Categorization Templates (Designer)

About Categorization Templates

Designer provides a set of categorization templates that include a prebuilt category tree with rules. These templates are tailored for major industries, essential feedback analysis approaches, and extensive categorization libraries. For information on how to use these templates, see Creating Category Models.

General Templates

• Categorization Library: An assortment of topics suitable for various industries and use cases. Categories as varied as “sushi,” “wait times,” or “fraud” are available to you so that you never have to start from scratch, regardless of what you are working on. See Creating from Industry Standard Model for more information.
• Social Media Categorization Library: Topics that are useful for social media data. The topics in this model help to identify calls to actions, demographics, areas of opportunity and escalation risks within social media posts.

Templates for Verticals

These categorization templates are tailored for major industries.

• Airline Journey: This template is related to all aspects of the customer journey with an airline, including the many points of contact a customer has with the airline. It starts with the process of booking a ticket, the time up to the flight, the airport experience, airline club experiences, rewards programs, customer service, and contact center information.
• Automotive Journey: This template is related to the car buying experience, including coverage of corporate and dealership levels. It also includes detailed topics around a vehicle’s features and the car service experience. This template is well suited for survey, review and social media feedback.
• Banking – Complaints: This template is related to common issues that occur within a customer’s experience with a bank or financial institution, such as account management, improper communication, fees, fraud, military benefits, and more. It is useful for complaints in the customer’s voice such as those submitted through the CFPB or a company’s own complaints portal.
• Banking – Institutional: This template is related to the journey of a customer through the banking lifecycle. It includes categories for account types, banking services, policies, online banking and more. This template should be used with sources that feature either the customer or the agent’s voice such as call center notes, surveys or chats.
• Banking – Journey: This template is related to each part of the customer journey in the banking industry. It offers topics within the Branch, ATM, Digital, and Contact Center spheres to help you understand different pain points within the journey.
• Banking (Retail): This template is related to the banking experience from the customer’s perspective. It contains topics about experiences with the ATM and the branch as well as coverage of specific banking functions such as investment, insurance and planning services. This template is useful with sources in the customer’s voice such as surveys and social media.
• Casino: This template is related to the gambling experience within a casino. It includes coverage of games, food and beverage, personnel and the casino environment. It is useful for hospitality companies that feature a gaming experience within their properties, and is best used with survey, review and social media feedback.
• Contact Center – Actions Taken: This template is for analyzing contact center agents’ responses to customers. It is useful to determine paths that produce higher and lower satisfaction, and can be a component in agent coaching.
• Contact Center – Call Reasons: This template is for analyzing contact center data. It includes a 2-level structure that categorizes common reasons for reaching out to a contact center, including account management, billing, delivery information, website issues and more. It should be used with data in the customer’s voice.
• Contact Center – Experience: This template is for understanding the environmental factors that may affect the client or agent’s experience communicating on the phone or via chat. It includes categories to track call quality, communication clarity, hold experience, IVR journey, as well as post call interactions such as surveys and promotions. This template should be used with transcripts and agent notes.
• Durable Medical Equipment: This template is for analyzing healthcare data. It finds mentions of 35+ medical devices including crutches, respirators, and back braces, as well as common suppliers that these devices are purchased from.
• Flavors and Scents: This template covers all aspects of a customer’s taste and food pallet. It can be used to identify seasonal likes and dislikes, as well as see which flavors are being talked about the most.
• Food and Beverage Experience: This template is for understanding a customer’s interaction with a food/beverage product. It includes topics about advertising, packaging, quality, adverse reactions and more. This template is ideal for restaurants, travel, lodging and food companies who are looking to analyze their products in survey, social, call center and warranty data.
• Healthcare Coverage CDA: This category-derived attributes template is for creating structured data in your project, which can be used for segmentation in reporting. It is designed for use by healthcare insurance or healthcare provider companies.
• Healthcare Journey: This template is for understanding a customer’s experience within the healthcare journey, including topics related to Medicare, Medicaid, and General Healthcare. Healthcare users can use these topics to understand key areas of improvement as well as areas where customers thrive.
• High Tech – Computing: This template is for retail based industries selling technology products, especially online. Topics include specific technology products such as screen, printers, and operating systems with sub-topics for distinct features, as well as information on fulfillment of order, delivery and payment.
• Insurance: This template is related to the customer journey with an insurance agency including the quote, claim and fulfillment processes. It also includes topics regarding general customer service, website, policies, services and more. This template is best used by insurance companies who want a complete view of their customer’s interactions with the brand, and works best with data such as surveys, reviews and call center transcripts.
• Life Events and Cancellations: This template outlines federal policies for when a customer cancels a policy. It is best used with data from the healthcare industry but can also be used with other types of subscription-based programs.
• Lodging: This template covers a customer’s touch points during their stay at a hotel. It breaks out different roles, amenities, spaces, and programs that may affect a customer’s perception of the brand. This template is best used with customer feedback from surveys, social media, call centers and online reviews.
• Medical Donor Experience: This template is for understanding the experiences of people who donate blood or organs. It captures comments about pre-donation logistics such as screening and appointments, the actual donation procedure, the environment of the donation center and post-op recovery.
• Merchandising Library: This template organizes all common products in a generic retail store, such as a big box or grocery store, into a 3-tier hierarchy where each topic isolates a specific product group. It is useful for retail clients who want a deeper understanding of the products their customers are talking about, especially when that data is not available from structured attributes. This template can be used with all data types, but will provide the most value for unsolicited feedback such as social media.
• Product Evaluation: This template is for examining the features of a product and its packaging. It also includes topics related to safety and legal aspects. This template should be used with call center, warranty, online reviews and survey data.
• Restaurants: This template maps out a customer’s touchpoints when visiting a restaurant, including topics covering quality, experience, location, employees, marketing, payment and more. It can be used by restaurateurs or restaurant corporations to understand areas of success and improvement in their establishments. This template should be used with survey, social and online review data.
• Retail – Online: This template examines a customer’s experience making purchases online, including topics on fulfillment, website functionality, and corporate initiatives that may affect a customer’s satisfaction. It should be used with web intercept surveys or social media sources.
• Retail – Store: This template examines a customer’s experiences visiting and making purchases in a brick and mortar store. It focuses on the physical qualities of the store, the employees and the checkout experience, which can help store managers or corporate analysts determine what impacts customer satisfaction. This template should be used with online reviews, surveys and social media sources.
• Retail Spaces: This template is for retail businesses to examine the features of their stores that are being discussed, including topics about the physical space, specific departments, and in-store services. It can be used with any kind of data.
  Qtip: This template does not map the customer journey and will not capture all comments made regarding a retail experience. It should be used with the Retail – Store template to analyze where issues are occurring in the store.
• Rx CDA: This category-derived attributes template is designed for use by healthcare insurance or healthcare provider companies. It features a list of drug names to capture customers mentioning their prescriptions within a healthcare journey. You can use this template to create structured data in your project, which can be used for segmentation in reporting.
• Telecom – Mobile: This template maps out the customer journey with a telecommunications company. Topics include account maintenance, billing, products, support channels, and contract plans, to help understand what customers are talking about and how they feel about specific parts of the journey. This template can be used with surveys, call/chat, social media, online reviews, complaints and other data sources.
• Transportation: This template covers a customer’s experience while traveling. Topics include the check-in process, food, entertainment, legal, and more. While it is geared toward airline and railway companies, it can be extended to other travel industries such as cruise lines. This template should be used with survey, call/chat and social media data.

Templates for Horizontals

These categorization templates are tailored for different use cases for feedback analysis.

• Act – Investigate – Reward: This template groups customers into Act, Investigate or Reward buckets based on their comments about their brand experiences. It also contains topics for threats to the BBB or OSHA. This template is best used with social media data where an organization can engage with the customer outside of the standard support channels.
• Authentication Issues: This template enables you to understand and solve the barriers users may face when trying to log in to your website or application. Topics include Incorrect Username, Incorrect Password, Forgot Username, Forgot Password, and more. It can be used with all types of data.
• COVID-19: This template covers all topics associated with Coronavirus for Retail, Hospitality, Travel, Banking, Healthcare, and Insurance verticals. You can select the topics that apply to your use cases and business needs.
• Crisis Management: This template contains topics that are essential for crisis monitoring. It is valuable for conducting emergency analysis of any tragedy or crisis such as recalls, natural disasters, lawsuits and negative viral press.
• Customer Escalation: This template identifies customers who require assistance or are escalated. It includes topics like Customer Service Failures, Lost Business, Safety/Legal, and more. This template works across all industries, and is best used with sources in the customer’s voice, like survey and social data.
• Customer Profiles: This template defines demographic groups by looking for specific keywords and phrases. It identifies individuals with specific interests, ages, genders, ethnicities, etc. This template works across all industries, and is best used with sources that aren’t directed at the brand, like social media.
• Customer Support: This template provides a view of the customer support experience as seen by the customer. It contains topics on the customer support representative, phone experience, problem resolution, and more. This template can be used by any organization with a support center. It is best used with post-support surveys, although it can also be used with social media.
• Emotions – Basic: This template contains 10 distinct emotions that are frequently expressed in customer feedback. Using this template allows you to find customers who express these emotions within your data, and can be a strong supplement to sentiment and satisfaction metrics. It is best used with reactive sources that feature the customer’s voice such as survey, social, and call center transcripts.
• Emotions – Expanded: This template builds on the Emotions – Basic template by extending to 40+ distinct emotions. It was built based on academic research in the field of psychology and emotions, then customized specifically for customer experience analytics. This template is best used with reactive data sources that feature the customer’s voice, such as surveys, social media, and call center transcripts.
  Qtip: Analyzing emotion is frequently more actionable than just analyzing positivity or negativity; we recommend using emotion in conjunction with sentiment, satisfaction, effort, and topic analysis.
• Emotions – Voice: This template is a variation of the Emotions – Basic template specifically for voice data. It contains 10 distinct emotions that are frequently expressed in customer feedback. Using this template allows you to find customers who express these emotions within your data, and can be a strong supplement to sentiment and satisfaction metrics. It is best used with reactive sources that feature the customer’s voice such as survey, social, and call center transcripts.
• Geography – Countries: This template includes countries organized by continent.
  Qtip: Use this template with the Map widget to map attributes, mentions, and more across countries.
• Geography – States: This template includes states of both the United States and Canada. This includes state names and nicknames that customers may use to refer to them.
  Qtip: Use this template with the Map widget to map attributes, mentions, and more across states.
• Interface Actions: This template captures all action-related components of the user-interface experience, and can be used to provide contextual background within any virtual environment when related to UI actions. It includes topics related to click types, zoom features, shortcuts, and more.
• Interface Elements: This template provides contextual background within any virtual environment for the elements found in a web space, app, or product interface. It can help you identify aspects of your interface that users find notable. When used in conjunction with sentiment and effort, this can highlight any elements that may affect users’ experiences.
• Loyalty Programs: This template outlines the key aspects of a rewards program. It contains topics about enrollment, rewards, points, and more, which can highlight areas for improvement and highly valued features in a current program. This template can be used by any organization with a rewards program, and is best used with survey, call center, social media and online review data.
• Marketing and Advertising: This template provides a horizontal look at the marketing efforts of a brand or organization. It contains topics like Advertising, Pricing, Policies, and more that allow a marketing manager to analyze successes or failures of their campaigns. This template can be used across all industries and is useful for analyzing social media feedback.
• Packaging Model: This template covers all aspects of how a product is packaged, whether that be packaging for shipment or the packaging a product lives in. It contains topics from sizing to sustainability to monitor top customer comments about the exterior of a product or shipment.
• Product Quality Model: This template examines product quality characteristics that may not meet customer expectations and could potentially cause issues. Topics assess issues like malfunctions or missing parts, which enables you to identify where product issues are happening and ensure product quality.
• Representative Behaviors – Calls: This template covers a set of behaviors that can be used as the foundation for a quality management program. Consistently evaluating contact center representatives’ performance as they handle calls can help drive organizational alignment and champion a cohesive brand voice. This template is optimized for call data.
• Representative Behaviors – Chats: This template covers a set of behaviors that can be used as the foundation for a quality management program. Consistently evaluating contact center representatives’ performance as they handle chats can help drive organizational alignment and champion a cohesive brand voice. This template is optimized for chat data.
• Suggestions: This template identifies feedback in which customers or employees are making suggestions about products, prices, staff, websites, and more. It can be used across all industries, but is most useful for analysts who are looking for ways to improve their processes and products. This template is best used with data from channels that directly address the organization, such as surveys and social media.
• Voice of the Employee – HR: This template can be used by HR or talent teams to analyze their employees’ experiences. It includes topics about communication, compensation, career growth, and other key aspects of employee satisfaction. This template is best used by teams that send out a periodic employee survey and want to quickly determine key highs and lows of the employee experience.
• Web Pages CDA: This category-derived attributes template provides contextual background within any virtual environment when related to pages like the login, home, or help pages of your website. The ability to use and navigate these pages can impact users’ experience and perceptions of your company. You can use this model to create structured data in your project, which can be used for segmentation in reporting.
• Website Issues: This template helps identify the issues and errors that your customers are facing on your website or app. It contains high-level topics about server, navigation, content, and performance issues. This template can be used with all types of data.
• Website Online Experience: This template can be used by any industry or organization wanting to examine the successes or failures of their website. It considers usability, technical issues, design, content and online customer support as features that could potentially make or break a customer’s experience online. This template is best used with web intercept surveys, online chat and social media data.