by: Drew Brigham
Executive Summary
Retailers have no shortage of customer feedback—but few are truly listening. From product reviews and service transcripts to returns and social media mentions, this data holds the answers to churn, loyalty, product performance, and more. In this blog, I explore how Snowflake and Kipi.ai help retailers turn unstructured feedback into structured, AI-powered insight—so they can understand customers better, quickly act on feedback, and create a more customer-focused brand
Customer Feedback Is Everywhere—But Rarely Activated
Surveys. Star ratings. NPS scores. Support transcripts. Returns. Social posts. Most retailers are sitting on a mountain of customer feedback. The problem isn’t collection—It’s a better way to make sense of the feedback they already have.
Often, this data lives in silos. It’s reviewed inconsistently. Or worse, not at all. Manual analysis doesn’t scale, and the lag time between hearing a problem and fixing it means opportunities are lost.
Why This Matters for Business Performance
Customer feedback, when activated properly, can transform the way retailers operate. It enables:
- Smarter product development based on real customer sentiment
- Fewer returns and cancellations by uncovering the root causes
- Stronger merchandising decisions aligned with customer preferences
- Faster issue resolution through better cross-team visibility
- Improved loyalty through proactive, data-driven CX interventions
This isn’t just a service play. It’s a strategic driver of revenue and efficiency.
What Happens When You Don’t Listen
A prominent global retailer faced a significant challenge: despite collecting thousands of customer surveys monthly, detailed analysis was often neglected due to its time-consuming nature. However, a closer examination revealed critical insights: issues costing the business millions had gone unnoticed. For instance, the company’s third-party fraud detection system incorrectly flagged and automatically canceled legitimate customer orders. Despite customers calling out this issue in post transaction surveys and reporting the issue to the call center, it was never noticed by leadership and the cumulative impact was substantial.
The Lesson? Understanding your customers’ feedback on a frequent basis needs to be a priority.
And understanding at scale requires automation, natural language processing, and real-time feedback loops.
A Smarter Way to Analyze Feedback: Built on Snowflake
At Kipi.ai, we help retailers build feedback intelligence pipelines with Snowflake at the core:
Step 1: Ingest and Unify
Bring together structured and unstructured data from surveys, reviews, returns, support tickets, and social channels into a single, governed platform.
Step 2: Analyze Using Snowflake Cortex
Use AI to:
- Score sentiment and urgency
- Summarize feedback into common themes
- Detect trends or emerging issues by region, product, or channel
Step 3: Visualize by Function
Create role-specific dashboards for product, CX, operations, and merchandising. Each team sees only what’s relevant to them and nothing gets lost in translation.
Step 4: Automate Responses and Alerts
Set up alerts for trending issues or sentiment dips. Feed real-time insight into vendor scorecards, customer service training, product roadmap planning.
In Practice: A Leading Personal Care Brand
A fast-scaling personal care brand leveraged Snowflake and Kipi.ai to mine product review data for deeper insight. By using sentiment analysis and feedback clustering, they began to:
- Surface recurring themes in customer feedback
- Better understand drivers of negative sentiment
- Route structured insights to product and service teams
This shift helped them move from reactive customer response to proactive, data-led product decisions.
Quote from Drew Brigham
“Retailers don’t need more feedback— they need more clarity. When you can put structure and scale to feedback analysis, you can bring the voice of the customer into every decision’
Final Thoughts
Customer experience is consistently ranked among the top drivers of purchase decisions—yet it’s often the least understood.
With Snowflake’s infrastructure and Kipi.ai’s ability to translate noise into intelligence, retailers can finally scale how they listen, learn, and lead.
The opportunity isn’t just to hear customers more often—it’s to understand them more clearly, and act on that understanding faster than ever before.
About kipi.ai
Kipi.ai, a WNS company, is a leading analytics and AI services provider, specializing in transforming data into actionable insights through advanced analytics, AI, and machine learning. As an Elite Snowflake Partner, we are committed to helping organizations optimize their data strategies, migrate to the cloud, and unlock the full potential of their data. Our deep expertise in the Snowflake AI Data Cloud enables us to drive seamless data migration, enhanced data governance, and scalable analytics solutions tailored to your business needs. At kipi.ai, we empower clients across industries to accelerate their data-driven transformation and achieve unprecedented business outcomes.
For more information, visit www.kipi.ai and www.wns.com
