Verbatim Feedback
Word-for-word customer comments captured through open-ended survey questions.
Category
Feedback Collection
Full Definition
Verbatim feedback refers to the exact words customers use to describe their experiences, captured through open-ended survey questions. Unlike numerical scores, verbatim provides rich, qualitative insights into customer sentiment and specific issues.
Value of Verbatim Feedback: - Context: Explains the "why" behind numerical scores - Specificity: Identifies exact issues and opportunities - Authenticity: Captures customer voice in their own words - Discovery: Reveals issues you didn't think to ask about - Emotional insight: Shows how customers truly feel
Types of Verbatim Questions: - "What is the primary reason for your score?" - "What could we do to improve?" - "What did you like most about your experience?" - "Is there anything else you'd like to share?"
Common Use Cases
Real-World Examples
Scenario
NPS: 3. Verbatim: "Love the product but your billing department is impossible to reach. I spent 2 hours on hold last week just to fix a simple invoice error."
Outcome
Without the verbatim, this looks like a product problem. With it, the company fixes their billing support queue and saves the customer.
Scenario
CSAT: 4/5 (looks good). Verbatim: "Food was great but the waiter called me 'sweetie' which I found condescending."
Outcome
Score alone wouldn't trigger action. Verbatim reveals a training issue. Restaurant adds language guidance to server training.
Scenario
Multiple customers mention "the new formula smells different" in their verbatim feedback after a product reformulation.
Outcome
CPG company catches an unintended fragrance change before it affects sales. They adjust the formula and thank customers who flagged it.
Related Terms
Sentiment Analysis
AI-powered analysis of text to determine whether feedback is positive, negative, or neutral.
Text Analytics
The process of extracting meaningful insights from unstructured text feedback.
Theme Analysis
Categorizing customer feedback into recurring topics and patterns.
Voice of Customer (VoC)
A methodology for capturing and analyzing customer feedback, expectations, and preferences.