Positive review analysis
Review collection
Building on the previous blog post discussing the use of AI in digital marketing, this analysis will focus on using AI to evaluate customer reviews for Wells Fargo. We will be using ChatGPT to analyze selected Google Maps customer reviews by entering specific prompts and examining the feedback, starting with positive reviews.
Analyzing positive reviews
First analysis
To start the process, I went into Google Maps and searched for Wells Fargo, located in Rapid City, SD. I then located the reviews tab and set the sort filter to the highest ratings. To make it easy for AI to review this information, I selected a portion of the highest positive review, as AI could not analyze all the reviews. For the first analysis of Wells Fargo customer reviews, I inserted the following prompt into the chat text box, followed by pasting in the copied Google Maps reviews. Here is the exact prompt I inserted: What are the customers most satisfied with based on the reviews? This was the results that ChatGPT returned using the given Information.
Based on the reviews you shared, customers are most satisfied with the customer service and staff friendliness at the bank.
Main things customers liked
1. Friendly staff
- Many reviews mention employees being kind, friendly, and having great attitudes.
- Examples:
- “Hands down some of the friendliest people!”
- “Very friendly customer service.”
- “Great people working there.”
2. Helpful employees
- Customers appreciated staff who went above and beyond to help with banking issues.
- Example:
- One review specifically praised Yolanda for being helpful, quick, and going above expectations.
3. Fast / efficient service
- Some reviews mention quick service and getting help efficiently.
- Examples:
- “Fast.”
- “Quick and friendly service.”
4. Positive overall banking experience
- Customers say the bank makes banking easy and answers questions.
- Examples:
- “They help me with all my questions and concerns.”
- “Couldn’t be a nicer group of people to work with.”
✅ Overall summary:
Customers are most satisfied with friendly staff, helpful service, and quick assistance when they visit the bank.
We can see from this first anaylisis that Wells Fargo that impresses their customers with their great customer service, efficient service, and positive banking experiences.
Second Analysis
For the second analysis we will take the best reviews and break them down and examine the words associated with these reviews. To complete this analysis I used another specified prompt into ChatGPT. The prompt I used was: Extract positive keywords from those reviews, and analyze the frequency and associations of these keywords. These were the results that ChatGPT provided.
From the reviews you provided, I extracted the main positive keywords and then analyzed how often they appear and how they are associated with each other.
1. Positive Keywords Extracted
The most common positive words or phrases mentioned in the reviews include:
- Friendly
- Helpful
- Kind
- Great
- Quick
- Fast
- Excellent
- Sweet
- Accommodating
- Easy
- Pleasant
2. Keyword Frequency (How Often They Appear)
| Keyword | Frequency in Reviews | Example |
|---|---|---|
| Friendly | 5 | “Very friendly customer service”, “Friendliest people” |
| Helpful | 4 | “Very helpful”, “Cashiers are very helpful” |
| Great | 3 | “Great place to bank”, “Great attitudes” |
| Quick / Fast | 3 | “Quick and friendly service”, “Fast” |
| Kind | 2 | “Very kind”, “Kind and relatable” |
| Excellent | 2 | “Excellent service”, “Bankers are excellent” |
| Sweet | 1 | “Eva was very helpful and sweet” |
| Accommodating | 1 | “Very accommodating staff” |
| Easy | 1 | “They make banking easy” |
| Pleasant | 1 | “Pleasant experience” |
Most frequent positive keywords:
➡️ Friendly, Helpful, Great, Quick/Fast
3. Keyword Associations (Words That Appear Together)
Certain keywords commonly appear together in the reviews:
| Keyword Pair | Meaning |
|---|---|
| Friendly + Helpful | Staff are approachable and willing to assist |
| Quick + Friendly | Service is efficient but still personable |
| Helpful + Kind | Employees go beyond basic service |
| Great + People/Staff | Positive experience because of employees |
4. Overall Insight
The review analysis shows that customers value the human interaction at the bank the most. The most frequent words (friendly, helpful, quick) indicate that staff behavior and service efficiency are the main drivers of customer satisfaction.
Summary of Findings
We can see that from the results provided by ChatGPT the most used key word was “Friendly” then “Helpful” and “Great”. Ai also provided us with example of how each words was used in the reviews and how many times each word was used.
Recommendation
Now that we have picked out some of the most positive reviews and the key words associated with these reviews, we will look into some recommendations for Wells Fargo to keep growing their positive reviews. In order to find these recommendations, we are going to enter into another specific prompt into GhatGPT. The prompt I used was: What would be suggestions from the findings? This was ChatGPT response.
Based on the findings from the review analysis, several suggestions can be made for the bank to maintain and improve customer satisfaction.
1. Continue prioritizing strong customer service.
The reviews show that customers frequently use words like friendly, helpful, and kind when describing the staff. This suggests that positive employee interactions are one of the main reasons customers are satisfied. The bank should continue training employees to maintain this high level of friendliness and professionalism.
2. Maintain quick and efficient service.
Many customers mentioned that service was quick or fast. This indicates that customers appreciate being helped efficiently when they visit the bank. The bank should continue focusing on reducing wait times and providing prompt assistance.
3. Promote strong customer service in marketing.
Since many reviews highlight the helpful and friendly staff, the bank could emphasize this strength in marketing and promotional materials. Highlighting excellent service can attract new customers and build trust with potential clients.
4. Encourage more customers to leave reviews.
Many of the existing reviews are very positive. The bank could encourage satisfied customers to leave online reviews, which would help strengthen its reputation and provide reassurance to potential customers looking for a reliable bank.
5. Recognize and reward employees for good service.
Some reviews mention specific employees who provided exceptional help. Recognizing and rewarding employees for outstanding service can motivate staff to continue delivering high-quality customer experiences.
These recommendations will be able to help Wells Fargo continue to grow in their strengths creating more customer loyalty and positive banking experiences.
Negative review analysis
Review collection
We will no repeat the same process of entering in specific promts into ChatGPT in addition to copying and pasting all of Wells Fargos one and two star negative reviews received.
Analyzing negative reviews
First Analysis
To start this analysis for the negative reviews for Wells Fargo, I went to Google Maps and searched for Wells Fargos located in Rapid City, SD. I then navigated to the review section where I sorted the reviews to show the lowest rating. I then selected all the one and two star reviews and copied them. I then went back to ChatGPT and I entered in a specific prompt and pasted the selected reviews after the prompt. The prompt I used for this analysis was: What are the customers least satisfied with based on the reviews? This was ChatGPTs review.
Based on the reviews you provided, customers appear least satisfied with several recurring issues. By analyzing the complaints and repeated negative language, these themes show up most often.
1. Poor Customer Service (Most Frequent Complaint)
Many reviewers complained that employees were unhelpful, rude, or unavailable.
Examples from reviews
- “Tellers are not helpful”
- “Rude staff”
- “Obtuse and uncooperative clerk”
- “No one available to speak to me”
- “Slow incompetent employees”
Common issues mentioned
- Staff unwilling to help with non-simple tasks
- Employees appearing uninterested or uncooperative
- Long waits to talk to a banker
- Poor service both in-person and online
➡️ Conclusion: Customer service quality is the most common dissatisfaction theme.
2. Long Wait Times / Slow Service
Customers frequently mentioned delays.
Examples
- Waiting 15–17 minutes in line
- Appointments with no banker available
- Opening an account taking 45–60 minutes
Common issues
- Not enough tellers working
- Inefficient scheduling
- Long service processes
➡️ Conclusion: Customers feel the branch is slow and poorly staffed.
3. Bank Policies and Fees
Several reviews complain about fees and restrictive policies.
Examples
- $7–$8 fee to cash checks
- Only partial funds available after depositing a check
- Too much “red tape”
Common issues
- Unexpected fees
- Delays accessing funds
- Strict banking policies
➡️ Conclusion: Customers dislike the cost and complexity of transactions.
4. Account Security / Fraud Issues
A number of customers had problems with fraud alerts or scams.
Examples
- Accounts locked unexpectedly
- Fraud department blocking transactions
- Scam calls appearing as Wells Fargo
➡️ Conclusion: Customers are frustrated with fraud handling and account restrictions.
5. Banking Errors and Transaction Problems
Some reviews mention serious banking issues.
Examples
- Wire transfers flagged as incorrect
- Accounts incorrectly accessed or frozen
- Closing delays on mortgages
➡️ Conclusion: Customers perceive the bank as incompetent or unreliable with transactions.
6. Technology and Accessibility Issues
Some complaints relate to ATMs, phone systems, and online banking.
Examples
- ATMs not working
- Phones not being answered
- Forced to use automated systems
➡️ Conclusion: Customers dislike difficulty reaching real support or using bank services.
Summary of What Customers Are Least Satisfied With
Ranked by frequency in the reviews:
- Poor customer service and unhelpful staff
- Long wait times and slow service
- High fees and strict policies
- Fraud/account security issues
- Transaction mistakes or banking errors
- Technology and access problems (ATMs, phone support)
Second Analysis
To complete the second analysis we are going to break down the negative reviews and examine the words associated with these reviews. In order to find the associated words, I have entered in a specific prompt to ChatGPT to compute the results. The prompt I entered in was: Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords. Here are the results ChatGPT came up with.
After reviewing the comments, I extracted repeated negative keywords and themes mentioned by customers. These keywords were grouped and counted based on how often similar complaints appeared in the reviews.
1. Negative Keyword Frequency
| Negative Keyword / Theme | Frequency (approx.) | Example from Reviews |
|---|---|---|
| Poor customer service / unhelpful staff | 7 | “Tellers are not helpful”, “rude staff”, “uncooperative clerk” |
| Long wait times / slow service | 4 | “Waited 17 minutes”, “no banker available”, “45 minutes to open a debit card” |
| Fees / expensive policies | 3 | “Charge $7 or $8 to cash a check”, “fees for almost everything” |
| Transaction problems / errors | 4 | “wire transfer didn’t seem right”, “blocked action I was trying to do” |
| Account security / fraud issues | 3 | “account locked”, “scam caller pretending to be Wells Fargo” |
| Poor communication / phones not answered | 2 | “Try answering your phones for once” |
| ATM / technical issues | 2 | “ATMs repaired before calling itself a bank” |
| Incompetence / poor business practices | 3 | “most incompetent bank”, “horrible business practice” |
| Policies causing inconvenience | 3 | fingerprint checks, identity issues, deposit delays |
2. Most Common Negative Keywords
The most frequently appearing words or ideas were:
- Unhelpful
- Rude
- Slow
- Wait
- Fees
- Locked account
- Incompetent
- Fraud / scam
- Wire transfer problem
- ATM issues
These keywords highlight the major dissatisfaction areas.
3. Keyword Associations (How Complaints Are Connected)
Negative keywords often appear together, showing patterns in customer dissatisfaction.
Customer Service + Wait Times
Associated keywords:
- unhelpful
- rude
- slow
- waiting
Example pattern:
Customers complain about waiting a long time and then receiving poor service.
Fees + Policies
Associated keywords:
- fee
- charge
- policy
- red tape
Example pattern:
Customers feel Wells Fargo has too many rules and unnecessary charges.
Transactions + Fraud Alerts
Associated keywords:
- wire transfer
- locked account
- fraud
- blocked action
Example pattern:
Security systems incorrectly flag transactions, causing inconvenience.
Technology + Accessibility
Associated keywords:
- ATM
- phone
- automated system
Example pattern:
Customers struggle with getting help through technology or machines.
4. Key Insight From the Reviews
The core dissatisfaction themes are strongly linked:
Poor service + slow processes + strict policies = negative customer experience
Customers feel the bank is:
- Slow
- Unhelpful
- Overly bureaucratic
- Expensive
Summary of Findings
In this analysis we can see the most used negative key words were “poor customer service”, the it was “long wait times”, and lastly “Fees”. All these keywords that ChatGPT found will be able to help Wells Fargo improve on areas of concern to better focus on satisfying the customers. They can do this through adding more positive customer service, hiring more employees to lower wait times, and consider other ways to lower the cost of fees or help better educate their customers on how to avoid the fees.
Recommendation
After finding the negative reviews for Wells Fargo and the keywords that are connected to them, we will examine some recommendations for Wells Fargo to avoid getting anymore negative reviews. In order to get these recommendations, I will enter in another specific prompt into ChatGPT. The prompt I used was: What would be suggestions from the findings? Below is ChatGPTs response.
Based on the negative keyword analysis and themes from the reviews, several clear improvements can be suggested for Wells Fargo. The recommendations focus on fixing the main dissatisfaction areas: customer service, wait times, policies, and communication.
Suggestions Based on the Findings
1. Improve Customer Service Training
Since the most common complaint was unhelpful or rude staff, the bank should:
- Provide additional customer service training for employees
- Train staff to handle complex requests instead of redirecting customers
- Encourage friendly and proactive communication with customers
Expected impact:
Better customer interactions would improve overall satisfaction and reduce complaints about staff behavior.
2. Reduce Wait Times and Improve Staffing
Many customers complained about long waits and unavailable bankers.
Suggestions include:
- Schedule more tellers during busy hours
- Use queue management systems to reduce waiting
- Allow customers to schedule appointments online
Expected impact:
Shorter wait times would make branch visits more efficient and improve customer experience.
3. Review and Simplify Banking Policies
Customers frequently mentioned fees and strict policies.
The bank could:
- Reevaluate check-cashing fees and service charges
- Simplify procedures for transactions and account services
- Clearly explain policies so customers understand them
Expected impact:
Reducing unnecessary complexity would increase trust and reduce frustration.
4. Improve Fraud Detection Communication
While fraud protection is important, customers complained about accounts being locked or transactions blocked unexpectedly.
Suggestions:
- Provide clear notifications explaining why transactions were flagged
- Offer faster verification methods
- Allow customers to confirm suspicious transactions easily through mobile banking
Expected impact:
Customers would feel more secure without unnecessary disruptions.
5. Enhance Phone and Technology Support
Some complaints involved unanswered phones and broken ATMs.
The bank should:
- Improve phone response times
- Ensure ATMs are regularly maintained
- Provide easier access to live customer support instead of automated systems
Expected impact:
Better accessibility would reduce frustration and increase convenience.
Overall Recommendation
The reviews suggest Wells Fargo should focus on improving service quality, efficiency, and transparency. Addressing these areas would likely improve customer satisfaction and reduce negative feedback.
Implementing these recommendations could help Wells Fargo improve their customer satisfaction by addressing common concerns related to service quality, communication, product availability, and pricing.
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