How To Analyze Open-Ended Customer Feedback

If you want positive word-of-mouth advertising, then you need happy customers. If you want happy customers, then you need to get customer feedback and figure out what to do with it. Today’s guest post explains how to analyze open-ended customer feedback.

After the creation and administration of real-time customer satisfaction reports, there is a lot of work to be done with analysis. Many surveys that are given to consumers are ones that involve choosing the best answers and filling in radial buttons. These surveys are often useful when only a certain number of answers are needed by the research and development, as well as outreach, teams. However, there are a number of surveys in which feedback is allowed to be given in the form of an open-ended answer. These can be much more difficult and time consuming to analyze.

When radial buttons are filled in, computers can do most of the analysis by creating charts and graphs automatically. A similar approach can be accomplished with open-ended surveys, but much more manual labor is needed. The first item of business for analyzing this information is to have every single one of the surveys read. While reading the surveys, employees or the survey analysis team must then divide the surveys up into positive, negative, and neutral groups (some surveys with have both positive and negative information on them, which should be placed in the neutral group).

When these surveys are sorted into these groupings, a deeper analysis can be done. Each of the surveys in the positive group can be further reviewed to find positive trends in the product or service that is the subject of the feedback. This positive information can then be used to further develop the product or to create new products that include the features that consumers found to be important.

Just like is done with the positive group, all of the surveys giving negative feedback can be further analyzed, scanned for trends and similarities. These trends should certainly be recorded and never put into another product or service again, since clearly they do not reflect well of the company in the general population. These trends can also be used by Research and Development to focus on certain aspects of the product or service design to reduce the likelihood of that trend resurfacing in a later product.

Feedback that is both good and bad must also be analyzed. Most of the positive and negative remarks given on these surveys will likely match both the positive remarks found in the positive group and the negative remarks found in the negative group. After all of the surveys have been thoroughly analyzed, graphs and charts can be created to show management where problems lie and what needs to be improved on.

Guest post provided by Lauryn Winterson, a professional writer for Mindshare who enjoys reading, writing, and spending time with her family.

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