Every day, thousands of consumers leave their opinions about products and services on app stores, social media, and digital platforms. These feedbacks are a direct reflection of their experiences—good or bad—and represent a unique channel of dialogue between brands and users. But are companies really listening? Or does the current era make the consumer’s voice get lost in a sea of unanalyzed data?
The speed at which new interactions occur creates a paradox: never before has there been so much access to customer opinions, but turning them into actionable insights seems like an increasingly greater challenge. In a world where consumer patience is thin and competition is fierce, neglecting these conversations can cost brands dearly.
Today, efficiency and personalization in consumer responses are not just a competitive advantage—they are a matter of survival in the market. And when it comes to solutions for handling massive volumes of feedback, the question arises: can technology restore the genuine and human relationship between businesses and those who buy their products and services?
The future of consumer relationships
The interaction between brands and consumers is more critical than ever. It’s hard to tell whether organizations truly understand their users, but with artificial intelligence analyzing reviews 300 times faster, according to RankMyApp, brands have the opportunity to reconnect more efficiently and meaningfully.
“We are open to customizing the technology and use of AI to meet the specific needs of each client. All feedback is categorized and properly forwarded to the brand in order to resolve the issue reported by the user,” saysLuana Gonçalves, product coordinator of Reviews Intelligence at RankMyApp, which analyzes and categorizes app reviews and promises to collect improvement points based on user feedback, while also optimizing the user experience.
At RankMyApp, after mapping the customer’s needs across thousands of reviews, a personalized classification tree is created. From this, AI identifies the central theme of the comments and the associated sentiment, according to business characteristics, leading to deeper analysis that can reveal the root of the problem.
This is when various operations of the responsible brand integrate into the solution, whether improving the app itself or the business as a whole, including logistics, billing, or even the products themselves. ‘It’s not a simple process—we train the AI to categorize what’s necessary for the client, not just what’s best for the brand,’ says Luana.
However, as technology advances, a new dilemma emerges: can AI truly turn data into real connections? According to the coordinator, the tool’s effectiveness depends on ‘truly listening.’ ‘When it comes to data, especially on satisfaction, one must genuinely understand and act with purpose. Companies need to go beyond just the numbers,’ she concludes.
