Categorise Customer Feedback from Online Forms with Cohere
Learn how to automatically sort incoming customer feedback using Cohere's AI, helping your business quickly identify trends and improve services.
Managing customer feedback can often feel like sifting through a mountain of comments, but it's essential for understanding your customers and improving your services. This guide will show you how to use Cohere, an AI platform, to automatically sort new feedback into specific categories. By the end, you'll be able to quickly spot trends and make informed decisions for your business. It can effectively classify feedback, but remember, it cannot understand the deep emotional context or nuances that only a human can fully grasp.
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- An active Cohere account (a free tier is usually available for experimentation).
- Access to the Cohere web Playground (a web interface to test AI models without coding).
- A few examples of customer feedback you want to categorise.
- Roughly 10-15 minutes to follow along.
Log in to your Cohere account
Begin by opening your web browser and navigating to the Cohere website. On the homepage, you'll usually see a "Log in" button, typically positioned in the top-right corner of the screen. Click this button, which will take you to a login page. Here, carefully enter your registered email address and password into the respective fields. If you haven't created an account yet, look for a "Sign up" or "Get Started" option nearby to guide you through the registration process. You'll know it worked when you see your Cohere dashboard or main account page, which typically displays an overview of available AI tools and services.

Navigate to the Playground
The Cohere Playground is a web interface where you can interact directly with their AI models without needing to write any code. From your Cohere dashboard, look for a navigation menu. This menu is usually found on the left-hand side of the screen, or sometimes along the top. Scan the options and click on the one labelled "Playground". This action will open a new interface specifically designed for experimenting with different AI models. If it looks different, scan the navigation menu for an option like "Try it out" or "Experiment", or a section dedicated to "Models", which should lead you to a similar interactive environment. You'll know it worked when you see a large text input area, often with options to select or configure different AI models, indicating you're in the right place to begin your tests.

Select a text generation model
Cohere offers several AI models, each designed for different tasks. For classifying feedback, we need a model that excels at understanding instructions and generating text. In the Playground, you'll typically find a section for model selection, often a dropdown menu labelled "Model" or "Base Model". Look for and select a model such as "Command" or "Command R+". While model names can change, these are Cohere's general-purpose models known for following instructions well. If it looks different, look for a dropdown labelled "Model" or "Base Model" and select any option clearly intended for general text generation or conversational AI, rather than models for embeddings or reranking. You'll know it worked when the Playground interface updates, showing input fields and controls (like 'temperature' or 'max tokens') specific to text generation tasks, confirming your model choice.

Input your feedback and categories as a prompt
Now you'll provide the AI with clear instructions, known as a 'prompt', detailing what to do. The prompt will contain your customer feedback and a list of possible categories. In the main text input area of the Playground, type your instruction. Start by presenting the customer feedback, then clearly list the categories you want the AI to choose from. Make sure your categories are distinct to help the AI make an accurate choice.
You'll know it worked when your complete feedback and category list are clearly visible in the prompt box, ready for the AI to process.

Run the model and review the output
With your prompt ready and the appropriate model selected, it's time to send your instructions to the Cohere AI and see its classification. Look for a "Run", "Generate", or "Submit" button, typically located below the prompt input area or on the right-hand side of the screen. Click this button to send your prompt to the AI. The AI will then process your feedback based on the categories you provided, and a new section will appear, displaying its response, which should be the identified category for your feedback. You'll know it worked when Cohere displays the AI's generated response in an output box, and this response is one of the categories you listed in your prompt.

Refine your categories for better accuracy
If the AI's classification isn't quite right or doesn't match your expectations, you can adjust your categories or the prompt to improve the results. This iterative process is a common and important part of working with AI. Consider why the AI might have chosen an incorrect category: perhaps your categories were too broad, they overlapped, or the feedback itself was too vague. Go back to your prompt in the Playground and try rephrasing your categories to be more distinct or add more specific context. Then, click "Run" again to see the updated classification.
You'll know it worked when the AI consistently categorises your feedback into the specific types you intended, leading to clearer and more reliable analysis.

- Too vague categories: Using broad categories like "Other" or "General Issue" can lead to unhelpful sorting because the AI lacks specific guidance. To fix this, try breaking down broad categories into more specific ones, even if it means having more choices. The more distinct your categories, the clearer the AI's output will be.
- Not providing enough context: If the feedback is short or ambiguous, the AI might struggle to classify it correctly. When possible, include slightly more detail in your prompt about what you're asking it to do or the type of business this feedback relates to, to give it better context.
- Expecting perfection on the first try: AI models learn from your input and the patterns you establish, so it's normal to need a few rounds of refinement. Don't get discouraged if the first few attempts aren't perfect; simply adjust your prompt and categories, and you'll see improvement over time.
Open the Cohere Playground, select a text generation model like "Command", and paste a real piece of customer feedback you've received. Then, add a clear instruction like "Categorise this into one of the following: Price Issue, Product Quality, Delivery Problem, Customer Service." and click "Run" to see how the AI sorts it.
❓ Quick questions
How long does this take?
About 6 minutes — the guide has 6 steps, and you can tick each one off as you go.
Which tool do I need?
This guide uses Cohere Cohere — but the approach works very similarly in other AI assistants.
Do I need to prepare anything?
- An active Cohere account (a free tier is usually available for experimentation).
- Access to the Cohere web Playground (a web interface to test AI models without coding).
- A few examples of customer feedback you want to categorise.
- Roughly 10-15 minutes to follow along.
What mistakes should I avoid?
- Too vague categories: Using broad categories like "Other" or "General Issue" can lead to unhelpful sorting because the AI lacks specific guidance. To fix this, try breaking down broad categories into more specific ones, even if it means having more choices. The more distinct your categories, the clearer the AI's output will be.
- Not providing enough context: If the feedback is short or ambiguous, the AI might struggle to classify it correctly. When possible, include slightly more detail in your prompt about what you're asking it to do or the type of business this feedback relates to, to give it better context.
- Expecting perfection on the first try: AI models learn from your input and the patterns you establish, so it's normal to need a few rounds of refinement. Don't get discouraged if the first few attempts aren't perfect; simply adjust your prompt and categories, and you'll see improvement over time.
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✦ Original step-by-step guide by AI World HQ's AI editorial team. Written in plain language, reviewed for accuracy.
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