5 tips to make the analysis of customer reviews profitable
August 24, 2020
Reading customer reviews has never been more important in the buying process. Who among us does not take a minimum of time to read some reviews on a product before buying it in order to be sure of the quality of it? Very little, this habit quickly took hold following the advent of major review platforms such as Trustpilot or Tripadvisor.
This is why the analysis of these comments cannot be neglected, it is a key factor in the success of your project, and in building your brand image.
In this article, I will present 5 tips to best maximize the effectiveness of this analysis in order to make it profitable.
1) Analyze all comments
Indeed, even if some comments may be uninteresting or you think they are not very constructive, your potential customers will see these comments when they seek to learn more about your product. This is why analyzing all comments is important, what good is going into this process if it is only to consider a few comments?
2) Categorize comments by theme
Not all of your customers will talk about the same subject, so if you want to be faster and easier to navigate your analysis of your customer comments, it is useful to categorize them by topic. For example, group together comments that speak of in-store reception, product only or customer service, etc.
Also, if the number of comments is really large, some of them may go into even more detail. For these, it is recommended to group them into sub-themes. If you sell phones, for example, some customers might talk about the phone's battery, so you can classify these comments under the “product” theme and then in the “battery” subcategory.
This tip will save you a lot of time and efficiency by having a holistic view of how your brand is perceived by your customers.
3) Do not analyze negative or positive feedback only.
Negative and positive feedback should have equal value in your review analysis. Indeed, while positive comments allow you to understand what appeals to your customers and what makes them loyal to your brand, they can also be a motivator for your teams. When possible, responding to positive reviews can help build customer loyalty.
On the other hand, negative comments are there to let you know what is wrong and what is displeasing your customers. This will allow you to correct the issues raised in these comments to reduce your attrition rate.
In any case, the comments, whether positive or negative, will help you build customer loyalty and positively impact your business.
If you want to be even more specific in your commentary analysis, it is quite possible to incorporate an emotional dimension into it. The emotions perceived by your customers expressed in the comments will allow you to bring out weak signals and identify priority situations. This will make it easier for you to prioritize your actions.
4) Follow the evolution of comments and identify trends
Analyzing comments is an ongoing job, it is not enough to do it once and then leave it alone for a while to get results.
Indeed, constant monitoring of your comments will allow you to identify trends in them and more quickly identify whether something is appealing to customers or vice versa when the number of comments on a topic increases.
Also, a comment that seemed terrible to you at first may not be so alarming put in the bigger picture. One customer may be particularly dissatisfied, but on the other hand, the rest of your customers may be extremely satisfied.
5) Automate the analysis of customer comments
Even with all the goodwill, you can get, customer review analysis is a time-consuming process. One solution that can be considered is to use software that will greatly help you make sense of your customer comments, no matter how many or what platform they are written on. Q ° emotion is a SaaS solution that transcribes the emotions perceived by your customers in their comments. This will allow you to very quickly identify the irritants in your customer journey but also what gives them positive emotions. By automating the classification of your verbatims, you will be able to prioritize the actions to be taken and retain your customers.
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