Customer feedback is liquid gold—it’s the key to improving products and services. But as that content comes in—often in a variety of forms and languages—it’s difficult to aggregate and analyze it, much less create and act on recommendations.
One of our clients—an SaaS giant—collected feedback from customers in 30 markets via a form on their website. The form had a comments box where customers could provide the input on the sales or support process, the website, or the product itself. This open-ended content was very difficult to aggregate and normalize. Often, comments were not in English. And the client had no resources to dedicate to the analysis. Because of all these challenges the feedback went unused, missing a huge opportunity to ensure a great customer experience.