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June 28, 2023

Uncover Hidden Insights from Customer Feedback with ChatGPT, Quickly & For Free // Local Marketing Insider #062

A beginner's guide to extracting customer insights with ChatGPT from customer feedback like reviews, surveys, support emails, video testimonial transcripts & more. Learn how to do it for free.

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Somewhere, deep inside all of your customer feedback (reviews, support emails, surveys, video testimonial transcripts) are great ideas. 

What to fix, where to focus, what products/services to add, what to leave alone.

That next great insight. Maybe your next promotion.

But connecting the dots in all of that content is very hard. Or at least very time-consuming.

That is, before ChatGPT.

It does a lot of clever things, but it is amazing at summarizing.

Which is perfect for translating a pile of customer feedback into usable information, in minutes, not hours.

And today I will show you how to extract insights from reviews with ChatGPT. For free.

To start you need a ChatGPT account. Here’s the signup.

voice of the customer report promo in article

Step 1: Source The Reviews

To do this for free, sourcing reviews is a manual process. For the demos I’ll show below, I simply copied the text from a Google review into a Word doc.

Paid ChatGPT accounts ($20/month) gain access to a “web browsing model” that can pull source content off a webpage.

And Widewail offers an easy way to download review content from multiple sites over customizable timeframes.

Step 2: Format Customer Feedback Content

I asked ChatGPT “I want to summarize reviews. What format should I submit that information in?”

Here’s the recommended format:

Review [number]:

Rating: [rating number, eg “5”]

“Content of the review”

Example:

Review 1: 

Rating: 5

“So welcoming and friendly. Staff helped fit shoes and gave tips and tricks to get started.”

Step 3: Determine the Information You’d Like to Pull

Here are some ideas to get you started:

  • Average rating by keywords in a table
  • Overall summary in paragraph or bullet point form
  • Positive observations
  • Negative observations
  • Patterns & themes
  • Key improvement opportunities
  • A ranking of the importance of these opportunities based on mention frequency

Step 4: Sample Prompts

Note, you can paste the customer feedback content into the ChatGPT chat at the beginning and then reference the previously provided review content for future prompts.

Rating Table by Keyword

Objective: From your collection of reviews, identify the keywords you’d like ratings for and ChatGPT will average the ratings for all reviews that mention that keyword, output in a table.

Prompt: Provide the average rating of these reviews for the topics of [keywords] in a tabular form.

Get a General Summary

Objective: General summary of the customer feedback.

Paragraph Prompt: Paragraph format: Summarize the reviews in a few sentences or a short paragraph. Include key points, overall sentiment, and any standout features or criticisms.

Bullet Point Prompt: Bullet points: Provide a concise list of key points or highlights summarizing the reviews. Include key points, overall sentiment, and any standout features or criticisms.

Summarize Feedback by Sentiment

Objective: Summarize positive/negative feedback.

Prompt: Summarize the [positive/negative] feedback in these reviews.

Identify Themes & Patterns

Objective: Identify patterns and themes in the reviews.

Prompt: Tell me what patterns and themes you notice in these reviews.

Identify Key Improvement Opportunities

Objective: Identify and summarize the key opportunities for improvement.

Prompt: Identify the key opportunities for improvement in these reviews.

Prioritize Improvement Opportunities

Objective: Prioritize key improvement opportunities based on how often the topics come up in the customer feedback.

Prompt: Rank the importance of these key improvement opportunities based on the frequency of mentions in the reviews and the associated star ratings.

Copy-Paste This Master Prompt

ChatGPT can process a stream of singular prompts, or you can do a single request with all the information you want in a single request. Paste this prompt into a chat along with your reviews and it will produce all the answers you’ll need to start in one click.

First, in a paragraph format, summarize the reviews in a few sentences or a short paragraph. Include key points, overall sentiment, and any standout features or criticisms. Next, in a bullet-point format, summarize the positive feedback and the negative feedback. After that, provide the average rating of these reviews for the topics of [keywords] in a tabular form. Then, tell me what patterns and themes you notice in these reviews. Identify the key opportunities for improvement in these reviews. Rank the importance of these key improvement opportunities based on the frequency of mentions in the reviews and the associated star ratings.

Here are the reviews:

[insert reviews]

Example output via the Master Prompt:

This is Just The Beginning

These ideas are just a sample to get you started. The beauty of ChatGPT is you can ask it questions as you would ask a friend. If you use the phrase “tell me what you need to do this” it will return some direction on how to craft your prompts to produce the answer you want. 

We are working on integrating concepts similar to this right into the Widewail platform so you can avoid the manual work, quickly surfacing the information you need. I’m excited to see where this goes, keep an eye out for more on AI-Assist for reporting in the coming months.

For our readers in the States - Happy 4th!

See you in 2 weeks - Jake, Marketing @Widewail

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Jake Hughes

I’m Marketing Manager here at Widewail, as well as a husband and new dad outside the office. In Vermont by way of Boston, where I grew the CarGurus YouTube channel from 0-100k subscribers. I love the outdoors and hate to be hot, so I’m doing just fine in the arctic Vermont we call home. Fun fact: I met my wife on the shuttle bus at Baltimore airport. Thanks for reading Widewail’s content!

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