If you want to understand what is important to most companies, check out their dashboard. They may be looking an inventory turns, days sales outstanding or orders for this period versus their plan.
But rarely do you find customers’ happiness monitored with precision. Where is their emotional dashboard?
If you could find some metrics to help you know how happy customers were each day with your products and services, you could watch and notice any change.
Imagine if their temperature was an indication not of fever, but of satisfaction. What would you do if you saw the trend going into the red zone?
I’m intrigued, but the lack of daily attention most mid to larger companies place on customer satisfaction. Is there a way to find and detect problems early? Are some of this information in emails, texts, social media posts and other communications?
Turning Data into Emotional Dashboards
I recognize that finding a way to measure customer happiness can be a strong alert signal to good (or bad) times ahead.
What would have happened if the CEO and senior staff at United spent at least two weeks each quarter on the front lines of taking reservations or working at the gate? What might they learn and change their systems and processes when a problem occurs? What would they do differently if they could gauge raw emotion from the front lines and from the reams of data via email, text and other communications?
How might the dashboard change if leadership teams looked at Key Performance Indicators not just as financial metrics, but as something more human?
Key Emotional Indicators might work if you could find a way to connect people from their smartphones like an iPhone can track steps, heart rate, and other workout stats. Could someone develop an algorithm that could measure your experience within a store like Starbucks or using an Uber? What about measuring your customer’s emotional engagement with management? What would a winery or CPG brand learn from social media comments measuring beyond sentiment and getting a visceral customer’s feelings?
Emotics
Recently, I stumbled upon Adoreboard and their Emotics™ software that can provide the type of dashboard I envisioned.
Adoreboard, a UK company, has created a dashboard that can turn customer emotions into actionable insights. Their product is called EMOTICS™. Emotics goes beyond sentiment analysis and makes it redundant.
How It Works
Emotics™ software gives you the power to analyze the expression of feelings in any text like emails and other communications. What’s more, you can identify why topics are driving emotions.
- Source: Take data from social networks, surveys, press, blogs, social listening tools
- Process: Run it through Adoreboard Emotics™ engine
- Analyze: Turn it into evidenced, actionable insights, with the help of 8 individual emotion indexes & topic analysis
- Action: Apply insights to solve business problems, improve customer experience and make informed decisions.
In this example, their software ran a test of several airlines to see how customer’s felt about each carrier.
What’s on your emotional dashboard?
Do you need help finding a better way to gauge how your customers or clients are feeling about you? Text me at 919 720 0995 or email me at jeffslater@themarketingsage.com – I can help you solve the challenging marketing problems on your plate.
Photo: Screenshot and images courtesy of Adoreboard, all rights reserved
