Every day, thousands of consumers leave reviews about products and services on app stores, social media, and digital platforms. These feedbacks are a direct reflection of 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 cause the consumer's voice to be 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 practical actions seems to be an increasingly greater challenge. In a world where consumer patience is short and competition is fierce, neglecting these conversations can be costly for brands.
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 enormous volumes of feedback, the question arises: can technology rescue the genuine human relationship between companies 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 is difficult to say whether organizations are truly understanding users, but with artificial intelligence analyzing comments 300 times faster, according to RankMyApp, brands have the opportunity to reconnect more efficiently and meaningfully.
“We are open to customizing technology and the use of AI to meet the specific needs of each customer. All feedback is categorized and duly sent to the brand in order to resolve the issue reported by the user,” he says.Luana Gonçalves, Reviews Intelligence product coordinator at RankMyApp, which analyzes and categorizes reviews on apps and promises to collect points for improvement based on feedback sent by users, in addition to optimizing the user experience.
At RankMyApp, after mapping the client's needs in each of the thousands of reviews, a customized classification tree is created. From there, the AI identifies the central theme of the comments and the associated sentiment, according to the characteristics of the business, reaching a deeper level of detail that can reveal the root of the problem.
It is at this moment that various operations of the responsible brand integrate into the solution, whether in improving the app itself or in the business as a whole, such as logistics, billing, or even the products themselves. "It's not a simple process; we train the AI so that it categorizes what is necessary for the client and not just what is best for the brand," says Luana.
However, as technology advances, a new dilemma emerges: can we rely on AI to turn data into real connections? According to the coordinator, the effectiveness of the tool depends on "really listening.""When it comes to data, especially satisfaction, it's essential to truly understand and act with purpose. Companies need to go beyond the numbers," he concludes.
