Alysia Lembkey of Pacifica, California, believes businesses overlook their most valuable resource—customer feedback. She sees companies making the same mistakes repeatedly, failing to use past data to anticipate future needs. “People tell you what they want. The question is, are you listening?” she says.
As a business student at Skyline College and an intern at SurveyNow Software, Alysia focuses on how feedback can drive smarter decisions. Through predictive modeling, she helps businesses forecast customer behavior—whether it’s churn risk, purchase likelihood, or shifting product preferences.
Data Is More Than Complaints
Most companies treat customer feedback as damage control. They react to negative reviews and rarely look deeper. Alysia takes a different approach. She argues that feedback is a strategic tool, not just a customer service issue.
“Companies think feedback is just about fixing what’s broken,” she explains. “But if you analyze it correctly, you can prevent problems before they start.”
At SurveyNow, she refines survey templates to ensure businesses get the right kind of data. By tracking trends over time, companies can anticipate needs instead of scrambling to fix them later.
Predicting Churn Before It Happens
Customer churn—the rate at which customers stop doing business with a company—is one of the biggest threats to any business. Many companies don’t see it coming until it’s too late.
Alysia believes predictive modeling changes that. She analyzes past feedback to identify red flags—dissatisfaction, unresolved issues, and changes in customer sentiment. “A negative review today is a canceled subscription tomorrow,” she says. “If you spot trends early, you can act before the customer leaves.”
A McKinsey report found that companies using predictive analytics to manage churn can increase retention by 10-15%. Alysia applies this mindset in her work, identifying patterns in feedback that signal customers are about to walk away.
Purchase Likelihood: Understanding What Customers Want
Not all feedback is negative. Many customers provide valuable insights about what they love and what they’d like to see in the future. The challenge is recognizing these trends early.
Alysia works on modeling purchase likelihood by studying common keywords in positive feedback. If multiple customers request a specific feature, it’s a clear indicator of demand. “Companies waste money guessing what customers want,” she says. “The data is already there.”
This approach is backed by research. A Harvard Business Review study found that businesses that actively use customer feedback to shape products experience 20% higher revenue growth.
Product Preferences: Aligning with Customer Needs
Customer preferences shift constantly. Businesses that fail to adapt risk losing market share. Predictive modeling allows companies to stay ahead by identifying emerging trends in real time.
At SurveyNow, Alysia helps companies segment feedback by demographics, location, and purchase history. This allows businesses to tailor their offerings to different customer groups.
“Customers don’t all want the same thing,” she says. “If you’re selling the same product to everyone, you’re missing opportunities.”
The Future of Customer-Centric Business
Alysia’s approach challenges conventional wisdom. Many companies still view feedback as a necessary chore rather than a strategic asset. She argues that businesses need to embrace a proactive mindset.
“Customer feedback isn’t just about satisfaction scores,” she says. “It’s a blueprint for growth.”
As she continues her studies and career in marketing, Alysia remains committed to transforming how businesses interact with their customers. By leveraging predictive modeling, she believes companies can move beyond guesswork and start making data-driven decisions that truly matter.
Rick Vermillion is a business owner in Colorado Springs, CO.