Woolworths, a retail giant, has partnered with Thematic, a feedback analytics platform, to utilize customer feedback for its customer and employee experience (CX/EX) decision-making.
Thematic’s platform employs innovative and secure large language models (LLMs), including GPT in Azure, to support Woolworths in gaining customer and employee insights. Australian businesses have been experimenting with LLMs in 2023, and Woolworths is using Thematic’s ‘comment analyzer’ and ‘theme summarizer’ features.
The comment analyzer quantifies and visualizes feedback data’s sentiment levels and volume, while the theme summarizer generates descriptive overviews of aggregated feedback’s ‘base themes’ and ‘sub themes.’ Woolworths has identified ‘customer service’ and ‘range and stock’ as the main themes of customer feedback, with the latter including whether supermarket items were available or not.
Thematic’s ‘sentence cluster’ feature enables Woolworths to review the actual customer opinions as they were written. For instance, Woolworths discovered through Thematic’s ‘theme summarizer’ that a common complaint among its online shoppers was the unavailability of cheaper options, resulting in customers having to purchase more expensive items.