24 September 2025
For too long, customer feedback has been collected but left sitting in dashboards. It’s read, reviewed, maybe even reported on, but rarely acted on in the moment.
At Relative Insight, we believe that what customers say in their own words is the most valuable signal you have. It is more honest, more detailed and more emotionally charged than any score.
With the launch of Ignition, that signal can now drive real-time business action.
Ignition: real-time action from customer feedback
Ignition is a new module within Relative Insight that triggers automated actions based on what customers actually say: not just how they rate their experience.
Until now, follow-ups have typically been based on structured scores like NPS or CSAT. These can be helpful, but they only scratch the surface. Ignition listens to the open-text feedback itself, identifies meaningful patterns in the text, and turns that insight into immediate, relevant action.
The best part is that you define the triggers. You decide which themes, concepts and signals matter most to your business. Ignition simply listens — and acts.
What Ignition looks like in the real world
This sounds great in theory, but what does this look like when the rubber hits the road? Among a myriad of examples, here are two that demonstrate the power of Ignition:
A hotel guest says, “I felt really looked after.”
This signals satisfaction and emotional connection. Ignition picks up on that language and automatically triggers your CRM to send a loyalty programme invitation. The customer receives the right message at the right time, while the experience is still fresh.
A sports fan says, “I want to come more often.”
They never use the words “season ticket,” but the intent is clear. Ignition identifies the signal and sends a tailored season ticket offer. No manual review needed. Just action, driven by language.
These are not simple keyword matches. These are examples of intelligent, automated responses powered by linguistic understanding, all configured by you.
You define the triggers — Ignition does the work
With Ignition, the control stays in your hands. You decide what matters.
Maybe you want to respond to emotional signals like excitement or frustration. Perhaps you want to act when customers talk about value, urgency or loyalty. Or you may want to track emerging topics or shifts in expectations.
Whatever your goals, you set the conditions and Ignition monitors for them. When a match is found, it sends a signal to your CRM, support platform, marketing tools or internal systems. The result is fast, relevant follow-up based on real customer language.
The importance of optimizing feedback to follow through
Most businesses are good at collecting feedback, but too slow to act on it. Valuable insight gets stuck in dashboards, waiting for someone to take the next step.
Ignition changes that.
It does not just react to every comment. Ignition focuses on the moments that matter — and makes sure your business responds immediately and intelligently. It is fast, scalable and built on the proven power of comparative linguistics.
Ignition closes the gap between listening and doing. Your customers speak. Ignition listens, understands and acts. Automatically.
This is what modern customer experience should be. Not just understanding, but doing something with that understanding in real time.
