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*Actually* helpful Upload Themes
Customer segmentation and demographic information
Organisational and transactional information
Before we get started... confused about what metadata is and how it's used in Wordnerds? 👉 Click here
*Actually* helpful Upload Themes
A reminder that the metadata you choose to include with your data input/upload creates Upload Themes in the Wordnerds platform, and forms part of your Wordnerds Theme Bank.
It's easy to think 'the more the merrier' when it comes to including metadata, but this can mean that the useful stuff gets lost with information you don't actually need or use.
Note: this article will specifically discuss metadata used to create Upload Themes in the platform. There may also be metadata you pass through Wordnerds via API and output straight to your Wordnerds Power BI Dashboard, which is not discussed here. If there is metadata you want to view in Power BI but don't need in the Wordnerds platform, this can be factored in when connecting your data source to the platform via API.
What makes an Upload Theme helpful?
Ultimately, you are analysing your customer feedback so that you can find and present actionable insights that are then actioned and make a real difference. Classifying customer feedback, using 'Themes', is part of that process, and therefore choosing what you classify, and how you classify, feedback is going to play a big part in your analysis.
Upload Themes are also a big part of this as they make use of what you already know about your customer, their experience, the metrics and outcomes you care about - and information about your organisation that can help you know where to start focussing your efforts.
Any Upload Theme can be used to filter your data, so it's worth understanding how 'Filters' are used in Wordnerds when considering what metadata to use as Upload Themes.
Metadata you use to create Upload Themes can then be cross-referenced with the other themes in your Theme Bank. Analysing the overlap between your metadata and qual feedback could look like this:
Here's an example of using a Cross Table in the Wordnerds Power BI Dashboard to look at the overlap between the Tenant Satisfaction Measure (TSM) score a customer gave that has been uploaded as metadata to this demo Housing Association project, and the ratings overlap with discussion on Communication & Engagement issues (classified using Context Themes) in their verbatim feedback. I can see the volume or sentiment overlap, and start to find where issues around Communication & Engagement overlap with different TSM Score.
This could be cross-referencing anything! You are in complete control of the metadata you use for Upload Themes, and the way you classify your customer feedback using Context and Keyword Themes. Considering what would be useful for you to analyse together can help you decide what metadata to use.
We'll now walk through the types of metadata that when used as Upload Themes we've found to be really (*actually*) helpful so you know where to start.
The metrics you care about
You know what we're talking about: NPS, CSAT, CES, TSM, Star Ratings
Metrics as Upload Themes are great for...
- Comparing feedback by NPS (or CSAT, etc) group
- Identifying and validating hypotheses on drivers of the metrics you care about
- By combining quant and qual, find the statistically significant links between them and what could be the key influences on the metrics you care about
💡 Tip: As well as including a numerical value (this is particularly important for analysis in the Wordnerds Power BI Dashboard), it's also helpful to include the NPS (or CSAT, etc) group with your data input/upload. If you don't have the group included with the data export from your data source (e.g. your survey or review gathering tool), you may need to format your data pre-input/upload to add the group corresponding with the score. For example, with NPS, this will enable you to filter and analyse by Detractor, Passive and Promoter, not only by the actual NPS score.
The outcomes you care about
Did that customer renew? Did their tenancy fail or succeed? Did they return to shop with you again or join your loyalty scheme? Did their complaint get resolved, or did it escalate?
Outcomes as Upload Themes are great for...
- Identifying and validating hypotheses on drivers of the outcomes you care about
- Facilitating predictive analysis work
Customer segmentation and demographic information
You probably collect and hold information on your customers, such as their age range, location, vulnerabilities, segment, or the customer persona you have assigned them.
Segmentation and demographic information as Upload Themes are great for...
- Making sure that quieter voices are heard: those with vulnerabilities may not make up the majority of your customers, but do you know about the specific issues and challenges they face when interacting with your product or service?
- Gaining a deeper understanding of how customer experience varies, including finding issues more unique or more keenly felt by certain groups.
- Understanding the experiences of a specific group of customers - for example, if you are trying to grow that segment of customers and want to know more about them
- Demonstrating that you are putting the information you hold to good use, to improve customer experience
💡 Tip: Here, the trick is to not go overboard, and keep the metadata you include useful so that it can play a meaningful part in finding actionable insight and driving change. Really think about what customer segmentation and demographic information is going to be useful to use for analysis.
Organisational and transactional information
Ultimately, actions are often taken by your operational teams, and therefore being able to filter to find issue hotspots in areas of your organisation can help indicate where you want to prioritise actions and interventions. The types of organisational and transactional information that you might find helpful are the branch/department/directorate responsible, whether the customer completed their journey online (digital team) or in-store (store team), and so on.
Organisational and transactional information as Upload Themes are great for...
- Locating issue hot-spots so your operational team can put insight into action
- Narrowing feedback down to be relevant to a specific area of your organisation
- Comparing feedback between different areas of your organisation
- Visualising data by operational area, to help present your insights in a more relevant way to your readership
One more thing... What was the question?
It sounds obvious, but if you are analysing open-end responses to consultations or surveys and there was more than one question, don't forget to include the question as metadata with your data input/upload.
Any questions?
We’re always happy to chat. Reach out using the help bubble at the bottom of your screen, email support@wordnerds.ai, or contact your Customer Success Manager directly.
✍️ Article written by: Nat, Customer Success