How RX France Used Feedier to Transform Manual Verbatim Analysis: Processing 13,000 Customer Comments a Year, All the Way to the Executive Committee

RX France, the French subsidiary of RX Group, organizes around thirty trade shows a year across industries as varied as real estate (MIPIM, MAPIC), entertainment (MIPCOM), construction (BATIMAT), and photography (Paris Photo). Ly, Customer Research & Insights Manager within the Revenue Management & Customer Insights team, is responsible for post-show quantitative and qualitative data analysis across all RX France events.

Every edition generates hundreds to thousands of verbatim responses from exhibitors and visitors. These insights feed strategic decisions, negotiations with local authorities, marketing plans, and Event Value Plans at the group level.

Until 2025, open-ended feedback analysis was handled manually by a team of data analysts. The process: wait for classification in cross-referenced Excel spreadsheets, review the work, correct it, then incorporate it into the report. With 13,000 customer comments across roughly twenty shows running simultaneously in 2024, the approach had hit a wall. Human error risk, unavoidable delays, underutilization of qualitative data in strategic reports.

Ly had also identified a structural limitation with the internal tool adopted in 2025: strong on statistics, but not built for in-depth text feedback analysis. Today, the two tools are complementary.

Feedier won them over on one specific point: analyzing meaning, not just keywords. In a B2B context where customer comments are long, nuanced, and loaded with mixed emotions, LLM-based analysis fundamentally changes the quality of the insights produced. The ability to centralize all sources in a single platform — and to build reports that plug directly into internal presentations — was equally decisive.

Feedier transformed five dimensions of Ly's work.

Sentiment analysis. Overall sentiment per show, broken down by topic and respondent profile, makes it easy to quickly surface sources of satisfaction and frustration — including specific pain points like parking or a redesigned show format.

Nuanced NPS, not just raw scores. Ly can now identify the key drivers behind Promoters and the friction points for Detractors, enabling a clearer explanation of how key metrics are evolving. A rise or drop in NPS can no longer be read in isolation — it has to be analyzed in light of the customer feedback and qualitative insights that accompany it.

Topic-weighted NPS. A real-world example: a show where NPS dropped in a way that was hard to explain and seemed at odds with the event's financial performance. By analyzing negatively-toned responses in the Feedier platform, Ly pinpointed the main source of customer frustration: parking issues. Using Feedier's topic-level NPS calculation, the affected respondent segment showed an NPS of -23. After excluding those respondents, Ly recalculated the NPS for the rest of the population.

The result: actionable insights for the show director to renegotiate with the parking vendor — and a targeted goodwill gesture for loyal customers at the next edition.

Profile-based analysis. CRM profiling data from GBS (industry, country, attendance goals) is cross-referenced with Feedier's qualitative insights. On a real estate show, for instance, first-timers showed a more positive sentiment than returning exhibitors; German exhibitors were the least satisfied. Every segment gets its own read.

Centralization and time savings. Customer feedback is no longer sent as separate files. Everything lives in Feedier. Post-show reports are built directly from the platform and plugged into the RX France reporting template.

RX France now produces structured, reliable, and actionable post-show reports in days — where the process used to take several weeks. The data analyst team is no longer tied up with manual response classification. Marketing, sales, Revenue Management, and the Executive Committee now receive qualitative insights directly integrated into strategic decision-making. And qualitative data now feeds the group's triennial Event Value Plans with far greater granularity.

For RX France, Feedier didn't replace an existing solution. It filled the gap between solid quantitative analysis and an almost nonexistent qualitative layer. By connecting customer feedback, CRM profiling, and business metrics in a single platform, Feedier turned post-show analysis into a genuine strategic decision-making lever.