At woku, we believe that measuring customer experience goes beyond traditional questions. Does this sound familiar to you? Whenever we talk about measuring the customer experience, the first things that come to mind are tools such as NPS, CSAT or CES. But what if I told you that these tools can limit your customer's true voice?

Imagine this: a customer gives you a 9 on the NPS. Great, isn't it? But wait...

Two-panel meme with a person smiling at the top and the phrase 'A 9, we are the best! ' , followed by a serious expression at the bottom with the phrase 'What are we the best at? '.

÷ What does it really mean?

Did you love the packaging?

The speed of the service?

Or maybe it was the delivery man's smile?

A single number doesn't tell the whole story.

Beyond numbers÷

Numbers are useful, yes, but they lack that human touch. It's like asking someone to summarize their day on a scale from 1 to 10. I'm sure there's a lot more to tell, isn't there?

At woku, we think differently. We believe that your customer should be able to share their opinion when it really matters, without being tied to predefined questions. It's like giving them an open microphone instead of a closed questionnaire.3,4

The Treasure Map: The Customer Experience†

Before we dive into the magic of woku, we have to do our homework.

How?

Mapping your customer experience. You can use experience diagrams or, if you already have a mountain of data, apply tools to help you identify critical points. Here's a post where I share 3 tools that can help you with this task.

Post: 3 Effective Methods for Mapping the Customer Experience in 2024

Woku: your opinion detector÷

Once you're clear about the key moments where you need feedback, it's time for action. This is where a woku comes into play. What is it? Imagine an image or video of what you want to evaluate plus a simple name. Your customer can access it by scanning a QR, through a link, by email or even within an app.

View of the interface for rating a woku. — **This is how your customers see a woku (tool for evaluating a product, service or process).**

◆ Best of all: when your customer receives a woku, they simply rate it from 1 to 5 stars and leave their opinion in text or audio. No targeted questions, no limited options. Just your customer and their genuine thoughts.

View of the interface for capturing a review on a woku. — **Your customer delivers a review in text or audio.**

The Truth, the Whole Truth, and Nothing But the Truth†

Now, you might be asking yourself, “OK, I have all these opinions, now what?” This is where woku shines. Our technology analyzes each review and automatically classifies it into positives or opportunities for improvement.

In Woku, a positive review is a completely positive text or audio.

A review rated 5, 3 months ago, categorized as positive. The review says: “Excellent onboarding, the app is clear and easy to use.” — **Positive review on the woku platform.**

Whereas an opportunity for improvement is a review with at least one component for improvement.

A review rated 4, 2 months ago, categorized as an opportunity for improvement. The review says: “Super fast and easy to use, the only thing is that I wish you could download a sign with the qr to arrive and print.” — **Review with an opportunity to improve the woku platform.**

Then with a simple click, thanks to the power of Artificial Intelligence (yes, those famous LLMs), woku gives you a detailed summary of what your customers are saying. It's like having a team of analysts working 24/7, but much faster.

Report of a woku folder. — **PDF report of 104 woku reviews (We still use our tool to improve the experience of our customers).**

From Saying to Done

Can you imagine being able to implement improvements in almost real time? Well, that's exactly what our customers are doing.2,3

A university that uses woku in its training courses realized that sound in its lectures was a problem. The result? In the next talk, they already had a better audio system.2,3

A food customer discovered that his Bolognese pasta had too much sauce. Not only did they make their customers happier by adjusting the recipe, but they also saved on ingredients. Win-win!

The great thing about woku is that with an NPS or a satisfaction question with a scale of 1 to 10, they would not have discovered these opportunities for improvement.

Technology as your best allie÷

At woku, we don't waste time trying to guess the perfect question. We let technology tell us what is most important to improve your products and services.↓

Reports with specific actions are ready with a single click. Forget waiting weeks to analyze boring surveys with few answers.

At woku, we believe in letting your customers speak freely. We take care of transforming those words into pure gold for your business. That way, you can focus on what really matters: making your customer's experience better and better.

Ready to give your customers a voice in a different way?

woku is here to help!

References↓

Lemon, K.N., & Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80 (6), 69-96.
McColl-Kennedy, J.R., Zaki, M., Lemon, K.N., Urmetzer, F., & Neely, A. (2019). Gaining customer experience insights that matter. Journal of service research, 22 (1), 8-26.
Ordenes, F.V., Theodoulidis, B., Burton, J., Gruber, T., & Zaki, M. (2014). Analyzing customer experience feedback using text mining: A linguistics-based approach. Journal of Service Research, 17 (3), 278-295.