Customer Monitor Documentation Portal

How to get more detail on your customer pain points

how-to-get-more-detail-on-your-customer-pain-points.jpgDetail is king when designing a strategy that will take the pressure off your major customer pain points. Key Improvements can help provide that detail. This tutorial will show you how.


Once you have navigated to Key Improvements, you will be presented with a word cloud and a comments table.


These represent the most common themes used in response to the question of key improvements in your NPS survey e.g. “What is the one thing we could do to improve your experience?”, and the full comment and respondent details respectively. This is drawn, generally, from your passives and detractors only.

If you would like your promoters to also be included, get in touch with your account manager.

The broad overview

For a broad overview, check the word cloud and make note of the themes that are most commonly appearing there. You may find that customers are mostly mentioning a particular product, a location or even a specific employee.

You can go into more detail by selecting the word you are interested in. This will generate a secondary word cloud that contains related words to your primary choice, as well as a trend graph.


The trend graph


This graph shows the frequency of the use of the theme over the last 12 months. A dropping trend shows that this theme is appearing less in comments, and therefore is likely to be less of a problem for your customers. The opposite is true for a rising trend.


For respondent-specific pain points and word cloud context, investigate the comments table. Note that if you select a word from the word cloud or search for one, the table will filter to only include those comments that contain that theme.


Generally, checking the word cloud is a good way to get a broad overview of customer pain points, while the comments table can give you more detail on specific respondents’ needs. Both are an excellent source of actionable insights.

Next steps

For even greater detail, consider applying segmentation to filter the responses according to valuable and/or risky demographics. You may find that they have very specific improvement suggestions, and actioning them could be an easy win.

You may also want to head over to Emerging Themes for a similar overview system, complete with word clouds, but for comments on why you got the NPS score you did instead. The main difference between improvements and NPS score comments is that the former is directly actionable, whereas the latter may be broader.

For example, a customer may give you a 2/10, giving the reason of “bad communication” and the improvement suggestion of “build more call centres”. They are related, but distinct.

Finally, you may also find that certain improvements should be prioritised before others. In the comments table, you will see a column titled NPS score. This is the respondent’s most recent NPS survey score. Clicking on it will filter the table to put the most-risky (AKA the lowest NPS score) at the top.

It may pay to deal with these pain points first and avoid taking the risk of losing a customer.

As always, if you have any further questions, get in touch with your account manager or check out the rest of our Customer Monitor documentation here.