5 Tips on How to Analyze Customer Feedback at Scale

Knowing what customers think of your brand and its products or services helps build a better customer experience (CX) for the future.

As you collect and analyze customer feedback, you’ll drive operational efficiencies by identifying opportunities and emerging themes from service interactions with your customers. But you can’t do this manually. Instead, analyze customer feedback at scale using an approach that’s able to keep up with customer expectations and overall business growth.

It’ll lead to continuous improvements across key metrics — including CSAT, NPS, and CES — that are all determined by your team’s ability to deliver outstanding customer service.

Competitors in your industry likely struggle with analyzing customer feedback, and yet it’s critical to gain an understanding of your customers and how they feel toward your brand. Even your own brand could find it difficult, but there are several ways to stay on top of customer feedback and use this customer-sourced data in the form of ratings, reviews, and comments to your advantage.

Let’s take a look at tips that you can use today to analyze customer feedback at scale.

5 Tips on How to Analyze Customer Feedback at Scale

#1: Create a System that Aggregates Customer Feedback Automatically

In order to analyze customer feedback, you need to actually collect customer feedback. No matter what your customer feedback strategy looks like, ensure that you’re automating the aggregation process.

Neither you nor anyone on your customer service team should manually collect or analyze customer feedback. Maybe a small business can do this in its infancy, but a brand growing like yours can’t keep up with the sheer volume of customer feedback in all of its various forms. What you need is a system that aggregates customer feedback automatically for your customer service team.

Between an all-in-one platform and artificial intelligence (AI), you can easily automate the collection and analysis of customer feedback as soon as it’s obtained. Wherever the customer feedback comes from, this technology goes to work on organizing the data for you and your customer service team to observe and learn from.

#2: Focus on Customer Sentiment

Go beneath the surface of what your customers say and study how they feel.

Customer sentiment is a KPI indicating how customers feel toward your brand. It allows you to understand why your customers feel the way they do and why they’re satisfied, unsatisfied, or neutral while interacting with your brand.

If you dig into customer sentiment through feedback comments, you’ll discover why other metrics such as CSAT are at a certain level. Customers’ words are powerful, but they’re only useful in decision-making after understanding the sentiment they aim to evoke.

Consider this, too: customer sentiment doesn’t necessarily speak for your entire brand. Customers may say certain things about your products or services, the ordering process, or a service interaction with an agent. By performing customer sentiment analysis, you’ll realize how they feel about each area — ultimately, this allows you to allocate resources strategically to improve.

Once you analyze customer feedback to consider customer sentiment, your brand will cut through the sea of words in survey responses and pinpoint opportunities as they arise.

#3: Look for Trends

Take a holistic look at your customer feedback. While you can and should analyze customer feedback individually, over time you’ll want to pick up on trends. So identify anything in the data that shows positives or negatives with your brand, your product, and your customer service team that customers pick up on regularly.

If, for example, a significant number of customers say a specific product is excellent but that purchasing the product is difficult, the analysis of your customer feedback should bring that to light and make it clear that you need to fix the online shopping process.

Trends highlight consistency — both the good and the bad types of consistency — within your brand, which presents opportunities to improve and make CX better for your customers.

#4: Know What’s Working & What’s Not Working

Trends that are revealed by analyzing customer feedback of time allow you to make immediate decisions to improve, and they’ll tell you if the changes you’ve implemented are successful or not. After all, you don’t want to continue to commit to a strategy if it’s not producing meaningful results.

Use the insights produced when you analyze customer feedback to know what’s working and what’s not working on a weekly, monthly, quarterly, or yearly basis. If you have a positive trend in motion, continue to push it forward. But if a negative trend arises, stop it in its tracks.

Not only will this help you make adjustments, but it will also serve as an efficient warning system of any problems that could spiral out of control.

#5: Organize Feedback Into Category Segments

When you collect customer feedback, do so in category segments. Customer feedback in which customers provide one response to a single, all all-encompassing question intended to cover every aspect of their experience makes it difficult to decipher what they’re discussing.

If you prompt customers to give specific feedback on specific category segments throughout a survey, the customer feedback that you’ll receive is already sorted and easier to use in your analysis. 

The best way to do this is to use surveys with coded questions — each question corresponds to a category. You can target specific categories or subcategories such as the SKU a customer purchased or expressed interest in, the agent that delivered a service interaction, or the online shopping process.

Data becomes very granular and easy to apply for analysis and action. It’s not ambiguous or difficult to understand, which is what makes it so useful.

Start Analyzing Customer Feedback at Scale Today

Stella Connect + Medallia Text Analytics

Ready to dig through qualitative data automatically? Now you can use Stella Connect and Medallia Text Analytics to analyze customer feedback with ease and reveal key insights, delivering the ‘why’ behind ratings, reviews, and comments. You’ll drive operational efficiencies, identify opportunities that matter, and share aggregated learnings throughout your organization to influence business decisions.

Schedule a demo today to meet with a Stella Connect expert and learn how the combined power of our platform and Medallia Text Analytics uncovers the truth behind customer feedback comments.