How Greater Anglia get insights they can act on with Wordnerds

The Feedback Analysis Challenge: Digging past surface level insights from Qualtrics Data to make change for customers 

When Neil Atkin, Head of CX at Greater Anglia,and his team were drowning in customer feedback data with very little insight to improve the customer experience, they knew something had to change. Qualtrics wasn’t giving them the depth of the insight they needed, and the team faced three critical challenges:

• Large volumes of data: Greater Anglia were receiving tens of thousands of verbatim comments from surveys and across social media and review channels, making manual analysis physically impossible as their feedback streams grow. 
• Generic insights that didn’t link to their customer journey: The CX team were unable to link customer feedback to specific touchpoints in their complex customer journey which limited their ability to create a clear case for change.
• Lack of actionable insights: With limited analytics capabilities they had no clear way to measure sentiment or identify specific areas for improvement.

“We weren’t able to get insights that were specific enough, there was simply too much data to do it ourselves and we couldn’t relate the data to specific parts of our customer journey”

Greater Anglia’s customer feedback needed to be structured in a way that reflected their business’s specific customer journey, which for a rail company is particularly complex. But their existing set up within Qualtrics meant they were unable to pinpoint where exactly in the journey customers were thriving and where they were facing friction.

The Solution: Prioritised Customer Insights with Wordnerds

Without prioritised insights, Greater Anglia couldn’t measure sentiment across different touchpoints in the customer journey. This made it nearly impossible to determine whether customer experiences were improving or deteriorating over time. 

“As a customer experience (CX) team, not having clarity on these patterns meant we couldn’t identify actionable areas for improvement or measure the true impact of the changes we were continually making”

Greater Anglia needed more than just another feedback tool - they needed a solution that could deliver immediate value while integrating seamlessly with their existing systems. Wordnerds delivered on these key requirements:

• Integration with current tech stack: The tool needed to seamlessly integrate with their existing tech stack as to minimise disruption to business as usual processes and gain immediate access to historical data sets.
• Speed of implementation: They needed something that could be implemented quickly and start delivering value right away.
• Customer specific analysis: Having an analysis framework that aligned with Greater Anglia’s customer journey meant that they could get granular insights at each touchpoint on the customer journey and track sentiment changes over time.
• Prioritised customer insights: Greater Anglia can find out exactly what issues the team CX team can control and improve on, knowing exactly what to implement to improve customer satisfaction.

We were able to work with Greater Anglia to create a feedback framework that related to their specific customer journey. 

The Results: Hyper-specific Insights that Impact Customer Satisfaction 

Greater Anglia can now measure each important customer journey point and exactly what the small issues are that we as a CX team can improve upon. For example, we know that trains arriving on time is a key driver of satisfaction but we need to be able to understand the other specific issues impacting customers, which Wordnerds can set up for us.

Wordnerds transformed how Greater Anglia get insights from their customer feedback, with the platforming helping them to:

1. Break Down the Customer Journey: Greater Anglia can now analyse each key point in their customer journey and understand the specific issues that impact customer sentiment at each stage.
2. Identify Hyper-Specific Issues: Beyond broad trends, Wordnerds help them to surface the granular details.

‍

“We know that, while train punctuality is a major driver of satisfaction, other issues such as the cleanliness of toilets and having a table to work on also impact customer satisfaction. For our customers, the impact has been tangible. We have been able to use the specific insight we now have at our fingertips to support the case for focussed investment and action, such as installing tables onto our trains and how we deploy our onboard cleaning teams. As a result of this, the sentiment score for the overall onboard environment has increased, providing evidence that our efforts have positively impacted customer perceptions.”

By discovering the meaningful details, Greater Anglia’s CX and Insights team knew exactly what to change to directly improve the customer experience. Wordnerds’ ability to deliver hyper-specific insights has enabled them to:

• Problem solve precisely and take targeted actions to resolve customer pain points.
• Improve sentiment at key journey points, ensuring that even minor issues don’t derail customer satisfaction.
• Measure the success of these actions and sentiment over time, ensuring that they’re consistently driving improvements and allocating resources correctly. 

Why a Specialist Feedback Analysis Tool Makes the Difference when Analysing Customer Feedback

A general feedback platform like Qualtrics excels at gathering data but may fall short when it comes to:

• Tailored Analysis: Specialist AI tools like Wordnerds can adapt to the nuances of a specific business model or customer journey, ensuring insights are actionable.
• Volume Management: By leveraging AI and natural language processing (NLP), Wordnerds efficiently distills vast quantities of data into meaningful patterns and trends.
• Specific Sentiment Insights: While general tools may provide high-level sentiment scores, a specialist tool can pinpoint the exact drivers behind customer emotions, enabling precise interventions.

In short, Wordnerds has been able to bridge the gap between data collection and actionable insights, empowering Greater Anglia to focus on what truly matters: creating meaningful, lasting improvements for customers.