Customer feedback comes in from reviews, public comments and feedback forms. Each source has its own shape and its own length of answer, and reading all of it in one pass is hard.
The same themes show up across all of them, worded differently every time, so searching for a phrase will not gather them.
Ask your agent to group the feedback into themes and to keep the customers' exact language in each one.
What the agent starts with
The agent is pointed at the exports themselves — one Excel file with a sheet per source. Thirty-six reviews, forty survey responses and twenty-eight social mentions, about a hundred entries between them.
The entries are uneven in length and mixed in sentiment on every subject. Three of those subjects recur across all three sheets, and a handful of other things are mentioned once or twice.
The prompt
Two rules keep the list honest. Grouping by what people want rather than by product area stops the themes from mirroring the internal org chart, and the floor of five mentions from more than one source keeps a single articulate complaint from becoming a campaign.
What comes back
Three goals appear in Themes on the Campaign research board, each holding a theme with its count, several verbatim quotes and one angle written in the customers' own words. The subjects mentioned once or twice are not among them. The quotes are the useful part: they are closer to usable copy than anything written from a brief, because they are how the audience already describes the problem to itself.
Negative themes stay in. A complaint is not a campaign on its own, but it says what the messaging has to answer.
