Text Ferret has been used by a lot of our clients to analyse open-ended questions associated with Net Promoter Score (NPS) customer research. Over the course of this experience, our customers have often found that responders who have provided a 'promoter' response to the NPS, have Text Ferret Sentiment Scores that are negatively framed; and vice versa, that responders with NPS detractors actually have nice things to say!
These findings highlight that humans are complex. NPS runs the risk of over-simplifying the research process, and as a result, important aspects of what customers are trying to communicate are missed.
Open-ended questions make it easy for responders to be candid, and free to describe exactly how they are feeling about things. The AI technology that powers Text Ferret allows our customers to really get closer to their customers. This does not need to make surveys longer or more onerous - in fact, taking an AI approach puts technology to work to actually decrease the workload on responders.
An NPS research survey, coupled with cleverly analysed open-ended responses, will allow you to really drill into the nuances of your customers. As a result, you can deliver what your customers want, when they want it.
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