First Analysis

To start off this Analysis, I headed to Google Maps. I found Black Hills Federal Credit Union and clicked on their reviews. Then I clicked on the sort tab and picked the "highest rating" selection. After that I copied and pasted the reviews with the highest ratings into the text box. In ChatGPT I also asked: What are the customers most satisfied with based on the reviews? Below are the findings. 

1. Friendly & Helpful Staff

This is mentioned over and over in your reviews:

• “so friendly and helpful”
• “working with Jess was a breeze”
• “patient with our endless questions”
• “truly cares about people”

2. Personalized, Human Experience

People don’t just say staff are nice—they say employees:

• Take time to explain things
• Help with complex issues
• Go above and beyond

3. Easy-to-Use Online & Mobile Banking

Multiple reviews highlight:

• “online banking is so easy to use”
• “app is secure and easy”

4. Trust & Reliability

Customers mention:

• Being with the bank for many years
• “always reliable for me”
• “28 years of the best banking”

5. Better Than Big Banks

Several reviews directly compare:

• “I won’t ever use a big bank again”

Second Analysis

To further this Analysis I wanted to know the keywords and categorize the reviews. In the chat box I prompted: Extract positive keywords from those reviews, and analyze the frequency and associations of these keywords. ChatGPT generated these findings below. 

First Analysis

This time I sorted the Google Maps reviews under the "lowest rating" section. Unlike before where I asked what customers were most satisfied with. For the negative review analysis I asked in the text box: What were customers least satisfied with based on the reviews. Below is the information received. 

1. Poor Customer Service

This is the most frequent complaint by far.

Customers mention:

• “extremely rude” staff
• “indifferent” attitudes
• “frustrating and miserable” experiences
• “terrible customer service”
• “rude and insensitive” responses

2. Difficulty Reaching Support

Many complaints focus on communication issues:

• Long hold times (20+ minutes)
• Calls going to voicemail
• “Does anyone answer the phone?”
• Not being able to reach account support

3. Inconsistent Branch Experience

Customers specifically mention:

• Some branches being worse than others
• Certain locations having rude or unhelpful staff
• Preference for one branch over another

4. Process & Policy Frustrations

Customers were unhappy with:

• Excessive ID requirements (even for simple tasks)
• Confusing or strict policies
• Lack of flexibility in basic transactions

5. Technology & Access Issues

Some reviews highlight:

• App failures
• ATM outages
• Delays accessing deposited money
• Limited control over transactions (e.g., bill denominations)

6. Fees & Financial Handling Issues

Serious complaints include:

• Unexpected fees (inactive account fees)
• Force-placed insurance issues
• Delinquent payments caused by system/process errors

7. Long Delays & Inefficiency

Examples:

• Waiting years for loan decisions
• Delays in resolving issues
• Slow processes overall

8. Lack of Transparency / Trust Concerns

Some customers mention:

• Arbitration concerns
• Policy changes without clear communication
• Feeling misled or uninformed

Second Analysis

Next in the text box I prompted: Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords. This will show the trend people commonly feel and the information generated is below. 

After the information above was generated I asked ChatGPT: What would be suggestions from the findings? Below is the information to improve the brands identity. 

1. Improve Customer Service Training (Top Priority)

Finding: “Rude,” “indifferent,” and “terrible service” are the most frequent complaints.

Suggestion:

• Provide additional training focused on:
  • Empathy and tone
  • Handling sensitive situations (fraud, disputes)
  • Active listening
• Set clear service expectations across all branches

2. Fix Communication & Response Times

Finding: Customers struggle to reach support (on hold, voicemail, no answers).

Suggestion:

• Increase staffing for phone support
• Add callback options instead of long hold times
• Expand support channels (chat, text, email)
• Set response time standards

3. Standardize Service Across All Locations

Finding: Experiences vary significantly by branch.

Suggestion:

• Create consistent service guidelines
• Monitor branch-level performance
• Use customer feedback to identify weak locations
• Provide additional training where needed

4. Simplify Processes & Policies

Finding: Customers feel processes are confusing and overly complicated.

Suggestion:

• Review and simplify:
  • ID requirements
  • Transaction processes
  • Account procedures
• Clearly explain why certain steps are required

5. Increase Transparency Around Fees

Finding: Complaints about unexpected charges and penalties.

Suggestion:

• Clearly communicate:
  • Fees
  • Policies (e.g., inactive accounts, insurance requirements)
• Send reminders or alerts before fees are applied
• Provide simple explanations in plain language

6. Improve Technology Reliability

Finding: Issues with app, ATMs, and accessing money.

Suggestion:

• Invest in system stability and updates
• Quickly communicate outages or issues
• Provide backup options when systems fail

7. Speed Up Service & Decision-Making

Finding: Complaints about delays (loans, support, transactions).

Suggestion:

• Streamline approval processes
• Set clear timelines for services (especially loans)
• Keep customers updated during delays

8. Improve Transparency & Trust

Finding: Concerns about policies (e.g., arbitration, account handling).

Suggestion:

• Communicate policy changes clearly and early
• Use simple, easy-to-understand language
• Be proactive rather than reactive