VAR: Get the Why Behind Professional Soccer’s Divisive Controversy
How many times have commentators, fans, and players debated the efficacy of VAR during the FIFA Women’s World Cup 2019? Countless times. Cameroon fans and players expressed noticeable emotion during their Round of 16 match against England. Some claimed that VAR decisions were incorrect and failed to properly determine offsides infractions, others blamed the implicit bias of FIFA refs, while others scolded Cameroon for their perceived meltdown. At the same time, England expressed emotions more slanted towards the positive side. Was it because they won, and VAR went in their favor? The troubling part is that no one has yet to determine the root cause of the debate, whether it be for the positive or negative.
The typical approach to understanding the root cause of behaviors is to evaluate the four golden CX metrics: Net Promoter Score (NPS), Customer Satisfaction (CSAT), Customer Effort Score (CES), and Likelihood to Renew (LTR)/Continue to Use (CTU). Then, researchers traditionally use an open-ended question supplemented by a myriad of questions to complete a factor or driver analysis. Not surprisingly, this approach lacks granularity and leaves executives with inconclusive insights and recommendations for action. Can you imagine if we told FIFA that while fans NPS was +60, CSAT was 92%, CES was 10%, and LTC was 95%, but some fans were happy and other fans were angry with VAR? My response from my executive experience would be, “No kidding… Why did we pay you for this non-actionable information?”
What if we told you there’s an improved way? We can tell FIFA, commentators, coaches, fans, and players the exact causes for the range of emotions associated with VAR. And, no, there’s no need for lengthy questionnaires, close-ended questions, interviews, sentiment analysis, top-2 boxes, or word clouds. Quite simply, we can use a variety of Natural Language Understanding (NLU) methods that explore unstructured data to find the exact root causes and prioritize actions. Even more, we could use one simple question to dig into the true impact of emotions and provide the real answers to your questions.
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