Customer Satisfaction: What do satisfied vs. dissatisfied customers talk about?
In this post we are going to discuss one of the first questions most researchers tend to explore using OdinText: what do satisfied versus dissatisfied customers talk about? Many market researchers not only seek to find out what the entire population of their survey respondents mentions but it is even more critical for them to understand the strengths mentioned by customers who are happy and the problems mentioned by those who are less happy with the product or service.
To perform this kind of analysis you need to first identify “satisfied” and “dissatisfied” customers in your data. The best way to do it is based on a satisfaction or satisfaction-related metric, e.g., Overall Satisfaction or NPS (Net Promoter Score) Rating (i.e., likelihood to recommend). In this example, satisfied customers are going to be those who answered 4 – “Somewhat satisfied” or 5 – “Very satisfied” to the Overall Satisfaction question (scale 1-5). And dissatisfied customers are those who answered 1 – “Very dissatisfied” or 2 – “Somewhat dissatisfied”.
Next, you can compare the content of comments provided by the two groups of customers (Group Comparison tab). I suggest you first select the frequency of occurrence statistic for your comparison. You can use a dictionary or create your own issues that are meaningful to you and see whether the two groups of customers discuss these issues with different frequency or you can look at any differences in the frequency of most commonly mentioned automatic terms (which OdinText has generated automatically for you).
In the attached figure you can see a chart based on a simple group comparison using a dictionary of terms of a sample service company. There you go, lots of exciting insights to present to your colleagues based on a very quick analysis!
[NOTE: Gosia is a Data Scientist at OdinText Inc. Experienced in text mining and predictive analytics, she is a Ph.D. with extensive research experience in mass media’s influence on cognition, emotions, and behavior. Please feel free to request additional information or an OdinText demo here.]