Making sense of unstructured feedback (2020)

Text Analytics

Target: US Insurance Solutions Customers – Individuals, Employers, Benefit Plan Participants

Challenge: How might we transform feedback from customers into actionable insight for the business? 

Summary: As a reboot of our VOC program, we were struggling to keep up with the unstructured feedback within the programs’ surveys.  Though Text Analytic platforms were available, the data needed a human touch to define themes and codes for further use. 

Process: 

• Deep dive research into existing text analytics systems 

• Theming of feedback for purposes of classification

• Creation of dual-classification system that allows stakeholders to see a both business categories and customer themes. 

• Development of “Insight Cards” for share-out with stakeholders

Results: The program has now been replicated for 7 audiences for all products and customers within the insurance business at Principal.  As a result, existing text analytics tools, including Medallia, will now have starter-themes to coach an AI engine for actionable results.  Stakeholders have already incorporated insight synthesis into marketing and education strategies.