Quels sont les outils les plus efficaces pour analyser les retours clients ?

I've used several tools until I found the one that fits my style and marketing goals, so I also advise everyone to try out as many tools as possible until you find the "perfect" one for your daily duties. Each tool has pros and cons, but the software that had the most minor cons for me and found highly efficient for my work was ClientZen. It is designed to analyze large amounts of data. It has advanced and custom segmentation options (which are missing in several tools), and has an AI co-pilot that helps you structure and summarize mass amounts of data. The sentiment analysis feature is one of the most accurate compared to what is in the market at this point.

Get ahead of manual work by using vendors experienced in big data, LLMs, Generative AI, Natural Language Processing, and voice of the customer. A product like Quid (using this example because I work at Quid) reads text, social media data, LexisNexis, survey data you bring, and other data types for you. As you review you see the Sentiment Analysis (positives, negatives, neutrals) on 1 to billions of soundbites. The volume of conversations happening. It gives you the opportunity to review unbiased data and then choose to respond to the data findings.

In my point of view, at the first, you have to determine what you tend to do with the customer feedback and then introduce tools for analyzing it. In fact, we look for: - What the customers are looking for through their feedback and customer goals. - Customer feeling - Customer's emotion - Identifying the frequency and quantity of topics which customers express in their feedback. - Categorizing the feedback - Identifying pain points - Analyzing the NPS, CSAT and CES For all items which are mentioned above you need to use : - Text analytics tools - Text mining tools - Data visualization tools - Customer feedback management solutions - Sentiment analytics tools

Typically, text analytics comes into its own when collecting more than 1,000 rows of open text feedback. That's when manual analysis of the feedback becomes time intensive, lacks depth of understanding and can produce inconsistent results. Before deploying text analytics ask yourself these 2 questions: 1. What problem is text analytics solving - are you looking to eliminate manual analysis or do you want deeper more actionable insights? Be clear on your business objective upfront. 2. What outcome will deploying text analytics serve? If you are wanting to create more compelling insights for C-level that is very different from a root cause analysis for your team level NPS project.

While RapidMiner and KNIME shine for user-friendly analysis, they pale next to Python's flexibility. Harnessing libraries like NLTK, Pandas, and Scikit-learn (NLTK for natural language processing, Pandas for data manipulation, NumPy for numerical computing, and TensorFlow or PyTorch for machine learning are just the tip of the iceberg. Each offers tools and functions that cater to the diverse landscape of text analytics.) Python empowers deep customization in text analytics, offering a clarity and precision that translates customer feedback into actionable insights with unmatched finesse.

Feedback is a vital component for improvement. Team leaders can implement in-app surveys or feedback buttons within the tool interface. Establishing customer feedback forums or communities encourages an ongoing dialogue with users. Regularly analysing customer support interactions becomes a valuable source for identifying recurring issues and areas for improvement.

Few more tools that can be utilized: -Entity Recognition: Identify names, locations, products, and dates in text. -Trend Analysis: Detect emerging topics and patterns in customer feedback. -Customized Tagging: Create personalized tags based on specific keywords or phrases. -Language Sentiment Variations: Identify sentiment variations across languages or regions. -Root Cause Analysis: Identify reasons behind customer satisfaction or dissatisfaction. -Automated Response Generation: Generate responses based on analyzed text data. -Real-time Monitoring: Monitor text data streams for prompt issue resolution. -CRM Integrations: Integrate with CRM systems for holistic customer relationship management.

There is no better way to take customer feedback than the one to one communication with the customer. When a customer feels his or her problem is understood well and the solutions are provided on time.

Don’t forgo actually reading customer comments in the age of AI. In today’s AI landscape, many CX leaders are advocatign the use of AI to mine text. While I am in favor and use AI, there is something to be said for a CX practitioner to spend 1-2 hours reading customer verbatims in lieu of AI to 1) build deeper customer empathy and 2) to build customer awareness on what is actually being said. Here is a pro-tip. Take a statistically significant sample size, usually 300 comments for large population sizes (depending on confidence level, interval, and population size) and read each comment and assign a theme. Then categorize and count to make sense of what is being said. In my experience, this exercise will be more accurate than AI.

To me using Text Analytics is a really important part of quickly categorising and creating actionable insights. The key being actionable here. You need to keep refining the rules and stay ahead of the verbatim trends that represent your feedback. Use TA to speed up segmentation and sentiment analysis however having the right folks reviewing the verbatim is as important to ensure that both tactical and strategic feedback mechanisms are in place.

I know the power of customer feedback. But simply gathering it isn't enough. We need to analyze and understand it to truly improve our offerings and delight our customers. That's where data visualization comes in as a game-changer. Data visualization allows us to transform mountains of feedback into actionable insights. It takes complex data sets and translates them into clear, easy-to-understand visuals that tell a story. This story is about our customers, their needs, their frustrations, and ultimately, their path to satisfaction. So, the next time you're drowning in customer feedback, don't let it overwhelm you. You'll be amazed at how much you can learn and how much you can improve.

Data visualization tools turn complex data sets into understandable and interactive visual formats, making it easier to identify patterns, trends, and outliers in customer feedback. They enable the creation of engaging reports and dashboards that can be shared with stakeholders for better communication and alignment. Many of these tools offer real-time data visualization, allowing for immediate response to customer feedback trends. Some of them that I have used during my time @ CX are PowerBI and Omniture. They are definitely ser-friendly, has the ability to handle large datasets, and provides a wide range of visualization options. It does have a steep learning curve for learning, however, can prove worthy if executed rightly.

Data visualization tools allow middle management to present customer feedback in a visual format, such as charts, graphs, or dashboards. These visual representations make it easier to identify patterns, trends, and correlations within the feedback data. Visualization tools enhance understanding and facilitate decision-making based on the insights derived from customer feedback. Data visualization tools are equally valuable for senior management to understand complex customer feedback data quickly. Visual representations of feedback trends, customer satisfaction scores, or sentiment analysis enable senior executives to grasp the overall customer perception and identify areas of concern or improvement at a glance.

There is a large volume of data to process in all departments of the company today, and customer experience is no exception. Data visualization aids decision-making. However, it's not just about graphically representing data to make the right decisions. It's essential to choose the most relevant data, the most appropriate charts, and the most suitable KPIs to facilitate decision-making and action.

Analyzing customer feedback in real time involves leveraging advanced tools and methodologies to extract valuable insights promptly. Integrating feedback analysis into dashboard reporting allows for quick visualization of critical insights, aiding decision-makers in making informed and timely adjustments to products, services, or customer interactions.

Data Visualization is key to being successful in any client related role, and is helpful with internal stakeholders as well. In my career, the most widely used Visualizations have been dashboards that summarize the data into a visual story that can be understood at a glance. Get comfortable with Pivot Tables as well; there's a lot you can do with Excel once you understand how to make the data dance!

Data visualization is critical for analyzing voice of the customer data. It is even more important for making data actionable and creating real change that improves the customer experience. Effective data visualization makes it clear to everyone who faces a customer what they need to do to improve customer experience. Without the teams closest to the customer learning and adapting to customer feedback, none of the data the CX office collects and analyzes is worth anything.

It entails presenting customer feedback data in graphical formats like charts, graphs, maps, or dashboards, enhancing comprehension and engagement. Tools like Tableau or Power BI aid in summarizing, exploring, and communicating feedback data effectively. These tools facilitate comparisons across segments, groups, or time periods, bringing out key trends, patterns, and outliers in customer feedback. Through data visualization, you can monitor and track feedback metrics and Key Performance Indicators KPIs, providing a comprehensive visual representation. Furthermore, these visualizations serve as a valuable means to share findings and recommendations with your team or stakeholders, fostering collaborative decision making.

Medallia and Qualtrics have built in dashboards with good amount of customization to segment data according to your needs. Alternatively, the DS team helped us build dashboards with Power BI and Tableau. Helps you tell the customer story better.

Text mining tools are adept at sifting through large amounts of unstructured textual data to extract valuable information and insights that would otherwise be difficult to discern. These tools help in uncovering hidden patterns and relationships in customer feedback, leading to a more comprehensive understanding of customer needs. I have had a brief experience using KNIME which can do text mining at a rapid pace. It's got comprehensive data prep and machine learning algos that also helps to run predictive analytic models based on mining outputs. It's definitely complex for beginners, so you have to put in a lot of effort understanding by running YT Tutorials. Plus, it's operated as a Freemium model.

Focus on large sources of unstructured text to get the most value of effort and technology. In my experience, text mining of surveys, such as NPS or CSAT comments, yields little insights. The best sources to leverage text mining capabilities is to analyze contact center conversations, emails, social media or customer complaints data. These sources of data are often large, extremely unstructured but they offer your best chance to find emerging pain points, trends, and actioanable insights.

Using feedback both during a meeting or customer interview is paramount. Using AI to bring voice to text and apply sentiment analysis is a key to determine user intent, behaviour and experiences is a forward looking trend. Applying voice to text analysis to Zoom meetings and user testing apps like UserTesting and UserZoom allow analyzing voice.

Text mining employs advanced techniques like NLP, ML, and AI to delve deep into large text datasets, revealing hidden insights, patterns, and relationships, while enabling tasks such as sentiment analysis, topic modeling, and keyword extraction for automated and scalable customer feedback analysis.

Almost 90% of customer data is stored in customer emails, tickets, chats, and phone calls — previously dark data. They are the best source of behavioral indicators by volume, count, and insight. They are the best, and timeliest, predictors of customer health.

Text mining tools enable middle management to extract valuable information from unstructured customer feedback data. These tools use algorithms to identify and categorize key phrases, keywords, or themes in large text datasets. Thus helps scan emerging issues, customer preferences, or areas for improvement by analyzing the textual content of the feedback. Senior management can employ customer journey mapping tools to analyze customer feedback in the context of the entire customer journey. These tools visualize the customer's interactions, touchpoints, and emotions throughout their journey with the organization. By mapping customer feedback onto the journey, senior management can identify pain points, gaps, or areas where CX can be enhanced.

Text mining tools are designed to analyze and extract meaningful information from large amounts of text data, such as customer comments, reviews, messages, etc., collected as part of customer feedback programs. These tools are valuable for various reasons in customer feedback programs: they help identify emerging trends, analyze customer sentiments, extract actionable insights, and prioritize areas for immediate improvement. For employees, the key benefits of using these tools include gaining a deep understanding of customer feedback, making informed decisions based on data, being more responsive to customer needs, and ultimately, continuously improving the overall customer experience.

P1: TM is a sophisticated technique in customer feedback analysis, involves applying advanced methods like natural language processing NLP, machine learning ML, or artificial intelligence AI to analyze substantial text data. By delving into large volumes of customer feedback, text mining tools unveil hidden relationships, patterns, and insights not readily apparent. These tools enable a deeper understanding of sentiments through sentiment analysis, identify recurring themes with topic modeling, extract key terms through keyword extraction, and comprehend context with semantic analysis.

P2: Beyond manual analysis, text mining automates and scales the process, enhancing efficiency and ensuring more accurate and reliable results. It is a powerful tool that transforms unstructured text data into actionable insights, allowing businesses to make informed decisions and refine their strategies based on a nuanced understanding of customer sentiments and preferences.

The first and most important thing when it comes to survey design is to know what it is you are looking to find out. Focus your survey on that area, keep it as short as possible without sacrificing quality. Customers' time is important too. One data specialist I know recommends using the "5 whys" to figure out what questions you want to use. Why am I asking that and why will that help me? It works pretty well in narrowing down the questions that need to be asked to questions that have an impact.

Some of my tips on customer feedback survey design: It might go without saying but in designing customer feedback surveys, only ask for information that you are going to use. There is nothing worse that collecting data that you don’t have the time or inclination to act upon. It is helpful to keep things short to ensure that customers fill in the survey. Gathering qualitative data through a text box function can help you to further understand quantitative data collected. Concentrate on the validity of the design (by validity I mean the extent to which the questions accurately measure what is intended) e.g. a survey designed to measure customer satisfaction but actually measures customer engagement does not ensure validity

Good survey design tools help in creating surveys that are engaging and effective in eliciting useful feedback from customers. They allow for customization to target specific customer segments or feedback areas, ensuring relevant data collection. These tools often offer user-friendly interfaces and easy distribution options (like email, social media), simplifying the feedback collection process. Google Forms have been my goto tool for creating and designing of surveys. SurveyMonkey do offer a much more user friendly and engaging experience, however, if learnt well, Google Forms can do wonders too :) Only challenge I foresee with SurveyMonkey is that advanced analytics are paywalled and i thas limited free customization.

Cuando el diseño de la encuesta es acorde a los servicios recibidos, sus resultados son más cercanos al sentir y pensar del cliente y la percepción real de los servicios recibidos.

Begin survey design with a clear objective, specifying the purpose, whether it's measuring satisfaction or identifying pain points. Craft questions that support these goals, using a mix of closed and open-ended formats. Test the chosen platform to ensure it can efficiently extract and visualize survey findings. Confirm its compatibility with desired analytics tools. The ultimate aim is to convert collected data into actionable insights for continuous improvement.

Survey designs are great way of getting relevant information from customers. Use easy to understand language when rolling out surveys to increase the chance of clients response. -SurveyMonkey -Mailchimp -Flo-desk, are few tools that can help with customers feedback management and analysis.

Middle management can utilize survey design tools to create well-structured and targeted surveys for collecting customer feedback. Features such as question branching, skip logic, and response validation, ensuring accurate relevant data collection. Effective survey design helps in gathering specific insights aligned with the organization's objectives. Senior management can contribute to survey design by providing strategic direction and goals for customer feedback collection. They can ensure that surveys capture the right information aligned with the organization's strategic objectives. Collaboration with middle management and survey design teams can lead to surveys that yield actionable insights for senior management decision-making.

Depois de mapear o objetivo da pesquisa é fundamental identificar o que já se sabe sobre o tema e o que ainda é necessário descobrir. Em seguida identifica-se fontes de informação disponíveis que podem ser dados pré existentes como artigos, repositórios e sites ou dados que precisam ser revelados através de observações e entrevistas em profundidade. Antes de iniciar a pesquisa, uma técnica que costumo utilizar é a Matriz CSD para mapear certezas, suposições ou dúvidas: 1) reúna o grupo de trabalho e stakeholders. 2) para cada tema importante os participantes anotam certezas suposições ou dúvidas. 3) em caso de divergências, classifique o tópico como suposição. Ao final suposições e dúvidas ajudam a nortear o roteiro de investigação.

Surveys should always be designed with an end goal in mind. Not all surveys should be 2 mins long. Some can be a well thought out 1 question survey. Choosing the right question to ask at the right time in the customer's journey is key! Always give people the opportunity to opt out of the survey and keep in mind that surveys should be sent to people that have opted in only. This way, you will get more engagement and increase the response rates.

Feedback management tools provide a centralized platform for collecting, managing and responding to customer feedback from various channels. They help in analyzing feedback to produce actionable insights, facilitating improvements in products or services. Effective feedback management leads to improved customer experiences, as customers feel their opinions are valued and acted upon. Qualtrics and Medallia are definitely valuable tools here for analyzing and interpreting feedback management. It helps users with comprehensive feedback analysis, system integration and advanced analytics. It's slightly expensive for small / medium businesses and there would be training needed as well to make complete use of the tool.

From my experience, customer feedback is the most crucial component of any organization or business. It can take various forms, including product feedback, customer service feedback, customer happiness feedback, and, most importantly, complaints, which help you identify areas for development. A customer feedback strategy, on the other hand, is the creation of a master plan to execute the feedback you get from individuals who use your product. Without this master plan, you will have no idea where to start, how to start, or when to start.

Feedback management tools assist middle managers in collecting, organizing, & analyzing customer feedback from multiple channels in a centralized system. Streamline the feedback collection process, allow for collaboration among team members, and provide advanced search and filtering capabilities. Feedback management tools help middle management efficiently manage and track customer feedback for analysis. Senior management can benefit from feedback management tools to access executive dashboards, or customized analytics. These tools enable senior executives to monitor key performance indicators, track trends, and evaluate the impact of customer feedback initiatives. Feedback management tools empower senior management with real-time insights.

Eu acredito que esta seja a espinha dorsal de uma estratégia centrada no cliente. Integrar dados de diversas plataformas é como abrir uma janela para entender as expectativas e desejos dos clientes. Ao usar ferramentas de gerenciamento de comentários, não estamos apenas filtrando dados; estamos dando vida às vozes dos clientes, priorizando ações com base em insights reais. Além disso, fechar o ciclo de feedback não é apenas uma formalidade; é uma oportunidade de reconhecer, agradecer e recompensar aqueles que moldam nossos negócios.

Uma das ferramentas mais compleras para Gestão do Feedback de clientes está a Forsta. Pode ver mais detalhes na Forsta.com, esta ferramenta tem o speech analytics mais poderoso do mercado.

This is the most important step to actually bring CX into reality. Regardless of tools and methodologies (which there are many good ones out there), if you are not able to close the loop inside the company, valuable insights are not managed. Taking customers’ signals and traducing them into actionable insights, is what matters most.

When customers take the time to share their thoughts, they inherently set an expectation: acknowledgment and action. Feedback management extends beyond merely aggregating customer opinions - it’s about the swift orchestration of actions post-feedback. Closing the loop swiftly is pivotal and speed in addressing feedback has a direct correlation with influencing customer sentiment. Incorporating faster response mechanisms within feedback management becomes vital, ensuring that customers feel heard and valued. It’s this agility that converts feedback from a mere collection of opinions to a catalyst for meaningful customer engagement and satisfaction.

1. Plataformas de Gestión de Comentarios para Retroalimentación: Utilizar herramientas especializadas en la gestión de comentarios y tickets de soporte, como Zendesk o Freshdesk. - Estas plataformas permiten centralizar la retroalimentación de los clientes, categorizarla y asignarla a equipos específicos para su análisis y acción. - Además, ofrecen funciones de seguimiento del estado de los comentarios, lo que facilita la monitorización del progreso en la resolución de problemas señalados por los clientes, la capacidad de integrar estas plataformas con otras herramientas empresariales asegura un enfoque holístico en la mejora continua. #RG

I recommend opting for a unified Voice of the Customer platform over traditional feedback management tools and methods. Unified Voice of the Customer platforms are considered more modern and comprehensive as they collect customer feedback across all brand channels throughout the customer journey. Moreover, they are typically equipped with AI capabilities, making the analysis process more efficient and rapid.

Having worked with businesses and entrepreneurs, I have noticed that every successful businesses aim to understand and optimize each stage for customer journeys. Stages like: 1. Awareness 2. Consideration 3. Decision: 4. Purchase: 5. Post-Purchase Experience 6. Retention 7. Loyalty (depends) It is worth to remember that the stages may not follow a strict linear path, and every customer has there own unique experiences because experiences in one stage can impact actions in another.

While customer journey maps are valuable for analyzing customer feedback, using them in isolation may not provide a comprehensive understanding. However, when combined with Voice of the Customer (VoC) scores at every touchpoint reflected on the map, businesses can gain more effective insights. By integrating VoC scores at each touchpoint on the map, businesses can quantify customer sentiment and satisfaction levels. This approach enables businesses to identify pain points, areas of improvement, and moments of delight throughout the customer journey. By leveraging the combination of customer journey maps and VoC scores, businesses can make data-driven decisions to enhance the customer experience and drive customer-centric improvements.

CJM helps in visualizing the entire customer journey, highlighting areas of satisfaction and pain points throughout the customer interaction with the business. By mapping the customer journey, businesses can identify areas needing improvement and opportunities to enhance the customer experience. They aid in strategic planning by providing insights into how customers interact with various touchpoints, helping to allocate resources more effectively. Lucidchart and Draw.IO is definitely available for free usage out there. However, if you'd like to go for advanced tools, SMAPLY and UXPressia are available too if you are ready to pay and use.

Customer journey mapping is a must to understand the current state and desired future state of customer service in your organization. The process of learning and observation to create the map is a necessary step. When putting together a customer journey map, get out of the data and get your hands dirty where customer experiences happen. Use the data to test whether your observations are accurate in the aggregate.

You will stand out in your organization if you can analyze customers feedback at the journey level. Few organizations can articulate and visually present their customer journey so if you are CX leader or practitioner you have a great opportunity to add value to your organization by bringing together disparate business functions and customer interactions through the use of journey mapping. You can do this by taking the business angle of centralizing customer feedback and insights through the power of journey mapping as the single source of truth. If you combine the power of customer journey tool, you will be able to position CX and journey mapping as an insights differentiator in your organization.

An effective, albeit unconventional, tool for analyzing customer feedback in the context of customer journey mapping is the use of advanced VR. VR technology allows marketers to immerse themselves in a 3D representation of the customer journey, providing a unique, first-person perspective of customer interactions and experiences. This immersive approach helps identify pain points and opportunities more intuitively, allowing for a deeper understanding of customer emotions and behaviors. Additionally, VR can simulate potential changes in the customer journey, offering a proactive way to test and optimize experiences before implementing them in the real world, thus enhancing customer satisfaction and retention through a truly innovative lens.

Desde mi experiencia, el mapeo del viaje del cliente ha demostrado ser una herramienta invaluable en mi empresa. Identificar los puntos de contacto clave ha permitido comprender mejor las necesidades y expectativas de los clientes en cada etapa de su recorrido. Esta comprensión más profunda nos ha brindado la oportunidad de ajustar estrategias y procesos, mejorando significativamente la satisfacción del cliente. La optimización continua basada en este mapeo ha resultado en una mayor fidelización y éxito general de la empresa.

For this, the best approach is to have at least 2 sources of truth. Combining analytics tools that focus on quantitative data like GA4, Posthug, and others with qualitative data analytics tools, like VoC tools (ClientZen), behavior analytics (Hotjar), and so on. The more dimensions and data types you combine, the more clear is going to be the big picture of your customer journey, and you'll be able to detect issues and gaps more easily and faster while contributing highly to reducing customer churn overall.

-When companies manage the entire customer journey they reap significant benefits- McKinsey 2013 Customer journey mapping is an essential tool. Mapping takes into consideration customer expectation and their pain points at each stage. Here are the 5 stages of customer journey mapping. 1. Awareness 2. Consideration 3. Purchase 4. Retention 5. Advocacy

Customer journey mapping is important to understand your customers' experiences. With current / future state CJM you'll be able to identify areas of insights, pain points or motivations and also help you align with internal teams with a shared understanding of the customer's perspective with an opportunity to drive innovation. Miro is good.

#Mosteffectivetool #Customerfeedback Regardless of the analysis of customer feedback that we attempt to provide through these effective tools, it is crucial to verify the validity of these feedbacks. This is because customers are prone to lying, pretending, or falsely accusing on certain occasions. Thus, if we were to consider 10 responses and only 6 are genuine, the effectiveness of the tool becomes irrelevant, as our outcome would be inaccurate. Therefore, it is highly recommended to utilize more precise, authentic, unbiased, and balanced feedback in order to ensure the reliability of our findings.

Treat your Voice of the Customer data as business data. Not as survey data. How to do it; Instead of showing another NPS improvement graph, hide the number next time. Show how much money you have behind those detractor and passive accounts. When shown euros / dollars, you have the full attention of the management team.

I strongly believe in survey as a source of information to generate improvements in the customer journey. However, the best way to obtain in-depth/detailed feedback is by engaging in conversations with customers. For example, handling contacts in customer services, conducting a round table with clients to hear their perspectives, and interacting with customers on social media. Hearing directly from the customer brings a much greater boost than a thousand surveys.

Menos é mais! Quando falamos de colher feedback e pesquisa, essa frase também pode ser aplicada. Temos que continuar ampliando a escuta ativa dos clientes por conta da relevância da Voz do Clientes. Mas a provocação aqui é para colhermos dados e feedbacks já existentes no mercado, antes mesmo de sair pesquisando clientes e saturando a própria base. Agindo nessa sequência: - Precisamos entender a perspectiva do cliente sobre um assunto. - Não temos dados internos e nem em outros canais, como: lojas de aplicativos, redes sociais, etc. Ou até mesmo, não temos consistência nos dados não solicitados. - A partir disso, podemos iniciar o processo de pesquisa.

Tools are usually only as effective as the data in them, and if the data being tracked is purely one-sided from the seller's standpoint, that's not going to be 💯 helpful to delivering value to the customer. Consider developing a value framework that is built in partnership with your customer to determine their success criteria. There are tools such as Foresight that help bring this value framework to life through the customer's lens.

When analyzing customer feedback, surveys align with business goals. However, the true richness lies in genuine conversations—spontaneous interactions with staff and customers unveil nuances beyond structured surveys. These conversations add qualitative depth to quantitative data. In unscripted moments, discover unexpected pain points or delightful experiences, contributing to a holistic understanding of the customer journey. Balancing structured survey insights with real-time feedback from interactions creates a comprehensive approach to improving the customer experience.

I would also add sentiment analysis for qualitative assessment of big amount of open text feedback and social media listening to analyze indirect customer feedback and product or service perception. And for direct feedback that is not just survey in nature, customer interviews are great tools when it is more about understanding overall perceptions.

Voice of customers can help in modifying or changing the way we approach them. The detractor and passive voices are important but equally important are the promoter voices. The motivation that comes from the positive verbatim can be channelled into creating better experiences for the not so satisfied or unhappy customers.

Analyzing customers feedbacks with the various tools is a great way to manage customer's needs and wants. However, it is also important to listen to what customers are not saying or telling you. Have real conversation with them, develop interest in what they like and get to know why they are buying from your competitor instead of from you. Businesses get feedback everyday without using the result or leverage on the insight from the feedback. Even at a previous company. So it is important to implement those feedback than to keep doing drilling customers. Because of the ever changing customer's taste to excel with feedback businesses should apply the agile framework where feedback are implemented quickly and seamlessly.

Analytical Tools and Methods are great, but you must also talk to your customer! Identify the meaningful moments of truth along the customer's journey (including post-purchase i.e. repeat and referral), and talk to the customer. The human in the loop is always critical, notwithstanding how great the data/algorithm is. Cheers!