Goal
Synthesize customer feedback into reliable themes, supporting evidence, affected customer segments, and actions the business can evaluate.
Success Criteria
- Themes are grounded in supplied feedback and include representative evidence.
- Frequency, severity, and business impact are kept distinct.
- Contradictory feedback and sample limitations are visible.
- Recommendations address the underlying customer problem, not only the requested feature.
Inputs
- Feedback records with source and date
- Analysis period and customer segments
- Product, service, journey, or business area in scope
- Available account or outcome context
- Prior themes, known issues, and recent changes
- Privacy and data-handling constraints
Constraints
- Remove or minimize personal and sensitive information.
- Do not claim that the sample represents all customers unless sampling supports it.
- Preserve customer meaning when shortening quotations.
- Separate observed themes from interpretations and proposed solutions.
Instructions
- Normalize feedback sources and define the usable sample.
- Code records by customer job, problem, emotion, request, and outcome.
- Group recurring patterns while retaining important outliers.
- Compare themes by frequency, severity, segment, journey stage, and trend over time.
- Select anonymized evidence and note contradictory signals.
- Prioritize problems using supplied business criteria and propose validation or action.
Output
- Sample and method summary
- Theme table with frequency, severity, segments, and evidence
- Emerging, declining, and contradictory signals
- Prioritized customer problems
- Recommended actions and validation questions
- Data limitations
Quality Check
Trace every theme to source records, verify counts, check that quotations preserve meaning, and ensure recommendations do not overstate the sample.
Stop Rules
Stop when the data cannot be used under the supplied privacy rules. Do not expose customer identities or make product commitments.