This week in my Digital Marketing class we used Google Maps and Chat GPT to analyze reviews of the company.
I went to Google Maps and copied all of the 4/5 star reviews that the company had and pasted them into ChatGPT with the following prompt – What are the customers most satisfied with based on the reviews?
From there I got the following response:
- Friendly and Helpful Staff: Many reviews mention positive interactions with the staff, describing them as “super nice,” “excellent personnel,” “willing to work with you,” and “great staff.” This suggests that customer service and the quality of the personnel are significant strengths.
- Good Products: At least one review highlights satisfaction with the product quality, saying, “Good people, good products.” This indicates that the quality of the products offered also plays a role in customer satisfaction.
- Reliability and Familiarity: Some reviews imply that customers have routine interactions with CHS Inc., such as weekly visits for deliveries, which speaks to CHS’s reliability and established relationships with clients.
I want it to be more specific so I asked the following – Extract positive keywords from those reviews, and analyze the frequency and associations of these keywords. To this it gave me a very interesting, very helpful answer.
From the reviews provided, here are the positive keywords identified:
- Excellent (1 mention) – Associated with the employees, suggesting they provide exceptional service.
- Super Nice (1 mention) – Indicates friendliness and helpfulness in interactions.
- Good People (2 mentions) – Refers to both staff quality and overall customer experience.
- Good Products (1 mention) – Indicates satisfaction with product quality.
- Pretty Good Group (1 mention) – Describes the collective quality of the employees, implying cohesiveness and teamwork.
- Willing to Work With You (1 mention) – Suggests flexibility and a customer-oriented approach.
- Great Staff (1 mention) – Reinforces positive perceptions of the staff’s demeanor and helpfulness.
Frequency Analysis
- Good is the most frequently mentioned keyword, appearing twice in the context of both people and products, which indicates its association with both the quality of employees and the products offered.
- Super Nice, Excellent, Pretty Good Group, Great Staff, and Willing to Work With You appear once each, focusing mostly on the helpfulness and friendliness of the staff.
Associations and Insights
- Customer Service and Staff: Most keywords center around positive interactions with staff, emphasizing that helpfulness and friendliness are prominent aspects of customer satisfaction.
- Product Quality: While mentioned less frequently, “good products” still points to satisfaction with what CHS offers, which, although not the primary highlight, contributes to a rounded customer experience.
In summary, these keywords highlight that customer service excellence and friendly, supportive staff are strongly associated with CHS Inc.’s positive reputation, supported by reliable product quality.
Finally, let’s ask for suggestions from the findings. For that I entered this prompt: What would be suggestions from the findings? AI concluded the following:
Based on the findings from customer reviews, here are some suggestions to help CHS Inc. continue building on its strengths and address areas for improvement:
1. Enhance and Showcase Customer Service Excellence
- Employee Training: Continue to invest in customer service training that emphasizes friendliness, helpfulness, and flexibility. This can help maintain and even improve the positive impressions customers have of CHS employees.
- Highlight “Customer-Focused” Culture: Promote CHS’s customer-focused approach in marketing materials and social media. Use customer testimonials that highlight staff helpfulness and friendliness as key themes.
2. Product Quality and Reliability
- Promote Product Quality: Given that CHS products are positively received, actively highlight this in marketing efforts to reinforce product reliability.
- Product Review Campaigns: Encourage customers to leave reviews specifically about products to further showcase quality. This could help build trust with potential customers who prioritize product reliability.
3. Customer Engagement and Feedback Loops
- Formalize Customer Feedback: While reviews capture high-level sentiments, implementing a system for collecting more detailed feedback on products and services can give valuable insights into areas for improvement.
- Reward Loyal Customers: Consider a loyalty or rewards program that recognizes regular customers, reinforcing the sense of community and customer appreciation.
4. Leverage Positive Employee-Centric Branding
- Employee Spotlights: Share stories or spotlight employees who embody the values customers appreciate, like friendliness and helpfulness. This will personalize the CHS brand and further strengthen customer loyalty.
- Encourage Employee Advocacy: Empower employees to share their positive experiences and commitment to customer service on social media or in local community events.
5. Address Operational Hours and Flexibility
- Evaluate Operating Hours: One customer noted that closing time was an inconvenience. Reviewing operating hours to better accommodate customer needs could enhance satisfaction.
- Consider a Flexible Service Model: If extended hours aren’t feasible, offering flexible service options, like scheduled pickups or later hours during peak seasons, could help meet customer needs.
Summary
Focusing on these areas will allow CHS Inc. to strengthen its customer service and product reputation while fostering deeper engagement with both customers and employees. These efforts could not only improve customer satisfaction but also contribute to stronger brand loyalty.
Now that we’ve targeted the positive reviews, lets analyze the negative reviews too!
I copied the 1-2 star reviews and pasted them into the chatbot with the following prompt: What are the customers least satisfied with based on the reviews?
To which I got the following answer –
Based on these reviews, here are the main areas where customers expressed dissatisfaction with CHS Inc.:
1. Customer Service and Communication Issues
- Difficulty Reaching Management: Multiple reviews mention frustration with not being able to reach or receive responses from management, particularly regarding CHS Capital. This lack of accessibility contributes to a negative perception of customer service.
- Ethics and Accountability Concerns: Some customers express concerns about perceived ethical issues, stating that the company lacks transparency and professionalism in handling customer accounts and communications.
2. Payment Processing and Account Management
- Slow Payment Application: A specific complaint mentions that payments are not promptly applied to accounts, leading to additional interest charges. This delay is seen as unfair and intentional by some customers, and it affects their trust in the company’s financial practices.
3. Local Impact and Community Concerns
- Trash and Parking Issues at Inver Grove Heights: There are complaints about littering and parking issues attributed to CHS employees at the Inver Grove Heights location. This has negatively impacted the surrounding community and local residents’ view of CHS’s presence in the area.
4. Employee Behavior and Safety
- Driving and Safety Concerns: One review describes an incident involving a CHS employee driving unsafely, which left a negative impression of CHS’s standards for employee conduct and road safety.
Suggestions for Improvement
- Improve Communication Channels: Ensure management is accessible and responsive to customer inquiries. Regular follow-up and a direct customer service line for CHS Capital issues could help resolve frustrations.
- Streamline Payment Processing: Invest in faster, more transparent payment processing and account management to improve trust, showing customers their payments are applied promptly.
- Enhance Community Relations: Address parking and littering issues by designating parking spots and encouraging employees to respect the surrounding neighborhood. Consider a community liaison to build stronger relationships with residents.
- Set Standards for Employee Conduct: Implement or reinforce a code of conduct for employee behavior, especially regarding safe driving and public interactions, to ensure positive customer and community experiences.
Then, to dive farther into word association, I asked it the following: Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords
Based on the negative reviews, here are the most frequently used negative keywords along with their associations:
1. Keywords and Their Frequency
- “Joke” – 3 mentions
- Association: Used in reviews criticizing CHS Capital’s service, lack of ethics, and professionalism. It reflects a strong frustration with the company’s processes and management, especially regarding customer interactions.
- “No Ethics” – 1 mention
- Association: This term appears in a review discussing CHS’s perceived lack of integrity and accountability, particularly with CHS Capital. It suggests a significant trust issue.
- “Trash” – 1 mention
- Association: Linked to complaints about littering by CHS employees, particularly at the Inver Grove Heights facility. This keyword is associated with CHS’s impact on the surrounding community.
- “Parking” – 1 mention
- Association: Tied to issues with employee parking, which negatively affects the community, suggesting a lack of concern for the surrounding area.
- “Never Return” – 1 mention
- Association: This phrase emphasizes a complete loss of trust and a willingness to cease any future business with CHS, indicating a serious dissatisfaction with customer service.
2. Keyword Associations
- Customer Service: Words like “no ethics,” “joke,” and “never return” are commonly associated with negative experiences in customer service, specifically with CHS Capital.
- Community Impact: “Trash” and “parking” indicate a poor perception of CHS’s community relations, particularly where their facilities impact local residents.
- Trust and Reliability: Words such as “no ethics” and “joke” indicate significant trust issues with the company, especially related to account management and ethics.
Analysis
The negative feedback shows that CHS faces challenges primarily in customer service, trustworthiness, and community relations. Improving these areas could help CHS not only build better relationships with customers but also enhance its local reputation
Then I asked my next prompt: What would be suggestions from the findings?
Based on the findings, here are tailored suggestions for CHS Inc. to address the concerns highlighted in customer reviews:
1. Improve Customer Service & Responsiveness
- Enhanced Communication Channels: Implement a dedicated customer service hotline and improve response times. Assign specific personnel to address complaints or questions in a timely manner, especially for sensitive financial matters.
- Training Programs: Invest in training for customer-facing employees, focusing on professionalism, empathy, and timely issue resolution. For CHS Capital, ensure staff clearly communicates financial processes to avoid misunderstandings.
- Transparent Resolution Process: Create a streamlined complaint resolution process and make it easy for customers to follow up on their issues. Transparency in these processes can help rebuild trust.
2. Strengthen Community Relations
- Employee Guidelines on Community Etiquette: Address complaints about littering and parking by implementing guidelines for employees on respecting surrounding neighborhoods, especially at large facilities.
- Community Clean-Up Days: Organize or sponsor community clean-up events, possibly involving CHS employees, to improve local relations and demonstrate a commitment to positive community impact.
- Parking Solutions: Consider investing in better parking management to ease congestion and avoid disturbing neighboring communities.
3. Enhance Trust and Transparency
- Publicly Address Negative Feedback: Show responsiveness by acknowledging and addressing negative reviews on platforms like Google. A proactive approach to feedback will showcase CHS’s dedication to improvement.
- Ethical Standards & Accountability: Establish and communicate strong ethical standards for financial management. Clearly outline how payments are processed, ensuring timely application of customer payments to minimize perceived issues with interest accumulation.
- Regular Surveys: Conduct regular customer satisfaction surveys to gather feedback and identify ongoing issues before they escalate.
4. Reinforce Positive Perceptions
- Highlight Positive Employee Qualities: Reinforce the positive feedback related to helpful and friendly employees by showcasing team members in marketing materials, possibly through “Employee Spotlight” features or customer testimonials on CHS’s website.
- Customer Service Improvements Campaign: Run a campaign sharing improvements CHS has made based on customer feedback, showing current and potential customers that the company values and implements their input.
These steps should help CHS rebuild customer trust, improve community relations, and maintain a stronger, more positive reputation.
AI can be such a useful tool, no matter the area of use. In this weeks lesson I successfully managed to look at both positive and negative reviews and the ways that they could be affecting the company. And, more importantly, ways they can better themselves. It was super easy, took very little time, and overall, is a great resource for marketers everywhere.