Today, we’re focusing on the fundamental difference between an emotional audit and the well-known customer satisfaction surveys. How can we capture and interpret customers' emotions and expectations expressed across a multitude of online platforms? Digital reactions proliferate through customer reviews, social media comments, and more. In this context, decision-makers turn to two approaches to understand this feedback, one being more precise than the other: the emotional audit and the satisfaction survey. But what are the differences between these two methods?
The satisfaction survey: A standardized overview
Traditionally, customer satisfaction surveys are widely used tools to gather feedback. They are based on structured questionnaires where customers are invited to share their opinions on various aspects of a product or service. This method allows companies to quantify satisfaction levels and identify specific areas for improvement. However, it remains limited by its predefined framework, capturing only what is explicitly asked, often overlooking emotional nuances or implicit expectations from customers.
The emotional audit: A deep dive into feelings
On the other hand, the emotional audit goes far beyond simply measuring satisfaction. It focuses on analyzing the emotions expressed by customers, whether explicit or implicit, by understanding precise and spontaneous data such as comments, reviews, or even internal company discussions. This approach is made possible by advanced Natural Language Processing (NLP) technologies, like those we developed in collaboration with experts from the CNRS.
A revolution in emotional analysis
This season, we've taken a new step forward with the development of Emoticonnect, which redefines the standards of emotional analysis. Thanks to the integration of the "Hope" method, Emoticonnect is not only capable of decoding expressed emotions but also of identifying users' realistic or unrealistic hopes.
By going beyond mere satisfaction scores, companies can proactively anticipate needs, adjust their strategies accordingly, and strengthen long-term relationships with their customers.
In conclusion, while satisfaction surveys remain valuable tools for measuring key performance indicators, the emotional audit opens up a new dimension in understanding customer feelings. With Emoticonnect, MaComAgency positions companies at the forefront of this revolution, offering a powerful and accessible solution to navigate an increasingly complex and emotionally charged customer landscape.
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