TIRO Cognition Insights

Seeking to pinpoint how their customers rate and value their product and service experiences, many businesses embrace some form of customer experience survey program today. The Net Promoter Score (NPS) Index is the most prevalent. Research demonstrates that the companies with the highest scores in their industry segments outperform their competitors, generating higher margins and greater customer lifetime value. In addition to companies developing tunnel vision and becoming infatuated with high NPS scores, many realize NPS and other survey results are inadequate when left on their own.

Augmenting and Amplifying Customer Experience Survey Models

To begin, in too many cases, companies are “cooking the books” when it comes to their NPS and customer experience scores. Employees from over half of companies that use NPS as a business measurement indicate their organizations are more interested in achieving a high score than in actually improving customer experience. You don’t need to go very far for a reference point; automobile manufacturers are notorious for attempting to elicit biased scores by incenting customers to mark off high scores in exchange for discounted services. 

On a similar note, though it goes without saying that NPS and other customer experience survey methodologies, when used correctly, offer organizations valuable insights on their customers, they do not reveal the why behind the answers they provide. These surveys also only capture a segment of total customer feedback; existing customers and not former customers. In addition, the percentage of customers responding to surveys has plummeted (and continues to do so), further limiting the breath of insights that can be collected from them. The reality is that there is simply too much digital “noise,” and survey fatigue is a tangible problem.

Online Review Sites and Community Forums: Latent Intelligence Opportunity 

Online review sites and community forums offer a rich repository of objective, unfiltered customer comments and feedback. In B2B instances, we’re talking about hundreds or even thousands of reviews and thousands or tens of thousands of comments on community forums. B2C companies typically have even more reviews and forum comments at their disposal.

However, the intelligence contained within these data sources remains latent with regard to evaluating, measuring, and modifying customer experience. Companies see the review sites as a marketing tool; a means for eliciting customer content, generating new marketing and sales leads, and identifying new customer advocates. They aren’t looking to review sites for customer insights.

When it comes to online community forums, the primary reason organizations build them is to provide customers with self-service opportunities. Secondary use cases include delivering educational content to customers, enabling prospects to connect with customers and evaluate their solution based on customer comments and feedback, and engaging and mobilizing customers for advocacy activities.

Creation of TIRO Cognition Insights

With this in mind, we created and built TIRO Cognition Insights. We scrape, organize, and analyze your customer information – along with competitors’ customers – to pinpoint actionable insights that allow organizations to improve efficiencies and capture new opportunities. Configured as a managed service, the TIRO Communications team works with the customer to determine which competitive products, review sites, and online communities to include in the analysis. Potential outputs include:

• Sentiment scores at various of levels of granularity over time for your product and your competitors’ product – in aggregate and per online review site and community forum.
  
• Smart SWOT (Strengths, Weaknesses, Opportunities, Threats) based on NLP (Natural Language Processing) for your product as well as for each of the competitor products included in the study
  
• Key-phrase and entity analysis pinpoint areas of intelligence such as the most positively and negatively rated aspects of your (and your competitors’) product, comparison of product messaging with the what customers are saying, and alignment of demand-gen marketing tactics and strategies with what resonates with customers.
  
• Honing of content messaging, tone, and brand voice a well as creation of demand-gen programs and communications based on understanding of customer values, needs, and personality types.

7 Analytical Areas Examined by TIRO Cognition Insights 

TIRO Cognition Insights draws upon seven different analytical areas to develop actionable business insights. These include:

• Customer Experience. For customer experience teams that are serious about improving customer experience and tapping new business opportunities based on what their customers and those of their competitors are saying, TIRO Cognition offers them the ability to augment and amplify the insights gathered from survey tools such as NPS by revealing granular detail.
  
• Product Management. Pinpoint what customers like and don’t like in a product. Refine development roadmaps based on market threats and opportunities.
  
• Sales Enablement. Exploit product strengths and competitor weaknesses with sales plays and programs, battle cards, and market opportunities.
  
• Demand-Gen Marketing. Create competitive takeout campaigns based on competitive weaknesses and threats while creating precision-point campaigns and content based on what customers want.
  
• Product Marketing. Align messaging and content tone with customer insights and differentiate product and services from competitive products and services based on Smart SWOT analysis.
  
• Customer Success and Support. Tune support and relationship management by identifying gaps and capitalizing on strengths, weaknesses, and opportunities. Chief Customer Officers (CCOs) can benefit greatly from the actionable insights generated by Cognition Insights.
  
• Advocacy Marketing. Fill capability and feature gaps on online review sites and community sites as well as regularly monitor aggregate and individual sentiment site sentiment for your product as well as competitive products.

Check Out the Demo of TIRO Cognition Insights

Data analytics and business intelligence (BI) offer companies new opportunities to pinpoint actionable business insights that can have a direct, immediate, and long-term impact on their businesses. Check out our Demo Video on TIRO Cognition Insights for more details. Or schedule time with us for a deeper look at TIRO Cognition Insights and how it can help you improve your efficiencies, achieve better margins, and tap into new business opportunities.