How to Recognize & Analyze Patterns in Customer Feedback

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  • 0:00 Patterns in Customer Feedback
  • 0:59 How Patterns Emerge
  • 2:08 Determining Categories
  • 2:52 Positive and Negative Patterns
  • 3:38 Lesson Summary
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Lesson Transcript
Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

Recognizing patterns in customer feedback is essential to understanding the needs of your customers. This lesson will explain how to organize the information gathered from customers and what to do with it in order to analyze it.

Patterns in Customer Feedback

Sifting through customer feedback can be an overwhelming experience. Where do you start when it comes to analyzing customer feedback? It is important to recognize patterns in customer feedback to understand what your customers are trying to tell you. A pattern is something that is repeated.

For example, Michael runs a restaurant and as he is going through his customer responses for the last month, he notices that three different customers mentioned that the speed of service was slower on weekends compared to weekdays. Since the same item is repeated three times, it is considered a pattern. Recognizing patterns can help you determine areas of opportunity and areas in which you are excelling already. We will take a look at how the patterns emerge, how determining categories can help you recognize patterns, and how to distinguish between positive and negative patterns when analyzing customer feedback.

How Patterns Emerge

Depending on the type of customer feedback tools you use, there are different ways that patterns can emerge. For example, using customer surveys where multiple customers answer the same question can help to present patterns in the responses. If one of the survey questions asks, 'How likely are you to return to this business?' then it will be easy to determine a pattern of potential repeat customers or a drop in repeat customers. Jim runs a local grocery store and he notices that after a competing grocery store opens near him, his customer responses are showing a lower potential to return. This is how a pattern can appear in customer feedback.

Patterns can also emerge through comments made by the customers. It is important to make sure that you have a system of recording all guest comments, whether they are verbal or written. If you notice the same type of comments being made by more than one customer, that is a pattern as well. For example, you notice in your guest responses that four guests have commented that they love the new scrambled eggs at breakfast. This lets you know that your new product has had positive feedback.

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