Customer feedback analysis is a crucial process that helps organisations assess customer satisfaction and uncover hidden opportunities. By analysing customer feedback, companies can gain insights into their customers' needs and expectations and make strategic decisions based on these [1][3]. In this article, we will look at the methods and strategies of customer feedback analysis and present some examples from the industry that show how these analyses can be carried out and harnessed in practice.
Methods of customer feedback analysis
There are various approaches to analysing customer feedback, which can be selected depending on the type of data and the company's objectives. One of the most common methods is sentiment analysis, also known as opinion mining. This method uses natural language processing (NLP) algorithms to determine the emotional tone of customer comments, whether they are positive, negative or neutral [1][3].
Sentiment analysis
Sentiment analysis provides a general overview of how customers feel about a product or service. It helps to identify areas of concern or satisfaction. However, a drawback of this method is that it may not be able to accurately capture nuanced emotions or specific topics, especially when using sarcasm or irony [1].
Analysis of keywords or aspects
Another method is keyword or aspect analysis, where certain keywords or phrases in customer feedback are identified and categorised based on predefined themes or aspects. This method makes it possible to quantify the frequency of certain topics and address recurring problems in customer feedback [1]. An example of this is analysing customer comments about a hotel to identify whether room service, service or facilities are frequently discussed.
BEST PRACTICE with one customer (name hidden due to NDA contract) show that by analysing keywords in customer reviews, it was found that many guests complained about the lack of vegetarian dishes in the restaurant. Based on these findings, the menu was adjusted accordingly, which led to an increase in customer satisfaction.
Customer feedback analysis: Technological support
In today's digital era, AI-powered tools are often used to automate and accelerate the process of analysing customer feedback. These tools can quickly process large volumes of feedback data, recognise sentiment and trends, and provide actionable insights [2][7]. Examples of such tools include Qualtrics, Medallia and Clarabridge, which are able to process feedback in different languages and support business decisions based on this [2].
BEST PRACTICE with another customer (name hidden due to NDA contract) led to improved utilisation of AI-supported tools to shorten response times in customer service. By analysing tickets and customer enquiries, the company was able to identify the most common problems and provide targeted solutions, which led to a significant increase in customer satisfaction.
Customer feedback analysis: an important step in customer orientation
Regularly analysing customer feedback is crucial to improving the customer experience and strengthening customer loyalty. By understanding customer needs and expectations, organisations can take targeted action to increase customer satisfaction and build long-term relationships [3][5]. An effective feedback system also provides the opportunity to recognise and address trends and bottlenecks along the entire customer journey [7].
BEST PRACTICE with another customer (name hidden due to NDA contract) shows that the introduction of in-app surveys and real-time analyses optimised the entire user experience. This enabled specific pain points to be identified and resolved, which led to a significant increase in customer loyalty.
Customer feedback analysis with the support of iROI coaching
iROI coaching offers companies comprehensive support with customer feedback analysis. By combining methods and technologies, companies can effectively use the findings from their customer feedback to optimise their business and increase customer satisfaction. iROI-Coaching accompanies projects relating to customer feedback analysis and supports companies in translating action-oriented findings into implementable measures.
My analysis
Customer feedback analysis is a crucial process that helps organisations to increase customer satisfaction and make strategic decisions. By using modern methods and technologies, companies can effectively utilise the findings from their customer feedback to improve the customer experience and promote business growth. The support of appropriate tools and experts is essential.
Further links from the text above:
For further information and useful links:
- Customer feedback analysis: how to carry it out
- 10 AI-supported tools for customer feedback analysis
- What is customer feedback analysis?
- Feedback analysis: insight into quantitative and qualitative data
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