"Fundamentally we work on the basis that you can ask the customers as many structured questions as you like, but they will tell you what’s most important to them in the verbatim comments section. If you can’t effectively analyse this then you are missing out on customer gold!"
“It is unbelievable the insight that we are now able to show to the retailers. We’re not having conversations about scores and numbers any more, but talking about the real issues that they need to improve their customer experience.”