Exploring Community Forum Data With Omni-Source Text Analytics

A large staffing organization wanted to examine customer conversations and experience in its private online community forum to identify what different customer segments care about, pinpoint areas of concern, and translate insights into opportunity.

The analysis identified several customer pain points as opportunities to provide value, allowing the client to redirect product, service, and program development to meet customer needs, attract and retain customers, and increase engagement.

Challenge

The client knew that its community forum was promoting dialogue that held high-value insights—but it struggled to systematically, efficiently, and reliably extract data from conversations to address needs across its full customer base. Without dedicating hours of valuable staff time, the client wanted to quickly and cost-effectively explore its unstructured data to assess trending topics, how topics differed between segments and companies, and how topics correlated with customer survey Net Promoter Scores (NPS).

Solution

Deploying ORI’s advanced text analytics solution, our team leveraged AI-driven natural language processing (NLP) technology and omni-source capabilities to examine online forum data combined with management system and customer satisfaction survey data. ORI applied theme detection and classification models to identify primary conversation topics, used sentiment and level of effort (LOE) analysis to uncover the top drivers of low sentiment and high effort, and analyzed participation behaviors to identify centers of influence at the individual and company levels.

Outcome

The analysis identified several customer pain points as opportunities to provide value, allowing the client to redirect product, service, and program development to meet customer needs, attract and retain customers, and increase engagement. By uncovering a key challenge that prevailed across the industry—regardless of company size or type—the client was able to redirect its education, content, and resources to help customers navigate a critical system and more easily extract data and statistics.