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Use Text Analysis Surveys To Improve Customer Experience

Zonka Feedback offers actionable insights from your customer's responses. Analyze feedback, gauge true sentiments, and make data-driven business decisions. 

text analysis

Text Analysis: Definition, Tools, Benefits, and Examples

In today’s data-driven world, businesses are constantly searching for ways to unlock insights from the vast amounts of unstructured textual data they gather daily. 

Text analytics holds the key to this treasure trove of information, allowing organizations to unlock hidden patterns, trends, and insights to drive growth and enhance customer experience. Are you ready to dive into the world of text analytics and discover its potential for your business?


  • Text analytics is a powerful process that helps businesses leverage their text data to gain valuable insights. It yields crucial information from any type of structured or unstructured data and offers actionable insights. 

  • It utilizes sentiment analysis, entity extraction, and topic modeling to uncover trends and patterns from unstructured text data. Businesses can use 

  • You can use different text analysis tools like Zonka Feedback, MonkeyLearn, and more to analyze customer feedback and make data-driven decisions based on customer's comments. We have listed some of the best text analysis software in this blog. 

  • Real-world applications of text analysis tools include enhancing customer/product/employee experience, market research & competitive analysis, customer service improvement & decoding customer feedback with Zonka Feedback Text Analytics.

  • Zonka Feedback offers complete survey text analysis to help you turn unstructured text data into meaningful insights and make data-driven decisions. You can schedule a demo or sign up for a free 14-day trial with this software.  

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Understanding Text Analytics: Concepts and Importance

Text analytics, a potent process, facilitates the automatic extraction of meaning from unstructured text data, uncovering trends, insights, and patterns. It involves using software tools that leverage natural language processing algorithms and artificial intelligence to process and interpret text in an organized, methodical way, leading to valuable customer insights. By employing various text analysis methods, businesses can make the most of their text data.

Text analytics significantly aids the business sector by comprehending customer feedback, market trends, and competitor analysis, thereby facilitating data-driven decision-making.

What is Text Analytics?

Text analytics involves the automatic extraction and classification of information from unstructured text data, such as customer feedback, social media posts, and support tickets. It assigns a score to text, determining whether it has a positive, negative, or neutral sentiment, helping businesses understand customer emotions and improve customer experience.

Analyzing this unstructured data paves the way for organizations to glean valuable insights, fostering growth and improving customer satisfaction.

Natural Language Processing (NLP), Text Mining, and Text Analytics

Natural Language Processing (NLP) is a branch of artificial intelligence that focuses on helping machines understand and interact with human language. With natural language understanding, it can comprehend the context of text data, even with intricate concepts and ambiguities, enabling businesses to analyze customer feedback effectively and efficiently.

Text mining, on the other hand, is a technique that retrieves quantifiable data from large collections of text, such as topic modeling, which uncovers the main themes in massive amounts of text. While text analysis, text mining, and text analytics are often used interchangeably, they each have their unique roles and importance.

Text analytics brings these concepts together, enabling businesses to:

  • Extract actionable insights from unstructured text data

  • Make informed decisions

  • Optimize customer, product, brand, and employee experiences

  • Ultimately drive business growth and success.

Importance of Text Analytics in Today's Business World

In the rapidly evolving business arena, gaining valuable insights from unstructured text data is of escalating importance. Text analytics can help businesses unlock a deeper understanding of their customers’ preferences, needs, and expectations, allowing them to make data-driven decisions and improve customer satisfaction.

Moreover, text analytics can provide businesses with a competitive advantage by enabling them to conduct market research and competitive analysis, identifying trends, patterns, and opportunities in the market. By leveraging text analytics, businesses can stay ahead of the curve and make informed decisions to drive growth and success in an ever-evolving landscape.

  • Insight Generation: Text analytics allows businesses to extract valuable insights from vast amounts of textual data, helping them make informed decisions.
  • Customer Feedback Analysis: Companies can analyze customer reviews, social media comments, and feedback to understand customer sentiment and preferences.
  • Fraud Detection: Text analytics can be used to detect fraudulent activities by analyzing patterns in textual data, such as in insurance claims or financial transactions.
  • Search Engine Optimization (SEO): Understanding the language and topics commonly used by your audience can improve your website's SEO and search engine ranking.
  • Risk Management: In industries like finance, analyzing news articles and reports can help in assessing potential risks and making data-driven decisions.

Key Components of Text Analytics

The power of text analytics lies in its key components: sentiment analysis, entity extraction, and topic modeling. These components work together to provide businesses with a comprehensive understanding of customer emotions, getting intent analysis, opinion mining, and emotion detection to identify important entities and discover prevalent themes in unstructured text data.

We shall delve into the specifics of these components.

1. Sentiment Analysis

Sentiment analysis is a vital component of text analytics that recognizes and extracts feelings, thoughts, and opinions from text. Businesses use sentiment analysis tools to comprehend the emotional tone of their customers’ messages by assigning scores to text, offering valuable insights into customer emotions and preferences. This information can be used to:

  • Enhance customer experience

  • Analyze customer feedback

  • Conduct market research

  • Improve customer service

The power of sentiment analysis lies in its ability to provide businesses with a deeper understanding of their customers’ needs and expectations, enabling them to make data-driven decisions, improve customer satisfaction, pinpoint pain points, personalize interactions, and guarantee an optimal experience for their customers

By integrating it into their text analytics strategy, businesses can harness these benefits.

2. Entity Extraction

Entity extraction is another essential component of text analytics, focusing on pinpointing and drawing out important entities from text, such as people, places, and organizations. This process involves locating and classifying named entities mentioned in unstructured text data, providing businesses with valuable insights and a deeper understanding of the context in which these entities are discussed.

Incorporating entity extraction into their text analytics strategy allows businesses to understand relationships between entities, establish a database with structured information from the text, and make informed decisions based on the discovered connections and patterns. This can be particularly helpful in analyzing customer feedback, conducting market research, improving customer service, and enhancing customer, product, and employee experience.

3. Topic Modeling

Topic modeling is a technique used to:

  • Identify and extract topics from large amounts of text

  • Uncover prevalent themes in massive collections of text

  • Identify trends and patterns

  • Provide valuable insights for decision-making, research, or other purposes

By utilizing topic modeling, businesses can gain valuable insights and make informed decisions based on the analysis of large amounts of text data.

Implementing topic modeling in text analytics can help businesses in the following ways:

  • Spot trends and patterns in large amounts of text

  • Make more informed decisions

  • Discover potential growth opportunities

  • Identify customer sentiment

  • Analyze customer feedback

  • Conduct market research

Topic modeling can play a pivotal role in driving business growth and success.

Apart from these, there are other components as well that help in analyzing customer feedback and fetching key insights from the unstructured data that customers leave. 

  • Customer Feedback Categorization: Categorizing feedback into predefined classes or topics, such as product quality, customer service, pricing, etc. This enables businesses to focus on specific aspects of their operations.
  • Emotion Analysis: Going beyond basic sentiment analysis to detect specific emotions expressed by customers, such as happiness, frustration, or disappointment. This provides a deeper understanding of the emotional tone of feedback.
  • Customer Experience Analytics: Analyzing feedback to evaluate the overall customer experience. This may involve tracking patterns over time, identifying recurring issues, and assessing the impact of changes in products or services.
  • Customer Feedback Clustering: Grouping similar feedback together based on content. This can help in identifying patterns and trends within different customer segments.
  • Time-Series Analysis: Analyzing feedback over time to identify trends and patterns. This is valuable for understanding how customer sentiment evolves in response to specific events or changes.
  • Benchmarking: Comparing customer feedback against industry benchmarks or competitors. This provides context for understanding how well a business is performing relative to others in the same domain.

Top Text Analytics Tools and Platforms

Various text analytics tools and platforms, including text analytics software, are available to help businesses unlock the potential of unstructured text data. Some of the top text analytics tools include MonkeyLearn, Google Cloud Natural Language API, and Amazon Comprehend, each offering a unique set of features and capabilities tailored to different business needs and requirements.

We will now examine these top text analysis tools in further detail, comparing their features and capabilities to help you choose the best text analysis software for your needs.

  • Zonka Feedback: Zonka Feedback is a customer feedback and survey app that offers text analytics features. It allows businesses to collect qualitative feedback through open-ended questions and provides insights such as repeated words, sentiment analysis, NPS score, report filtering, and visual feedback tools.
  • MonkeyLearn: MonkeyLearn enables businesses to analyze large amounts of text data, including feedback, reviews, social media interactions, and surveys. It offers customizable classifiers and extractors for sentiment analysis, keyword extraction, intent classification, and language detection. With MonkeyLearn, businesses can build AI models to unlock actionable insights, improve customer experience, and drive growth.
  • SurveyMonkey: SurveyMonkey converts text responses into actionable data. It enables businesses to easily extract valuable insights from large amounts of unstructured text data, aiding in important decision-making. Core features include instant text response summaries, sentiment-based filters for emotional analysis, visual displays of frequently used words, and sub-tags for organized information retrieval.
    Not sure if SurveyMonkey is the tool for you? Check out some of the top SurveyMonkey alternatives that you can switch to.
  • Qualtrics: Qualtrics is a comprehensive customer experience management platform that provides survey and feedback solutions. It offers text analysis features through its text analysis software, Text iQ - Text Analytics, which helps businesses analyze responses to open-ended questions.
  • QuestionPro: QuestionPro is a top text analysis tool that quickly analyzes and measures customer feedback, transforming it into actionable data. It employs data cleaning, trend analysis, and methods like text mining and classification to convert raw data into valuable insights. 

How to Choose the Right Text Analytics Tool for Your Business

Selecting the right text analytics tool for your business can be a daunting task, given the numerous options available in the market. Making the right choice involves considering factors like:

  • Your specific needs

  • Desired features

  • Technical setup

  • Any existing restrictions

We can simplify the process of choosing the right text analytics tool into three steps: assessing your needs, comparing features and pricing, and evaluating ease of use and integration. By following these steps, you can ensure that the text analytics tool you choose aligns with your business goals and requirements.

Step #1. Assess Your Needs

Understanding your business’s needs and requirements is a prerequisite before selecting from the list of text analysis tools. Evaluate the type of text data you want to analyze, the insights you hope to gain, and the resources you have available for implementing the tool. Assessing your needs guarantees that the chosen text analytics tool will furnish maximum value to your organization and achieve the desired outcomes.

Step #2. Compare Features and Pricing

Next, compare the features and pricing of different text analytics tools to determine which one best fits your budget and requirements. Consider the functionalities, benefits, and advantages each option has to offer, as well as the pricing structure and plans available.

Comparing features and pricing enables you to make an informed decision that aligns with your business needs and resources.

Step #3. Consider Ease of Use and Integration

Finally, consider the ease of use and integration capabilities of the text analytics tool with your existing systems and processes. An intuitive user interface, compatibility with existing systems, and the availability of APIs and other integration options are essential factors to consider when choosing the right text analysis tool.

Choosing a tool that is user-friendly and easy to integrate can expedite the implementation process, thereby optimizing its effectiveness in your organization.

Real-World Applications of Text Analytics Tools

Text analytics has a wide range of real-world applications, offering valuable insights and benefits to businesses across various industries. Some of the key text analytics examples are shared below:

1. Enhancing customer, product, and employee experiences

Text analytics can help businesses improve various aspects of the customer, product, and employee experience by identifying pain points and areas for improvement. By analyzing unstructured text data from sources such as customer feedback, social media posts, and support tickets, businesses can uncover valuable insights into customer preferences, needs, and expectations.

These insights from text analysis software can be used to personalize interactions, enhance customer satisfaction, and ensure that customers and employees are getting the best experience possible. Utilizing text analytics tools enables businesses to pinpoint areas of improvement, formulate targeted strategies, and foster continuous growth and success.

2. Analyzing customer feedback

Customer feedback analysis is a vital aspect of text analytics, as it provides businesses with valuable insights into customer preferences, needs, and expectations. By analyzing customer feedback from various sources, such as surveys, reviews, and social media, businesses can identify trends, patterns, and opportunities for improvement, ultimately enhancing customer satisfaction and driving growth.

Text analytics tools like Zonka Feedback Text Analytics can help businesses decode customer feedback by analyzing unstructured text data and providing actionable insights for improving customer experience and driving business growth. Businesses can make data-driven decisions and offer outstanding customer experiences by harnessing customer feedback analysis.

3. Conducting market research

Market research tools with text analysis software can help conduct market research and find out crucial trends, behavior patterns, and more. By analyzing vast amounts of unstructured data from sources such as news articles, blog posts, and social media, businesses can identify trends, patterns, and opportunities in the market, enabling them to make informed decisions and stay ahead of the competition.

Text analytics Tools can help businesses in the following ways:

  • Uncover valuable insights into competitor strategies, strengths, and weaknesses

  • Provide a competitive advantage and the ability to capitalize on opportunities for growth

  • Make data-driven decisions in market research and competitive analysis efforts

  • Foster success in a continually evolving business landscape.

4. Customer Service Improvement

Improving customer service is a crucial aspect of enhancing customer experience, and text analytics software can play a vital role in this process. By analyzing unstructured text data from sources such as customer feedback, support tickets, and chat conversations, businesses can identify common issues, uncover trends, and discover areas for improvement.

Text analytics can help businesses in the following ways:

  • Automate ticket routing and prioritization, reducing inefficiencies and frustrations for both customers and employees

  • Improve customer service by promptly and effectively addressing customer concerns

  • Enhance customer satisfaction and stimulate business growth

Utilizing text analytics in these endeavors can greatly benefit businesses.

5. Expanded fragment

Enhancing customer, product, and employee experiences is a key aspect of business success. By utilizing text analytics, companies can gain valuable insights into their customers, products, and employees, leading to improved overall experiences.

By leveraging text analytics, businesses can drive success and growth in today’s data-driven world.

We will probe into some common real-world applications of text analytics and understand how they assist businesses in leveraging the potential of unstructured text data for informed decision-making and improved performance.

Using Zonka Feedback Text Analytics Software to Decode Customer Feedback

Zonka Feedback Text Analytics is a powerful text analysis software for businesses looking to unlock the potential of unstructured text data, such as customer feedback, reviews, and support tickets. By analyzing this data, businesses can gain actionable insights that can help improve customer experience and drive business growth.

Using natural language processing and machine learning techniques, Zonka Feedback's Text Analytics Software can quickly and effectively analyze unstructured text documents, providing businesses with valuable insights into customer preferences, needs, and expectations. Integrating Zonka Feedback Text Analytics into their text analytics strategy enables businesses to decipher customer feedback, amplify customer satisfaction, and stimulate growth in a progressively competitive market.

Schedule a demo or sign up for a free 14-day trial to explore the tool more. 

Frequently Asked Questions

What is text analytics used for?

Text analytics is an automated process used to translate large volumes of unstructured text into quantitative data for business insights. Through the use of machine learning algorithms and data visualization, this technique enables companies to understand the story behind the numbers and make more informed decisions.

What is an example of text analytics?

Text analytics is the process of extracting meaning from text, such as analyzing customer survey responses to identify common themes and trends.

Is text analytics the same as Natural Language Processing?

No, text analytics and Natural Language Processing (NLP) are not the same. Text analytics is an AI technology that uses NLP to structure unstructured text data for analysis or ML.

How accurate is text analytics?

Text analytics can be quite accurate, with precision rates of up to 70%. However, it is important to make sure the final answer does not contain any artifacts from the web scraping process.

How do you analyze survey text data?

To analyze survey text data, use content analysis, natural language processing, and relational word clouds to identify trends. Then, use statistical analysis, cross-tabulation, benchmarking, and trending techniques to interpret the data and draw conclusions.

Swati Sharma

Written by Swati Sharma

Nov 03, 2023

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