Companies receiving a minimum of 1,000 pieces of customer feedback per month are unable to analyse it in a meaningful way, according to new findings from Warwick Business School.

The School found that sheer volume and variety of customer feedback prohibits its full use to help provide better customer service and aid management decision making.

Around 3,000 pieces of actual customer feedback in total from Asda, Audi and National Express were used in the study.

With large multinational companies encouraging feedback via multiple sources, such as text and voice messages, contact forms, letters and increasingly social media platforms, internal marketing teams are simply unable to analyse all customer feedback received, due to time constraints and fatigue encountered when reading and processing customer comments.

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