Trawling through thousands of social media mentions, many hours of telephone recordings and stacks of survey responses to identify trends in what people are saying about a company would take a considerable effort for even a dedicated and well-resourced team.
Staff may be excellent at acting upon individual complaints, requests or suggestions; but getting a broader picture of how a service is perceived – and spotting patterns among the many comments – would represent a mighty challenge.
Step forward Ruth Erdal, the Innovation Manager for technology firm Wordnerds who, along with her husband Steve and his co-founders Pete and Angela Daykin, have developed a ‘linguistic model’ to glean insights from text using artificial intelligence. It combs numerous sources of written feedback received from customers to better understand exactly what is being said, and how a service might be improved.
The company received £30,000 two years ago from the Transport Research & Innovation Grants (TRIG) programme – delivered by Connected Places Catapult on behalf of the Department for Transport – to refine the product; and has since gone on to work with National Highways to understand how drivers could be made to feel more at ease when passing through roadworks.