Etuma

Topics and sentiment from open-ended feedback

Etuma is a text analysis service that turns open-ended customer and employee feedback into consistent, actionable information. Its feedback tool, called EFC, works in real time and automatically extracts the topics raised in each comment, along with the sentiment attached to each topic. It relies on natural language processing and artificial intelligence, so a user does not need specialist knowledge of linguistics or statistics to run it.

Two lines of analytics

Customer experience analytics and employee experience analytics both use the same method. The company says the service helps organizations find out what customers like and dislike about their products and services, improve those offers and communicate more effectively. It also helps with problems that are hard to pin down, such as monitoring the customer journey, deciding what to fix first and finding evidence for problems that are already suspected.

Connecting the channels a business already uses

Existing connectors link the service to dozens of survey, customer experience management and contact center platforms. Any spontaneous feedback channel, such as email or web forms, can be connected too, and connectors also cover the most common social media sites. Feedback can be sent through standard web interfaces, uploaded for analysis, or handled as a pure API service, and where a business wants results in its own database, the analysis can be stored there.

Categories and languages

Categorization covers more than twenty industries and the human resources function, and the same categories apply whatever channel the feedback came from. The system needs no machine-learning project before it can be used, and users can send their data and view the analysis results straight away. Feedback in ten European languages can be processed, and results from several languages can be presented in one language.

Scale and hosting

The company says it has analyzed more than 200 million customer and employee comments over the past five years. The service runs in the cloud on Amazon Web Services inside the European Union, in a region the company places in Ireland, so customer data stays within the bloc.