ViewPoint guide to customer feedback reporting

5 minute read

You’ve invested in a customer feedback programme and you’ve got a ton of data, but how do you quickly and easily make sense of it? This is where reporting can help – or hinder!

In this guide, we’ll give you a brief overview of the different types of feedback reporting that are available and how you can use them to aid decision making in your business.

Sentiment and Text Analysis reporting

Helps you gain insight from free-text customer feedback without having to read through all the comments yourself. It’s of great benefit where large volumes of free-text comments are involved. Industry specific lexicons identify meaning and sentiment based on the context in which a word or phrase is used.

Word clouds

A visual, intuitive way to see the words that your customers are commonly using to describe you. The size of the word in the word cloud indicates frequency of use, with the biggest words being the most used by your customers. Useful as a very high level, ‘at-a-glance’ indicator.

Comments breakdown

Enables you to delve deeper into what customers are saying, providing greater insight into context and nuance.

Comparative data/cross tabulation

Enables you to compare responses to a survey question from different groups or to compare responses to two or more survey questions. For example, you might want to see how responses differ by age, gender or location. You can use a cross-tab report to do this.

Summary Reports

Are useful in presenting a high-level overview for senior management. Summary reports should contain key metrics and insights addressing the interests and concerns of their specific audience.

Role-based reporting 

Important where different users have different reporting needs, based on their role. Essential where sensitive data is involved; with role-based reporting access can be restricted to those who have a genuine need to know.

Live alerts

Are vital where you want to be able to act immediately as soon as a service issue is flagged. For example, a conference centre would want to be alerted if a delegate fed back that they were very dissatisfied with the toilet facilities. A live alert could be used to immediately notify facilities management enabling a cleaner to be dispatched to resolve the problem.

Triangulated reporting

A powerful means of validating findings and providing deeper insight. This is achieved by using different data sources to cross-verify findings. Can be particularly helpful in explaining unexpected results thrown up by a survey. Triangulation can be used in this situation for validation and also to provide explanation and greater understanding.

KPI snapshots

Useful ‘at-a-glance’ guide to performance against key satisfaction targets. They’re also useful in tying customer satisfaction to process performance. The customer experience relates to a series of touchpoints or interactions. KPIs can be used to measure performance of the processes that support these interactions. Triangulation can be used to identify any correlation between process KPIs and customer satisfaction.

Report Exports

To PDF for printing of reports and to Excel for further analysis – for example, supporting the production of bespoke reports.

Raw data file download

Enables analysts to undertake detailed analysis such as data triangulation where the data download is combined with other data sources.


Last on our list because dashboards can incorporate or provide so many of the report types and features listed above. Most dashboards provide the ability for customers to configure the presentation of data. They should also support live filtering of data, cross-matching, cross-tabulation and the ability to drill down into underlying data. This deep dive analysis capability is powerful as it enables data to be presented at high-level where key themes and trends are readily apparent but with the ability to drill down to understand the detail that lies beneath the headlines.

Dashboards typically utilise a variety of chart types that can be selected by the user according to their requirements. These chart types include bar charts, gauges, pie charts, line charts, combination charts, scatter diagrams, word cloud, tables and more.


Understand more about measuring customer satisfaction in our E book that is designed to help you extend the reach of your feedback

"Methods for Measuring Satisfaction and Increasing Feedback Reach"


Download E Book

About author

Written by Andy Childerhouse

Andy is ViewPoint's Chief Operating Officer.

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