CUSTOMER feedback is critical for brokers – not just for analysing performance against customer satisfaction goals, but for boosting website visitor confidence with positive feedback.

APD Global Research has been at the forefront of interpreting feedback for brokers. It has now added a new sentiment analytics tool that can pinpoint and amplify customer feedback messages that otherwise, the firm says, remain hidden.

It does this using a combination of augmented intelligence, machine learning and and analysis of sentence construction. This, says APD, delivers greater reliability in the interpretation of responses.

The new Sentiment360 tool can be integrated with APD Global’s suite of monitoring programmes.

It can also be used with customer experience platforms to access review sites, such as Trustpilot, along with various social media channels. APD says the tool will transform written posts into meaningful and actionable insights.

Its integration takes analysis and visual representation of customer feedback to a new level using enhanced scanning of verbatim comments and interpreting the sentiment behind them. Sentiment360 represents the next step in extracting greater value from existing data and giving the story behind the static numbers used in customer satisfaction, net promoter score and customer effort score reporting, which may otherwise have been skimmed over by generic feedback analysis.

Paul Turner, chairman, APD Global Group

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