Start Making Sense

Every day, customers leave behind enormous brand insights in the form of reviews, social media posts and survey responses. Yet most of this data is unstructured, making it challenging to extract meaningful insights. This creates a missed opportunity.

But what if you could use this data to uncover what customers really think not just about your brand but also your competitors, reduce churn and spot emerging trends?

This is where text analytics comes in. Text analytics uses natural language processing techniques to interpret and organise unstructured text. By employing methods like thematic and sentiment analysis, it allows brands to uncover the key themes driving consumer conversations and the emotions behind them.

There are four key uses for text analytics in relation to customer feedback:

1. Understand what customers really think about your product

Traditional surveys and focus groups often provide surface-level insights but can often struggle to capture the depth of consumer feeling. Text analytics dives deeper, revealing how customers actually feel about your products and services. Are they praising your durability but frustrated by usability? Do they appreciate your customer service but feel let down by delivery times?

These granular insights enable teams to refine their offerings with precision, ensuring they address the issues that matter most to their audience.

2. Gain competitive insights to outperform your rivals

Your customers aren’t just talking about you, they’re talking about your competitors too. Text analytics can be used to analyse reviews, social media posts and other feedback to highlight how your brand compares the competition. Are your rivals excelling in areas where you’re falling short? Are they struggling with challenges you’ve already overcome? These insights provide a roadmap for positioning your brand more effectively, allowing you to capitalise on their weaknesses and differentiate yourself in a crowded market.

3. Reduce churn by identifying customer frustrations early

Every piece of customer feedback is an opportunity to retain a customer but only if you know where to look. Text analytics helps identify patterns that can often signal frustration. Whether it’s slow delivery times, confusing return processes or a product that isn’t meeting expectations, these insights enable businesses to act before customers decide to take their loyalty elsewhere. Proactively addressing these pain points can significantly improve retention rates, saving both revenue and reputation.

4. Spot emerging trends before your competitors do

Consumer preferences shift rapidly and staying ahead requires more than just monitoring your own brand. Text analytics detects emerging trends in real time, uncovering what’s gaining traction in your industry. Whether it’s a growing interest in sustainable materials, a preference for convenience over price or an evolving product feature, these insights allow businesses to pivot their strategies early. This proactive approach can mean the difference between being a trendsetter and playing catch-up.

Our approach: Human-Centred machine learning

We combine cutting-edge machine learning with human expertise to ensure that the insights you receive are not just data points but actionable intelligence. This approach ensures precision and relevance, making it easier to translate insights into strategies that drive real results.

In today’s fast-paced market, understanding your customers isn’t optional, it’s the key to survival and growth. Our capabilities gives you a competitive edge by turning unstructured data into actionable insights. Whether it’s reducing churn, spotting trends, enhancing your product or outperforming competitors, the benefits are clear and immediate.

Don’t let valuable customer feedback go to waste. Contact us to see how we can help your business understand the voice of the consumer.