What the report is for

Most feedback reports are long collections of charts that nobody acts on. A useful customer feedback analysis report has one job: help the people who can change the customer experience decide what to do this month. That means fewer numbers, each with a reason and an owner.

The template

  1. Headline: three sentences on what changed this month and what needs a decision.
  2. Key numbers: reviews received, average rating in the window, and the change since last month, by channel.
  3. Top issues: the five specific issues with the most negative mentions, each with negative share, change, review count, two quotes and an owner.
  4. Rising issues: smaller issues that grew sharply, flagged for investigation.
  5. Store view: stores needing attention this month, with the issue and the evidence; stores to watch.
  6. Strengths: what customers praise most, and anything at risk.
  7. Actions due: last period's actions that reached their follow-up date, with the result.
  8. New actions: decisions taken, owners and follow-up dates.
  9. Appendix: method, definitions, small-sample notes and full tables.

A sample one-page summary

The figures below are illustrative.

Headline: Billing waits are now the largest source of negative reviews at mall stores, up from 9% to 15% of reviews since July. Exchange-policy complaints in Mumbai fell back to their earlier level after September's change. Staff friendliness remains our strongest theme. Key numbers: 6,420 Google reviews (+8%); rating 4.4 in the last 90 days (no change); 1,180 Play Store reviews (+21%). Top issue: Billing waits, 61% negative, 340 mentions, up 13 points; 'Only one counter open on Saturday evening'; 'Waited 25 minutes to pay'. Owner: Head of Store Operations. Action due: Mumbai exchange desk, exchange complaints 11% to 5%, comparison stores 10%: worked; roll out. New action: weekend roster review at 18 mall stores, owner Store Operations, follow-up 15 January.
Monthly CX report, sample

Writing it well

  • Lead every section with the conclusion.
  • Put the review count next to every percentage.
  • Quote customers, briefly and accurately. Never edit what they said.
  • Flag small samples instead of ranking them.
  • Name an owner for every issue and an outcome for every action due.
  • Keep the format identical each month so changes stand out.

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Versions for different readers

  • Leadership: the headline, key numbers, top three issues and decisions needed.
  • Theme owners: their themes in detail, by store, with all quotes.
  • Regional managers: their stores, issues and evidence, and actions due.
  • Store managers: their own store, compared with peers, with the reviews.

Produce them from the same analysis, so everyone sees consistent numbers.

Pitfalls

  • Twenty charts and no conclusion.
  • Percentages with no counts, which invites arguments about whether they matter.
  • Issues without owners.
  • Actions that never come back for a result.
  • Changing categories between reports without saying so.
Excel template

A customer feedback analysis template in Excel.

A customer feedback analysis template in excel
Did it work?

How to measure change after an action.

Did the fix work measuring change after an action

Common questions

How long should the report be?

One page for the summary, one or two more for issues and stores. Everything else belongs in an appendix that people can open if they need it.

How often should we report?

Monthly suits most multi-store brands: enough reviews accumulate to see change, and actions have time to take effect. A weekly check for sudden spikes can sit alongside it.

Who should own the report?

The CX or insights team prepares it; theme owners and regional managers present their parts. The report works when the people who can act are the ones discussing it.

What if nothing changed this month?

Say so in the headline and spend the time on actions due. A stable month is a good month to check whether last quarter's fixes held.

Should we include the overall rating?

Yes, as context, with the review count and a recent-window figure. Do not lead with it; it moves slowly and does not say why.

Producing the first one

  1. Agree the topic list and the window before you start.
  2. Pull three months of data so you have a baseline for the first set of changes.
  3. Draft the headline last, once you know what matters.
  4. Ask two theme owners to review the draft and challenge one finding each.

Checklist

  • Headline written last, in three sentences.
  • Every percentage has a count beside it.
  • Every issue has an owner.
  • Every action due has a result.
  • Two quotes behind each top issue.

Doing this with Falcon

Falcon produces the analysis behind this report continuously: issues classified from every review, negative share by topic, store and month with small samples flagged, insights with owners and next steps, and every number linked to its reviews. A PDF customer report can be produced for a chosen period and source.