The Objectives of the Analysis include -

• Identify recurring themes in feedback, including common pain points and appreciated features.
• Determine the key factors behind subscription cancellations and low engagement rates.
• Improve customer retention by addressing the main causes of dissatisfaction.
• Optimize content and user experience based on subscriber preferences.

Data Analysis Tools used include -

• SQL: To extract and preprocess customer feedback data from the subscription database.
• Excel: To clean, categorize, and visualize sentiment trends.

Workflow

1. Data Collection

• Customer feedback data was colleceted from multiple sources which included:
• Website reviews and comments
• Social media mentions (Facebook, Instagram, Twitter)
• Customer support tickets and complaint logs
• Email survey responses

2. Data Cleaning & Processing with Excel

• Duplicate feedback entries were removed.
• entries were standardized with text formatting (lowercase conversion, removal of special characters) and number formatting (currency).
• Responses were catagorized into:
• Positive (e.g., appreciation of content, ease of use)
• Neutral (e.g., feature requests, general inquiries)
• Negative (e.g., complaints about content quality, pricing, or usability).

3. SQL Querying & Sentiment Analysis

Analyze Sentiment Distribution

This query calculates the percentage of positive, neutral, and negative feedback.

SELECT

Sentiment,

COUNT(*) AS Total_Feedback,

ROUND(COUNT(*) * 100.0 / (SELECT COUNT(*) FROM customer_feedback), 2) AS Percentage

FROM customer_feedback

GROUP BY Sentiment

ORDER BY Percentage DESC;

2. Identify Most Common Feedback Comments

This query extracts the top 5 most frequent feedback comments.

SELECT

Feedback_Comment,

COUNT(*) AS Occurrences

FROM customer_feedback

GROUP BY Feedback_Comment

ORDER BY Occurrences DESC

LIMIT 5;

3. Analyze Subscription Type vs. Sentiment

This query determines which subscription type has the highest negative feedback rate.

SELECT

Subscription_Type,

COUNT(*) AS Total_Feedback,

SUM(CASE WHEN Sentiment = 'Negative' THEN 1 ELSE 0 END) AS Negative_Feedback,

ROUND(SUM(CASE WHEN Sentiment = 'Negative' THEN 1 ELSE 0 END) * 100.0 / COUNT(*), 2) AS Negative_Feedback_Percentage

FROM customer_feedback

GROUP BY Subscription_Type

ORDER BY Negative_Feedback_Percentage DESC;

4. Customer Engagement vs. Sentiment

This query examines whether more engaged users (reading more articles) tend to leave positive feedback.

SELECT

Sentiment,

ROUND(AVG(Articles_Read), 2) AS Avg_Articles_Read

FROM customer_feedback

GROUP BY Sentiment

ORDER BY Avg_Articles_Read DESC;

5. Subscription Cancellations vs. Sentiment

This query determines the relationship between sentiment and cancellation rates.

SELECT

Sentiment,

COUNT(*) AS Total_Feedback,

SUM(Cancelled_Subscription) AS Total_Cancellations,

ROUND(SUM(Cancelled_Subscription) * 100.0 / COUNT(*), 2) AS Cancellation_Rate

FROM customer_feedback

GROUP BY Sentiment

ORDER BY Cancellation_Rate DESC;

6. Total Financial Loss Due to Cancellations

This query calculates the total financial loss from cancellations.

SELECT

SUM(Financial_Loss) AS Total_Financial_Loss

FROM customer_feedback

WHERE Cancelled_Subscription = 1;

7. High-Risk Subscription Groups (Highest Cancellation Rates)

This query identifies which subscription types contribute the most to financial losses.

SELECT

Subscription_Type,

COUNT(*) AS Total_Customers,

SUM(Cancelled_Subscription) AS Total_Cancellations,

SUM(Financial_Loss) AS Total_Financial_Loss,

ROUND(SUM(Cancelled_Subscription) * 100.0 / COUNT(*), 2) AS Cancellation_Rate

FROM customer_feedback

GROUP BY Subscription_Type

ORDER BY Total_Financial_Loss DESC;

INSIGHTS GLEANED FROM THE DATA ANALYSIS

The most common sentiment in customer feedback was Positive.

Top 3 Complaints (Negative Feedback):

1. "Customer service is unhelpful." (35 occurrences)
2. "Not enough diversity in topics." (33 occurrences)
3. "The subscription is too expensive." (32 occurrences).

• Top 3 Praises (Positive Feedback):
  
1. "Love the content!" (113 occurrences)
2. "Enjoy the wellness section." (111 occurrences)
3. "Very informative articles." (107 occurrences).

Do certain subscription types receive more negative feedback?

• The Monthly Subscription received the highest number of negative feedback comments (80 occurrences), followed by Quarterly (43) and Annual (29).

Are highly engaged customers (reading more articles) more satisfied?

• Interestingly, customers who left Negative feedback had a slightly higher average article read count (25.74 articles) compared to Neutral (25.49 articles) and Positive (24.53 articles).
• This suggests that more engaged customers might have higher expectations and are more critical if their expectations are not met.
• What is the financial impact of negative feedback and cancellations?
  
• The total financial loss due to cancellations is $3,405 per month.

1. Which subscription groups are the highest risk for revenue loss?
   
• Annual Subscription: Despite having the lowest cancellation count (22), it resulted in the highest financial loss ($1,760) due to its higher price.
• Quarterly Subscription: 39 cancellations led to $975 in financial loss.
• Monthly Subscription: 67 cancellations, but a lower total loss of $670 due to its lower price.

Key Takeaway:

• The Annual subscription cancellations have the biggest financial impact, even though fewer people cancel.
• The Monthly subscription had the highest cancellation rate but a lower per-customer financial loss.
• Engaged customers are more critical, suggesting that improving content quality and customer service can prevent negative feedback.

Recommendations Based on Customer Feedback Insights

1. Improve Customer Service Experience

Insight:

• The most frequent complaint was "Customer service is unhelpful."
• Poor customer support negatively impacts retention and subscriber satisfaction.

Recommendation:
✅ Implement a live chat support system for quicker issue resolution.
✅ Provide customer service training to enhance responsiveness and resolution quality.
✅ Create a self-service FAQ section to help customers resolve common issues without needing support.

2. Diversify Content to Appeal to a Broader Audience

Insight:

• A major complaint is "Not enough diversity in topics."
• High engagement levels suggest that active readers expect a wider range of content.

Recommendation:
✅ Expand content into new categories such as finance, technology, parenting, and global affairs.
✅ Conduct reader surveys to determine the topics subscribers want to see more of.
✅ Feature more diverse guest contributors to provide fresh perspectives.

3. Address Pricing Concerns with Flexible Payment Options

Insight:

• Pricing is the third most common complaint.
• The Annual plan has the highest financial loss per cancellation.

Recommendation:
✅ Introduce a tiered pricing model (e.g., Basic, Premium, VIP) to provide options at different price points.
✅ Offer loyalty discounts or exclusive perks to long-term subscribers.
✅ Provide an option for installment payments on the Annual subscription to reduce upfront cost barriers.

4. Improve User Engagement by Personalizing the Experience

Insight:

• Highly engaged users (reading 25+ articles) still leave negative feedback.
• This suggests expectations are high and content quality needs to match engagement levels.

Recommendation:
✅ Implement personalized content recommendations based on reading history.
✅ Introduce exclusive content (e.g., members-only interviews, behind-the-scenes content).
✅ Offer interactive content like live Q&A sessions or expert-led webinars.

5. Reduce Subscription Cancellations by Improving Retention Strategies

Insight:

• 67 Monthly plan users canceled, but the Annual plan caused the highest financial loss.
• Users who cancel tend to have negative feedback before canceling.

Recommendation:
✅ Introduce an exit survey at the time of cancellation to capture real-time reasons and offer incentives to stay.
✅ Offer pause instead of cancel – allow subscribers to temporarily suspend their subscription.
✅ Reward long-term subscribers with exclusive perks (e.g., free e-books, exclusive event invitations).

6. Enhance Digital Experience with Website & Mobile App Improvements

Insight:

• Users complained about website navigation issues and slow loading times.
• A poor UX can lead to frustration and churn.

Recommendation:
✅ Optimize mobile responsiveness to improve readability and navigation.
✅ Speed up website performance by enhancing backend infrastructure and caching.
✅ Launch a mobile app to improve the reading experience on the go.

2. Diversify Content to Appeal to a Broader Audience

Insight:

• A major complaint is "Not enough diversity in topics."
• High engagement levels suggest that active readers expect a wider range of content.

Recommendation:
✅ Expand content into new categories such as finance, technology, parenting, and global affairs.
✅ Conduct reader surveys to determine the topics subscribers want to see more of.
✅ Feature more diverse guest contributors to provide fresh perspectives.

3. Address Pricing Concerns with Flexible Payment Options

Insight:

• Pricing is the third most common complaint.
• The Annual plan has the highest financial loss per cancellation.

Recommendation:
✅ Introduce a tiered pricing model (e.g., Basic, Premium, VIP) to provide options at different price points.
✅ Offer loyalty discounts or exclusive perks to long-term subscribers.
✅ Provide an option for installment payments on the Annual subscription to reduce upfront cost barriers.

4. Improve User Engagement by Personalizing the Experience

Insight:

• Highly engaged users (reading 25+ articles) still leave negative feedback.
• This suggests expectations are high and content quality needs to match engagement levels.

Recommendation:
✅ Implement personalized content recommendations based on reading history.
✅ Introduce exclusive content (e.g., members-only interviews, behind-the-scenes content).
✅ Offer interactive content like live Q&A sessions or expert-led webinars.

5. Reduce Subscription Cancellations by Improving Retention Strategies

Insight:

• 67 Monthly plan users canceled, but the Annual plan caused the highest financial loss.
• Users who cancel tend to have negative feedback before canceling.

Recommendation:
✅ Introduce an exit survey at the time of cancellation to capture real-time reasons and offer incentives to stay.
✅ Offer pause instead of cancel – allow subscribers to temporarily suspend their subscription.
✅ Reward long-term subscribers with exclusive perks (e.g., free e-books, exclusive event invitations).

6. Enhance Digital Experience with Website & Mobile App Improvements

Insight:

• Users complained about website navigation issues and slow loading times.
• A poor UX can lead to frustration and churn.

Recommendation:
✅ Optimize mobile responsiveness to improve readability and navigation.
✅ Speed up website performance by enhancing backend infrastructure and caching.
✅ Launch a mobile app to improve the reading experience on the go.