You’re in good company
The Strengths and Weaknesses report is the quickest way to answer two questions:
It ranks your topics by the number of customers expressing negative or positive sentiment, so you can see what is causing the most frustration and what is working well.
If you’re new to topics, topic groups, or sentiment, read Topics and topic groups first.
The report has two tabs:
For each tab, the top three topics are surfaced as headline cards. Below that, a full ranked table shows every topic with the count and the percentage of customers in scope who feel that way.
You can filter the report using the standard reporting filters (period, business area, segment, brand, and so on), and use the Group dropdown to narrow the ranking to a single topic group.
By default, the report looks at the last 12 months of feedback.
A few things make this report different from a normal league table.
Each customer counts once per topic. If a customer submits multiple responses that touch the same topic, we use their most recent feedback for that topic. This stops old, since-resolved issues from skewing the ranking.
Anonymous responses are counted individually, because there is no identity to deduplicate against.
A customer is included in a topic if they either:
If the same response provides both a rating and a sentiment-tagged comment for the same topic, negative sentiment takes precedence. This is deliberate — if a customer left a positive rating but a negative comment, the comment is usually the truer signal.
The percentage shown next to each topic is the share of all customers in scope, not just those who covered that topic. This means weaknesses are ranked by how widespread they are across your customer base, not how negative the topic feels in isolation.
To avoid ranking topics with too little data, we require at least five respondents for a topic to be eligible for the main ranking. If no topic clears the threshold, we’ll fall back to showing everything we have.
Clicking any topic opens its detail view, which gives you everything you need to understand the issue (or the strength) and decide what to do about it.
If the topic is a top-10 weakness, top-10 strength, or both, you’ll see a coloured banner summarising its rank and the number of unhappy or happy customers.
Tells you how many customers covered this topic at all, and what share of your customer base that is. A topic with low coverage but high negativity may still be a real problem — it’s just one that fewer customers happen to talk about.
A pie chart and counts showing how the customers who covered this topic actually feel about it: happy, neutral, or unhappy. This is different from the figures on the main ranking page — those are a share of all customers in scope, this is a share of customers who covered the topic.
For top-10 strengths or weaknesses, we compare the topic against the average of every other topic, so you can see whether the issue is unusually bad (or unusually good) relative to the rest of your portfolio.
A monthly trend chart of unhappy, neutral and happy customers for the topic, with trend analysis cards that call out whether things are getting better, worse, or holding steady.
If the share of unhappy customers is shrinking over time, that’s an improving trend on a weakness. If the share of happy customers is shrinking, that’s a worsening trend on a strength.
If a topic has both rating data and comment data, this tab splits the sentiment three ways:
Big gaps here are useful diagnostic signals. For example, if customers rate a topic positively but write about it negatively in comments, you’re probably reading the comments wrong if you only look at the score. We surface that gap explicitly.
A table of the individual customers contributing to each sentiment bucket, so you can read their actual feedback rather than relying on the headline counts.
On the topic page, click AI Insights to open a side panel where AI can summarise common themes across:
This is intended to short-cut the “read 200 comments before you can act” problem. The summary describes the most common themes — it does not replace reading the customer feedback itself, especially before making operational changes.
See AI behaviour and controls for how our AI summaries work and where they should and shouldn’t be trusted.
Strengths and Weaknesses is the fastest path from your feedback to a prioritised list of things to work on. It is deliberately opinionated — one ranking, by customer count, with the most useful drill-downs built in.
It complements, rather than replaces, the rest of the reporting suite:
If a topic shows up as a weakness here, the natural next step is to use a heatmap to find out where it’s worst, and then assign someone to fix it.
The report is only as good as your topic structure. Clear, specific, action-oriented topics produce a clear, specific, action-oriented ranking. Vague topics produce a vague ranking.
If your top weakness is something like “Service” or “Experience”, that’s a sign your topics need refining — not a sign the report isn’t working. See Topics and topic groups for guidance on writing good topic names and descriptions, or get in touch and we’ll help you structure them.
