So what is the customer saying?
As an example of the analysis that can be done, consider the following graph in Fig 7.2.
The graph shown has seven categories: other ingredients, people, place, price, process, product, and promotions. The graph was created from an analysis by textual ETL of thousands of customer comments.
In the graph, red indicates a negative comment and green indicates a positive experience. At first glance it appears that there is a lot more negatives comments, which is true. But as we’ve seen earlier, people often only give feedback when they are dissatisfied so the fact that there are more red than green is not a great concern.
