03 / Professional caseCustomer & Reputation Intelligence
One review is an opinion. Many, together, are a pattern.
I analysed the reputation and experience of an education company, bringing together media, social, digital conversation and reviews from several locations. Today I follow its monitoring.
Personal reconstruction. The company isn’t named. Topics and examples are fictional: they show the method, not results.
01 / Practical caseFictional example
With one source, everything looks important. With five, the pattern appears.
Each source sees one part. In reviews, people write when they’re very happy or very angry; in the media, whoever has something to say. Switch sources on and watch which topics repeat.
A single source: everything weighs the same and you can’t tell what repeats.
Student support
Google ReviewsIsolated signalEnrolment process
Google ReviewsIsolated signalPrice and financing
No data yetQuality of classes
Google ReviewsIsolated signalCareer prospects
No data yetFacilities at each location
Google ReviewsIsolated signalBrand image
No data yetOnline platform
No data yet
Matches in 3 or moreRepeats or isolatedGap: nobody mentions it
02 / The challenge
The customer’s voice arrives in pieces: a news story, a comment on social media, a review of one specific location. And one location doesn’t speak for all of them.
The work is putting the pieces together without losing where each one comes from.
What do voices that arrive separately tell us together?
03 / Methodology
Many voices, one joint reading.
Listen
Media, social, digital conversation and reviews from each location.
Understand
Each mention with its topic, sentiment, source and location.
Decide
What drives sentiment, where the friction is and which opportunities appear.
Build
A full analysis and, after that, monitoring that repeats.
04 / Patterns
Agreement, difference and gaps.
Agreement
The same topic shows up in sources that don’t talk to each other.
Fictional exampleSupport during enrolment comes up in reviews, on social media and in forums.
Difference
One source tells a different story. There’s usually something there.
Fictional exampleIn the media, a good image. In one location’s reviews, day-to-day friction.
Gap
What nobody mentions also says something.
Fictional exampleHardly anyone talks about the online platform. Does it work well, or does nobody use it?
05 / My role
My part is listening well and synthesising.
What I do
- I gather and organise what’s said in each source.
- I classify it by topic, sentiment and location.
- I spot what drives sentiment, the friction points and the opportunities.
- Today I take part in the recurring monitoring and reporting.
What I don’t claim
- Changes to the experience or improvements in reputation.
- The company’s decisions.
06 / Decision value
Going from ‘we got a bad review’ to ‘this is what keeps coming up, and this is where it hurts.’
Learning
What isn’t said is data too.