How can you analyze customer feedback from multiple sources?

Firstly, always encourage customer feedback. Whether it's live chat or a face-to-face interview, There is no substitute for direct customer contact. But remember, it doesn't have to directly come from customers. Compliment direct customer conversations with the abundance of feedback that is already around you. TALK to customers, but also LISTEN to those who talk to them, daily. CSM's, Sales, BDM's etc.. But teach people HOW to give feedback. Don't go overboard - Keep it simple so they aren't discouraged. Simply ask them to keep that feedback coming but in a structured manner. Get them to find the root of the real problem and provide 3 bits of information with their feedback or ideas: Why this? Who for? Why now?

Feedback is the light that guides you, but you need to be clear about the path that you want to walk on. Whenever we collect feedback, we have a set of goals that we plan to achieve, which are set based on analysis of certain metrics. It is important that these goals are clear and concise and measurable. It is a good idea to synchronise with the SMART framework.

Collecting data is usually not the main challenge. Being able to turn it into information is. Segmentation or categorisation is the first step. This is the activity of 'breaking down' the task at hand.

Gather all the customer feedback from different sources and put it together in one place, like a spreadsheet. Look for patterns or common topics in the feedback, and pay attention to what customers are happy about and what they think needs improvement.

Both qualitative and quantitative data needs to be thoroughly analysed to be able to draw actionable insights. There are various tools available to analyse both these categories of data, and further, also the kind of insights you're looking to derive.

Once you've successfully baked the cake, the job is now to serve it to the consumers. In this case, the consumer of your insights are various stakeholders, from various teams. Effectively communicate the results, by being clear and concise.