Veikkaus the Finnish lottery, betting, and online gaming company has over 2.2 million regular customers. Veikkaus use the Etuma Feedback Categorizer (EFC) to analyse open-text feedback from multiple feedback channels such as contact centres, web forms, and surveys. EFC provides key decision making information for the continuous development of customer services, products, and marketing campaigns.
Using open-text feedback to identify topics, key words and analyse feedback supports ‘conversations’ with customers. Conversations are part of timely customer feedback, enable companies to engage with trending issues, concerns and opportunities while supporting authentic dialogue that builds trust. Authentic conversations impacts and builds brand equity.