Customer Sentiment: What, How, Why

Customer Sentiment: What, How, Why

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If you read our post on social listening, you will remember we spent some time talking about how using this tool can help you reach your biggest fans and improve your customer service. In part, this is accomplished by understanding customer sentiment. Today we are covering what customer sentiment is, how you can analyze customer sentiment, and why you need to monitor customer sentiment.

What is Customer Sentiment?

Customer sentiment is written or spoken language in connection with a public issue, product, brand, industry, or organization and can be positive, negative, or neutral and can also have varying degrees of each. Advanced analysis of customer sentiment can also go deeper into specific emotional tones of a message.

  • Positive Customer Sentiment is easily seen when someone shares a good experience with your brand, leaves a raving review, or compliments a member of your team.
  • Negative Customer Sentiment is quickly identifiable as the opposite of positive sentiment but can often be more subtle than an outright “what a horrible experience with XYZ Company”.
  • Neutral Customer Sentiment can include a phrase such as: “I wonder how the debate will affect this candidate’s polls”. The language is neither positive or negative and does not really offer a strong opinion in either case.

Each of these categories can also offer varying degrees of positivity, negativity, or neutrality depending on the language and tone of the message. It is important to understand terminology, language, and colloquialisms in your analysis of customer sentiment. What “sick” means in some circles means something else to others!

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How You Can Analyze Customer Sentiment

There are a multitude of ways to analyze customer sentiment including having professionals manage this for you, using tools available from companies such as Hootsuite, Brandwatch, or Clarabridge, or monitoring sentiment yourself.

Some easy ways to monitor for sentiment on your own would include keeping track of hashtags specific to your company, brand, product, or industry. You should also follow and keep track of specific social accounts such as those of your customers and competitors as well as any influencers or thought leaders in the space.

Why Analyze Customer Sentiment?

The benefits of analyzing customer sentiment are numerous and varied. This blog from Allerin identifies five of the benefits including proactive business operation, deep audience insight, better ROI on marketing campaign, improved customer service, and good PR practice.

Understanding customer sentiment allows you to understand your audience better, identify and respond to trends in the industry, and elevate your customer experience.

Clarabridge says “Sentiment analysis is critical because helps you see what customers like and dislike about you and your brand. Customer feedback…┬ácontains a treasure trove of useful business information.”

As with any business information, properly applied, it can help you grow your business, increase profits, and create raving fans.

If you would like to know more about how we can help you analyze customer sentiment for your organization, contact us today!

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