Alliance Researcher, Mohamed Zaki, was one of the co-authors of a paper recently selected by the Marketing Science Institute for their list of 'What Should Marketers Read?'. The Academic Trustees gave their selections on key papers for marketers, which includes Mohamed et al's paper on “Analyzing Customer Experience Feedback Using Text Mining: A Linguistics-Based Approach”. The paper was authored by Francisco Vaillarrel Ordones, Babis Theodoulidis, Jamie Burton, Thorsten Gruber, and Mohamad Zaki, and was published in the Journal of Service Research, in August 2014.
Kay Lemon, Accenture Professor and chair of the Marketing Department at the Carroll School of Management at Boston College, comments on the paper as follows:
"This article identifies an improved approach to analyzing customer feedback through text mining. This approach is customer experience focused, automating analysis of sentiment in customer feedback and evaluating specific components of the offering and value that customers specify as affecting and shaping their overall experiences.
Why is this important? Firms can use this approach to identify specific opportunities to improve or modify the product or service offering, or to develop new offerings. In addition, by analyzing customer feedback at different periods, firms can analyze the effects (on customer perceptions and experience) of changes in specific consumer touch points, and identify which customers are most influenced by these changes. Automated text mining also enables firms to analyze feedback quickly and, even more importantly, to respond to their customers quickly."