Any company that listens to what its customers is aware that researching and measuring customer experiences is a very difficult thing. Why is that, you may ask? This is because customer experience while dealing with a given brand is based on emotions. And of course - with the help of the Net Promoter Score, Customer Effort Score or CSAT surveys, you can find out how many customers say good things about our company, how many bad, and what is the average satisfaction, loyalty or recommendation tendency. However, all these surveys can tell you only WHAT (good or bad) is happening in the company, but not WHY this is happening.
In order to answer the question WHY, there is no other option than to listen to your customers with the adequate attention. When asking our customers open-ended questions, we do not impose what they are to tell us. Nevertheless, the company should have the capability to carry out a quantitative analysis of the qualitative opinions of the customers and… draw the best conclusions from it. This is where Webankieta comes in handy, giving its users the ability to create tags and then creating verbatim (customer statement) tag marks on their basis.
Below, we have prepared a detailed instruction for you on how to quantify the feedback received from customers in CES, CSAT, NPS surveys or any other online customer-brand contact surveys. Let’s get started!
STEP 1: CREATING TAG MARKS
If you have already carried out a study or several studies and you have collected the results, you can proceed to an advanced analysis. The first step in verbatim tagging is creating tag marks (the so-called code key).
1. Go to the Results tab in the survey project, then click Tags on the left.
2. In the next step, click: Create the new tag.
Before creating tag marks, you need to think about what your customers are talking about, because the feedback obtained during the survey will be the categorized with these tags. For example, if you are conducting an NPS survey assessing the ability to make recommendations in a telecommunications company, your tags may be anything that the customer includes in the justification of their assessment (an open question added to the survey), i.e. touch points at the customer-brand interface. It may be, for example, the price of the service, offer, consultant's competences, speed of service, quality, etc.
It happens, however, that the respondent did not add any comment in the space for the answer to the open question. At this point, it is worth adding a tag like "no answer".
It is worth doing it, if only for this filter which displays untagged answers to work (you can read about it below). If this tag is not included in a given answer, then this statement will appear again on the list of answers to be rewritten/described and thus we do the same job for the second time.
However, while we carry out the analysis, there is always an option to disregard answers that are described with the tag "no statement".
At this point, it would be worth mentioning a very helpful filter. In order to be able to work efficiently with tagging responses and not to repeat your work, we recommend that you set the filter to fillings/answers that do not have a tag yet. Thanks to this, in this view, we will always work on the comments that are of interest to us.
It can be created as follows:
The use of such a filter will certainly facilitate the work with tagging. If we have a lot of answers to tag and we have to divide the work into several days, then resuming this activity, e.g. on the next day and using this filter, we will get a list of only those answers that have not yet been tagged by us.
We can also set other filters if, for example, tagging is to be taken care of by several people, and so e.g.
one person adds tags for the statements of the Critics, another for the Neutrals, and another for the Promoters - then we use filters created for the responses of each of these groups
we can set a filter according to time, e.g. one for the answers obtained within the last 14 days, and another filter for the answers obtained within the last 14 days, etc.
Then, each of the people involved in tagging can work on their filter without getting in anyone's way.
3. In the Tags tab, you can see a list of created categories that can be edited at any time. You must remember that:
tags are created for the entire account, not a specific survey,
new tags can be added at any time, i.e. if you notice during tagging that the appropriate tag is missing, go to the Results in any project and select Tags tab. Having created a new tag, you can go back to tagging responses and add the tag that should already appear in the drop-down list.
STEP 2: VERBATIM TAGGING
In this step, we will explain how to assign previously created tags to statements given by the customer. We assign categories individually - to each statement given in a specific survey (a single response). To start verbatim tagging, select the survey or test you want to categorize from the list, and then:
1. Go to the Results tab and then Answers tagging
2. After clicking on the screen, all the fillings of the selected test will be displayed. In the top panel, by clicking: Data view, you can select one or more questions to be displayed below as well as segments and labels, i.e. information about the respondent, to be displayed. This data can come from many sources, such as the question about the e-mail included directly in the survey or the labels created when importing the contact list.
From that point, export is also available and it is possible to set a filter according to which the fillings for categorization will be displayed.
3. After selecting the appropriate data view or adding a filter, we may proceed to tagging. To do this, just click on the selected filling, and a list of all created tags will appear on the screen. At this stage:
first, we choose a specific tag to which the filling applies - it can be both one or several tags (in the example presented, the category is a product),
we define the tag's emotions: green - positive, orange - neutral and red - negative. It should be remembered that in one statement each tag may be marked in a different way (e.g. the customer may issue NPS 8 and positively assess the work of the Customer Service Center, and negatively the speed of the application). A gray square with a red cross means that no emotion has been assigned to the tag.
In order to facilitate and speed up the tagging process, Startquestion allows for the use of keyboard shortcuts:
You can move between fillings using the SHIFT + up / down arrows. The user is then transferred automatically to the beginning of the next filling. The tagging option for the next filling is also opened automatically.
After clicking on a specific filling (or switching with a keyboard shortcut), a list of available tags is displayed on the screen. You can switch tags by using the up/down arrows. To add an active tag, just press the enter key.
By using the arrows (right/left), the user can select an active tag and then: delete it using the delete or backspace keys or edit its color (emotion).
The user can add a color/emotion by using the mouse, hovering over the selected tag and color, or by using the SHIFT + 1,2,3 keyboard shortcut. It is not possible to use the keyboard to remove the emotion already assigned to the tag.
For convenience, the shortcuts are also visible on the screen:
Just approx. 30 minutes of work using these shortcuts is enough to make your muscle memory work :). Then the entire tagging process is much faster than clicking the mouse.
A cross will appear next to each added tag, which can be used to remove a given tag from this filling at any time.
Is there an optimal number of tags that we should use?
Some of you are probably wondering how many tags we should add to the maximum for the later analysis to be as valuable as possible.
Certainly, the more tags, the more precise analysis, but it will be more difficult to do such an analysis. In turn, fewer tags will make the analysis very general because we have general information.
Therefore, the solution may be to use general and specific tags, e.g. we can create tags such as courier, but also courier-time, courier-contact (if we want to assess the delivery time and the service itself).
Having this type of tags, already at the analysis stage, we can choose whether we want to analyze them in general or in detail. At the beginning, probably approx. 20, max. 30 should be enough.
On the other hand, it does not make much sense to create a tag for only 1 answer if we do not have several other similar ones. Then it is enough to add the tag "other" to such an answer.
Tag export
If the respondents' answers have already been assigned to the appropriate tags, we can proceed to download all data to the report with raw data. To do this, select the Export button and then select Raw data (XLSX) or Raw data (CSV).
At the end of all columns with respondents' answers, there will be tags that have been assigned to the respondents' statements. There we can meet such markings "1", "0" or "-1". These values adequately inform us about the marked sentiment.
1 - positive sentiment
0 - neutral sentiment
-1 - neutral sentiment
The next step? Quantitative analysis!
Have you already assigned tags to specific fillings? Great! There are two more important tasks ahead of you - quantitative tag analysis and sentiment analysis. In the next article on verbatims, we will tell you how to conduct a quantitative analysis using advanced cross tables, rankings and trends available on the Webankieta platform. In other words - how to find out what our customer say about our prices, customer service, product, etc., what areas are rated best and worst, and which of the customer-company touchpoints require our attention and improvement.
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