Unwrap Features Explained

Unwrap is a customer intelligence platform that automates feedback analysis: it brings customer feedback from support, surveys, reviews and calls into one place, groups it into themes, and surfaces the issues that need attention.

Here's an overview of every Unwrap feature, what each one does and where to learn more. For the terms used across the platform, see What Is Unwrap?.

Feedback Integrations

Unwrap connects to the tools where your customer feedback already lives, so you can analyze every channel in one place instead of one tool at a time.

• Support and ticketing, such as Zendesk, Intercom, Salesforce, HubSpot, Freshdesk, Kustomer, Gorgias, Gladly, Help Scout and Front

• Reviews, such as app store reviews, Amazon, Google Maps, Trustpilot and G2

• Surveys, such as Qualtrics, Medallia, HubSpot Feedback Submissions, Pendo and Unwrap Surveys

• Sales calls and meetings, such as Gong, Zoom, Aircall, Talkdesk, AWS Connect and Zendesk Talk

• Social and community, such as X, Instagram, Facebook Pages, Sprout Social, Discord, Hacker News and Slack

• Data warehouses and files, such as Snowflake, BigQuery, Amazon S3, Google Cloud Storage and CSV upload

Anything without a native integration can connect through Zapier, which adds 3,000+ other tools. Once a source is connected, new feedback comes in automatically each night.

Integrations also bring in custom fields: metadata such as plan tier, region, product version, annual recurring revenue (ARR) or churn status. Custom fields let you slice feedback by customer segment, for example to find the top issues among customers who churned.

See Feedback Sources: Every Tool Unwrap Connects To and Integrating Custom Fields.

Taxonomy and Automatic Grouping

Unwrap reads every piece of feedback and groups entries that describe the same issue, even when customers word it differently. Each pattern becomes a Group.

Groups sit in a hierarchy called your taxonomy, from broad Level 1 (L1) areas like "Account Management" down to specific pain points like "Posts publish to Facebook several hours delayed." A parent Group's count includes everything in its child Groups.

How it works:

• Unwrap finds new patterns each time feedback is ingested (most commonly every 15 minutes) and nests each new Group under the right parent. These are labeled "Found by Unwrap."

• You can build your own Groups by describing what you want to track. These are labeled "User Created" and keep updating as new feedback arrives.

• You stay in control. Move Groups, add or remove feedback, and Unwrap learns from each correction.

• During onboarding, Unwrap can work from your existing issue or feedback taxonomy.

The result is counts for both broad product areas and the exact problems inside them, with no manual tagging.

See Taxonomy Page: Explore, Search and Build Groups of Feedback and Taxonomy Best Practices.

Artificial Intelligence (AI) Labels: Sentiment, Feedback Type and Business Impact

Every entry gets a summary, called a distillate, which Unwrap's AI labels so you can filter feedback by what customers are asking for.

An entry can carry both a Feature Request and a Product Defect label, or both Churn Risk and Upsell Opportunity.

See Filtering Feedback.

Unwrap Assistant

The Unwrap Assistant is an AI-powered chat interface for your customer feedback. Ask a question in plain language and get answers with charts, tables and links to the feedback behind them.

It draws on your taxonomy, raw feedback transcripts and custom fields, so it can surface insights even where no Group exists yet.

What it can do:

• Run counts, breakdowns and other statistics on your feedback

• Pull feedback samples for any Group or filter set, up to 500 entries at a time

• Pull in live web context, such as your public changelog, and connect it to what customers are saying

• Create, edit, rename and archive Groups in your taxonomy

• Turn a conversation into a shareable report

You can give the Assistant standing background on your product and team through Assistant Context. Each context field holds up to 25,000 characters.

See Unwrap Assistant: Ask Questions About Your Customer Feedback and Assistant Context.

Workflow Integrations: Linked Actions, Slack and Model Context Protocol (MCP)

These integrations send what Unwrap finds into the tools your team already works in.

Linked actions from Jira, Linear and Asana show their actual workflow status in Unwrap, such as "QA Review" or "Shipped." Group charts show when linked tickets were closed.

Connecting Jira, Asana or Linear needs Unwrap Admin permissions. Organization Admins can also create static OAuth credentials so everyone in the organization connects to the MCP with one shared set.

See Unwrap Linked Actions: Setup Guide, Allow Unwrap to Send Alerts and Reports in Slack, Connect Unwrap Assistant to Slack and Unwrap MCP.

Core Platform Features

Taxonomy Page (Formerly Explore)

The Taxonomy page is where you do in-depth analysis. Search your feedback with AI-powered search that matches meaning, browse Groups as a hierarchy in outline, column or table view, and save any search as a new Group.

Rising and falling themes are highlighted, so you can spot what's gaining or losing momentum. From any Group you can export its feedback to CSV, pin it, share it or break it down by custom field.

Feedback Page

The Feedback page lists every individual piece of feedback from every source you've connected. Use it to read recent feedback entry by entry, run exact-match searches, and open the original record in the source platform.

Filters and Saved Filters

The same filters work on the Feedback, Taxonomy, Boards and Alerts pages. You can filter by:

• Source, date range and sentiment

• Group, or every Group under a parent

• Unwrap AI Segments such as Feedback Type and Business Impact

• Any custom field, such as plan tier, region or NPS Bucket

Save a set of filters you use often and apply it in one click. Saved filters are private by default, and you can share one with everyone in your View.

Boards

Boards are dashboards of charts you build to track the issues and trends you care about. Chart types include line, stacked area, stacked bar, bar, pie, table and big number.

Filters and date ranges can apply across the whole Board, and each chart can be filtered or broken down further by source, segment, sentiment or Group. Click "Edit with Assistant" to describe the chart you want in plain language.

Reports

Reports turn an Assistant conversation into a shareable write-up with charts that link back to the live data. You can send a report once, download it as a PDF, or subscribe to have a fresh edition delivered by email or Slack.

Subscriptions run daily, weekly, every other week, or monthly. Report Templates let you set up a report's structure once and reuse it for any product, customer or time period; ask Unwrap to turn them on for your organization.

Home Page Insights

The Home page shows insights Unwrap surfaces for everyone in your View, such as new Groups and Groups with big changes in volume. It also shows the Groups, Boards and reports you've pinned, and you can ask the Assistant questions from it.

Real-Time Alerts and Subscription Reports

Unwrap pushes new and spiking issues to you, so you hear about them without opening a dashboard.

• Real-time alerts flag newly identified patterns and patterns that are spiking compared to their history, by email or in Slack.

• Subscription reports send an updated analysis of your feedback to email or Slack on a schedule you choose

• Group Subscriptions send a daily or weekly summary of new feedback in any Group you follow, in Slack or by email.

See Real-time Alerts, Subscription Reports and Alert Subscribing.

Surveys

Unwrap Surveys lets you collect Net Promoter Score (NPS), customer satisfaction (CSAT) and open-ended responses from inside Unwrap. Every response flows into the Views you connect the survey to, where it's analyzed alongside all your other feedback.

• Surveys available through many channels, including email, URL, and widget (an on-site survey drawer or pop-out)

• AI follow-ups that ask a clarifying question when an open-text answer lacks detail

• Survey Research Automation, which sends targeted surveys to customers whose feedback matches a filter you define

• Recipients added by CSV upload, website installation or the API

Admins and Survey Admins can create surveys. See Getting Started with Unwrap Surveys.

SupportIQ

SupportIQ grades every support interaction so support leaders can find quality gaps and coach agents. It's a paid add-on module, so contact your account manager to turn it on.

It uses AI to grade on each case:

• Agent performance: whether each agent, bot or human, handled the case well according to the rubric

• Resolution status: whether the customer's problem was resolved (Resolved, Unresolved or No Resolution Status)

Cases are graded against Unwrap's universal rubric by default, plus your own standard operating procedures (SOPs) if you add them. Support Managers can correct grades, and each change is kept in a history for auditing.

Inferred CSAT

Inferred CSAT reads each support conversation and labels how the customer felt, message by message and for the conversation as a whole, without sending a survey. Labels run from Very Satisfied to Very Dissatisfied.

See SupportIQ and Inferred CSAT.

Replying to Feedback

You can reply to Apple App Store and Google Play reviews from inside Unwrap, and the replies post to the store. Send the same response to many reviews at once, such as everyone who reported a bug you've since fixed.

Replying is currently in beta. Contact your Unwrap account manager to get access. See Overview - Replying to Feedback.

Application Programming Interface (API)

Unwrap's GraphQL API lets you work with your feedback data in your own systems. With it you can:

• Fetch feedback entries and all their metadata from a View, filtered by date, source, Group or custom field

• Fetch your taxonomy

• Upload many entries at once with Batch Upload

• Build Groups and delete entries

The API is available to authenticated users only. Contact your Unwrap representative or contact@unwrap.ai to discuss pricing and authentication. See API Overview.

Administration and Access

• Organizations and Views: an Organization is the set of people who collaborate, and a View holds the data sets you want insights on

• Roles: Admins manage users, integrations and custom fields; within a View, Contributors edit the taxonomy and Viewers analyze without changing it

• Single sign-on (SSO) through providers including Okta or Microsoft Entra. We support SSO through both OIDC and SAML

• PII Redaction, which removes personally identifiable information before feedback is stored (set up with Unwrap's account management team, at an extra charge)

• Usage, an Admin-only page showing active users and Assistant adoption across the web app, API, MCP and Slack

See Data organization and permissions, PII Redaction and Usage.