Customer Voice and Sentiment Analysis

Last Updated April 16th, 2022

Luis Angel-Lalanne, Vice President, Customer Voice, American Express, sentiment analysis, The Customer Experience Podcast, customer sentiment, natural language processing, NLP, data analysis, data collection, survey data

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If organizations want to double or triple survey response rates, they have to modernize and revolutionize the process to engage their customers.

Rather than asking eight or nine questions to gather a mountain of data, brands need to create a map of what they really need to know — perhaps sking just two open-ended questions to acquire the most essential information.

Then, using natural language processing (NLP), they can determine the true sentiment of the customer voice. How does the customer genuinely feel? Where are the moments of connection? Integrating technology and asking thought-provoking questions to elicit longer, more valuable answers, the customer voice will tell businesses almost everything they need to know to balance and process qualitative and quantitative feedback.

Today’s guest is Luis Angel-Lalanne. Luis is the Vice President of Customer Voice at American Express, where he extracts as much value as possible from vast amounts of qualitative and quantitative data to create a better customer experience. Luis and his team use CX technology and invite customers to give genuine insight through commentary on surveys. They also pilot machine learning for NLP-based agent performance to make collected data actionable.

Luis has worked at American Express for more than 20 years and took on his role as Vice President of Customer Voice six years ago. Today he shares how listening to the voice of the customer has transformed AmEx surveys, data, calls, and human-driven tech experiences. He also talks about the idea that customer experience as an industry is early in its journey, still evolving — a discipline with a bright future. And he even shares – amid the Great Resignation – why he’s invested decades at American Express.

Luis and I also discussed:

How American Express handles CX internally
What best practices are for executing customer surveys for high-quality data
How to balance and process qualitative and quantitative feedback
What implementing new CX technology looks like at Amex
How to use NLP to uncover patterns from customer surveys

 

 

Customer Voice and Sentiment Analysis

Hear Episode 195 and any/every other conversation of The Customer Experience Podcast in your favorite podcast player …

In your podcast player, please give an extra click to rate the show (or even take a minute to leave a review) – it’s very helpful!

 

We also embed the full conversation and make it searchable right here in these blog posts. The recording with Luis Angel-Lalanne is right here …

 

 

 

 

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Video Highlights: Customer Voice and Sentiment Analysis

Check out the top five video highlights from the discussion with Luis Angel-Lalanne

 

1. Customer Experience is Unfiltered Customer Perception

 

 

2. Evolution vs Revolution in Survey Improvements

 

 

3. Basics of NLP – Natural Language Processing

 

 

4. Collecting and Working With Natural Data Only

 

 

5. Thoughts on 20+ Years at American Express

 

Links Related to This Conversation:

 

 

Other Episodes You’ll Enjoy:

 

 

Subscribe, Listen, Rate, and Review The Customer Experience Podcast:

 

 

 

 

Ethan Beute | About The Author

Chief Evangelist at BombBomb, co-author of Rehumanize Your Business, and host of The Customer Experience Podcast, Ethan collects and tells stories of clearer communication, human connection, and higher conversion with simple, personal videos. BA: University of Michigan. MBA: University of Colorado-Colorado Springs. Fresh air & clean water.

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