• Support logs are one of the most important sources of customer insights, but they’re often ignored or sidelined by other departments’ teams because customer insight isn’t trusted in general.
• To trust customer insight, you need to make sure it answers these two questions:

• • Is the information provided something I can actually make a business decision based on?
  • How much will it matter if I do make a decision based on it?

6 characteristics of actionable insights:

1. Contextualized. There are a few ways to contextualize customer insight: volume, sentiment, tying it to outcomes data.
2. ‍Insightful. Insightful customer feedback says something new and useful.
3. Fast. Try looking at improving speed to insight by tagging ‘reasons for contact’ in support tickets and using NLP to sort them faster.
4. Granular—the devil is in the details. Customer feedback surveys are often not actionable without a further root cause analysis; answers are often too high level or generic.
5. Statistically Significant. It’s easy to get hung up on quantitative measures, and it takes a lot of time to sift through qualitative feedback, and usually, only a small sample is taken. How can large business decisions be made without statistically significant evidence?
6. Unbiased. There are two main buckets of customer survey bias to avoid: response bias (how the actual survey questionnaire is constructed) and selection bias (the results are skewed a certain way).