How machine learning is helping companies gauge consumers' needs

Marketing executives say companies are increasing their use of technology such as machine learning to gauge how customers feel about their services, The Wall Street Journal reported Sept. 27. 

Companies are using machine learning to analyze the language used in transcripts of calls and chats. The companies say this tool can help them evaluate how happy or angry customers are, or why they are calling. 

This helps the companies assess how they can improve their services or decide what actions to perform next, according to the article. 

The technology also allows companies to capture and analyze large amounts of data to measure the consumer experience, rather than doing customer feedback surveys, which companies say provides limited data on consumer's feelings.

These technological advances have changed the way companies are assessing consumer feedback and how customer experience is measured, as analysis of calls and chats, including the ability to identify emotions, is more effective and lets companies react to customer needs in near-real time, according to the report. 

Although some consumers report having privacy concerns or being worried that machine learning algorithms could misinterpret them, customer-experience management companies say they are refining their data-collection strategies to manage those concerns.

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