the key customer experience issues of their portal lay but also which ones irritate their customers the most. Text Ferret was able to determine all these insights from just a single open-ended question – incredible!  
This insight allowed Southern Cross to not only identify where the key customer experience issues of their portal lay but also which ones irritate their customers the most. Text Ferret was able to determine all these insights from just a single open-ended question – incredible!  
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