If you handle customer feedback regularly, we certainly don’t have to tell you about the importance of collecting both qualitative and quantitative data. After all, utilising the combination of the two is how you spot trends and gain deeper insights into optimising your customer experience. However, analysing qualitative feedback can be tricky as it’s not as easy to read at first glance. This is where customer feedback summarisation steps in – it makes large quantities of answers to open feedback questions tangible and allows you to gain actionable insights.
In this article, we’ll dive into everything you need to know about how customer feedback summarisation can benefit your organisation. Not to mention, how using AI can speed up the process of analysing qualitative feedback and which tools can best assist you.
Here is a handy overview of the topics we’ll cover:
- What is customer feedback summarisation?
- How summarising customer feedback improves business decision-making
- What types of businesses benefit most from feedback summarisation?
- What role does AI play in customer feedback summarisation?
- 5 best customer feedback summarisation tools in 2025
Strap in! Here we go.
What is customer feedback summarisation?
Customer feedback summarisation is the process of analysing, categorising and summarising feedback you’ve received from customers. This could technically be any type of feedback. However, the term is most often used when talking about reviews or written comments in response to an open-ended question.
Below is an example of a typical open-ended ended feedback question:
‘In your own words, could you tell us more about what you liked/didn’t like about your experience with us?’
As you might know, written feedback is considered qualitative data, while responses to multiple choice questions fall under quantitative data.
Qualitative data is often trickier to analyse, since it doesn’t easily translate into charts or graphs in an analytics platform. That’s where customer feedback summarisation comes in – it’s a handy tool for gaining deeper insights from open-ended responses
How summarising customer feedback improves business decision-making
Summarising customer feedback makes your qualitative data digestible. Which in turn allows you to:
- Detect issues
- Easily set priorities
- Create tangible action plans
- Democratise insights through your entire organisation
All this drives improvements across your organisation and makes the customer feedback loop more effective.
Qualitative feedback, like written comments and reviews, is often where you find the key to making your data actionable. That’s why it’s important that it doesn’t go overlooked. While quantitative feedback can show you how your users are acting, qualitative data is how you unlock the ‘why’ behind their behaviour.
In the end, listening to your customers is the key to elevate your customer experience and refine your product(s) and service(s). Which in turn will boost conversion, customer loyalty and revenue.
What types of businesses benefit most from feedback summarisation?
Which businesses that benefit the most from feedback summarisation have less to do with what your business idea is and more to do with the amount of feedback you collect.
The larger the amount, the harder it is to get an overview. Typically, it’s businesses within the business-to-consumer (B2C) industry that collect data of this caliber. Think retail, telecom providers, travel and hospitality, etc.
However, if your website has many visitors, chances are, you are also collecting a steady amount of feedback. This means that public authorities also aren’t strangers to the benefits of customer feedback summarisation.
To summarise: If your business has many website visitors, or is collecting large amounts of feedback through email or app, you could definitely benefit from customer feedback summarisation.
What role does AI play in customer feedback summarisation?
You probably don’t need us to tell you that AI has exploded across the market in recent years, and customer experience analytics is no exception.
Automating customer feedback comes with some clear benefits:
- Time saved: Spending hours going through hundreds, or even thousands, of feedback messages or reviews is time-consuming to say the least.
Having AI do the heavy lifting for you ensures that you spend less time analysing and more time implementing meaningful improvements, found in your qualitative feedback.
- Less error-prone: It is easy to accidentally mislabel data or look for evidence to confirm an existing thesis when categorising customer feedback manually. Automation helps you overcome these issues.
- Faster decision making: As you spend less time analysing, you can also close the feedback loop quicker.
- Prioritising urgent issues: Automated summaries will help you get to urgent issues while there is still time to fix them.
As with all AI solutions, however, the quality of the solutions currently on the market varies. In other words, there are a few things to keep in mind when choosing what is best for you.
Often, AI solutions are obtained via acquisition, i.e. customer experience companies buying other customer experience companies. As a result, these tools aren’t always the best fit for the brand, and they don’t always align perfectly with customer needs either.
Another consequence of these kinds of solutions is that they are often separate from the rest of the product the company is selling. Meaning you need multiple logins and systems to analyse your data.
Last, but not least: security. With the rise of AI and increasing volumes of personal data, secure and privacy-compliant handling is more critical than ever — especially since the introduction of GDPR in Europe.
Many AI-powered feedback tools, however, are simply integrated with external platforms like ChatGPT. In these cases, the companies selling the software may not actually store the data in their own secure cloud environments — raising important questions about data ownership and compliance.
In short: when you are choosing a provider, ensure that you choose a solution that is both a good fit for your company and that prioritises privacy. Which leads us too…
The 5 best customer feedback summarisation tools in 2025
1. Mopinion – Smart Recaps
Mopinion’s (hi, that’s us!👋) solution for customer feedback summaries, Smart Recaps, uses generative AI to create concise summaries of your open feedback responses, sorted into topics.
With the help of sentiment analysis, Smart Recaps also shows you how much of your feedback is positive, negative and neutral. This helps you see which topics need urgent attention, as well as what you are already doing well.
Need more detailed insights? No problem – you can easily dive deeper and check out each individual comment. You’ll find them categorised into both topic and sentiment.
Additionally, Mopinion is fully specialised in customer feedback. More general CX toolsuites might offer several generic solutions. However, as a result, these are often not tailor-made to your specific needs. Not to mention the fact that the different features run in separate modules and systems — making analysis processes a lot more difficult and time-consuming than they need to be.
Since Mopinion is built specifically to excel in customer feedback, you can skip the extra hassle and get straight to the insights. You’ll find Smart Recaps in the regular Mopinion platform. No separate systems, log-ins or extra steps (such as exporting and uploading data) is needed to see your feedback summaries. Lastly, the AI technology Smart Recaps is built on runs entirely within Mopinion’s cloud environment, without relying on external AI systems like ChatGPT.
In a nutshell, Smart Recaps:
- Helps you spot urgent issues
- Eliminates human error in categorisation and analysis
- Saves you the time and hassle of manually reading and categorising customer feedback responses
- Allows you to close the feedback loop quicker
- Adheres to privacy laws, such as GDPR
Read more about Smart Recaps.
2. Medallia — Medallia AI
Medallia’s solution for customer feedback summaries creates clear overviews of your client responses and reviews, complete with sentiment analysis. In addition, Medallia has a text and speech analytics feature that can expand on more complex emotions like ‘excitement’, ‘confusion’ or ‘frustration’.
One thing to note, however, is that Medallia is a customer experience (CX) management platform, with a strong emphasis on collecting both online and offline data. Naturally, they offer a number of tools to support this, rather than specialising on specifically customer feedback.
Because of this, their features and data are often found in separate modules and systems, which can lead to extra steps.
3. Qualtrics — Comment Summaries Widget (EX)
Source: Qualtrics
This customer feedback summarisation tool from Qualtrics comes in the form of a widget. It creates handy overviews, complete with sentiment analysis, allowing you to identify urgent topics or improvement areas.
However, something to keep in mind with this widget, is that it still requires some manual labour from you to analyse your data. For example, you first need to export your feedback and upload it to Qualtrics’ text analysis tool, Text iQ, before you can access your summaries.
4. Survicate — AI Surveys
Source: Survicate
Survicate’s solution for customer feedback summaries allows you to collect feedback from different channels (like reviews, customer service messages and feedback forms) and analyse them on one platform.
As with the other solutions in this list, AI Surveys automatically sorts feedback into topics and gives a coherent overview. However, the overview does not include sentiment analysis, which can make it more difficult when prioritising which actions to take.
5. Survey Monkey — Survey Monkey Genius
Source: Survey Monkey
Survey Monkey Genius is a tool that helps you both create surveys and analyse your responses. While their analysis feature for open comments might not be as advanced as other solutions on this list, it’s helpful when creating surveys on a smaller scale. Or when conducting marketing research or other campaigns more aligned with sending out traditional surveys. However, if you are trying to find a solution to analyse large quantities of qualitative feedback from your your website, in-app or other digital channels, it might not be ideal for you.
Survey Monkey’s natural language processing categorises your responses as positive, negative or neutral, giving you a clear indication of your customers’ general feelings. Additionally, it can give you insights like bad scoring within a certain target group and remove poor-quality responses.
Choosing a customer feedback summary solution that works for you
And just like that… We’ve reached the end of this blog! As you might have concluded, customer feedback summaries comes with a lot of potential to improve your business. Especially if your company collects large amounts of open feedback responses.
As with all things analytics, data is most powerful when it doesn’t exist in a vacuum. It’s important to consider your quantitative metrics alongside open feedback comments when drawing conclusions. That’s why it’s beneficial to choose a solution that offers a complete range of customer feedback analytics features, rather than a stand-alone tool.
Our tip: Write down all your specific customer feedback needs and find a solution that matches those requirements.
Gud luck on your customer feedback analysis journey!
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.
