1. A system comprising: a first receiver configured to retrieve a plurality of feedback entries from a database, in response to a feedback request from a user selection at a user interface, a portion of the plurality of the feedback entries containing a first phrase; a score builder configured to determine, by a frequency engine using one or more processors, a frequency score based on a frequency count for the first phrase of each of the retrieved feedback entries; a mapping engine configured to map, using one or more processors, the first phrase to a visual indication, the mapping based upon a second phrase associated with the visual indication; and a page generator configured to generate a user interface depicting a feedback page containing the first phrase and the visual indication.