• Ofer Zeevy

Understanding customer narratives: keywords are essential

Updated: Mar 28

Traditional formats of gathering and analyzing customer feedback are making way for new and more modern techniques. At the center of both these old and new methods is the constant need of companies to understand what their customers say about their products and services. For businesses with millions of customers, the whole cycle of tracking, monitoring, and analyzing becomes more complex, since every individual’s opinion counts and as competition over customers keeps intensifying. And at the center of analyzing millions of data points stands one main factor: how to track and understand customer narratives through keywords.


Customers converse with each other, as well as with businesses, in a variety of ways and styles. Some write long post-brand reviews, while others rate with very short sentences. Some use lots of hashtags and emojis, sometimes even writing whole sentences with more of these symbols than the actual use of words. There are customers who write with sophisticated words while others use bad language. But every mention counts, since businesses treat them all as consumers, and regardless of their praise or hate for a brand, the matter of their conversation.


Trending topics and keywords from Affogata.

When it comes to dealing with millions of conversations, taking place on a variety of platforms and from many different places worldwide, an AI system comes into place in order to track them first. Then there are several actions that take place within seconds, be it sorting them into categories, highlighting the leading topics found in all of those conversations while also counting the responses. All of these actions fall under the premise of gathering unstructured data and turning it into structured actionable insights, so a business can figure out how the masses react to its product.


When businesses operate online, it is the keywords that they use that help customer discover them. Businesses also find out why keywords are important for their content strategy as they try to excel on SEO. Managers work constantly on how to optimize their digital brand narrative as they try to match their website and advertisement content to what customers are searching online. If their searches find a business according to the keywords they have used, the likelihood of them purchasing from it becomes greater.


Affogata serves as a mediator between unstructured customer feedback, as tracked by keywords and in order to become a lot more structured, and the companies with millions of customers which need this intel. Among many of the important roles Affogata performs, the three choices in structuring customer feedback is a key one, by which every customer conversation over a company’s product or service is sorted into a positive, neutral, or negative. This factor alone delivers to companies a quick understanding of how customers perceive their brands.


Keywords also are important for understanding what the trending topics are in customer conversations, as trends may dictate future actions by businesses. On yet another front, R&D comes front and center when considering what your product team can learn from what customers want. Customer keywords analysis, however, can serve all other departments within an organization, as long as specific data searches and analyses take place. Needs for each department can be accommodated and tailor-made for such uses as evaluating a brand campaign (for marketing teams), measuring how good companies serve their clients (for CS teams) or how well a company’s brand performs in the eyes of the customers for an executive report and analysis.


Customers write online. Then their reactions are tracked, monitored, and analyzed by Affogata. And businesses receive a full analysis of all things important regarding their brands. Turning unstructured keyword data into a structured one is what it’s all about.


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