Every day, thousands of consumers leave their opinions about products and services in app stores, social networks and digital platforms. These feedbacks are a direct reflection of the experiences — good or bad — and represent a unique channel of dialogue between brands and users. But, are companies really listening? Or the current era causes the consumer's voice to get lost in a sea of unprocessed data
The speed at which new interactions occur creates a paradox: never before has there been so much access to customer opinions, but turning them into practical actions seems to be an increasingly greater challenge. In a world where consumer patience is short and competition is fierce, neglecting these conversations can be costly for brands.
Today, efficiency and personalization in responses to consumers are not just a competitive advantage — they are a matter of survival in the market. And, when it comes to solutions for dealing with huge volumes of feedback, the question arises: can technology restore the human and authentic relationship between companies and those who buy products and services
The future of the relationship with the consumer
The interaction between brands and consumers is more critical than ever. It is difficult to say if organizations are truly understanding users, but with artificial intelligence analyzing comments 300 times faster, according to RankMyApp, brands have the opportunity to reconnect in a more efficient and meaningful way
We are open to customizing technology and the use of AI to meet the specific needs of each client. All feedback is categorized and properly sent to the brand in order to resolve the issue reported by the user, affirmsLuana Gonçalves, product coordinator of Reviews Intelligence at RankMyApp, that analyzes and categorizes reviews in applications and promises to collect points for improvement based on feedback sent by users, in addition to optimizing the user experience
On RankMyApp, after mapping the client's needs in each of the thousands of reviews, a custom classification tree is created. From it, the AI identifies the central theme of the comments and the associated sentiment, according to the characteristics of the business, reaching a deeper breakdown that can reveal the root of the problem
It is at this moment that various operations of the responsible brand integrate into the solution, whether in the improvement of the application itself or in the business as a whole, such logistics issues, collection or even in the products themselves. It is not a simple process, we trained the AI to categorize what is necessary for the client and not just what is best for the brand, weapon Luana
However, as technology advances, a new dilemma emerges: can we rely on AI to turn data into real connections? According to the coordinator, the effectiveness of the tool depends on "truly listening"."When it comes to data, mainly of satisfaction, it is necessary to truly understand and act with purpose. Companies need to go beyond the numbers, закінчує.
