How to find what customers praise and complain about in your Trustpilot reviews

You find the most common complaints and praise in your Trustpilot reviews by reading a recent batch of them, tagging each review with what it praises or criticizes, and counting how many reviews share each tag. A batch of the last 100 to 200 reviews is usually enough to show the pattern without reaching back to problems you fixed long ago.

Trustpilot gives you some help on its own. Your public company page lets anyone filter reviews by star rating and search them by keyword, and Trustpilot Business adds its own reporting tools, which vary by plan. Those tools are good for finding reviews you already suspect exist, such as every review that mentions "refund." They don't tell you which topics come up most often, because nothing in them reads every review and sorts it.

So most teams do it by hand. Someone exports or copies the reviews into a spreadsheet, adds a column for themes, reads each review, and tags it. Then they count the tags and pull a few quotes. It works, but it takes an afternoon for a few hundred reviews, and the themes drift as the reader gets tired. "Slow support" in row 20 becomes "customer service" in row 150, and the counts stop meaning much.

A good result has a few qualities that make it useful to the people who'll act on it:

• Specific themes. "Refunds take more than two weeks" tells your operations lead what to fix. "Customer service" doesn't.
• Counts of reviews, not mentions. One angry review that repeats a complaint five times still counts as one customer.
• Real examples. Two or three quotes per theme let a reader judge the theme for themselves and give your marketing team language customers actually use.
• A sense of time. A complaint that filled your reviews last spring and has since faded matters less than one that started last month.

Kite does this reading for you. It pulls your recent reviews, sorts them into themes with counts and quotes, and tells you which complaints are new, which are growing, and which your team hasn't replied to.

Start by asking Kite in plain words, in the Kite web app or in Slack:

"What do customers praise and complain about in our Trustpilot reviews?"

Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. It already knows your website from its research on your company, so it looks up your Trustpilot page by your domain without asking you for a link. If your reviews live under a different domain, such as a separate store, tell Kite which one.

You don't need a Trustpilot account or any connection to get started. Kite reads the public reviews on your Trustpilot page through its own built-in research sources. You only need to connect your Trustpilot Business account if you want Kite to read the private details attached to your service reviews, read product reviews, or post replies for you.

The same request works for any company on Trustpilot. Ask about a competitor's domain, and Kite reads their reviews the same way, which shows you what their customers dislike and where your product could win.

Kite reads up to the 200 most recent reviews on your Trustpilot page, along with the page's overall rating and its total review count. Each review comes with its date, star rating, title, full text, whether Trustpilot marks it as verified, and whether your company has replied to it.

Kite compares the number of reviews it read against your total so it can tell you how much of your history the analysis covers. If you have 3,000 reviews, the 200 most recent ones describe what customers think now, and Kite says that plainly along with the date range they span. If your domain has no Trustpilot page, Kite tells you so, and if Trustpilot's data can't be reached at that moment, Kite says the reviews were unavailable rather than reporting that you have none.

Reading the reviews usually takes under a minute, though it can take a few. Kite carries on with the rest of the request once they arrive.

Kite reads every review in full and tags it with each specific thing it praises or complains about, so one review can count toward more than one theme. A three-star review that loves the product but waited three weeks for delivery counts toward one praise theme and one complaint theme.

Kite keeps praise and complaints separate and names each theme in the customer's terms, specifically enough that someone could act on it. It merges tags that describe the same thing, so "never heard back," "support ignored my emails," and "no reply for a week" become one theme about unanswered support emails. It keeps themes apart when the fix would be different. "The app crashes on checkout" and "checkout is confusing" are both checkout complaints, but one goes to engineering and the other goes to design.

Kite also separates complaints about the product from complaints about everything around it, such as shipping, billing, cancellation, and support. Those land with different teams, and a reviewer who loves the product but hates the billing is telling you something different from one who wants a refund.

Kite counts how many reviews raise each theme and ranks the themes by that count, so the list leads with what the most customers said. It reports the count beside the share of reviews it read, such as "34 of 200 reviews," so you can judge how common a theme really is.

The star rating adds another layer. Kite notes the typical rating of the reviews behind each theme, which shows you which complaints come with one-star reviews and which ones customers mention in passing inside an otherwise happy four-star review. A minor complaint in a four-star review is worth knowing about, but it isn't the problem that's dragging your rating down.

Kite also looks at the verified flag. Trustpilot marks a review as verified when it can confirm a real buying experience, and those reviews usually come from customers your company invited to write one. Unprompted reviews tend to skew toward strong feelings. When a complaint shows up mostly in one group, Kite says so, because it changes how you read the theme.

Kite uses each review's date to show how every theme has moved across the period it read. It compares the most recent stretch with the earlier one and calls out complaints that are new, growing, or fading.

This is often the most useful finding. A delivery complaint that ran through last winter's reviews and disappeared after you changed carriers is a solved problem. A complaint about a new pricing change that appeared in the last six weeks is the one to raise this week. Kite ties sudden changes to dates so you can match them to launches, price changes, or staffing changes you know about.

Kite checks whether your company replied to each review and reports, for each complaint theme, how many of those reviews still have no reply. Future customers read your replies as closely as the complaints, so an unanswered cluster of one-star reviews about the same issue costs you more than the reviews alone.

If you've connected your Trustpilot Business account, Kite can draft replies to those reviews in your brand's voice. It shows you the drafts first, and once you approve them, it posts them to Trustpilot.

Kite delivers the analysis in the conversation where you asked, as a short summary followed by the full theme list. The summary names your top praise and top complaints in a sentence or two each, along with your overall rating and how many reviews the analysis covers. The full list follows as a table, with a count, the typical star rating, the trend, and quoted examples for each theme.

If the findings need more room than a chat message, Kite can publish them as a report with charts that you can share by link. It also saves the main themes to your team's knowledge base as customer feedback, so later work draws on them. When Kite writes website copy or ads, it can use the words customers chose for what they love, and when it plans content, it can take on the objections customers keep raising.

From there you can ask Kite to keep watching. It sets up a watch on new reviews of your company on Trustpilot and lets you know when new reviews match what you care about, such as a new one-star review or a fresh mention of a complaint you're tracking. You can also ask Kite to repeat the full analysis every month so you can see the themes change over time.

When Kite finishes, you have a ranked, quoted account of what customers say about you on Trustpilot that your product, support, and marketing teams can each act on.