How to classify HubSpot CSAT Survey Comments with generative AI

Text Classification

HubSpot

As a customer-focused company, it's crucial to understand how your clients feel about your products and services. Collecting customer satisfaction (CSAT) survey feedback is one way to do this. However, analyzing the survey comments can be a daunting task, especially if you have a large number of responses. In this post, we'll show you how to use generative AI to classify your HubSpot CSAT survey comments, saving you time and providing valuable insights into customer feedback.

What is Text Classification?

Text classification is a natural language processing (NLP) technique that involves using machine learning algorithms to automatically assign one or more predefined categories or labels to a given piece of text. The algorithms typically learn from a training set of labeled text data and use statistical models to identify patterns and features in the text that can be used to classify new, unseen text data.

Text classification is used in a wide range of applications, from spam detection in emails to sentiment analysis in social media posts and reviews. It has become an essential tool for many industries that rely on large amounts of text data, helping to automate tasks and extract valuable insights from the data.

Example Use Cases

Use cases for classifying HubSpot CSAT survey comments include:

Identify common themes in customer feedback
Automatically categorize feedback by product or service
Identify positive and negative sentiment
Identify recurring issues or complaints
Measure the impact of changes in products or services

Teams that might find these use cases helpful include: customer support, customer success, product, operations, and marketing.

Finding your input data and categories

You first need to identify the data that you want to work with. Here, we are looking at HubSpot CSAT survey comments. You can extract this data using the HubSpot API, export it in CSV format, query a list of comments from your data warehouse or BI tool, or copy and paste with an example comment.

For more information on the HubSpot API see here: https://developers.hubspot.com/docs/api/overview

Next, you need to find or create your list of categories for classifying the comments. This might include sentiment categories, product/service categories or specific feedback categories.

Common examples of CSAT feedback categories include:

Product quality
Customer service
Ease of use
Delivery and shipping
Price and value
Website experience
Overall satisfaction
Feature requests
Bugs and issues
Other

Once you have your data and categories, you can use generative AI to automatically classify your HubSpot CSAT survey comments. This will help you to quickly identify common themes, recurring issues and positive/negative sentiment. You can then use this information to improve your products and services, and ultimately improve customer satisfaction.

Using AirOps to perform Keyword Identification

With AirOps, you can easily extract relevant keywords and phrases from your text-based data using the Keyword Identifier data app. Here's how:

Select "Keyword Identifier" from the Data Apps page. The input required for Keyword Identifier is the "text_field" which is the input text data.
Decide where you want the analysis to be performed and stored. The Keyword Identifier data app can be easily used in the AirOps Data App page and via API, but in this example, the analysis will be performed in Snowflake through an external function called AIROPS_KEYWORD_IDENTIFIER.

Here is an example SQL query:
```
SELECT
AIROPS_KEYWORD_IDENTIFIER(text_field) as result
FROM
your_table
```
Execute the keyword extraction analysis by running the SQL query. The output will contain an array of keywords and phrases extracted from the input text data.

Example Input:

"Hello, I am having trouble with my account. I cannot seem to log in and I have tried resetting my password multiple times."

Example Output:
```
"keywords": ["trouble", "account", "log in", "resetting", "password", "multiple times"],"summary": "A customer is having trouble logging into their account and has tried resetting their password multiple times."
```

Using AirOps to perform Sentiment Analysis

With AirOps, you can easily perform sentiment analysis on any text data such as reviews, support tickets, or sales calls using Sentiment Analyzer. Here’s how:

Select "Sentiment Analyzer" from the Data Apps page. The only input for Sentiment Analyzer is some text to analyze.
Decide where you want the analysis to be performed and stored. The Sentiment Analyzer data app can be easily used in the AirOps Data App page and via API, but in this example, the analysis will be performed in Snowflake through an external function called AIROPS_SENTIMENT_ANALYZER.

Here is an example SQL query:
```
SELECT
AIROPS_SENTIMENT_ANALYZER(text_field) as result
FROM
your_table
```
Execute the sentiment analysis by running the SQL query. The output will contain a sentiment score and sentiment summary, as well as a list of positive and negative keywords extracted from the input text data.
Input:
"I'm sorry to say that I had a terrible experience with your product. The customer service was unresponsive and the product didn't work as advertised."
Output:
```
"positive_keywords": [],"negative_keywords": ["terrible experience", "customer service", "unresponsive", "product", "didn't work", "advertised"],"score": -0.8,"sentiment": "Very Negative"
```

Using AirOps to perform Text Classification

With AirOps, you can easily perform classification using generative AI. Here’s how:

Select "Text Classifier'' from the Data Apps page. Below are the possible inputs for Text Classifier.text_field: The input text data.categories (optional): Categories can be specified as a comma-separated list. Leave empty for automatic determination.multi_category: Set to “true” if the text can belong to multiple categories, or “false” if it can only belong to one category.
Decide where you want the analysis to be performed and stored. The Text Classifier data app can be easily used in the AirOps Data App page and via API, but in this example, the analysis will be performed in Snowflake through an external function called AIROPS_CLASSIFIER.

Here is an example SQL query:
```
SELECT
AIROPS_CLASSIFIER(text_field, categories, multi_category) as result
FROM
your_table
```
Execute the classification analysis by running the SQL query. The output will contain a list of keywords extracted from the input text data that are relevant to the identified categories and a list of categories that the input text data belongs to based on the provided categories or automatic determination.

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