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Bart Reits
Bart Reits

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The Death of Manual Feedback Analysis:

How AI is Revolutionizing Customer Feedback Processing

How to improve your customer feedback loop – it’s easier than you think!

Are you struggling to process and make sense of the customer feedback your organisation receives? Do you have a backlog of thousands of review comments and don't know where to start? If so, you're not alone. Our international client, active in 13 European countries, faced a similar problem and reached out to us because they wanted to get in control of the high customer demand.

The problem

The client receives too much customer feedback. This leads to not being able to process the feedback. I acknowledge how paradoxical this is in itself. But with almost a thousand written emails and reviews per month, containing very valuable information, our client did not have enough people or time or procedures in place to process them or make it measurable.

The solution

During one of our innovation sessions, an internal employee suggested that ChatGPT could be used to create order from chaos. We investigated the possibility. After some tweaking, chain prompting, and template examples, we came up with the following prompt:

  • Choose the top 10 most mentioned issues (separated by [separator]). Then for every issue give 2 examples of the following feedback
  • {feedback} [separator] {feedback} (...)

The result was exactly what we had asked for. The examples the AI chatbot returned could be found back in the collection of actual given reviews, and were not made up by the AI. Furthermore, AI doesn't care about writing errors, language, or broken English. It actually understands what a person is trying to say.
We used the ChatGPT API and created a small program that exports the written feedback from a monthly generated Excel sheet. Instead of ploughing through walls of text, the client feedback employee (yes, that is an existing position) now has to run a script once a month and use the generated metrics however they want.
You can imagine the impact of these metrics for discovering trends, comparison to actions/promotions, IT focus etc.

And now?

The result was quite successful. It got the IT leads’ attention, became a priority item in the next sprint, and was carried over to other departments that had to process client feedback. In my opinion, a clients' feedback (and time!) is a valuable tool to improve as a company and stay above the competition. Using AI, we can now prioritize and measure this process and still use human context to make the difference.


Using AI to turn written customer feedback into usable metrics is a game-changer for organisations struggling with a backlog of customer feedback. Our client was able to prioritize and measure their customer feedback process, thanks to our AI solution. By using the prompt and ChatGPT API, they were able to save valuable time and focus on improving their business processes while still using human context to make a difference.

At the/experts, we are committed to helping organisations take control over the delivery of quality software and target end-user experience. If you want to take your continuous improvement to the next level and be in control of your software delivery, act now and reach out to us. We invite you to use and experiment with our prompt and welcome feedback and discussions. Don't let a backlog of customer feedback hold you back from improving your business. Contact us today to see how we can help.

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