Comments, either public (websites, discussions) or non-public (closed survey within one company, questionnaires), are often by nature negative. There is a simple logic behind this fact: people are much more likely to share their opinions if they do not like something. But despite their certain bias, comments offer a unique insight into the opinions of your clientele which you would otherwise hardly learn from the clients themselves. How should such comments be processed, analysed and then used in order to improve your offer?
