What Are Signals?
Signals are AI-extracted insights from your customer interactions that capture:Key Feedback
Feature requests, bug reports, pain points, and positive experiences
Emotional Context
Sentiment, urgency, and emotional tone behind customer messages
Business Impact
How feedback affects revenue, adoption, satisfaction, and retention
Patterns & Themes
Recurring topics and trends across your customer base
Where Signals Come From
BuildBetter extracts signals from multiple sources automatically:- Call Recordings
- Connected Platforms
- Text Sources
Every recorded meeting, interview, and conversation is analyzed for insights:
- Customer calls and demos
- User interviews and research sessions
- Internal team discussions
- Support and success calls
Types of Signals
BuildBetter categorizes signals to help you focus on what matters:For External Interactions (Customers)
- Feature Requests: Desired functionality and improvements
- Bugs & Issues: Problems users are experiencing
- Complaints: Frustrations and negative experiences
- Praise: Positive feedback and success stories
- Questions: Areas of confusion or curiosity
- Objections: Sales and adoption blockers
- Needs: Underlying requirements and use cases
For Internal Interactions (Team)
- Decisions: Conclusions and commitments made
- Ideas: Innovation and improvement suggestions
- Challenges: Internal blockers and difficulties
- Priorities: Focus areas and important initiatives
- Updates: Progress and status information
- Dependencies: Cross-team requirements
Signal types are automatically detected based on content analysis. You can also manually adjust or add types to any signal.
Signal Properties
Each signal captures rich context to help you understand and act:Core Information
- Summary: AI-generated description of the insight
- Context: Additional background information
- Source: Link to the exact moment in a call or message
- Speaker: Who provided this feedback
- Company: Associated organization
Analytical Properties
Sentiment Analysis
Sentiment Analysis
Measures emotional tone from -10 (very negative) to +10 (very positive):
- 😣 Very Negative (-10 to -6): Severe frustration or dissatisfaction
- 😐 Negative (-5 to -2): Mild concerns or issues
- 🙂 Neutral (-1 to +1): Factual or balanced feedback
- 😊 Positive (+2 to +5): Satisfaction and approval
- 🥰 Very Positive (+6 to +10): Delight and strong endorsement
Severity Assessment
Severity Assessment
Indicates urgency from -10 (trivial) to +10 (urgent):
- 🙂 Trivial (-10 to -6): Nice-to-have or minor suggestions
- 😐 Minor (-5 to -2): Low-impact improvements
- 😟 Important (-1 to +5): Should be addressed reasonably soon
- 😠 Critical (+6 to +8): High-impact issues requiring attention
- 😡 Urgent (+9 to +10): Immediate action required
Topics & Keywords
Topics & Keywords
Automatically extracted themes and terms:
- Topics: High-level themes (e.g., “Onboarding”, “Pricing”, “Performance”)
- Keywords: Specific terms and features mentioned
- Tags: Custom labels you add for organization
Emotions Detected
Emotions Detected
AI-identified emotional states:
- Happiness, frustration, confusion
- Surprise, anger, disappointment
- Excitement, concern, satisfaction
Business Impact
Business Impact
How this feedback affects your business:
- Revenue: Affects sales or expansion
- Adoption: Impacts product usage
- Satisfaction: Influences customer happiness
- Retention: Affects churn risk
- Efficiency: Impacts operational costs
Understanding Signal Sources
Call-Based Signals
When signals come from recordings, you get:- Video/Audio Clip: The exact segment where feedback was given
- Full Transcript: Complete context of the conversation
- Timestamp Links: Jump directly to the moment
- Speaker Details: Who said what and when
Conversation Signals
From integrated platforms, you see:- Message Thread: Full conversation context
- Platform Link: Navigate to original source
- Author Info: User details and history
- Related Messages: Surrounding context
Feedback Signals
From surveys and forms:- Response Data: Complete form submission
- Question Context: What was asked
- Metadata: Submission time, source, user details
Signal Quality Indicators
BuildBetter provides confidence indicators for extracted signals:1
High Confidence
Clear, explicit feedback with obvious sentiment and intent. These signals require little to no verification.
2
Medium Confidence
Implicit feedback or nuanced insights. Review the source for full context.
3
Low Confidence
Ambiguous or complex feedback. Manual review recommended to ensure accuracy.
Working with Signals
Viewing Options
- Card View: Detailed cards with embedded media players
- Table View: Compact list for bulk operations
- Timeline View: Chronological signal flow
Quick Actions
- Edit: Modify summary, sentiment, or properties
- Share: Send to teammates or export
- Create Ticket: Generate support tickets
- Add to Folder: Organize related signals
- View Source: Jump to original context
Bulk Operations
- Select multiple signals for batch updates
- Export filtered sets to CSV
- Create datasets for document generation
- Apply tags or properties in bulk
Signals update in real-time as new conversations are processed. Set up alerts to be notified of critical signals immediately.
Best Practices
Review regularly: Check signals daily or weekly to stay on top of customer feedback.
Verify critical signals: Always review the source for high-severity or high-impact signals.
Tag consistently: Develop a tagging taxonomy for your team to enable better filtering.
Act on patterns: Look for recurring themes rather than one-off mentions.
Close the loop: Update signals when issues are resolved or features are shipped.