The customer is always right… and this is how AI helps them

All my life, “The customer is always right” has been the motto of commerce. However, in these times, it is more true than ever thanks to the analysis of unstructured data, such as free-text comments from customer satisfaction surveys, which is gaining prominence in the field of data management. Often dismissed in favor of structured data, these comments could provide valuable insights. However, extracting meaningful knowledge from this data faces several challenges, including variability in the tools and processes used, as well as the complexity of analyzing unstructured data.

We know everything about you. That’s good!

Modern platforms, such as Google Sheets, have begun to integrate artificial intelligence (AI) algorithms and natural language processing (NLP) that automatically classify these comments into sentiment categories, such as positive, negative, or neutral. This advancement allows small and medium-sized enterprises (SMEs) to adopt a “do it yourself” approach, using accessible tools like Google Forms to collect and analyze surveys at a lower cost.

Experts emphasize that, despite the potential usefulness of these tools, it is essential to address privacy and compliance issues before implementing AI platforms. Data analysis must be conducted within the framework of legal policies and organizational compliance, especially when handling sensitive information. A lack of clarity in these areas may limit the initial applications of these technologies.

As conversational capabilities with data evolve, the importance of paying attention to the voice of the customer becomes increasingly relevant. With the ability to perform real-time analysis, this trend is expected to foster a shift in feedback processes, moving from focusing solely on ratings to better understanding customer perceptions and experiences.