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How AI is turning the humble comments box into the darling of user experience research.
The internet has made it easier and quicker than ever before to collect and participate in use feedback, but even today, most surveys focus on collecting scoring question “Any other comments?” thrown in at the end. This is because open questions are seen as hard-to-analyse or compare, time consuming to work with and difficult to apply in the workplace.
It doesn’t have to be this way!
Rick Harris is founder of Customer Faithful – a research-led consultancy, specialising in patient experience, customer experience and employee engagement.
He has served on the Advisory Panel for The Chartered Institute of Marketing (CIM), and as a mentor for the entrepreneurial programmes 50th Generation and Ricoh Ignite.
Rick is also a Public Governor for the Cambridgeshire & Peterborough NHS Foundation Trust.
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