Your Guide to An Effective Customer Feedback System

Happy customers are, of course, the cornerstone of any successful business. So keeping tabs on customer satisfaction by regularly asking for customer feedback needs to be a top priority.

However, it can be a struggle to keep up with all your incoming customer feedback. While gathering it from CRM systems, customer satisfaction surveys, emails, social media, chats, and the like, might be easy, the hardest part can be analyzing it to get meaningful insights about your customers.

Setting up a customer feedback system is your next step to understanding the entire customer journey. When you put the proper customer feedback system framework in place, you’ll be amazed at the results.

What Is Customer Feedback?

Customer feedback is any comment, opinion, or input provided by customers or the public about a particular company, product, or service. It’s the information (positive or negative) companies use to improve products and services and the overall customer experience (CX).

Customers can now send feedback using various channels of communication, like:

  • Online customer reviews
  • Social media conversations
  • Customer satisfaction (CSAT) surveys
  • Emails and phone calls
  • In-person interviews or focus groups
  • AI and Bots
  • Marketing & sales feedback
  • Onboarding feedback
  • Product surveys
  • Messaging apps

Why You Need a Robust Customer Feedback System

It’s important that companies adopt multi-channel support to receive customer feedback because reports show that those that provide an omni-channel service are likely to perform better than those that don’t. Why? Because customers value convenience, faster response times, and brands that can adapt quickly to their changing behaviors.

Given that there are many different channels customers use, you'll need a way to keep track of all this customer feedback. Creating a robust customer feedback system can help you streamline how you generate, collect, and analyze what customers are saying about your business or product.

An efficient and properly managed customer feedback system can gather and analyze customer feedback wherever it may be for real-time, data-driven insights to inform business decisions and understand the voice of the customer (VoC).

Putting a customer feedback system in place allows you to integrate data analysis tools for a seamless process and impressive results.

What You Can Do with A Customer Feedback System

When you have a good customer feedback strategy in place you’ll see immediate results and be able to follow the customer journey from beginning to end. You can use various data analysis tools for a seamless process and impressive results, and perform some of these key tasks:

Social media listening

Customer comments and complaints can appear all over social media, 24/7, and it can be overwhelming to try to handle them manually. Furthermore, in this fast-paced social media world, 83% of customers who comment or complain about a business on social media expect a response the same day, and 18% expect it immediately.

AI-guided social listening tools allow you to follow real-time brand and product mentions on Twitter, Facebook, Instagram, and more; automatically analyze them for intent and opinion, and route them to the proper employee or department, so your customers aren’t left out in the cold.

Customer experience & voice of the customer (VoC) analytics

Listening to the voice of customer often helps companies better understand the experiences of their customers. With a customer feedback system in place, you can Integrate voice of customer data and to follow the whole customer journey.

Customer feedback software allows you to find patterns and trends and understand your company’s relationship with your customers – even perform competitive analysis to find out what competitors may be doing better than you. Put yourself in the customer’s shoes to understand exactly the experience you’re delivering.

Survey collection, analysis & integration

Integrate your CRM system with survey tools to streamline processes. Platforms like Google Forms, SurveyMonkey, and Typeform make gathering data easy, and you can have surveys occasionally pop-up in-app, send them via email or social media, or use post-purchase follow-ups after online chats or sales interactions.

Connect regular customer satisfaction survey data - both quantitative and qualitative (as well as other feedback) to your data analysis tools to see ALL of your customer data together.

Stimulate customer reviews

Customer reviews can come from all over the web: Capterra, G2 Crowd, app stores, Amazon, Yelp, and many more – even social media, blogs, forums, etc.

Online reviews often reflect the most honest opinions because they’re unsolicited and offer details that you’re unlikely to get from surveys or requested feedback.

The problem is they include open-ended commentscontaining unstructured data that needs to first be formatted before it can be analyzed by machines.

Fortunately, advancements in machine learning make it possible to automatically analyze qualitative data that goes beyond mere numbers and statistics for deeper insights.

Online reviews and star ratings heavily drive customer acquisition, so it’s important that you remind or gently poke your current customer base about the importance of these reviews. Customer feedback systems can help you automatically target your biggest promoters to practically guarantee 5-star reviews.

And performing sentiment analysis on reviews of your brand, for example, can automatically read comments for “opinion polarity” to find out if the review is positive, negative, or neutral. Imagine using this on reviews and comments about your products from all over the web.

Multi-source feedback

Ensure all of your feedback platforms and sources are integrated, working together for a truly holistic analysis of your data: emails, surveys, live chats, social media data. You may discover insights that you’d never even considered. And business intelligence (BI) visualization tools help make your results easy to digest and understand.

But just how do you handle your feedback?

AI-Powered Customer Feedback System

MonkeyLearn is an intelligent customer feedback solution: a suite of text analysis tools to get you from customer feedback collection to analysis and qualitative results.

MonkeyLearn Studio offers an all-in-one, seamless process to analyze and visualize your customer feedback, so you won’t miss a single step of the customer journey. MonkeyLearn is easy to set up, completely scalable, much more accurate than human analysis, and offers real-time, data-driven results.

Here’s how to create your customer feedback system with Monkeylearn in just four steps:

1. Collect Feedback

Use CSAT and NPS surveys, emails, social media data, chat conversations, customer support tickets, whatever data source you need. MonkeyLearn integrations allow you to connect directly to Zendesk, SurveyMonkey, Typeform, Google Forms, and more, or upload CSV or Excel files.

Connecting MonkeyLearn with Zendesk, for example, allows you to extract all your help desk data and can even help automate your customer support process. By creating a Zap that syncs with MonkeyLearn’s machine learning capabilities, you can automatically prioritize, route, and respond to customer support tickets in real time.

2. Set Your Goals

What are you trying to achieve with your new customer feedback system? Do you just need to automate processes? Do you want to improve individual products or customer service?

Think about how you can use all of your feedback data together to get the information you need. This will also inform new survey questions or areas of data collection.

3. Set Up Your Automatic Feedback System All In One Place

Connect MonkeyLearn to the tools you already use with the aforementioned integrations so you can analyze feedback with almost no human interaction.

Or with just a little bit of code you can use MonkeyLearn’s API in all major programming languages for an even more streamlined data analysis process.

A flowchart showing how MonkeyLearn Studio works automatically: "choose a template," "import your data," "run analysis," visualize data."

With MonkeyLearn Studio you can connect multiple analysis techniques, like keyword extraction, sentiment analysis, aspect classification, and more, and analyze your customer feedback automatically.

You simply choose a template or create your own (with the tools you need), import your data with integrations, and your analysis and data visualization will happen automatically.

Tools, like the automatic NPS survey classifier (that automatically categorizes survey responses as Customer Support, Ease of Use, Features, or Pricing) are particularly great for customer feedback analysis:

Test with your own text

Results

TagConfidence
Pricing89.2%

Or the pre-built email classifier to sort marketing email responses as: Autoresponder, Email Bounce, Interested, Not Interested, Unsubscribe, or Wrong Person:

Test with your own text

Results

TagConfidence
Interested100.0%

Best of all, MonkeyLearn is an easy-to-use SaaS platform that allows you to train your tools, usually in just a few steps, to the language and criteria of your business for unsurpassed accuracy.

Get Real-Time Insights

Once your analyses are set up, you’ll get 24/7, real-time results, automatically.

Take a look at the MonkeyLearn Studio dashboard below showing aspect-based sentiment analysis of customer feedback of Zoom.

Each review has been classified by “aspect” or category: Usability, Support, Functionality, etc., and then each category analyzed for sentiments: Positive, Negative, or Neutral.

MonkeyLearn Studio dashboard showing results for intent classification and sentiment analysis in charts and graphs.

Imagine this run on all your customer feedback data. You can search data by date and time to find out when products may have been trending positive or dig in to see why your customer service team seems to perform poorly on a certain day of the week.

Take a look at the MonkeyLearn Studio public dashboard and change criteria by date, intent, category, etc. and see just how easy it is to get real insights from your data.

The Takeaway

Customer feedback is possibly the most important source of insights to retain customers and help your business grow. But setting up a customer feedback system can seem like a daunting task – there’s so much data from so many sources, and then you have to connect and analyze it all.

Fortunately, MonkeyLearn Studio lets you connect all of your internal and external data streams and create a seamless customer feedback system framework to analyze and visualize your customer feedback for fine-grained, real-time insights.

Sign up for a free demo to find out just how easy setting up a customer feedback process can be.

Rachel Wolff

October 27th, 2020