Overwhelming customer feedback data

Posted by sharad khandelwal on Apr 9, 2018 9:34:30 PM

2 Weeks ago

It was that time of the year when my wife's mobile phone contract was due for renewal. My wife has no interest in latest and greatest phones but new and shiny gadgets are one of my weaknesses, though I have managed my weakness well since I left the lucrative banking world and founded SentiSum. So, I took this opportunity to buy a new smartphone for her ( seriously for her not for me).


I have mostly bought phones in-store but this time decided to check options online. The best deals I found were with a retailer called mobiles.co.uk which is an online-only subsidiary of Carphone Warehouse. As with any purchase I decided to do a bit of market research


Day 1

A quick Google search returned decent reputation for the brand.


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It was time to dig deeper so I started with TrustPilot, the obvious review platform to rant and rave. There are around 2k+ reviews, I looked at average rating and few recent reviews.



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I then clicked on the next Google search result to check the feedback on reviews.io. The platform has lot more reviews than TrustPilot ~ 21k+. Wow! but has anyone got time to read so many reviews?


Is there a better way to summarize these reviews ?



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No online research can be complete without checking out social media. I wasn't surprised to find Twitter being used as a customer support channel.



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Enough of research and by now I was convinced to order a brand new shiny phone from Mobiles.co.uk. The process was straightforward and I ended up ordering a Samsung Galaxy S9 - hurray :). Now the wait starts for the delivery of the phone.


Day 2


By now google and all other GDPR compliant companies realized that I was looking for a phone, so I started getting all interesting advertisements for latest phone contracts. Although I was done with phone purchase one ad caught my eye and it was for latest Huawei P20 smartphone and it came with Bose QC 35 wireless headphone worth £340 for free on pre-orders. WHAT ???????? REALLY ??????? I had to change my order as I can't miss the free Q35, so I immediately dropped them an email and got the below automated response.


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"we aim to reply within 2 working days" - Who in today's age has the patience to wait for 2 days? I immediately picked up the phone, spent next 33 mins and 19 seconds to change my order and they sorted everything for me.


A few days later

Finally, I received the new Huawei P20 and now need to fill an online form to claim my Bose QC 35. It was good to get a survey email from the mobiles.co.uk asking for my feedback on the buying experience.


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The world has changed


One mobile phone purchase experience involved multiple touchpoints of the company across different channels i.e social media, review sites, website, email, contact center, survey.

How are brands dealing with the complexity of multiple touchpoints?


And it's not just about the multiple touchpoints, what about the different forms of customer feedback data

Direct Voice – all the customers that contact your business either in person or via the phone and leave feedback about your company, products, marketing and service.

Indirect Voice – customers that register their feedback via market research

Direct Text – customers that contact you via any written form – text, email, letter, chat

Indirect Text – customers that register their satisfaction via external routes such as social media, review sites, market research, industry regulators, online forums etc


There are many complexities associated with capturing feedback and customer sentiment across all the channels, all are mostly unstructured data unless in response to formal feedback requests. It is beyond doubt that it is vital to have a customer feedback analysis solution in place that is able to get value from the structured and unstructured customer feedback data combined.


Do Mobiles.co.uk and other retailers have a Single Source of truth which reflects The true voice of the customer?


time for a little shameless self-promotion :)


SentiSum provides a customer feedback analysis platform that brings together data from all touchpoints and channels into a single source of customer truth and accurately interprets customer sentiment to provide insights for the business.


SentiSum's customer journey insights platform

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Topics: customer experience, analytics, customer journey

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