AI-Powered Analysis to Spot and Fix High-Impact Issues
Get clear, real-time visibility into the drivers of your customer experience and NPS scores. Thematic’s AI turns raw, unstructured feedback into emerging issues, KPI impact analysis, and trend signals that show which themes are improving or declining. With clear priorities in hand, teams know exactly where to focus to improve scores faster.
How the Action Prioritization and ROI Analysis Works.
Turn customer feedback into clear, prioritized insights. Thematic’s Impact and Score Change Analysis guides you through five steps—from theme discovery to impact, trends, segmentation, and AI-driven recommendations—showing exactly what’s affecting your CX scores and where to act next. Follow the steps to discover how Thematic gives you clarity
Determine how each theme influences CX metrics
Once themes are identified, Thematic calculates their statistical impact on your KPIs—CX scores, NPS, CSAT, digital metrics, retention signals, and more.
Instead of guessing which issues matter most, you get quantified insight into what truly moves your numbers.
With Impact analysis you can:
- See which themes are driving CX, NPS, and satisfaction scores
- Measure how strongly each issue affects customer loyalty and experience
- Identify high-impact themes you must fix first
- Compare positive and negative drivers side-by-side
- Prioritize improvements based on real business impact, not anecdote
See How Teams Like Yours Use Thematic
Thematic transformed our 20,000 monthly verbatims from overwhelming noise into our most strategic asset.
Our partnership with Thematic helps us get clear customer intelligence to directly inform our product roadmap and corporate strategy. Because everything we do should make our customers lives easier. With the insights, we've seen significant improvements, such as a 30% decrease in contact centre failure.
In quickly getting the voice of the customer from a survey to the CEO’s desk, Thematic is by far the best solution. Thematic is easier to use for refining themes and the model. It’s able to synthesise the impact that themes have on the overall score. It’s simple to triangulate third party data sets and easily compare cohorts of data
Thematic has a great UI and is very intuitive, with not much training required to start using the software. You need to understand what you need to do in order to change performance. Thematic does that.
We wouldn’t be able to get the quality of insights without Thematic. Everyone uses it, understands it and it’s a driver of insights and time savings.
Not only did Thematic uncover new actionable insights, but they reduced our time to insight from 7 days to 5 hours - less than 9% of our previous analysis time, while using multiple datasets for analysis.
The Music Instruments industry has a lot of very specific terminology and product information so a lot of other solutions were just not appropriate. It's important that Thematic is customizable, and scaleable too. Armed with Thematic, I can enter discussions with industry partners, knowing where the issues lie.
Understand what’s driving your score changes
Don’t get distracted by feedback noise. Thematic helps you identify the impact of themes and subthemes on performance metrics, see how they are improving or slipping over time, and drill down for rich context — so your team can quickly align on which actions matter most and why.
- Identify how feedback themes drive NPS, CSAT, or CES change
- Show the positive and negative impact of changes you’re making
- Spot high-impact issues before customer churn
Give every team proactive and targeted insights
When feedback piles up, it’s hard to know what’s broken and who’s involved. Thematic’s HeatMap reveals feedback themes that matter for each product feature, customer segment or location - so you can drive accountability where needed and then build empathy to take action.
- Automatically surface top issues for each team, without manual tagging
- Get role-specific insights with quantitative impact for targeted actions
- Create team-level reports with relevant metrics and rich stories to build customer empathy
Purpose-built for Enterprise-Grade CX Excellence
From AI and data governance to robust architecture and enterprise-grade security, Thematic helps you break down data silos with efficiency and peace of mind - to get more value from unstructured feedback.
Learn About Thematic Data GovernanceTrusted with universal business continuity
Support demanding workloads of sensitive customer data with always-on, encryption and enterprise-grade security - including geographic hosting, observability and disaster recovery, regardless of region.
Scalability with data and tool ecosystems
As your organization matures in its feedback analytics, Thematic scales with growth and integrates smoothly with existing tools and workflows - without requiring an overhaul
Secure and Compliant Foundations
We meet the highest industry compliance standards, including SOC 2 Type II, GDPR and CCPA - and have successfully passed every audit since starting operations.
Access control and audit management
Thematic enforces role-based access controls, with unique login identifiers and built-in audit logs for complete visibility into data and user activity - simplifying data governance at scale
Analytical Rigor That Decision Makers Understand
Reveal which customer segments drive theme impact
Use existing metadata—spend, tenure, region, plan type—to instantly segment feedback and prioritize issues affecting your highest-value customers.
Build theme structures for different teams and goals
Build multiple theme structures or customer intelligence lenses across your feedback data sources - to meet the needs of different audiences, driving better decisions across the customer journey.
Experts validate AI themes and refine for business alignment
Thematic AI discovers themes without setup. Human experts review and adjust in minutes using Theme Editor to ensure insights match strategic priorities.
Transparent methodology that shows how themes were built
Explain theme logic along with accuracy and coverage metrics so executives trust insights and confidently fund decisions based on your analysis.
Customize dashboards for each team's KPI focus
Build department-specific views with interactive graphs and customer-oriented KPIs so every team owns their feedback outcomes and stays aligned.
AI engine that delivers actual feedback sources and flags small samples
Thematic AI references real customer quotes, never hallucinates insights, and alerts you to unreliable base sizes for confident self-service adoption - removing insight bottlenecks.
Mark Vaughan
Head of Customer Insights
Our journey with Thematic has helped us truly humanize hardware—not just by wrapping "soft stuff around really hard stuff," but by ensuring the voice of our customer informs every aspect of our business, from strategic planning to day-to-day operations.
Good to Know.
Unstructured feedback analytics can be confusing with the AI jargon, so we worked hard to make it clear and simple.
If you still have questions, you can check out Thematic Analysis explained.
A basic analysis tracks theme volume, while impact analysis shows how much of an impact a theme has on a quantitative indicator (such as NPS, satisfaction, churn rate, account value) over a period of time.
The platform provides a combination of features to help you pinpoint what matters most. Our customers find our waterfall analysis of historical impact trending to be very useful in the work of prioritizing issues. It enables them to go beyond volume, impact and segment analysis to explain why metrics changed over time, whether week to week, month on month, etc, and to track the impact of an initiative on the business.
Thematic identifies “pain points” or triage feedback in a myriad of ways. Apply sentiment filters for negative comments, or out of the box filters such as “issues” or “questions”. Use metadata such as platform, dataset, channel, segment in heatmaps to spot where a pain point is arising.
Use Thematic to cross tab, correlate or dive into structured and unstructured data, to understand the impact of feedback on the business. Thematic will show historical trends and marry the quantitative and qualitative data to give you a complete understanding of what matters to your customer, how, where and who with.
Thematic AI automatically discovers the majority of themes from ~1 million comments within an hour or two. No training is required and the AI does not require “supervised categorization”. A person needs 30mins to 2 hours to review themes and adjust them. It depends on how long you want to spend refining themes and how deep you’d like the validations. We can help with suggestions based on the resources available to you. A theme discovery feature lets you discover themes in your usual workflow and save them for new analysis.
Every business has unique vocabularies, data formats and reporting needs. Thematic AI analyzes feedback in minutes with a bottom up method, for a full discovery of themes and customer perspectives. Use the Theme Editor to validate the AI’s understanding of feedback, and tailor the theme lens (or taxonomy, if you like) to fit your business structure. We can help with customization based on the resources available to you.
Thematic AI processes and mines feedback for themes, sentiment, synthetic scores, triage categories. These become new variables that can be tracked over time, analyzed with your metadata and drilled down into for deep understanding.
Data can be aggregated in individual datasets and across all datasets for a unified view (for example, looking at support cases separately from survey data)
As long as feedback is provided in text form, our AI analyzes it. We can also dissect multiple phrases and separate voices (such as support person vs customer). Our platform clearly displays conversations, chats, verbatim comments, so you can explore these in the analysis.