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Taking business feedback to the next level (with Microsoft Forms, SharePoint, Flow and Azure Text Analytics)

Collecting and analysing customer feedback is critical to any business to ensure you’re in touch with what your customers are saying. Now imagine you had the ability to automatically analyse and determine whether customer feedback was negative and take quick corrective action.

You've built a form, added some important questions and have the customer feedback rolling in. Now what?

In this example we’ll be collecting feedback for an intranet - something that can easily be adapted for external customers. We’ll make use of the following:

  • Microsoft Forms to capture the feedback and provide statistics
  • SharePoint Online to store the feedback information
  • Microsoft Flow to save the form data to SharePoint, run text analytics over the feedback and post a comment to a Microsoft Team if negative
  • Text analytics (Microsoft Azure) to performance the sentiment analysis

Step 1 - Create Text Analytics in Azure

  • Select and select Text Analytics from the list of results
  • Click Create

  • The resource will be created in Azure and later in the post we’ll need to grab the Key and URL.

Step 2 - Create the Microsoft Form

  • Open https://forms.office.com and sign in with your Office 365 account
  • Add the following fields to the form as shown below.
    • Feedback subject
    • What area of the intranet does your feedback related to?
    • Further details

Step 3 - Create the SharePoint list

  • Create a SharePoint custom list called Feedback
  • Create the following columns
    • Intranet area (choice)
    • Feedback (Multiple lines of text)
    • Score (Single line of text)

Step 4 - Create the Flow

  • From the Feedback list created in step 3, Create a flow

  • This is what the entire flow looks like when expanded:

Let's break the flow down, step by step


  • We want the flow to start when new feedback is submitted

  • Next we use an Apply to each action to collect the feedback, analyse it with cognitive services and then write it back to a SharePoint list
  • Within the Apply to each, we start off with a Get response details action. Here we need to select a Microsoft Form and set the Response ID

  • We then use the Detect Sentiment action. The text we want to analyse is from the further details field from the Microsoft Form

  • Next step is to add a connection to Text Analytics in Azure
  • To do this click on the ellipsis and add a new connection
  • Enter the details from Azure (step 1). Example input details are shown below

  • Now that the feedback has been analysed, we need to store the information somewhere. We write this back to the Feedback list in SharePoint using a Created item action.

  • Now that we have the feedback and we've analysed the response, we need to take some action if the feedback received is negative. So, we add in a condition, where any feedback that has a score below 0.25 needs to be actioned by a team member.

  • The team that manages the feedback is Marketing, so we want to post a message into the Marketing Microsoft Team

That's it!

We’ve just built a process to collect feedback from our customers that’s automatically analysed to determine whether it's negative and if it’s particularly bad, a message is posted in a Microsoft Team, so it can be discussed and actioned quickly. Column formatting is used to highlight negative items in red.

A lot of additional tweaks can be made to this process to enhance it further. Here are some ideas to extending this process:

  • Add some additional actions to provide a nice sentiment score shown as a percentage.
  • Produce some visual analytics on the sentiment scores
  • Based on the category of feedback, create a planner task and assign it to the relevant team member
  • Include a notification to the customer on submission and rectification of feedback issues

How can Empired help? 

Empired provide expertise across the entire Office 365 landscape and SharePoint On-premises. To help take advantage of all the great functionality that both Office 365 and SharePoint On-Premises provides, please reach out and we’ll be happy to assist.

Posted by: Linden Hocking, Principal Consultant, Enterprise Solutions | 05 September 2018

Tags: SharePoint, Azure, Digital, Flow, Text Analytics

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