How to analyse customer feedback with the use of labels

And what now…? This is a question many online marketers ask me when the first customer feedback has been received. In the past they heard the customer, now they really listen to them. But how are they actually going to use that valuable information after they have listened to the customer?

Feedback everywhere

There are still online marketers who say that customer feedback is extremely valuable, but that they don’t know where to start. Often to their surprise, the influx of customer feedback is overwhelming. They did not expect beforehand to receive that much information. Nor the diversity thereof. How naive they were…

As the time progresses, the amount of feedback obviously increases but substantively speaking patterns are starting to develop. Although worded differently, a lot of feedback involves matters of the same nature. Items describing the non-functioning of a step in the payment process. Multiple persons indicating that they are unable to login. Clerical errors in content. The lack of contact information.

Uncategorised data
Having the customer indicate the subject of the feedback by means of well thought-out categories obviously makes the subsequent analyses a lot easier. However, some difficulties will surface here. Customers, unfortunately, are not always very consistent when it comes to indicating the subject of their feedback. When the form includes a category stating that the feedback concerns the login, they will still choose the ‘Other, namely…’-category and provide an explanation such as: ”I need a Digital ID, but I don’t have that”. When you include the option ‘Uploading invoice doesn’t work’ in a service funnel, the choice is accidentally made for ‘I don’t have access to my policy number’.

No matter how much you focus on the clear indication of the categories available on the form, feedback will always be received in the wrong categories.

How can you ensure that this increasing pile of customer feedback remains manageable? That this wealth of information provides insight and does not drive you to despair?

In other words: how do you tame this data-monster?


The labelling of the open feedback comments comes into play here. What is tagging? If you use, for example, Gmail, Pocket, Evernote, Basecamp, Pinterest or Asana, the labelling of items, emails, to do’s or notes probably doesn’t sound unfamiliar to you. If not, you have perhaps created a column yourself in Excel in which you have attached your own label to an item. Neither? Don’t worry because it is not difficult. However, it is always possible to make it easier for yourself. The Mopinion feedback intelligence platform has an integrated smart labelling system.

Mopinion: Smart Labelling System
Figure 1: Smart labelling system.

Instead of infinitely adding columns with new tags in Excel, the Mopinion platform is designed to add multiple tags to multiple items in no time. You are free to create your own label names, so you are not stuck with the categories invented by a supplier.

Mopinion: Select the feedback items to be tagged
Figure 2: Select the feedback items to be tagged, type or choose your tag(s) and add them.

Hey, but I also have colleagues. How do they know which labels they are supposed to use? As soon as a tag has been created, it will be included in the list of existing labels. This way it is possible for everyone to see which labels have already been used. Do you not understand why a certain tag has been added? Hoover on top of the tag to see who has added it and when. And ask this person about the underlying idea.

Mopinion: Hoover on top of a tag
Figure 3: Hoover on top of a tag to see who has added it and when.

Persistent colleagues? You can determine upfront which labels should be used and you can switch off the free labelling option. This way you avoid the creation of email, Email, email address, EMAIL and mail to indicate the same.

After you have tagged all of those 311 items of the past weekend on Monday, you want to reap the benefits of your work. Then use the Smartsearch™ search function to retrieve items with one or more tags. Useful to see which errors customers have experienced during the past weekend.

Mopinion: Click on the tag filter
Figure 4: Click on the tag filter, select one or more tags and Smartsearch™ immediately shows the related feedback.

The real strength for the online marketer lies in the fact that you can allocate multiple labels per item. A feedback isn’t just ‘Payment’, but can also involve ‘PayPal’, ‘Typo’, ‘Marketing’, ‘Lead’ and ‘Good idea’. Thanks to the multiple tags you no longer have to choose by which category an item is exclusively covered.

A nice feature, but how do you actually use it in practice? You want to create added value, not a pile of additional data.


Imagine you have three departments, with content managers, usability experts and developers who have to do something with the feedback provided. Your manager wants to know whether it is worthwhile to support additional payment methods. And he/she needs facts to make that assessment. So, you get the request to just map which payment methods, iDeal, PayPal, Credit Card or numerous other ways, are suggested in the feedback. In addition, it sometimes occurs that you feel like reading back a certain item. And you are curious to know how many people were unable to login to their account on a monthly basis. Because you have your doubts about the correct functioning of that new 2-factor authentication method.

Mopinion: Imagine Label Selection

In that case it comes in handy that the content managers are able to select the label ‘content’ to see what has to be adjusted to the contents. Your manager can review all the items regarding ‘iDeal’, ‘PayPal’, ‘Credit Card’ and ‘Cash’ in one go. Or actually only wants to have a look at the ‘iDeal’ items. In the Monday morning meeting you point out that your gut feeling with regard to the new login method was correct by using the 32 ‘Error’ and ‘Login’ tagged items. The usability experts themselves filter on ‘Usability’ and ‘CTA’ to find out that the Demo application-button in the prospect emailing in outlook was apparently located underneath the fold. They actually already knew that, but now 56 people have addressed this issue in the past hour.

A good idea to adjust that for the next batch. Oh yes, what was that extremely useful comment the customer made in the past month? Just filter on ‘Idea’. It is also convenient that all of your colleagues have real-time access to the same feedback and tags on any device. Quite useful to know for sure that you are all looking at the same contents. So, you won’t ever be bothered again by a continuously expanding folder with files such as feedback.xlsx, feedback_20160831.xls, feedback_20160831(1).xls, feedback_20160831(1)(1).xls, feedback_PH_definitief, feedback_PH_final, feedback_PH_herzien, etc. Of which you never know anymore what the latest version is. And whether a colleague by chance uses an even more recent version.

What’s the use?

Still not convinced why you should label feedback in the Mopinion platform? A practical example. A large insurer has a ‘My environment’ in which customers can have a look at a sparse number of matters and are able to arrange even less themselves. The online team in particular and the organisation in general have the gut feeling that customers do not really appreciate the environment and that there is a demand for more functionalities.

One of the marketers takes on the challenge. An online feedback meeting is designed with regard to the existing ‘My environment’ so that current customers are able to give feedback in the moment. The gathered feedback provides the substantiation that the gut feeling is correct. The labelling of the feedback made it possible to map which feature is in the highest demand. Armed with this structured data, the online team succeeds in convincing the management to make budget available for the ‘My environment’.

Thanks to the labels it is clear which functionality is most needed so that the scrum team can work on that issue in the upcoming sprint. Partly thanks to the feedback, the ‘My environment’ concerned has meanwhile developed into an example of practical ingenuity. The customer satisfaction has skyrocketed. As customers are able to handle a lot more matters online, the pressure on the call centre is reduced. And the online marketer? He is now the vice-president online strategy. Okay, the latter is not entirely true, but he did get promoted.

So don’t ask what data can do for you, but what you can do for data. (Alright then. Also ask what data can do for you.)


To conclude this blog, a number of practical tips:

• Take a (fixed) moment during the day to read and to immediately label new feedback. This way you prevent feedback to be labelled from piling up. Even more important is that you know what is going on online with your customers on a daily basis.

• Use multiple labels in order to be able to make several cross-sections.

• Also give other colleagues and departments access to the feedback you gathered. This way you are all looking at the same information.

• Agree with colleagues upon a label etiquette. For example, only small letters. Or start tags with a capital letter.

• Use general terms for your tags. The combination of tags allows you to still label and filter in a very specified manner. Does the feedback concern the fact that an image in Chrome does not load on the homepage? Label that, for instance, as ‘bug’, ‘image’, ‘chrome’ and ‘homepage’ instead of ‘bug: chrome homepage’. There is only a very small chance that you will use the last tag more often. Nor that your colleagues will choose that tag when a similar problem occurs.


Want to learn more about Mopinion’s feedback reporting and analysis 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.