They’re all happy, right?

Posted on July 23, 2008. Filed under: Case study, Customer Insight Portal | Tags: , , , , , , , |

At Leximancer, we talk about finding the unknown-unknowns. Those moments where you look at the concept map and find connections you had no idea were there.

We were recently working with a technology client we’ll call Company Z (we’ve changed some specifics to keep client confidentiality – but the story is true) and they found out, through Leximancer analysis, that their very happy clients were happy for different reasons which had huge implications for strategic planning and deployment of resources.

Company Z is in a good place. Profits are solid. Things are running smoothly. Customers are happy. Being a smart company, they didn’t rest on their laurels and sought customer feedback.

The marketing department spent dozens of person hours (sound familiar?) crawling through comments to find patterns and insight.

When we sat down with Company Z, we took the same data they spent a couple of weeks on, uploaded it in a few minutes and we found that customers in the United States were satisfied for one reason and customers in Canada were satisfied for another reason.

Apparently U.S. customers like the service, but can’t find parts. In Canada, it was the exact reverse.

You could hear the jaws drop.  Not only did Leximancer find the same information in a few minutes that it took them weeks to sort through, it discovered something they had no idea was in the data. That is what it means to uncover the why, not just the what. That’s the power of Leximancer.

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