Despite popular belief, collecting customer feedback alone isn’t necessarily a sustainable or even actionable process. Sure it will provide a quick glimpse into what online customers are thinking, but it will not give organisations the insights they need to truly optimise their online experience. If they want to be successful in doing this, they’ll need a way of absorbing and interpreting customer feedback data; a task that can be done best with customer feedback analytics.
In this article we will explain why customer feedback analytics is important for your organisation as well as lay out five tips for analysing customer feedback data.
Ready to bring your customer feedback program full circle? Let’s dive in…
Why is customer feedback analytics important?
Customer feedback analytics provides organisations with a digestible way of bringing feedback data together and identifying key bottlenecks and trends. Rather than wasting time analysing this data manually in external tools, a good customer feedback analytics solution will sort and display your data in one place using organised dashboards and charts.
As you can see, it would be silly NOT to use customer feedback analytics. However, the truth of the matter is, getting started with the analysis process can be a bit tricky and somewhat overwhelming for some organisations. Where do you start? How should you set up your dashboard for the best results? Which chart-building techniques will help you derive the most relevant insights from your data?
These are the kinds of questions our Customer Success team here at Mopinion is frequently asked when onboarding new customers. And while our team typically provides a tailored answer for these customers, there are some chart building techniques that are applied by a large majority…
Tips on how to analyse feedback data
Here are a number of tips / techniques on how to analyse your feedback data.
1. Identify feedback trends over time
When measuring hard KPIs such as Net Promoter Score (NPS) or Customer Satisfaction (CSAT), it is useful to monitor how these metrics change over time. Whether your organisation does this on a weekly, monthly, quarterly or annual basis, leveraging charts that measure these fluctuations will help you quickly detect changes in performance in a timely manner.
Let’s look at a few examples of measuring NPS over time:
If you want to measure NPS from the last month, you could use a bar chart like the one below which is split into the different scoring options. Here you can see the percentage of promoters, passives and detractors per month:
Alternatively, you could use a line graph and monitor a rating and see how this changes over time:
Using these insights, you can keep a pulse on certain metrics and intervene when you and your team see fit.
Some user feedback software solutions – like Mopinion – allow their users to zoom in on specific feedback items and deep dive into this data, uncovering the reason behind a major drop or rise in scores. A good one to keep in mind…
2. Bring different feedback sources together
Is your organisation measuring the same metrics across various channels, domains or countries? Then you might want to consider a solution that can line these metrics up next to each other in charts. By putting all of this data into one chart, you’ll be given a bird’s eye view of what is happening across your entire digital front.
For example, let’s say you want to monitor the Customer Satisfaction (CSAT) score provided by your customers across your website, mobile and email channels to get an idea of how these channels perform in relation to one another. You could do that by merging the results from these feedback forms into one chart and comparing.
This would look as follows:
Note: this chart also measures the score over a period of time.
Or you can measure a score like NPS across countries. Here is an example of measuring promoters only:
To learn more about how Mopinion tackles the challenge of bringing together multiple data sources in one chart, be sure to check out this post.
Pro Tip #1: Creating your ‘ideal’ dashboard
The ideal customer feedback analytics dashboard isn’t a one-size fits all solution. In fact dashboards vary greatly from organisation to organisation. So our advice is – depending on the priorities you’ve set for your feedback program, i.e. your focus KPIs, channels, and/or campaigns – try organising the data in a way that helps you quickly detect anomalies. For example, by listing your top KPIs first, and then funnel down into charts that need to be monitored less frequently.
3. Monitor online testing efforts and specific pages
Additionally, many organisations leverage feedback for online testing purposes. In other words, to understand how the changes on any given page of your website or mobile app are received by the user. An episode with CRO Specialist Tim Thijsse on 360 Digital
Humanizing your CRO efforts with soft data
An episode with CRO Specialist Tim Thijsse on 360 Digital
Let’s use an A/B test as an example.
Let’s say you want to see how your users experience two different versions of your homepage. You could use a chart this like the one below. This chart shows the level Customer Satisfaction (CSAT) on each of the two versions.
Another simple way of measuring how a page is received by your users is by mapping out the best URLs. For example, if you want to know which blog posts are performing well, you could create a chart with the top 5 best performing blog posts (using metrics such as smileys, stars, a scale of 1-5, etc.). This will give you a quick and easy overview of your pages, which will ultimately enable you to better prioritise your content strategy.
Example of a pie chart showing the top 5 URLs:
Example of a bar chart displaying the top 5 URLs:
4. Instantly gauge (changes) in sentiment
Looking to quickly gauge sentiment on certain pages or within email campaigns? An easy way to do this would be to create a simple chart that measures positive and/or negative feedback. For example, many feedback solutions offer feedback survey elements such as the ‘thumbs up / thumbs down’ which are usually found at the end of an email, or embedded at the bottom of a page, i.e. FAQs or blog posts.
They look like this:
But how do you visualise this?
Measure both the positive and negative feedback over time:
This gives you a quick indication as to how your page (or newsletter in this case) performed over the span of a time.
Or as a line graph (with the total amount of feedback):
Measure ONLY positive (or negative) feedback over time:
Pro Tip #2: Dig deeper into your data
Dashboards are great for quickly detecting data anomalies, but why stop there when there’s a whole other level of data waiting for you. To better understand why metrics are fluctuating, dig deeper into your data and analyse open comments and metadata (i.e. browser, user agent, OS).
For example, let’s say the last three days, your mobile channel has experienced a significant drop in CSAT. If you work with a feedback solution like Mopinion, you can simply click through to the feedback straight from the chart and get to the source of the problem.
5. Measure total amount of feedback collected
Additionally, one of the more seemingly simplistic yet effective ways of analysing your customer feedback is to monitor the amount of feedback being gathered. This can quickly give you insights into which areas you might need to focus on. The reason being is that particularly a rise in feedback may indicate an issue many of your customers are encountering. To measure this effectively, many organisations leverage line graphs (over time) to quickly discover any rise or drop in feedback. The amount of feedback you gather can also be compared across multiple sources (as mentioned above).
Here’s an example of chart showing feedback items collected over the course of three weeks:
Want to compare the amount of feedback across multiple sources? Here’s an example of how that might look:
Pro Tip #3: Understand customer emotions
In addition to measuring key KPIs, many organisations also leverage techniques such as text analytics. In the context of user feedback, text analytics is typically used to analyse and break down the content in open text fields within a feedback form. It also involves categorisation, clustering, pattern recognition, tagging and visualisation.
This type of data can aid your organisation in understanding customer sentiment and emotions, providing you with the means to boost struggling areas of your website, mobile app or email campaigns.
Click here to learn more about text analytics.
Your dashboard, your rules
As you can see there are lots of different options for analysing your customer feedback and this list is anything but complete. Depending on your organisational goals, the metrics you leverage and the types of data you collect, there are plenty of other types of charts you can create and techniques you can leverage to perform your customer feedback analytics. In fact that’s the beauty of customisable dashboards and charts – YOU decide what you want to analyse and how.
Curious about the next steps? Stay tuned for a follow up post on how to make this data actionable.
Ready to see Mopinion in action?
Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.