Review analysis: Mining customer feedback

If you’ve collected a lot of customer reviews over the year, this is a treasure trove of insights. It’s free customer research written in your prospects’ own words.

This will not work for many companies because without a lot of reviews, you can’t mine them.

Here’s how to make the most of them:

Step 01… Gathering your reviews

• G2 (and similar platforms like Capterra or TrustRadius)
• Google My Business
• Customer testimonials
• Social media mentions
• Support tickets with feedback
• Customer surveys

Step 02… Analysing your reviews

Create a spreadsheet and start categorising the feedback. Look for:

• Benefits mentioned
• Features highlighted
• Paint points solved

You will be able to track how often these 3 points are mentioned. Noting phrases or stories that stand out.

Bonus step… Run steps 01 and 02 on your direct competitors

That is exactly what it says on the tin. You can mine your competitors’ reviews to see what they are doing well, or maybe not so well. Just follow the exact same steps above.

By the end, it should look something like this:

With all of this, the aim is to look for patterns in how customers describe their journey from problem to solution. Uncovering any desires, pains, beliefs, objections, or features they regularly mention.

You should start to see similarities across the sales calls, customer interviews, and reviews. Highlighting useful insights for your pages.

The next research method we have is…