Reading customer comments is a serious business. Ultimately, it has to be the best way of understanding what your customers think about your organisation - and it is essential that comments get to the right people - the ones that can actually change or improve customer experience.However, there are some drawbacks to manually classifying the comments:
- It's not scalable: Some of our clients have hundreds of customer comments a day. It takes only seconds to read and classify each one, but it still takes resources
- Interpretation varies by person: People classify comments in different ways. And what may be urgent to one person is mundane to another.
- Customer comments are variable: It can take some head-scratching to understand what customers are referring to. We regularly see multiple issues in a single comment. Sometimes positive and negative sentiments are expressed together. Or positive comment, "zero" Net Promoter score.