Review Analysis: How to Discover What Your Customers 'Really Think' About Your Products
We recommend this for:
- Anyone worn out from analyzing reviews and comments by hand
- Anyone who wants to analyze the positive/negative elements of reviews or comments and use them in decision-making
- Anyone who couldn't adopt a review-analysis service before because of the price
Estimated time required: about 3–5 minutes
If you're busy, at least read this!
- Reviews capture customers' honest opinions about products, and D2C malls (i.e. own-brand malls) can use them for decisions like product planning and branding.
- Review analysis AI is an AI capable of 1) positive/negative review analysis and 2) keyword-by-keyword analysis. With it, you can grasp whether customer responses were positive or negative and which words they mainly mentioned.
- Through review analysis, you can do well-grounded product planning that raises your purchase conversion rate and lowers your churn rate. Through objective feedback on your brand and products, you can deepen your understanding of the market and build product plans, marketing strategies, and more in a customer-friendly way.
Successful D2C malls read 'what customers really think' through review analysis
In daily life, customers check Baemin reviews when ordering food delivery, and they also check shopping-mall reviews when buying clothes. Because reviews contain consumers' honest opinions, they play a big role in other consumers' purchase decisions, too.
As many companies recognize the importance of reviews, their efforts to gather them are just as fierce. When running their own malls, some select top reviewers and offer large rewards, and CJ Olive Young, a major e-commerce player, created an outstanding-reviewer program called 'Top Reviewencer,' granting benefits to encourage customers to voluntarily produce review content and engage.
As we've seen, companies put in considerable effort to gather reviews. While these can be used as a means of exposure to other customers, there's also a way to use them 'more cleverly.'
How D2C malls use reviews
These shopping malls—called by various names like D2C malls or own-brand malls—operate in a form that provides services directly to consumers. Such D2C malls leverage reviews, that is, 'the customer's mind,' when launching or improving products and deciding on branding direction.
Major domestic D2C brands include Blank, Cookat, and XEXYMIX. They all share the trait of selling products primarily through their own malls. Why did they choose D2C malls? The key lies in 'enhancing the customer experience.' The idea is not simply to sell products to consumers, but to provide a 'purchase experience.' From a company's perspective, it's beneficial because they can eliminate platform commissions—which can run as high as 30–40%—and deliver that as more direct value to customers.
This enhancement of the customer experience begins with 'customer review analysis.'
For example, XEXYMIX is a leading D2C mall where, as of 2020, 85% of its total brand revenue came from its own mall. XEXYMIX reportedly analyzes 'customer review data' to improve its products. It identified customers' sources of satisfaction and dissatisfaction by keyword and actively used them to improve products.
Dalpha's review analysis AI
So, can review analysis really be done with AI?
Review analysis AI is an AI capable of 1) positive/negative review analysis and 2) keyword-by-keyword analysis. It can determine whether a sentence is positive or negative, and on top of that, it can group reviews by core keyword or sentence unit for each product so you can review them.
Similar review-analysis services existed before, but the performance of Dalpha's review analysis AI is different. As summarization performance has advanced dramatically in recent times, the accuracy of AI technology that groups similar sentences together has improved. As a result, an era has arrived in which companies can analyze tens of thousands of reviews within N minutes at high accuracy.
Dalpha's review analysis AI is convenient because customers can choose how the results are delivered. When visualization matters, you can receive them in dashboard form, and if you'd like to receive the raw data, delivery in Excel format is also possible.
An actual case: OpenSurvey x Dalpha
An actual client adoption case is OpenSurvey's automation of open-ended survey response (review) analysis. OpenSurvey operates a consumer data platform that collects and analyzes the thoughts and experiences of consumers and customers as data through surveys. In surveys, they sometimes use open-ended questions to capture detailed opinions and reviews, then perform topic modeling and sentiment analysis on the response data. Here, unlike the conventional approach, they conducted the analysis using Dalpha AI, and as a result, they obtained satisfying summary data with short turnaround time and reasonable cost.
Review analysis that reveals what customers think—try it now!
Expected benefits
When you actually analyze consumer responses through review analysis, you can raise your purchase conversion rate and lower your churn rate through well-grounded product planning. Through objective feedback on your brand and products, you can deepen your understanding of the market and build product plans, marketing strategies, and more in a customer-friendly way.
Until now, review analysis was a vast undertaking to do by hand, and even so, it could only be done when truly necessary, at great time and cost. But with review analysis AI, you can now run review analysis quickly and at a reasonable price. Even if you don't run your own mall, anyone who holds data containing the voice of their customers can derive value using this AI.
Try Dalpha's review analysis AI now!
Jinsu Choi
